What Benjamin Moore does

Benjamin Moore & Co. is an American architectural paint manufacturer founded in 1883 and headquartered in Montvale, NJ. The company operates as a wholly owned subsidiary of Berkshire Hathaway, acquired in November 2000 for approximately $1 billion. It manufactures and sells premium paints, stains, and coatings built around its proprietary Gennex color technology and a palette of more than 3,500 colors, serving DIY homeowners, professional painting contractors, and design/specifier professionals across 76 countries.

Name

Benjamin Moore

Legal name

Benjamin Moore & Co.

Website

https://benjaminmoore.com

Company type

Private

Founded year

1883

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Benjamin Moore is a premium American paint manufacturer founded in 1883, selling architectural paints and coatings through 8,500+ independent retailers across 76 countries, serving DIY homeowners, professional contractors, and design professionals.

Ownership category

akta.pro rank

Product category

Architectural Paints and Coatings

NAICS

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

SIC

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

akta.pro primary industry

Industrial & Protective Coatings (IMAEAGAB)

akta.pro secondary industries

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF), Color Masterbatches & Dispersions (IMAEAHAK)

Keywords

• Architectural paint manufacturing
• Premium interior paints
• Exterior paint coatings
• Wood stains and sealers
• Industrial specialty coatings

Headquarters

HQ city

Montvale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and Coating Product Sales: Benjamin Moore generates revenue through the sale of interior paints, exterior paints, stains, primers, and painting tools through its network of independent retailers and directly through its e-commerce platform. Products are sold in various sheens and finishes at retail price points ranging from approximately $21.99 to $108.99 for standard gallon sizes.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Benjamin Moore manufactures and sells premium architectural paints, exterior stains, primers, and specialty coatings under multiple brand tiers including Aura, Regal Select, Advance, Ben, Element Guard, Woodluxe, Eco Spec, Corotech, INSL-X, and Coronado. The company distributes its products exclusively through a network of over 8,500 independent retailers across 76 countries, complemented by a direct e-commerce platform, and supports buyers with proprietary Gennex Color Technology and digital color selection tools covering a palette of 3,500+ colors.

Product overview

Benjamin Moore is a premium paint and coatings manufacturer offering a comprehensive portfolio of architectural paints, stains, primers, and color technology solutions. The product architecture consists of four core interior paint tiers: Ben (entry-level), Advance (waterborne alkyd), Regal Select (professional-grade), and Aura (premium flagship), complemented by exterior products (Aura Exterior, Element Guard) and wood stains (Woodluxe water-based and oil-based). Specialty sub-brands include Corotech for high-performance industrial coatings and INSL-X for problem-solving specialty coatings. The company differentiates through Gennex Color Technology ensuring long-lasting vibrancy across its 3,500+ color offerings organized into signature collections including Benjamin Moore Classics (1,680 colors), Color Preview (1,232 colors), Historical (191 colors), Affinity (144 colors), Color Stories (240 colors), Designer Classics (231 colors), Off White (152 colors), and Williamsburg. Digital tools including the Color Portfolio App, Personal Color Viewer, Betty virtual color assistant, and Virtual Color Consultation services complement the core paint products, while programs like Contractor Appreciation Month and Designer in Residence build brand engagement with professional and design communities.

Differentiator

Problem solved

Functional benefit

Brands

• Aura: Premium interior paint line delivering ultimate performance and breathtaking results
• Regal Select
• Ben
• Advance
• Element Guard
• Eco Spec
• Woodluxe
• Corotech
• INSL-X
• Coronado
• Color Portfolio App
• Williamsburg Color Collection
• Historical Color Collection
• Benjamin Moore Classics
• Color Preview
• Affinity Color Collection
• Color Stories Collection

Products and services

• Aura Interior Paint Benjamin Moore's premium interior paint line positioned as the ultimate interior paint for breathtaking results; available in Semi-Gloss, Eggshell, Satin, and Matte sheens; priced $46.99 to $108.99 per gallon.
• Regal Select Interior Paint Professional-grade interior paint offering durability and washability; available in Flat, Matte, Eggshell, Satin/Pearl, and Semi-Gloss sheens; priced $33.99 to $84.99 per gallon.
• Advance Interior Paint Waterborne alkyd paint delivering durable, smooth finishes in Satin, Semi-Gloss, and High Gloss sheens for interior applications including trim, doors, and cabinets.
• Ben Interior Paint Entry-level interior paint offering effortless application and flawless results; available in Matte, Eggshell, Semi-Gloss, and Satin/Pearl sheens; priced $27.99 to $60.99 per gallon.
• Aura Exterior Paint Highest-performing exterior paint delivering beautiful, long-lasting results featuring proprietary Gennex color technology for vibrant, lasting color.
• Element Guard Exterior Paint Exterior paint formulated to provide protection and beauty in challenging environments; available in Flat and Soft Gloss sheens; priced $27.99 to $73.99 per gallon.
• Woodluxe Exterior Wood Stain Premium exterior wood stain providing ultimate protection for decks, siding, and outdoor furniture; available in water-based and oil-based formulations with Translucent, Semi-Transparent, Semi-Solid, and Solid opacities.
• Fresh Start High-Hiding All-Purpose Primer Highest performing 100% acrylic resin primer providing excellent hide and coverage for various interior and exterior surfaces.
• Eco Spec Interior Paint Benjamin Moore's greenest and lowest-odor interior paint, recently awarded Asthma & Allergy Friendly certification from the Asthma and Allergy Foundation of America.
• Corotech High-Performance Coatings Professional-grade high-performance coatings for industrial and commercial applications, part of Benjamin Moore's contractor-focused portfolio.
• INSL-X Specialty Coatings High-quality specialty and problem-solving coatings addressing specific coating challenges for contractors and professionals.
• Coronado Paints Interior and exterior architectural paints offering quality options for residential and commercial projects.
• Color Portfolio App Mobile application enabling users to try Benjamin Moore colors in their spaces, browse color collections, and match colors using visual imaging technology.
• Personal Color Viewer Online visualization tool allowing users to preview Benjamin Moore colors in room settings to help with color selection decisions.
• Betty Virtual Color Assistant AI-powered virtual color consultant that helps users find their perfect paint color through conversational interaction, asking about room type and project requirements.
• Virtual Color Consultation Expert-led color consultation service helping customers find the perfect color for their specific paint projects.
• Color a Room Tool Interactive tool that allows users to preview Benjamin Moore colors in sample room environments to visualize how colors will look in actual spaces.

Named customers6 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability7 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Colonial Williamsburg FoundationminorGTM or Marketing Partner · 17 June 2026Licensing partnership where Colonial Williamsburg's Designer in Residence program utilizes Benjamin Moore paint colors for reimagining 18th-century Charlton House interiors. The partnership connects to upcoming milestone anniversaries including the 250th anniversary of the United States in 2026.
• Cambria SurfacesminorStrategic or Co-development Partner · 10 June 2026Coordinated product partnership where Cambria released quartz surface pairings to complement Benjamin Moore's Color of the Year 2026 Silhouette AF-655, creating a unified interior design aesthetic for consumers.
• Farmhouse PotterycoreStrategic or Co-development Partner · 9 June 2026Strategic partnership extending Benjamin Moore's Color Trends 2026 palette into handcrafted ceramics. The collaboration features products in Silhouette AF-655, Southwest Pottery 048, and Sherwood Tan 1054 colors, translated into mugs and vases. This marks the third consecutive year of partnership with Farmhouse Pottery.
• Modern MattercoreStrategic or Co-development Partner · 9 June 2026Strategic partnership extending Benjamin Moore's Color Trends 2026 into solid brass cabinet hardware. The collection includes powder-coated brass hardware in colors from the 2026 palette, including Silhouette AF-655, available at partner websites with shipping to Canada.
• True CaliberminorStrategic or Co-development Partner · 25 February 2026Featured in 2026 kitchen design trends at KBIS and IBS shows alongside Benjamin Moore products in coordinated home design installations.
• Syskoplan ReplyminorImplementation/ SI/ Consulting Partner · 21 August 2025Partnership to implement SAP S/4HANA Public Cloud to support European expansion, establishing a scalable ERP system to manage procurement, inventory, and compliance across new markets.
• New York RangersminorGTM or Marketing Partner · 10 October 2024Signature multi-year partnership renewal and expansion with the NHL hockey team for brand visibility and marketing activities.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Sherwin-Williams: Largest U.S. architectural paint manufacturer and Benjamin Moore's most direct competitor. Sherwin-Williams serves professional contractors, DIY consumers, and industrial customers across similar product tiers, color palettes, and distribution formats (including company-owned stores).
• Glidden: Mass-market paint brand owned by PPG. Competes with Benjamin Moore's Ben entry-level line and value-tier products across DIY and home-center channels.
• Farrow & Ball: Ultra-premium British paint brand (owned by PPG) specializing in richly pigmented, design-led colors. Competes with Benjamin Moore's premium Aura line and curated Historical/Williamsburg collections among high-end designers and homeowners.
• Behr: Premium architectural paint brand owned by Masco and sold exclusively through The Home Depot. Competes directly with Benjamin Moore in DIY and contractor channels with overlapping product tiers (Behr Premium, Behr Ultra) and 1,000+ pre-mixed colors.
• Kelly-Moore Paints: Western U.S. architectural paint manufacturer with independent retailer distribution and contractor focus. Directly comparable in business model and product positioning, particularly in California and the Southwest.
• PPG Industries: Global paints and coatings manufacturer with overlapping architectural paint brands (Glidden, Olympic) plus industrial coatings. PPG competes with Benjamin Moore across architectural, industrial, and specialty coatings segments.
• Dutch Boy: Consumer-focused paint brand owned by Sherwin-Williams with comparable DIY product positioning and color selection tools. Competes with Benjamin Moore at lower price points through hardware and home improvement channels.
• Dunn-Edwards Paints: Southwestern U.S. architectural paint manufacturer serving professional contractors through company-owned stores and dealers. Comparable product portfolio and similar premium positioning in regional markets.
• Valspar: Architectural paint brand (now owned by Sherwin-Williams) historically sold at Lowe's. Competes with Benjamin Moore across DIY and professional segments with similar product positioning and color systems.

Emerging players

• Backdrop: Direct-to-consumer premium paint startup with curated color collections and streamlined ordering. Represents the digitally native threat to traditional paint distribution and overlaps with Benjamin Moore's premium DIY positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Benjamin_Moore
• YouTubeyoutube.com/benjaminmoore
• Facebookfacebook.com/benjaminmoorepaints
• LinkedInlinkedin.com/company/benjamin-moore
• Instagraminstagram.com/benjaminmoore
• Pinterestpinterest.com/benjaminmoore
• TikToktiktok.com/@benjaminmoore

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 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 Benjamin Moore