The Farm paint / materials

What The Farm paint / materials does

The Farm Paint & Materials (legal entity The Farm B.V.) is a Netherlands-based e-commerce retailer specializing in custom-mixed paints and curated premium building materials. Its paint line comprises 91 colors across five finishes (matte, extra matte, satin, gloss, and lime plaster), all made to order under a no-return policy. The direct-to-consumer storefront at thefarm.nl accepts iDeal payments and includes a paint quantity calculator that estimates required liters from surface area. Beyond paint, the company distributes architectural materials from four named European partners: Fornace Brioni (Italian cotto tiles), Atelier Zelij (Moroccan-influenced Zellige tiles), Barro (contemporary clay tiles), and Concrete LCDA (French fiber-reinforced concrete panels).

The company operates a dual-channel go-to-market combining direct e-commerce with a physical dealer network of 13 locations across the Netherlands and one international point in Ibiza, Spain (operated by Happinez). A dedicated B2B "Professional Trade Program" serves interior designers, architects, and professional painters with preferred pricing, unique discount codes, and consultation services with in-house paint specialists for color and quantity guidance. The combination of custom-mixed paint production, curated premium material distribution, and trade-focused service positions the company in the design-led segment of the Dutch architectural materials market.

The business model is transactional retail — per-unit sales of paint and architectural materials to consumers and trade customers. Made-to-order custom mixing reduces inventory exposure while supporting a wide effective SKU range (91 colors × 5 finishes plus partner materials). The no-returns policy on custom-mixed paint protects unit economics. Multi-channel distribution (DTC site, dealer network, trade program) provides multiple customer acquisition paths but adds complexity in pricing, fulfillment, and partner coordination.

Name

The Farm paint / materials

Legal name

The Farm B.V.

Website

https://thefarm.nl

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

The Farm Paint & Materials is a Netherlands-based e-commerce retailer selling custom-mixed paints (91 colors, five finishes) and curated premium European building materials to Dutch consumers, interior designers, and professional painters via its DTC website and a 13-plus-one dealer network.

Ownership category

akta.pro rank

Product category

Specialty Paint & Architectural Materials

NAICS

Paint and Wallpaper Retailers (444120), Building Material and Supplies Dealers (4441)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro industry

PRIMARYCRAIAEAG

Concrete, Cement & Aggregates Retail (Bagged Mix, Sand, Gravel)

Consumer Products & Retail/Home & Furniture Retail/Building Materials & Lumber Retail

Keywords

• Custom color mixing
• Architectural building materials
• Premium interior paint
• Artisan tile collections
• Decorative wall finishes

Headquarters

HQ city

Hilversum

HQ country

Netherlands

HQ region

Europe

Offices13 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Paint and Coating Sales: Sale of custom color-mixed paints including Happy Colors (silicate wall paint), Mud (mineral ultra-matte wall paint), Lacquers, and Hay. All paints are made to order with no returns policy.
2. Building Materials Sales: Sale of high-end building materials including tiles (Fornace Brioni cotto tiles, Atelier Zelij Zellige tiles, Barro clay tiles, Concrete LCDA panels).
3. Primers and Samples: Sale of primers and A4 sample products for color testing and surface preparation.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Farm sells custom color-mixed paints (91 colors across 5 finishes such as Happy Colors, Mud, Hay, Lacquer, and Lime Plaster) and curated high-end building materials including Italian cotto tiles from Fornace Brioni, Moroccan zellige from Atelier Zelij, clay tiles from Barro, and French concrete panels from Concrete LCDA. The company operates a direct-to-consumer e-commerce platform (thefarm.nl) and a network of dealers in the Netherlands and Spain, supplemented by a professional trade program serving interior designers and painters.

Product overview

The Farm Shop is a Netherlands-based paint and materials e-commerce platform offering a curated collection of paints and premium architectural materials. The product portfolio consists of Paint (custom color-mixed on order including Happy Colors, Mud, Lacquer, Hay, and Lime Plaster), Primers & Samples, and exclusive Materials brands including Fornace Brioni (hand-crafted cotto tiles), Atelier Zelij (handcrafted Zelliges, Stone & Terrazzo), Barro (high-end clay tiles), and Concrete LCDA (lightweight concrete panels from France). The company also offers professional trade accounts with exclusive discounts and a free downloadable colour guide.

Differentiator

Problem solved

Functional benefit

Brands

• Fornace Brioni: High-end crafted cotto tiles made from clay and water, fired at high temperatures - hand-crafted sustainable tile collection.
• Atelier Zelij
• Barro
• Concrete LCDA

Products and services

• Custom-Mixed Paint Collection Premium in-house paint line custom-mixed to order in 91 colors across 5 finishes (Happy Colors, Mud, Hay, Lacquer, Lime Plaster), sold to consumers, designers, and painters via thefarm.nl and dealer showrooms.
• Primers Primer products sold as preparatory coatings to accompany The Farm's custom-mixed paint range for interior wall and surface preparation.
• A4 Paint Samples A4-format sample pots of The Farm's paint range, sold individually to allow customers and professionals to test colors before committing to full orders.
• Fornace Brioni Cotto Tiles Italian cotto (terracotta) tiles distributed exclusively by The Farm from producer Fornace Brioni, sold to consumers and interior professionals for flooring, wall cladding, and architectural applications.
• Atelier Zelij Zelliges Handmade Moroccan zellige tiles distributed exclusively by The Farm from producer Atelier Zelij, sold to consumers and interior professionals for decorative wall and surface applications.
• Barro Clay Tiles Clay tiles distributed exclusively by The Farm from producer Barro, sold to consumers and interior professionals for wall, floor, and architectural surface applications.
• Concrete LCDA Concrete Panels Decorative concrete panels distributed exclusively by The Farm from French producer Concrete LCDA, sold to consumers and interior professionals for wall cladding and architectural surface applications.

Quantifiable outcome

• 2-3 business days standard delivery
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• Concrete LCDAcoreChannel Partner/ Reseller/ DistributorFrench manufacturer and leader in Europe in fiber reinforced concrete interior fittings. Produces Panbeton, Slimbeton, and Beton Lege brands. Exports worldwide with offices in Europe, Asia, and North America. The Farm distributes their lightweight concrete panels in Netherlands.
• Fornace BrionicoreChannel Partner/ Reseller/ DistributorItalian manufacturer producing hand-crafted cotto tiles. Products made from mixture of clay and water fired at high temperatures. Sustainable material with each piece unique. The Farm distributes their cotto products including tiles for flooring and wall coverings.
• Atelier ZelijcoreChannel Partner/ Reseller/ DistributorArtisan producer of hand-crafted Zellige tiles made from natural clay. Each tile is shaped and hand-glazed giving unique, slightly irregular texture. Known for rich colors, intricate designs, and natural variations. The Farm distributes their Zellige tile collection.
• BarrocoreChannel Partner/ Reseller/ DistributorProducer of high-end clay tiles in bold, contemporary design crafted in perfect imperfection. The Farm distributes their tile collection featuring city-inspired designs from around the world including New York, Paris, Tokyo, Copenhagen, and others.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Little Greene: British heritage paint brand selling curated, historically inspired color ranges in custom finishes. Comparable on deep curated palette, custom color mixing, premium pricing, and a multi-channel retail + trade + showroom model.
• Bauwerk Colour: Australian premium natural lime and mineral wash paint company. Closely comparable on mineral/natural paint positioning to The Farm's Mud and Happy Colors, with international DTC shipping and a similar designer-architect buyer base.
• Pure & Original: Belgian premium mineral and lime-based paint brand. The most relevant Benelux peer — overlaps with The Farm's Happy Colors (silicate) and Mud (mineral matte) product philosophy and serves the same interior-designer and pro segment in the same geography.
• Farrow & Ball: British premium paint brand famous for curated color palettes and handcrafted finishes. Directly comparable on custom color depth, premium pricing, and a DTC + showroom + trade-account distribution mix that closely mirrors The Farm's positioning.
• Backdrop: Premium direct-to-consumer paint brand with curated colors, designer-led branding, and custom mixed-to-order fulfillment. Comparable on DTC-led GTM, color-led marketing, and custom-mix manufacturing model.

Broad incumbents

• Sikkens: AkzoNobel premium-mainstream paint brand for professionals in the Netherlands and Belgium. Competes for the same B2B interior-professional and painter segment but with a much broader portfolio and tiered pricing beyond a single artisanal brand.
• Flexa: AkzoNobel mainstream Dutch paint brand sold across DIY retailers and trade channels. Overlaps as a paint retailer competitor but operates at mass-market scale and lacks The Farm's artisan color-mix depth.
• Gamma: National Dutch building materials and DIY chain. A breadth-of-assortment incumbent that overlaps with The Farm's B2C renovation and tile buyer but does not compete in custom-mixed artisan paint or premium European tile brands.
• Praxis: Largest Dutch DIY and building materials retailer. Overlaps at the building-materials customer but lacks a custom color-mix paint offering and an artisan tile range; competes primarily on availability and price rather than design curation.

Others

• Marazzi Group: Global ceramic tile manufacturer owned by Mohawk Industries. Indirectly comparable as an upstream supplier of premium tile products that retailers like The Farm distribute; relevant for assessing scale and sourcing economics of the materials side of the portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100090376905995
• LinkedInlinkedin.com/company/the-farm-netherlands
• Instagraminstagram.com/thefarmpaintmaterials

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Farm paint / materials