planeo | F & P GmbH

What planeo | F & P GmbH does

planeo | F & P GmbH (operating as Planeo Deutschland GmbH) is a German e-commerce specialist retailer of flooring, garden, and living-world products, headquartered in Bad Salzuflen, Germany. The company sells more than 500 SKU variants spanning vinyl and design flooring, parquet, laminate, PVC, linoleum, cork, wall panels, interior doors, paints, terrace decking, garden fencing, facade cladding, garden lighting, and raised beds — combining its own private-label 'planeo' brand with premium third-party brands (MEISTER, Forbo, Gerflor, Wicanders, Mapei). Distribution is anchored by a 16,000 m² warehouse and supported by a physical showroom/outlet in Bad Salzuflen, with shipping handled through DHL, DPD, Dachser, FedEx, WSL, and Meyer Jumbo to customers in Germany and 13 other European countries.

The technology stack is a standard e-commerce platform (likely Magento-based) hosted on AWS with Google Cloud CDN — not proprietary, but the company differentiates through a substantial content layer: a YouTube channel with 130,000+ subscribers and 87M+ cumulative views of DIY installation tutorials, supported by a Ratgeber (expert blog/magazine), and an interactive Terrassenplaner (terrace configurator) tool that reduces purchase friction for high-consideration outdoor projects. Customer service is delivered via phone, live chat, email, and a menu-based WhatsApp Business API chatbot (managed by UIB). Marketing combines organic content and SEO, paid search (Google Ads, Microsoft Advertising), paid social (Meta, Pinterest), influencer collaborations, and a 180-day return policy with up to 6 months of free storage for orders over €1,500.

The business model is direct-to-consumer one-time transactional product sales with no subscription component, supplemented by quote-based installation services sub-contracted to partner AWELO in the Ostwestfalen-Lippe region. Revenue is generated from individual B2C homeowners (primary), professional craftspeople/contractors (secondary), and property managers/real estate companies (secondary). Customer acquisition is driven by content marketing and SEO rather than heavy performance spend, supported by an active influencer program. The company was founded by David Fuchs and Ferdinand Pritzkau in 2001 as a regional brick-and-mortar flooring retailer and launched the planeo e-commerce brand in 2011; it remains privately held by its founders with no disclosed external investors.

Name

planeo | F & P GmbH

Legal name

Planeo Deutschland GmbH

Website

https://planeo.de

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

planeo is a German e-commerce specialist retailer of flooring, garden, and living-world products, selling 500+ SKUs under its private label and third-party brands (MEISTER, Forbo, Gerflor) to DIY homeowners and tradespeople across Germany and 13 European countries from a 16,000 m² warehouse in Bad Salzuflen.

Ownership category

akta.pro rank

Headquarters

HQ city

Bad Salzuflen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (E-commerce): planeo generates revenue primarily through the direct sale of flooring, wall coverings, garden products, and accessories via its own online shop (planeo.de) and its physical outlet in Bad Salzuflen. Customers purchase products at listed prices; there is no subscription component. Revenue is one-time transactional, with repeat purchases driven by project completion or new renovation needs. Additional revenue streams include fees from installation services arranged through the AWELO partner network.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

planeo operates a direct-to-consumer online shop (planeo.de) and a physical outlet in Bad Salzuflen selling more than 500 variants of flooring (vinyl, parquet, laminate, PVC, linoleum, cork), wall coverings, interior doors, terrace decking, garden fencing, facade cladding, garden lighting, raised beds, paints, and accessories under the private-label "planeo" brand and premium partner brands (MEISTER, Forbo, Gerflor, Wicanders, Mapei). The company supplements product sales with a service layer that includes free sample delivery, free storage up to 6 months, a 180-day return policy, an interactive terrace planning configurator, and a Handwerkerservice that routes customers to partner AWELO for professional installation.

Product overview

planeo is a German e-commerce specialist retailer for floor, garden, and living world products. The company operates a unified online shop platform alongside a physical outlet store, offering its own private label 'planeo' brand alongside third-party manufacturer brands (MEISTER, Forbo, Gerflor, Wicanders, Mapei). The core product portfolio consists of three main categories: (1) Floor coverings including vinyl/design flooring (Klick-Vinyl, Klebevinyl), parquet, laminate, PVC, linoleum, and cork; (2) Living world products including wall panels/cladding, interior doors, and paints; and (3) Garden world including terrace decking (WPC, wood), garden fencing/privacy screens, facade cladding, garden lighting, and raised beds. An interactive terrace configurator tool enables customers to design custom outdoor spaces. The company also offers accessories (underlayment, profiles, stair treads) and craftsman services through partners. Founded in 2011 and based in Bad Salzuflen, Germany, planeo serves customers across Germany and other EU countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Vinyl Flooring (Vinylboden / Vinyl Designboden) Vinyl and design flooring sold in click-vinyl (Klick-Vinyl) and self-adhesive (Klebevinyl) variants, available in wood-look (Holzoptik) and tile-look (Fliesenoptik) designs for residential spaces.
• Parquet Flooring (Parkett) Solid and engineered wood flooring including oak parquet (Eichenparkett), offering natural appearance and durability for residential spaces.
• Laminate Flooring (Laminat) Cost-effective, durable laminate flooring offered in various designs and finishes for residential and light-commercial use.
• PVC Flooring (PVC-Boden) PVC flooring solutions designed for easy maintenance and water resistance across residential applications.
• Linoleum Flooring (Linoleum) Natural linoleum flooring made from renewable raw materials, valued for durability and environmental friendliness.
• Cork Flooring (Korkboden) Cork flooring providing natural thermal and acoustic insulation for comfortable living spaces.
• Wall Paneling (Wandverkleidung) Wall paneling and cladding solutions including acoustic panels (Akustikpaneele), plastic panels (Kunststoffpaneele), and shower backsplashes (Duschrückwand) in various materials.
• Interior Doors (Innentüren) Interior doors sold as part of the living-world product range for complete room design.
• Terrace Decking (Terrassendielen) Terrace decking boards available in wood, WPC (Wood-Plastic Composite), and other materials for outdoor patio construction.
• Garden Fencing and Privacy Screens (Gartenzaun / Sichtschutzzaun) Garden fencing and privacy screening solutions for outdoor boundary marking and privacy applications.
• Facade Cladding (Fassadenverkleidung) Facade cladding systems for exterior wall decoration and insulation, available in various materials.
• Garden Lighting (Gartenbeleuchtung) Garden lighting products designed for outdoor ambiance and safety illumination.
• Raised Garden Beds (Hochbeete) Raised garden beds for elevated planting and gardening solutions.
• Wall Paints and Coatings (Farbe) Wall paints and coatings for interior and exterior decoration as part of the living-world range.
• Flooring Accessories (Zubehör) Comprehensive range of flooring accessories including underlayment, profiles, stair treads (Treppenstufen), and cleaning and maintenance products.
• Handwerkerservice (Professional Installation Service via AWELO) Professional craftsman services including installation, renovation, and specialized work such as facade systems, stairs, and window-sill finishing delivered through the partner company AWELO in the Ostwestfalen-Lippe region.
• Lagerverkauf / Boden Outlet (Physical Discount Outlet) Physical outlet store in Bad Salzuflen selling discontinued and surplus flooring, wall coverings, and garden products at discounted factory prices to walk-in customers.
• planeo Private Label Brand Private-label "planeo" brand covering flooring, wall panels, and garden products with quality standards set by the company as a specialist dealer.

Quantifiable outcome

• 1.9 million m² of living space enhanced with planeo products in the past year
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

One partnership is on record.

• AWELO (awelo.energy)regionalImplementation/ SI/ Consulting Partnerplaneo partners with AWELO, an installation and construction services company based in the Ostwestfalen-Lippe (OWL) region of Germany. AWELO provides professional fitting services for planeo products including terrace construction, fence and gate installation, facade systems, floor laying, stair renovation, window sill finishing, and more. planeo refers customers to AWELO for installation, and AWELO's team carries out the physical work. This partnership extends planeo's offering from product sales into a full-service solution, addressing the installation barrier for less DIY-inclined customers.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Westwing: European online home and living retailer offering furniture, decor, and design products. Comparable to planeo in the German home and living e-commerce category, though focused on design/furniture rather than building materials.
• Home24: European online retailer specializing in furniture and home living products. Comparable to planeo in the e-commerce model for home and living categories, though Home24 focuses on furniture rather than flooring/garden.

Direct peers

• Westfalia: German mail-order and online retailer with a long heritage in home, garden, and DIY products. Comparable to planeo as a direct-to-consumer specialist retailer serving German-speaking customers without a strong physical store footprint.
• Toom Baumarkt: German DIY retailer and part of the REWE Group, operating stores and an online shop. Directly comparable to planeo as it competes in flooring, garden, and renovation product categories for German consumers and professionals.
• OBI: One of Germany's largest DIY and home improvement chains with omnichannel retail across Germany and several European countries. Comparable to planeo as a competitor in flooring, garden, and home renovation products targeting similar B2C and B2B (Handwerker) customer segments.
• Bauhaus: European DIY and home improvement retailer operating in Germany, Austria, and other countries. Comparable to planeo in product categories (flooring, garden, building materials) and customer base, with a similar specialty-store positioning.
• Hornbach Baumarkt: German DIY and home improvement retailer with both physical stores and a strong online presence. Closely comparable to planeo as it serves both DIY consumers and professional tradespeople with flooring, garden, and renovation products across the same German-speaking markets.
• Hagebau: German cooperative of independent home improvement retailers with a shared online platform. Comparable to planeo in product assortment and target market, serving both DIY consumers and tradespeople across Germany.

Broad incumbents

• Wayfair: Global online home goods retailer with operations in Germany. Comparable to planeo as a digital-first home improvement and living retailer, though Wayfair is far broader in category scope and significantly larger.
• Amazon Germany: Dominant German e-commerce marketplace including home improvement, flooring, garden, and tools categories. Comparable to planeo as a competing online sales channel for the same product categories in the German market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@planeo_/featured
• Facebookfacebook.com/planeode
• LinkedInlinkedin.com/company/planeode
• Instagraminstagram.com/planeode
• TikToktiktok.com/@planeode
• Pinterestde.pinterest.com/planeode

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 planeo | F & P GmbH