Fliesenmax Gmbh & Co. Kg

What Fliesenmax Gmbh & Co. Kg does

Fliesenmax GmbH & Co. KG is a German privately-held specialty retailer operating an omnichannel tile, flooring, and home-renovation business under the legal form GmbH & Co. KG, headquartered in Heinsberg, North Rhine-Westphalia. The company runs a full e-commerce storefront at fliesenmax.de alongside physical showrooms across Germany (including an outlet in Hückelhoven), delivering to EU member states via DHL with free shipping on orders above €1,000. Its assortment spans Bodenfliesen (floor tiles) and Wandfliesen (wall tiles) in ceramic, porcelain (Feinsteinzeug), and natural stone looks; the proprietary BodenX vinyl sub-brand covering Klick-Vinyl, Klebe-Vinyl, SPC, and Bionyl sustainable flooring; Terrassenplatten (terrace slabs) and garden products; sanitary ware; wall paints; and a full accessories range sourced from branded suppliers (Soudal, Dural, Spectrum, PCI).

The technology stack is a standard third-party e-commerce platform with integrated catalog filtering, Click & Collect / Click & Reserve / Click & Buy fulfillment, live chat (Live Agent), WhatsApp support, Musterboxen (free sample box) ordering, and Raumplanung room-planning requests via Typeform. There is no proprietary AI, no public API, and no mobile app; analytics and marketing are powered by Google Analytics, Microsoft Clarity, Google Tag Manager, Facebook and TikTok Pixels, and Epoq personalization. Payments are processed via PayPal, Klarna (invoice and installments), Amazon Pay, and Ratepay for credit checks.

The revenue model is one-time product sales priced per square meter for tiles and vinyl or per unit for accessories, supplemented by value-added services (sample box, custom cutting, room planning). Customer acquisition is driven by SEO-optimized category pages, a content magazine, paid search and social, and an email newsletter. The customer base is primarily residential DIY renovators with a secondary cohort of professional tilers (Fliesenleger); no enterprise or named-account revenue is disclosed. Pricing includes German VAT, free delivery above €1,000, and a Preiswertversprechen value-pricing promise.

Name

Fliesenmax Gmbh & Co. Kg

Legal name

FliesenMax GmbH & Co.KG

Website

https://fliesenmax.de

Company type

Private

Operating status

Operating

Short description

Fliesenmax GmbH & Co. KG is a German omnichannel retailer selling tiles, vinyl flooring, sanitary ware, and renovation supplies via its e-commerce platform and physical showrooms, serving primarily residential DIY renovators and professional tradespeople across Germany and the EU.

Ownership category

akta.pro rank

Headquarters

HQ city

Heinsberg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Tiles: Revenue generated through direct online sales of floor tiles, wall tiles, and terrace slabs across all room categories and design styles. Products sold per square meter with tiered pricing by brand, format, and material.
2. Product Sales - Vinyl Flooring: Sales of vinyl flooring including Klick-Vinyl (click vinyl), Klebe-Vinyl (adhesive vinyl), SPC, and Bionyl through the BodenX sub-brand. Sold per square meter with various formats and finishes.
3. Product Sales - Accessories: Sales of installation accessories including tile adhesive, grout, silicone sealants (Soudal brand), tile leveling systems, profiles (Dural brand), waterproofing materials (Spectrum brand), and tools.
4. Product Sales - Sanitary & Wall Paints: Revenue from sanitary ceramics, bathroom furniture, fixtures, wall paints, and wallpaper accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Fliesenmax is a German online and in-store retailer specializing in floor tiles, wall tiles, and vinyl flooring (BodenX sub-brand), complemented by sanitary products, garden/terrace slabs, wall paints, and a full range of installation accessories (adhesives, grout, profiles, waterproofing). The company sells per-square-meter tile and vinyl products, ships across EU member states (free above €1,000), and supports omnichannel purchasing via Click & Collect, Click & Reserve, and home delivery from a free sample ordering service (Musterboxen).

Product overview

Fliesenmax GmbH & Co. KG is a German online retailer offering a comprehensive tiling and flooring portfolio through its e-commerce platform and physical stores. The core product range centers on Bodenfliesen (floor tiles) and Wandfliesen (wall tiles) in various materials including ceramic, porcelain (Feinsteinzeug), and natural stone looks. The company operates BodenX as a proprietary vinyl flooring sub-brand, offering multi-layer click vinyl (Klick-Vinyl), adhesive vinyl (Klebe-Vinyl), SPC (Stone Plastic Composite), and sustainable Bionyl flooring. Complementary categories include terrace slabs (Terrassenplatten) and garden products, sanitary ware, wall paints, and a full range of installation accessories including Dural profiles, Soudal adhesives and sealants, and Spectrum/PCI installation materials. The offering is distributed across multiple sales channels including online retail, physical store locations with showrooms, sample ordering services, cutting services, and outlet/sale sections. The platform integrates with major payment providers (PayPal, Amazon Pay, Klarna) and uses various analytics and marketing tools but does not appear to offer a public API or AI-powered capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• BodenX: Vinyl flooring sub-brand offering Klick-Vinyl, Klebe-Vinyl, SPC, Bionyl, and related products.

Quantifiable outcome

• Free shipping for orders above €1,000, free delivery to every store
• +2 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

Integration21 records

Feature1 record

Partnerships

17 partnerships are on record, tiered core and minor.

• MarazzicoreOthersFliesenmax is an authorized retailer of Marazzi tiles, offering products including the Mystone Silverstone, Naturalia, and Uniche series. Marazzi is a leading Italian tile manufacturer.
• AscotcoreOthersFliesenmax stocks Ascot tile products, including the Stone Valley series. Ascot is a tile brand offered in the company's multi-brand portfolio.
• PamesacoreOthersFliesenmax is an authorized retailer of Pamesa tiles, offering products such as the AT. Burlingstone series. Pamesa is a Spanish tile manufacturer.
• ArgentacoreOthersFliesenmax offers Argenta tile products including the Storm and Siena series, featuring multiple finishes and large formats.
• Ermes AureliacoreOthersFliesenmax stocks Ermes Aurelia tiles, including the Ark series with 24 finish variants.
• VitraminorOthersVitra tiles are offered through Fliesenmax's brand portfolio.
• Ter HürnecoreOthersTer Hürne vinyl flooring products (BodenX sub-brand) are sold through Fliesenmax, including click vinyl and SPC collections.
• DuralcoreOthersDural profile and installation accessory products (stainless steel profiles, angle profiles, round profiles, shower slope wedges) are sold as accessories through Fliesenmax.
• SoudalcoreOthersSoudal adhesive and sealant products (Fix All crystal adhesive, High Tack adhesive, Silirub S7000 sanitary silicone) are sold as installation accessories through Fliesenmax.
• SpectrumcoreOthersSpectrum brand installation accessories including tile adhesive (SP 70), waterproofing membranes, grout, primers, and sealing tapes are sold through Fliesenmax.
• PCIminorOthersPCI brand installation accessories are offered through Fliesenmax's accessory category.
• MeissenminorOthersMeissen tiles are listed in Fliesenmax's brand portfolio, representing a traditional German tile manufacturer.
• CollexionminorOthersCollexion tile brand is offered through Fliesenmax's multi-brand portfolio.
• PayPalcoreOthersPayPal is offered as a payment method in the Fliesenmax online shop for secure payment processing, including options for PayPal, SEPA direct debit, credit card, and purchase on account.
• KlarnacoreOthersKlarna Bank AB provides flexible payment options including invoice (14-day payment term) and installment purchasing (Ratenkauf) for Fliesenmax customers.
• Amazon PayminorOthersAmazon Pay is offered as a payment option allowing customers to use their Amazon account for fast checkout at Fliesenmax.
• DHLminorOthersDHL is used as the logistics partner for shipping deliveries to customers.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Westwing Group: European e-commerce platform for home and living products including selected flooring and home décor. Comparable as a digitally-native home furnishings retailer targeting design-conscious consumers, though not a tile specialist.

Others

• home24: European online furniture and home accessories retailer with adjacent home-improvement offerings. Comparable as a digitally-native home category player serving German consumers but focused on furniture rather than tiles/flooring.
• Wayfair: Large online home goods marketplace active in Germany with growing assortment in flooring, tiles, and home renovation products. Relevant adjacent competitor serving similar renovation shoppers via an online-only model at much greater scale.

Broad incumbents

• OBI: Major German home improvement and DIY retailer with nationwide stores and online presence offering tiles, flooring, and sanitary products. Comparable as full-line competitor with overlapping renovation category.
• Hagebau: German building materials and DIY retail cooperative with extensive store network and online platform selling tiles, flooring, and accessories across multiple retail brands.
• BAUHAUS: Pan-European DIY and home improvement chain carrying tiles, sanitary, and flooring alongside a much wider product range. Relevant broad-line competitor in tiles and sanitary categories with greater footprint.
• Hornbach Baumarkt: Large German DIY/home improvement chain with extensive tile and flooring assortments both in-store and online. Comparable in flooring/tile category overlap but with much broader building materials portfolio and stronger national store density.

Direct peers

• Fliesenzentrum.de: Online tile retailer in Germany offering floor/wall tiles, mosaics, and accessories with home delivery. Closely matches Fliesenmax's product scope and e-commerce-led go-to-market.
• Keramundo: German specialist tile retail chain (owned by Saint-Gobain) combining physical showrooms with online ordering. Comparable multi-channel tile retailer serving both DIY renovators and professional tilers across Germany.
• Fliesen.com: German online tile retailer operating a digital-first model with broad assortment of floor and wall tiles, vinyl, and accessories. Directly comparable as a pure-play e-commerce tile specialist targeting the same DIY/professional renovation customer base in Germany.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@fliesenmax_de
• Facebookfacebook.com/fliesenmax
• Instagraminstagram.com/fliesenmax.de
• Pinterestpinterest.de/fliesenmax
• TikToktiktok.com/@fliesenmax

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 Fliesenmax Gmbh & Co. Kg