What Maison Déco does

Maison Déco is a privately held French decorative paint manufacturer and direct-to-consumer e-commerce retailer operating through maisondeco.com. The company sells a comprehensive catalog of decorative paints, effect coatings, and renovation systems targeted at DIY home decorators rather than professional contractors. Its product range is organized into several pillars: multi-surface paints (Relook Tout, Relook Meubles Couleurs, Les Grands Blancs), effect and decorative coatings (Moonlight glitter, La Chaux lime, Sable Précieux iridescent, Effet Béton, Effet Ardoise, Effet Granit, Effet Marbré, Reliss Béton Brut), and renovation systems (Relook Cuisine et Bains, Masqu'Carrelage for tile coverage without removal). Underlying technology centers on proprietary formulations that adhere to multiple supports — metal, plastic, melamine, wood, tile — typically without primer, with A+ to A VOC ratings and recycled-content packaging; the Relook Cuisine et Bains line carries bio-sourced ingredients with at least 25% renewable carbon per EN NF 16640. Customizable features include user-dosed glitter sachets (Moonlight) and a tile-masking coating system, and coverage benchmarks cited include Relook Tout aerosol at 2 m² per 400ml, Moonlight at 20 m² per 2L, Relook Meubles at 6 m² per 0.5L, and Masqu'Carrelage at 5 m² finished per 9kg.

Maison Déco makes money almost entirely through one-time product sales via its own storefront, with accessories and tools forming a complementary stream. Pricing is unit-based (aerosols from €15.90 per 400ml; mid-tier effect paints €25-53; varnishes €34-41), with promotional markdowns of 10-40% on selected items and free shipping above €150 TTC; a first-order discount is offered via newsletter signup. Distribution is exclusively DTC and domestic — operations are France-only, with content/inspiration tools (blog, look books styled by aesthetic, paint simulator, video tutorials) and social channels (Facebook, YouTube, Pinterest) used to drive organic acquisition. Customer segmentation is horizontal, focused on a single persona (DIY home decorators), with use cases spanning walls, ceilings, furniture, tile, kitchen, bathroom, exterior and flooring renovations; no B2B channel, no marketplaces, no named enterprise customers and no disclosed headcount, revenue or funding are present in the source data.

Name

Maison Déco

Legal name

Maison Déco

Website

https://maisondeco.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Maison Déco is a privately held French direct-to-consumer e-commerce retailer of decorative paints, effect coatings and renovation systems sold through maisondeco.com to DIY home decorators in France.

Ownership category

akta.pro rank

Product category

Decorative Paints and Coatings

NAICS

Paint and Coating Manufacturing (32551), Paint and Wallpaper Retailers (444120)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Architectural & Decorative Paints (IMADAKAA)

akta.pro secondary industries

Architectural & Decorative Paints (IMAEAHAA), Architectural & Decorative Coatings (IMAEAGAA)

Keywords

• Decorative paints
• Effect coatings
• Renovation products
• DIY paints
• Interior decoration

Headquarters

HQ city

Marseille

HQ country

France

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Decorative paint sales: Direct e-commerce sales of decorative paints, effect coatings, and renovation products. Products sold include wall paints, furniture paints, aerosol paints, and specialized effect coatings. Revenue generated through one-time product purchases with various sizes available (0.2L to 10L depending on product).
2. Accessories and tools: Sale of complementary products including brushes, rollers, spatulas, masking tape, drop cloths, stencils, and protective varnishes. These accessories support the main paint products and represent additional revenue streams.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels8 records

Core offering

Maison Déco manufactures and sells decorative paints, effect coatings, and renovation products directly to consumers through its own e-commerce platform (maisondeco.com). The portfolio includes multi-purpose paints (Relook Tout), furniture paints (Relook Meubles), specialty effect paints (Moonlight glitter, La Chaux lime, Sable Précieux, concrete, marble, granite, slate effects), and complete renovation systems such as Relook Cuisine et Bains and Masqu'Carrelage. Products are designed for DIY application, with formulations that adhere to multiple surfaces without primer and enable renovation without demolition.

Product overview

Maison Déco is a French decorative paint manufacturer offering a comprehensive portfolio of paints, effect coatings, and renovation solutions. The core offering includes Relook Tout (multi-purpose paint in aerosol and liquid forms), Relook Meubles (furniture paint), and specialized effect products like Moonlight (glitter paint), La Chaux (lime paint), Sable Précieux (sanded iridescent paint), and Reliss Béton Brut (concrete effect coating). The product line features dedicated renovation systems such as Relook Cuisine et Bains for kitchen and bathroom makeovers, and Masqu'Carrelage for covering existing tiles without removal. The portfolio is complemented by protective varnishes (Vernis Extrême, Vernis Protection Intense), primers (Primaire d'accrochage), and decorative accessories including stencils and painting tools. Products are classified by effect (matte, satin, velvet, lacquered), surface type (walls, floors, furniture, metal), and support material (wood, tile, metal, plastic). The company emphasizes DIY-friendly application with no stripping or primer required for most products.

Differentiator

Problem solved

Functional benefit

Products and services

• Relook Tout Multi-purpose paint available in aerosol and liquid forms for walls, ceilings, furniture, and various surfaces. Ultra-covering, applicable without primer on most supports.
• Relook Meubles Couleurs Satin multi-support paint for furniture and wood, available in 14 nature-inspired colors. Formulated without undercoat or stripping required.
• Moonlight Matte glitter paint for walls, ceilings, and woodwork. Ultra-covering and washable, with customizable glitter intensity through user-added flakes.
• Sable Précieux Sanded iridescent decorative paint combining textured sand-like appearance with natural iridescence that captures light throughout the day.
• La Chaux Ultra-matte brushed lime paint that allows walls to breathe while providing luminous colors with absolute matte finish and unmatched depth.
• Reliss Béton Brut Colored renovation coating designed to smooth and decorate damaged or textured walls (stucco, fiberglass). Dense texture with slightly destructured concrete effect.
• Masqu'Carrelage Ready-to-use colored renovation coating for wall tiles, countertops, or shower walls. Provides concrete aesthetic without removing existing tiles.
• Relook Cuisine et Bains Kit de préparation 2-in-1 undercoat and base preparation essential before applying concrete, granite, and slate effects. For melamine, laminate, wood, and tile on countertops and shower walls.
• Relook Cuisine et Bains Couleurs Bio-sourced velvet-finish multi-material paint for renovating kitchens and bathrooms. Waterproof and washable, applies without undercoat on melamine, laminate, wood, and tile.
• Effet Ardoise Ready-to-use colored coating with black granular textured appearance mimicking slate material for contemporary graphic yet warm interior aesthetic.
• Effet Granit Granite-effect renovation coating for kitchen and bathroom applications.
• Le Béton Interior/exterior concrete effect paint and coating.
• Le Béton - Vernis haute résistance Mat Matte high-resistance varnish specially designed to protect concrete against shocks, abrasion, scratches, and stains. Ideal for floors, countertops, showers, and exterior surfaces.
• Vernis Extrême Extreme protection varnish for highly solicited surfaces such as shower walls and basin countertops.
• Vernis Protection Intense - Mat Incolore Matte varnish for protecting renovation/finition coatings on surfaces with moderate water exposure such as backsplashes and countertops.
• Primaire d'accrochage Specially formulated primer for Maison Déco effect paints, promoting adhesion and optimizing yield while creating a solid base for long-term durability.
• Les Grands Blancs White wall and ceiling paint available in Mat, Satin, and Velours finishes. Ultra-covering with exceptional flow and minimal odor.

Quantifiable outcome

• Relook Tout aerosol covers 2m² with 400ml and dries to touch in 15 minutes
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Farrow & Ball: UK-based premium decorative paint brand with a strong content, look book, and DTC model plus selective retail. Comparable in effect-driven positioning, DIY-friendly application guidance, and emphasis on curated finishes.
• Annie Sloan: Decorative chalk paint brand focused on furniture and DIY upcycling, sold direct and through stockists. Comparable in the furniture/decorative DIY segment, multi-surface application without primer, and tutorial-driven brand.
• Little Greene: British premium decorative paint maker with strong design-led catalog, DTC plus selective showroom distribution. Comparable in premium architectural decorative positioning and curated effect finishes.
• Ressources Peintures: French premium decorative paint brand selling direct-to-consumer with a curated palette of effect and mineral paints. Closely comparable in product positioning, DIY focus, and DTC distribution within France.

Broad incumbents

• V33: Major French paint and wood coatings manufacturer with broad DIY and trade ranges. Comparable in multi-surface renovation paints and French DIY decorative category, but at much larger scale and broader SKU coverage.
• Tollens: Established French paint brand serving both consumer and professional channels across architectural paints and coatings. Comparable as a French decorative paint competitor with broader retail and trade distribution.
• Ripolin: Heritage French decorative paint brand, now part of a major coatings group, with broad mass-market distribution. Comparable in decorative wall and effect paints for French consumers but with significantly larger scale and retailer presence.
• Blanchon: French specialist in wood finishes, paints, and floor coatings, with strong DIY and trade channels. Comparable in DIY-friendly wood and furniture coatings, though anchored more in wood than wall effects.

Emerging players

• Earthborn: UK eco-focused decorative paint brand with DTC and selective retail, emphasizing low-VOC and clay-based formulations. Comparable in sustainability positioning, curated decorative range, and content-led DTC model.
• Colorantic: Canadian specialty decorative paint brand focused on furniture, cabinets, and DIY effects with tutorial content. Comparable in furniture/upcycling DIY niche and content-driven acquisition approach, though operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/MaisonD%C3%A9coVid%C3%A9os
• Facebookfacebook.com/maisondecopeintures
• Pinterestpinterest.fr/maison_deco
• LinkedInlinkedin.com/company/mdp-mdpp

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 Maison Déco