Shur-Line

What Shur-Line does

Shur-Line is a US-based consumer goods manufacturer specializing in paint application tools and accessories, founded in the 1950s (per company history) or 1945 (per firmographic data; the company's own material references its first edger in the 1950s). The company designs and sells a comprehensive portfolio of brushes (flat, angle sash, China bristle, chip, foam), roller covers (lint-free woven, microfiber, knit, foam, specialty), mini rollers, trim rollers, paint tray sets, trays and liners, frames, extension poles, edgers and pads, and accessories, organized into five quality tiers (Basic, Good, Better, Best, Professional). Technical differentiators highlighted by the company include chemically tapered synthetic filaments, lint-free white woven roller covers with high fiber density, microfiber roller covers for extra paint pickup, and shed-resistant woven pads.

The company serves two primary customer segments: DIY homeowners undertaking residential painting projects (walls, ceilings, trim, doors, furniture, cabinets) and professional contractors and painters requiring durable, high-quality tools for frequent use. Shur-Line positions itself as a convenience-tools designer, dating back to the introduction of its first edger in the 1950s, with the stated value proposition of making painting projects easier, faster, and more accessible to users of all skill levels. The company is identified as one of the major players in the US paint roller market, alongside competitors such as Wooster Brush Company, Purdy, Benjamin Moore, Hyde Tools, Rubbermaid Commercial Products, 3M, and Sherwin-Williams, in a market valued at approximately $1.2B in 2023 and projected to grow at a ~4.5% CAGR to $1.5B by 2028.

Shur-Line's revenue model is hardware sales of paint application tools, sold through unit pricing across quality tiers, with distribution via its direct e-commerce site (shurline.com) and implied retail channels (hardware stores, home improvement centers, paint supply retailers). The legal entity is "Shurline 2025," operating from Cary, IL 60013, with 251-500 employees. The company has no disclosed revenue, no public filings, and one reported financing facility of $80M from PNC Bank and Steel City Capital Funding dated 2018-10-04. The operating geographies are North America (USA only), with no global footprint claim.

Name

Shur-Line

Legal name

Shurline 2025

Website

https://shurline.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

251–500 employees

Short description

Shur-Line is a US-based manufacturer of paint application tools and accessories, serving DIY homeowners and professional contractors with brushes, roller covers, edgers, frames, poles, and related products sold across Basic, Good, Better, Best, and Professional quality tiers.

Ownership category

akta.pro rank

Product category

Paint Application Tools

NAICS

Broom, Brush, and Mop Manufacturing (339994), Paint and Wallpaper Retailers (444120)

SIC

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

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

Keywords

• Paint application tools
• Paint roller covers
• Professional paint brushes
• Painting accessories
• DIY painting equipment

Headquarters

HQ city

Mooresville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint Application Tools Sales: Shur-Line generates revenue through the sale of paint brushes, roller covers, mini rollers, paint trays, poles, frames, surface prep tools, edging tools, and convenience tools to homeowners and professional contractors. Products are sold at multiple quality tiers (Basic, Good, Better, Best, Professional) with price points corresponding to quality level.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Shur-Line manufactures and sells paint application tools including paint brushes, roller covers, mini rollers, paint trays, frames, extension poles, edgers, pads, and specialty painting accessories. The product line is organized into five quality tiers (Basic, Good, Better, Best, Professional) addressing the needs of both DIY homeowners and professional contractors across the United States.

Product overview

Shur-Line is a manufacturer of painting tools and accessories offering a comprehensive product portfolio organized into quality tiers (Professional, Better, Good, Basic). The product line includes brushes (flat, angle sash, chip, foam, China bristle), roller covers (woven, microfiber, knit, foam, specialty), mini rollers, trim rollers, paint tray sets, trays and liners, frames, extension poles, edgers, pads, and accessories. Products are designed for both homeowners and contractors, spanning from budget-friendly utility tools to professional-grade equipment. The company emphasizes convenience tools that make painting projects easier, faster, and accessible to all skill levels, dating back to their first edger in the 1950s.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Quality and Finish Brushes
• Better Coverage Brushes Mid-tier paint brushes featuring synthetic blended filaments with chemically tapered and straight cut tips. Includes angled semi-oval brushes, flat beavertail brushes, angle sash brushes, and stain brushes. Designed for smoother finish with fewer brush marks.
• Good Value Brushes Budget-friendly polyester brushes suitable for utility and budget paint projects. Includes flat poly brushes and angle sash brushes. Polyester filaments provide smooth paint application for latex and oil-based paints.
• Good China Brushes Brushes with soft white Chinese bristles designed for oil-based paints, stains, and varnishes. 100% natural bristles hold more paint and provide smooth finish. Includes flat blended and angle blended China brushes.
• Chip and Foam Brushes Specialty brushes for epoxy, glue, resin, stain, paint remover, cleaners, and oils. Includes white chip brushes in various sizes and high-density foam brushes for smooth finishes on cabinetry, furniture, and trim.
• Professional Quality Roller Covers Premium lint-free white woven roller covers producing smooth finish and great coverage. Higher fiber density holds more paint for fewer trips to the tray. Available in 1/4, 3/8, and 1/2 inch nap sizes for smooth to semi-rough surfaces.
• Better Finish Roller Covers Mid-tier roller covers in microfiber and white knit fabrics. Microfiber covers feature extra paint pickup for maximized coverage. Knit fabric covers are versatile for almost any job with uniform paint finish. Various nap lengths for different surface textures.
• Good Roller Covers Value-oriented knit polyester and woven polyester roller covers. Knit polyester covers absorb and hold paint for surface coverage. Shed-resistant woven covers for smooth, semi-smooth, and semi-rough surfaces.
• Basic Roller Covers Economical roller covers for utility-type painting. Suitable for all paints and stains on semi-smooth and rough surfaces. Basic 3/8 and 1/2 inch nap options available.
• Specialty Roller Covers Specialized roller covers for specific projects including synthetic wool roller covers for rough surfaces and plastic loop textured roller covers. Also includes foam specialty roller covers for smooth surfaces.
• Mini Rollers Compact roller products in professional, better, and good quality tiers. Available in white woven, microfiber, pink knit, white knit, and foam materials. Includes 4-inch and 6-inch sizes with various nap lengths. Also available as complete roller and frame kits.
• Trim Rollers Narrow-width rollers (3-4 inches) for trim work and tight spaces. Professional lint-free white woven and better white knit options. Available with comfort grip handles or as refill covers only.
• Mini and Trim Kits Bundled paint tool sets combining mini rollers, trim rollers, frames, and paint trays. Includes 4-piece trim roller sets and 3-piece trim paint kits with various roller cover options.
• Paint Tray Sets Complete painting kits including roller covers, frames, paint trays, brushes, and trim roller components. Ranges from basic 3-piece sets to professional 9-piece sets with various quality tiers.
• Trays and Liners Paint trays and disposable liners in various sizes (7-9.5 inches) and materials. Includes deep well and shallow well options in plastic and metal. Tray liners help keep more expensive roller trays cleaner longer.
• Frames Roller frames in various configurations including Hold Tight frames with Sure-Grip ergonomic handles, Twist & Reach frames, Easy Release frames, and 5-wire Pro-Cage frames. Also includes mini and trim roller frames with comfort grip handles.
• Poles
• Edgers and Pads Precision edging tools including Edger Pro-Easy Release with retractable guide wheels and single finger pad ejection, Edger Plus for molding and trim work, and Classic Edger. Also includes deck pads, interior paint pads, and edger pad refills.
• Painting Accessories Painting accessories including 15-in-1 multi-purpose tools, corner painters, touch-up painters, paint mitts, paint grids, paint mixers, paint containers, brush extenders, paint lids, and pourers. Designed for faster painting, easier cleanup, and reduced project time.
• 9 inch Best Roller Cover 3/8 Nap with Shield Roller cover with attached shield that protects the painter and surrounding surfaces from paint spatters when painting ceilings or walls. Features 3/8 inch nap for semi-smooth surfaces and premium comfort grip handle.
• Best Corner Painter with Comfort Grip Handle Corner painter with woven pad applicator and plastic comfort grip handle. Threaded handle attaches to extension poles for hard-to-reach places. Designed for painting inside corners.

Quantifiable outcome

• Lint-free finish with woven roller covers
• +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

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Sherwin-Williams: Global paint and coatings giant that sells paint applicators (including the Purdy brand) alongside its core coatings business. Competes with Shur-Line across retail and pro channels, with much greater scale and bundling power.
• Benjamin Moore: Major US paint and coatings manufacturer that also markets applicator tools through independent retailers. Overlaps with Shur-Line at the applicator tier and exerts competitive pressure on shelf space and contractor relationships.
• 3M: Diversified industrial conglomerate with a meaningful paint preparation and masking portfolio that competes adjacent to applicators. Has the scale and distribution to push private-label and branded applicators through home improvement retailers.
• Rubbermaid Commercial Products: Major cleaning and maintenance tools brand (part of Newell Brands) with overlapping applicator-adjacent categories such as buckets, trays, and cleaning implements. Competes for institutional and contractor end-users.

Direct peers

• Corona Brushes: US manufacturer of paint brushes, roller covers, and related applicators serving both professional and DIY channels. Closely comparable in product mix and target customers to Shur-Line.
• Richard Tools: Manufacturer of professional paint brushes and roller covers with a long heritage in the painting trades. Direct peer offering comparable professional and DIY applicator SKUs across similar price tiers.
• Hyde Tools: Manufacturer of surface preparation and painting tools including scrapers, putty knives, and applicators. Comparable mid-sized US-based competitor listed alongside Shur-Line as a major player in the paint roller and applicator market.
• Wooster Brush Company: Family-owned US manufacturer of paint brushes, roller covers, frames, and extension poles. Most direct comparable to Shur-Line across the professional and DIY applicator market, with overlapping product tiers and distribution channels.
• Purdy: Established US paint applicator brand (owned by Sherwin-Williams) producing brushes, roller covers, and extension poles for professional painters. Direct head-to-head competitor in the professional tier where Shur-Line also competes.

Emerging players

• Anza Paint Applicators: Mid-sized manufacturer of paint applicators including mini rollers, frames, and specialty applicators. Comparable product mix targeting professional painters and DIY users, often competing in similar retail channels as Shur-Line.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/shurlinediy
• Facebookfacebook.com/shurlinediy
• LinkedInlinkedin.com/company/shur-line

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors2 records

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 Shur-Line