Vintage Paint
Vintage Paint BV is a Dutch maker of water-based, natural chalk paint and complementary decorative products, selling directly to European DIY enthusiasts and creative professionals via a multi-language e-commerce site and a local and online reseller network.
- Company typePrivate
- Founded-
- HeadquartersMeppel, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Vintage Paint does
Vintage Paint BV is a Dutch private limited company headquartered in Meppel, Netherlands, wholly owned by LV Holding BV. It produces and sells water-based, natural chalk paint under the Vintage Paint and 'Vintage Paint by Jeanne d'Arc Living' brands, marketed to DIY enthusiasts and creative professionals across Europe. The company also retails adjacent decorative categories including natural waxes (48 SKUs), brushes and tools (38), stencils and stamps (229), and the Redesign decorative range (943 items).
The core product technology combines traditional 14th-century Italian chalk-paint methods with a modern water-based, predominantly natural formulation. The paint is engineered for universal surface adhesion (wood, metal, glass, plastic, fabric) without sanding or priming, and uses a flexible binding agent to deliver a durable, breathable matte finish suitable for both indoor and outdoor use as well as floors and stairs. The portfolio carries the EU Ecolabel, EN 71-3 toy-safety certification, and A+ Indoor Air Quality rating.
The business operates a dual-channel go-to-market: direct-to-consumer e-commerce through the paint-gallery.com storefront (available in 13+ European languages) and a tiered reseller network covering both local physical stores and online webstores, with a public 'Become a reseller' recruitment flow. Pricing is transactional and login-gated, denominated in EUR, and excludes VAT and duties. Marketing is content-driven via blog, Instagram, YouTube, and email newsletter. No external funding, no M&A, no disclosed leadership, and no public financials are present in the source data; the company operates with 9 employees.
Vintage Paint firmographics
Firmographics- Name
- Vintage Paint
- Legal name
- Vintage Paint BV
- Website
- https://vintagepaint.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Vintage Paint BV is a Dutch maker of water-based, natural chalk paint and complementary decorative products, selling directly to European DIY enthusiasts and creative professionals via a multi-language e-commerce site and a local and online reseller network.
- Ownership category
- akta.pro rank
Vintage Paint industry classification
Industry- Product category
- Eco-friendly chalk paint
- NAICS
- Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (444120)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Architectural & Decorative Painting (Interior/Exterior) (IMAIAKAA)
- akta.pro secondary industries
- Interior Painting (Walls, Ceilings, Trim) (HSAGADAA), Exterior Painting (Siding, Trim, Doors) (HSAGADAB)
Keywords
Where Vintage Paint is headquartered
LocationHeadquarters
- HQ city
- Meppel
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Vintage Paint business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: The company operates a direct-to-consumer e-commerce platform (paint-gallery.com) available in 13+ languages, selling paint, waxes, tools, stencils, and accessories directly to DIY consumers and creative professionals. Prices exclude VAT and are shown in EUR.
- Wholesale to Resellers: Vintage Paint BV sells to wholesale and retail customers through a network of local and online resellers. The terms page indicates the company produces and sells to wholesale markets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Retail (Direct E-commerce) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Vintage Paint product offering
Product offeringCore offering
Vintage Paint produces and sells water-based, natural matte chalk paint under the Vintage Paint and Vintage Paint by Jeanne d'Arc Living brands. Its core offering is Mat Natural Vintage Paint — a breathable, quick-drying, odourless paint that adheres to virtually any surface (wood, metal, glass, plastic, fabric) without sanding or priming — supplemented by metallic and effect paints, natural wax finishes, brushes, stencils, the Redesign decorative range, wallpaper, and instructional materials. The company sells directly to consumers and through a network of resellers across Europe.
Product overview
Vintage Paint is a unified product ecosystem centered on natural, water-based matt chalk paint for furniture and interior/exterior surfaces. The core offering is Mat Natural Vintage Paint, supplemented by the Metallics line (Gold, Silver, Bronze in 200ml), Effect Paint & Primer, and Natural Wax finishes (48 varieties). The portfolio includes professional Tools & Accessories (38 brushes/tools, 229 stencils/stamps), the Redesign Range (943 decorative items), Woodwill flexible wooden mouldings, Hokus Pokus decorative products, Wallpaper & Accessories, and Brochures & Books. The product line spans over 60 colours and serves both creative professionals and DIYers, with paints that adhere to any surface without special preparation and meet EU Ecolabel and EN 71-3 safety standards for children's toys.
Differentiator
Problem solved
Functional benefit
Brands
- Vintage Paint: Water-based matt chalk natural paint for furniture and more for creative professionals and DIYers
- Paint Gallery
- Vintage paint by Jeanne d'Arc Living
Products and services
- Mat Natural Vintage Paint Water-based matte chalk natural paint for furniture, walls, floors and other surfaces. Designed for creative professionals and DIYers; adheres to wood, metal, glass, plastic, and fabric without sanding or priming. EU Ecolabel and EN 71-3 certified.
- Metallics Soft and natural metallic paints (Gold, Silver, Bronze) in 200ml packaging. EU Ecolabel certified for indoor and outdoor use and safe for children's toys under EN 71-3 / NEN 71-3.
- Effect Paint & Primer Specialty effect paints and primers (10 variants) for decorative finishes, used alongside the core chalk paint line.
- Natural Wax Natural waxes (48 variants) for sealing and enhancing painted or raw wood surfaces.
- Tools & Accessories Professional brushes, painting tools, stencils and stamps (38 brushes/tools and 229 stencils/stamps) for chalk paint application and decorative embellishment.
- Redesign Range Redesign decorative product range (943 items) including transfers, embellishments and decorative items for furniture and craft projects.
- Woodwill Flexible wooden ornaments and mouldings for furniture decoration under the Woodwill brand.
- Hokus Pokus Decorative product line for creative painting projects.
- Wallpaper & Accessories Wallpaper and related accessories for interior decoration.
- Brochures & Books Instructional and inspirational printed materials covering painting techniques and DIY projects.
Quantifiable outcome
- Safe for children's toys and furniture (EN 71-3 certified)
- +2 more outcomes
Companies that use Vintage Paint
Customer profileSegments3 records
Ideal customer profiles3 records
Vintage Paint technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Vintage Paint partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Local ResellerscoreVintage Paint partners with local physical retail stores ('Shop local') that resell their eco-friendly paint products. Customers can find local resellers via the partner locator on the website.
- Online ResellerscoreVintage Paint partners with online retailers ('Shop online') that resell their products through webstores. The website provides a 'Become a reseller' option for prospective partners.
- LV Holding BVcoreParent company structure: Vintage Paint BV is a trading company owned by LV Holding BV in The Netherlands that produces and sells Vintage Paint and applied art to wholesale and retail.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Vintage Paint competitors and assessment
Company assessmentBroad incumbents
- Farrow & Ball: Premium British decorative paint brand with a heritage positioning, broad colour range, and pan-European retail presence. Operates in the same end-use cases (interior decorative paint, furniture, walls) with a much larger portfolio and owned retail.
- Rust-Oleum: Global specialty coatings manufacturer with a strong DIY/refinishing product line across chalk paint, spray paint, and protective coatings. Competes on shelf and in the same end-use applications, with materially larger resources.
Direct peers
- Dixie Belle Paint Company: US-based chalk and mineral paint brand with extensive product range (paint, waxes, brushes, stencils, transfers) and a strong content/marketing model. Comparable breadth of accessories ecosystem and target customer.
- Country Chic Paint: Eco-friendly chalk-style paint line sold DTC and through retailers, with a similar furniture-refinishing value proposition and broad product line including waxes and stencils.
- Autentico Paint: European chalk and mineral paint manufacturer with a multi-country reseller model and DIY/professional segment targeting — overlapping directly with Vintage Paint's product line, channel strategy, and customer base.
- Annie Sloan Interiors: The category-defining chalk paint brand founded in 1990, selling decorative chalk paint globally with an extensive stockist network and a content-led marketing model — directly comparable to Vintage Paint's positioning, GTM, and DIY/creative-pro target customer.
- The Real Milk Paint Co. Natural-paint specialist with a no-prep / no-VOC positioning and a focus on sustainable, non-toxic formulations — overlapping with Vintage Paint's eco-credentials, DIY customer base, and chalk-style product line.
- Fleur Paint: Boutique European chalk-style paint brand targeting the furniture-upcycling and craft segment, with comparable product range and direct-to-creative-pro positioning.
Emerging players
- Jeanne d'Arc Living: Vintage Paint's sister brand under the broader LV Holding BV group, focused on Vintage Paint products and complementary décor/furniture refurbishment supplies — direct brand-level connection to the subject.
Regional players
- Jotun (Decorative Paints): Norwegian-headquartered coatings major with a strong Scandinavian and Northern European decorative paints business. Comparable end-use customers (DIY, professional decorators) with regional European overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Vintage Paint social profiles
Digital presenceVintage Paint compliance and trust
Trust signalCompliance3 records
Vintage Paint financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vintage Paint leadership team
Management profileNumber of profiles
Vintage Paint funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vintage Paint M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vintage Paint
What does Vintage Paint do?
Vintage Paint produces and sells water-based, natural matte chalk paint under the Vintage Paint and Vintage Paint by Jeanne d'Arc Living brands. Its core offering is Mat Natural Vintage Paint — a breathable, quick-drying, odourless paint that adheres to virtually any surface (wood, metal, glass, plastic, fabric) without sanding or priming — supplemented by metallic and effect paints, natural wax finishes, brushes, stencils, the Redesign decorative range, wallpaper, and instructional materials. The company sells directly to consumers and through a network of resellers across Europe.
Is Vintage Paint a public or private company?
Vintage Paint is a private company. It is classified as corporate owned and is currently operating.
When was Vintage Paint founded?
Vintage Paint was founded in -1. It employs 1 to 10 people.
Where is Vintage Paint based?
Vintage Paint is headquartered in Meppel, Netherlands, in the Europe region.
How does Vintage Paint make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale to Resellers.
Who are Vintage Paint's main competitors?
Broad incumbents on record are Farrow & Ball and Rust-Oleum. Direct peers are Dixie Belle Paint Company, Country Chic Paint, Autentico Paint, Annie Sloan Interiors, The Real Milk Paint Co. and Fleur Paint. Jeanne d'Arc Living is listed as an emerging player. Jotun (Decorative Paints) is listed as a regional player.
Does Vintage Paint have an API?
No public API is recorded for Vintage Paint.
What industry is Vintage Paint in?
Vintage Paint's product category is Eco-friendly chalk paint. Its primary akta.pro industry code is IMAIAKAA, Architectural & Decorative Painting (Interior/Exterior), with a secondary code of HSAGADAA, Interior Painting (Walls, Ceilings, Trim). Its NAICS code is 325510 and its SIC code is 2851.