Name

COAT

Legal name

COAT Trading Ltd

Website

https://coatpaints.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Decorative Paint

NAICS

Paint and Coating Manufacturing (32551), Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (444120), Paint and Wallpaper Retailers (44412)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Architectural & Decorative Paints (IMAEAHAA)

Keywords

• Luxury eco paint
• Interior wall paint
• Made-to-order coatings
• Decorative paint finishes
• Architectural coatings

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

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, Infrastructure

Revenue model

1. Direct Paint Sales: One-time purchase of luxury eco-friendly paints sold directly to consumers and trade professionals through e-commerce. Paint is made to order and shipped fresh.
2. Painting Supplies: Sale of sustainable painting tools including brushes, rollers, primers, and complete supplies kits.
3. Trade Accounts: Dedicated trade programme for professional painters and interior designers with potential for bulk ordering.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

COAT manufactures and sells luxury, eco-friendly, water-based interior and exterior paint directly to consumers via e-commerce. Paints are mixed to order in London to eliminate waste, with colour formulations tuned to UK natural lighting. The range spans flat matt, claypaint, soft sheen, eggshell, exterior, and floor finishes, supported by peel-and-stick samples, curated sample packs, a colour-match service, and sustainable painting supplies.

Product overview

COAT is a UK-based luxury eco-friendly paint company offering a portfolio of water-based, low VOC paints made to order and Climate Positive. The core product line includes multiple paint finishes: Flat Matt (main interior wall paint), Soft Sheen (for kitchens/bathrooms), Eggshell (for woodwork), Claypaint (breathable natural mineral paint for older properties), Exterior (weatherproof), and Floor Paint. Supporting products include Peel & Stick Samples, curated Sample Packs organized by colour scheme and room orientation, Colour Match Service, painting supplies (brushes, rollers, primer, supplies kits), and gift cards. The company also offers Trade Accounts and Club COAT loyalty programme. COAT has launched multiple collaboration sub-brands including House Nine Design, Emma Jane Palin, Kirkby Design, Stacey Dooley, and Millie Mackintosh collections, plus seasonal collections like Summer Edit 2026 and the Margate House collaboration. Paint colours are specifically formulated for UK natural lighting conditions.

Differentiator

Problem solved

Functional benefit

Products and services

• Flat Matt Paint Luxury water-based emulsion with a super smooth finish and high coverage; low VOC and Climate Positive, designed as the primary interior wall paint for homeowners and designers.
• Claypaint Breathable flat matt paint made with natural UK-sourced minerals, designed for older and heritage properties that require a breathable finish. No odour or harsh toxins.
• Soft Sheen Paint Washable water-based finish with a subtle sheen, formulated for kitchens, bathrooms, and other high-moisture interior areas.
• Eggshell Paint Mid-sheen finish designed for interior woodwork, trim, doors, and cabinetry, offering classic look with practical durability.
• Exterior Paint Weatherproof exterior finish for outdoor walls and surfaces, providing long-lasting protection in UK weather conditions.
• Floor Paint Tough water-based floor paint for interior floor surfaces, providing durable coverage for high-traffic areas.
• Peel & Stick Paint Samples 100% accurate real paint samples on adhesive backing that can be moved around rooms to test colours before committing to a full tin.
• Sample Packs Curated multi-colour sample packs including themed packs (Neutral, Green, Pink, Grey, etc.), directional packs (North/South/East/West facing rooms), and the Complete Sample Pack covering 119 colours.
• Colour Match Service Hand-mixed custom colour service that replicates any favourite shade from another brand into COAT's low-VOC, Climate Positive paint base.
• Luxury Eco Paint Brush Sustainably made paint brush designed to deliver a flawless finish, part of COAT's eco-friendly tools collection.
• Eco Paint Roller Sustainably made paint roller for low-waste, eco-friendly paint application.
• Primer Painting preparation primer to ensure proper paint adhesion, coverage, and finish quality on interior surfaces.
• Large Supplies Kit Bundled painting supplies kit including brushes, rollers, primer, and accessories needed for complete painting projects.
• E-Gift Card Digital gift card redeemable on COAT Paints for paint, samples, and supplies.
• COAT Colour Chart Physical colour reference chart showing the full COAT paint palette for at-home colour browsing and comparison.
• 2025-26 New Colours Collection Seasonal colour collection adding 33 new paint colours to the COAT palette, available across the core paint finishes.
• Summer Edit 2026 Seasonal designer-curated shade collection featuring perennially stylish colours available in the standard COAT finishes.
• Margate House Collection Limited edition collaboration colour collection with Margate House, offering exclusive paint shades for the Summer Edit 2026.
• Designer Collaboration Collections Curated paint colour collections created in collaboration with interior designers and design studios, available across COAT's standard paint finishes.

Quantifiable outcome

• Elimination of paint waste through made-to-order model
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered major and minor.

• Stacey DooleymajorStrategic or Co-development PartnerDesigner collaboration featuring curated paint collections and 'COAT Tales' editorial content showcasing Stacey Dooley's paint projects.
• House Nine DesignmajorStrategic or Co-development PartnerInterior design studio partnership with exclusive paint colours and collaborative collections.
• Emma Jane PalinmajorStrategic or Co-development PartnerInterior designer collaboration featuring curated paint collections as part of COAT designer series.
• Kirkby DesignmajorStrategic or Co-development PartnerTextile and design studio partnership with exclusive paint colour collections.
• Millie MackintoshmajorStrategic or Co-development PartnerInfluencer and interior design collaboration featuring curated paint collections.
• Margate House (x Margate House)minorStrategic or Co-development PartnerLimited edition collaboration with Margate House featuring exclusive paint colours for the Summer Edit 2026.
• Furnishing FuturesminorOthersCharity partnership with Furnishing Futures, COAT's designated charity partner for community initiatives.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Farrow & Ball: UK-based premium paint brand selling designer-focused colours and finishes through DTC and trade channels. Closely comparable to COAT in product positioning (luxury, curated colour palette) and customer base (homeowners, interior designers, trade professionals).
• Little Greene: Premium UK paint manufacturer with designer heritage colours and eco-friendly formulations, selling direct and through decorators. Directly comparable to COAT in premium positioning, sustainability messaging, and trade account model.
• Earthborn: UK eco-friendly paint brand with natural mineral, breathable, and low-VOC formulations. Comparable to COAT in sustainability positioning, breathable claypaint heritage application, and UK market focus.
• Zoffany (Crown Paints): Premium designer paint brand within Crown Paints' portfolio, offering curated colour collections targeting interior designers and high-end homeowners. Comparable to COAT's designer collaboration collections and premium positioning.
• Paint & Paper Library: Premium UK paint brand with curated architectural colour palettes and decorator-focused sales. Comparable to COAT in premium positioning, curated palette philosophy, and trade/decorator channel focus.

Emerging players

• Lick: DTC-first premium paint brand with curated colour palettes and designer collaborations targeting homeowners and renters. Comparable to COAT in DTC model, colour curation approach, and target consumer segment.
• Backroll: DTC interior paint brand offering curated colours and home delivery. Comparable to COAT in DTC-first positioning, curated colour palette approach, and direct-to-homeowner customer base.

Broad incumbents

• Dulux (AkzoNobel): Market-leading UK paint brand owned by AkzoNobel with mass-market and premium tiers, broad retail and trade distribution. Comparable as the dominant competitive incumbent COAT competes against in the same UK paint category.
• Crown Paints: Established UK paint manufacturer with retail, trade, and DIY channels across multiple brands. Comparable as a major UK incumbent competing across price tiers COAT also serves.
• Benjamin Moore: Premium North American paint brand expanding internationally with designer colour programmes and independent retailer distribution. Comparable to COAT in premium positioning and curated palette approach, though operating at much larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors4 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 COAT