What Société Laurentide does

Société Laurentide is a third-generation, family-owned Canadian paint manufacturer and material recovery operator headquartered in Shawinigan, Quebec. Founded in 1950 by Gabriel Buisson, the company operates through two wholly-owned subsidiaries: Peinture Laurentide, which manufactures architectural, industrial, and specialty paints under multiple brands (Yù, Peinture Laurentide, MIX & MATCH, Durotone, Armura, Boomerang, Laurentide Uraqua, Laurentide Innocryl) plus private-label production for major retailers; and Laurentide Environnement, which provides post-consumer paint, battery, vape, used-oil, compact fluorescent lamp, and household hazardous waste sorting and recycling services. The company's core technology is a post-consumer paint recovery and reformulation process that separates collected paint by category, finish, and color, then re-engineers it with additives to produce the Boomerang line, marketed as the only 100% eco-responsible paint made from recycled materials with 4x lower greenhouse gas emissions than virgin-paint manufacturing.

The business generates revenue through four streams: domestic paint manufacturing and sales (retail and B2B), private label manufacturing (notably for Costco Canada's Durotone brand and BMR Group's SPLENDI label), international paint export via full-container shipments from Montreal and Vancouver ports, and managed material recovery services funded through stewardship partnerships with Éco-Peinture, Appel à Recycler, SOGHU, RecycFluo, and Product Care Recycling. Customers span retail consumers, contractors and builders, industrial manufacturers (doors, windows, siding meeting AAMA standards), institutional facilities (schools, hospitals), municipalities, and international distributors across Europe, Africa, the Middle East, Asia, and Oceania. The company maintains 200+ employees across 4-5 plants in Quebec and New Brunswick, and is majority-owned and led by the Buisson family with Fondaction as a minority financial partner since 2021.

Name

Société Laurentide

Legal name

Société Laurentide Inc.

Website

https://societelaurentide.ca

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

101–250 employees

Short description

Société Laurentide is a third-generation Quebec-based paint manufacturer and material recovery operator that produces architectural, industrial, and eco-responsible paint brands (Boomerang, Armura, Durotone, Yù) while recycling post-consumer paint, batteries, and hazardous waste through its Laurentide Environnement subsidiary. It serves retail, B2B, institutional, and international export customers.

Ownership category

akta.pro rank

Product category

Paint Manufacturing

NAICS

Paint and Coating Manufacturing (325510), Paint, Coating, and Adhesive Manufacturing (3255)

SIC

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

akta.pro primary industry

Architectural & Decorative Paints (IMAEAHAA)

Keywords

• Architectural paint manufacturing
• Industrial coatings
• Eco-responsible paints
• Post-consumer paint recycling
• Private label paint

Headquarters

HQ city

Shawinigan

HQ country

Canada

HQ region

North America

Offices4 records

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 Manufacturing and Sales: Manufactures and sells architectural and industrial paints through national brands (Yù, Laurentide, Durotone, Armura, Boomerang) and private labels. Revenue generated from B2C retail and B2B manufacturing sectors.
2. Private Label Manufacturing: Develops and manufactures custom private-label paint products for retailers and distributors. Flexible production capabilities allow delivery of large volumes with high-quality eco-responsible options.
3. International Paint Export: Export of pre-mixed paints in various formats (IBC 1000L, 18.9L, 3.78L) to international distributors, importers, and retailers. Pricing varies by volume, format, and destination.
4. Material Recovery Services: Laurentide Environnement subsidiary provides material sorting and recycling services for paint, batteries, oils, lamps, and household hazardous waste. Services funded through partnerships with Éco-Peinture, Appel à Recycler, SOGHU, and RecycFluo.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Société Laurentide manufactures and sells architectural and industrial paints under national brands (Yù, Peinture Laurentide, Boomerang, Armura, Durotone, MIX & MATCH, Uraqua, Innocryl), produces private-label paints for retailers, exports pre-mixed paints internationally, and operates material recovery and recycling services for post-consumer paint, batteries, vapes, compact fluorescent lamps, used oils, and household hazardous waste. Products are sold through retail chains (Costco, BMR), independent retailers, direct B2B sales, and export distributors across Europe, Africa, the Middle East, Asia, and Oceania.

Product overview

Société Laurentide operates through two distinct divisions: Peinture Laurentide (paint manufacturing) and Laurentide Environnement (environmental services). Peinture Laurentide manufactures architectural and industrial paints including national brands (YÙ, Peinture Laurentide, MIX & MATCH), the eco-responsible Boomerang sub-brand line (ready-to-paint, PLUS velvet/pearl finishes, ceiling paint, Tera Deck stain, anti-corrosion metal paint), premium products (Armura scuff-resistant, Durotone, Yu), and industrial coatings (Uraqua, Innocryl). The company also offers private label manufacturing and export products. Laurentide Environnement provides material recovery services including post-consumer paint collection and recycling, battery recycling, vape recycling, compact fluorescent lamp recycling, used oil recycling, and household hazardous waste management through the TRANSBAC logistics program. Boomerang paint is the only 100% eco-responsible paint made from recycled post-consumer materials, certified UL and Product of Quebec.

Differentiator

Problem solved

Functional benefit

Brands

• Peinture Laurentide: National brand of architectural and industrial paints manufactured by the company. Includes YÙ, Laurentide, and MIX & MATCH product lines.
• Boomerang
• Durotone
• Armura
• Yù
• Laurentide Uraqua
• Laurentide Innocryl
• SPLENDI (BMR private label)

Products and services

• Boomerang Paint 100% eco-responsible paint line made from post-consumer recycled paint, including Boomerang ready-to-paint (19 colors), Boomerang PLUS velvet and pearl finishes, Boomerang matte ceiling paint and primer-sealer, Boomerang Tera Deck wood stain, and Boomerang anti-corrosion metal paint. Used by eco-conscious consumers and contractors across Canada.
• Armura High-performance scuff-resistant interior paint with advanced scratch-resistant technology for high-traffic areas and demanding environments such as schools, hospitals, offices, hotels, daycare centers, and retail spaces. Ultra-durable, washable, and low-emission.
• Durotone High-quality eggshell finish paint with low VOCs, no lead or mercury, superior adhesion, opaque, non-yellowing, nearly odorless, washable, scrub-resistant and mold-resistant. Available exclusively at Costco Canada in 18.9L format.
• Yù Advanced superior quality interior-exterior paint with 2-in-1 primer and finish formula, ultra washable, scrub-resistant in all finishes, very high opacity, zero-VOC, environmentally friendly. Used by consumers and professionals.
• Peinture Laurentide National brand of superior-quality interior paint with durable, highly washable finish, excellent covering power, easy application, and excellent leveling. Sold through retail and professional channels.
• MIX & MATCH Ready-to-paint collection designed to meet diverse consumer needs with quick application solutions and versatile color options.
• Laurentide Uraqua Industrial coating designed for specific manufacturing applications including doors, windows, and exterior siding, meeting AAMA standards.
• Laurentide Innocryl Industrial coating product for specialized manufacturing applications and architectural coatings on various substrates.
• SPLENDI (BMR Private Label) House brand paint manufactured by Société Laurentide for BMR hardware stores across Quebec, supplied as part of the company's private label manufacturing program.
• Paint Export Products Pre-mixed paint export program for international distributors, importers, and retailers, available in IBC 1000L, 18.9L, and 3.78L formats with private label and custom color options. Shipped from Montreal (Europe, Africa, Middle East) and Vancouver (Asia, Oceania).
• Private Label Manufacturing Custom paint manufacturing service for retailers, distributors, and major banners under their own brands, with full support from development to market launch and flexible production capabilities for large volumes.
• Post-Consumer Paint Collection and Valorization Collection, sorting, and valorization of post-consumer paint from Quebec and Atlantic Canada through partnerships with Éco-Peinture and Product Care Recycling. Paint is processed at Shawinigan and Richibucto facilities and repurposed into Boomerang eco-responsible paint.
• Battery Collection and Recycling Collection and sorting of batteries through the Appel à Recycler program, processed at the Battery Processing and Recovery Center in Shawinigan, sorted by chemical composition (zinc, cadmium, cobalt, lead, nickel, lithium) and recycled responsibly.
• Vape Recycling Program Sorting and recycling service for electronic cigarettes and vaping devices, operated in partnership with Appel à Recycler as part of the 'Recyclez vos vapoteuses' program launched in January 2025 in Quebec, the first Canadian province with a comprehensive cannabis vape recycling program.
• Compact Fluorescent Lamp (CFL) Recycling Collection and sorting of compact fluorescent lamps and mercury-containing bulbs through the RecycFluo program; 98% of materials in mercury lamps are recyclable.
• Used Oil Recycling Collection and sorting of used automotive oils, antifreeze, plastic containers, and filters through partnership with SOGHU, serving 1,143 collection points covering 95% of Quebec's population.
• Household Hazardous Waste (HHW) Management Comprehensive collection, sorting, and treatment of household hazardous waste including organic wastes (frying oils, solvents, cleaning products, fertilizers, fuels) and inorganic wastes (acids, bases, toxics, oxidizers).
• TRANSBAC Logistics Solution Transportation logistics program created and managed by Laurentide Environnement, handling collection of recyclable materials with an online platform for organizations with collection bins to request pickups, delivering empty containers and returning full ones to sorting facilities.
• Sports Field Marking Paint Custom-formulated paint developed for sports field marking for schools and municipalities, with low environmental impact and cost-saving benefits.

Quantifiable outcome

• 4x less GHG emissions than traditional paint manufacturing
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered minor, core and legacy.

• MAJORminorGTM or Marketing Partner · 1 December 2025New partnership for first-time participation at Guangzhou Design Week 2025 in China. MAJOR collaboration enabled Laurentide to present products, vision, and expertise on the international stage at one of Asia's largest design events.
• Appel à Recycler (Call to Recycle)coreStrategic or Co-development Partner · 1 January 1997Long-standing partnership for battery recycling since 1997. Laurentide Environnement serves as the sorting and recycling partner for Quebec, processing batteries collected at drop-off points across the province. Recently expanded partnership to include Recycle Your Vapes program launched January 2025. Société Laurentide has received the Chef de file en durabilité award from Appel à Recycler every year since 2012.
• Éco-PeinturecoreStrategic or Co-development PartnerPartnership for post-consumer paint collection and recycling across Quebec and Atlantic Canada provinces. Collected over 6 million kg of paint annually. Post-consumer paint is used to manufacture Boomerang eco-responsible paint products. André Buisson is a founding board member of Éco-Peinture.
• SOGHU (Société de gestion des huiles usagées)coreStrategic or Co-development PartnerPartnership for collecting and sorting used automotive maintenance products including oils, antifreeze, plastic containers, and filters. TRANSBAC program serves 1,143 collection points covering 95% of Quebec population. Processes approximately 1 million kg annually.
• RecycFluocoreStrategic or Co-development PartnerPartnership for recycling compact fluorescent lamps containing mercury. Laurentide Environnement receives and sorts products from 400+ drop-off points across Quebec before sending for proper recycling. 98% of materials in mercury lamps are recyclable.
• Product Care RecyclingcoreStrategic or Co-development PartnerPartnership for post-consumer paint collection serving Quebec and Atlantic Canada. Complements Éco-Peinture partnership for complete geographic coverage.
• RONAlegacyChannel Partner/ Reseller/ DistributorOne of three original voluntary partners from 1998 that helped establish paint recovery sites. Historical partnership that contributed to the founding of the company's environmental mission.
• SOLIO (formerly Coopérative fédérée de Québec)legacyChannel Partner/ Reseller/ DistributorOne of three original voluntary partners from 1998 that helped establish paint recovery sites. Historical partnership contributing to the foundation of the company's sustainable development journey.
• CFER Network (Centres de Formation en Entreprise et Récupération)legacyStrategic or Co-development PartnerOne of three original voluntary partners from 1998. Inspired by Normand Maurice, considered the father of recovery in Quebec. Contributed to founding of Peintures récupérées du Québec inc. acquired by Société Laurentide in 2003.
• SANA ShawiniganminorStrategic or Co-development PartnerPartnership with Service d'Accueil des Nouveaux Arrivants de Shawinigan to provide free Boomerang paint to new immigrants settling in Shawinigan. Helps new residents decorate their new homes with culturally meaningful colors, facilitated through BMR Pierre Naud coupons.
• BMR Pierre NaudminorChannel Partner/ Reseller/ DistributorBMR hardware store partner that distributes Boomerang paint coupons to new immigrants through SANA partnership. Also distributes SPLENDI private label paint products manufactured by Société Laurentide.
• Fondation de la SSS de l'ÉnergieminorStrategic or Co-development PartnerMajor partner of the annual Randonnée de l'Énergie charity event. Peinture Boomerang brand sponsors the event for 9 consecutive years, supporting healthcare initiatives at the Centre Parent-Enfant of Hôpital du Centre-de-la-Mauricie.
• Cataractes de ShawiniganminorGTM or Marketing PartnerFive-year partnership where Société Laurentide sponsors minor hockey teams adopting the Cataractes name and colors. Partnership celebrating company's 75th anniversary emphasizes community support and transmission of values including discipline, respect, solidarity, and perseverance.

Scale indicators15 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Cloverdale Paint: Western Canada-based, employee-owned paint manufacturer producing architectural and industrial coatings through company-owned stores and dealers. Comparable as a Canadian-focused, multi-brand regional paint manufacturer with comparable scale and product breadth.
• Para Paints: Canadian architectural paint brand (part of PPG Architectural Coatings) sold through independent dealers and home centers. Most comparable peer given the Canadian market overlap, similar retail distribution model, and architectural focus.

Broad incumbents

• Benjamin Moore: Premium architectural paint brand owned by Berkshire Hathaway, distributed through independent retailers across North America. Comparable in the premium interior/architectural paint segment with strong brand positioning, though at significantly larger scale than Laurentide.
• PPG Industries: Global paint and coatings manufacturer with architectural (Glidden, Dulux) and industrial product lines. Comparable on industrial coatings and AAMA-spec architectural coatings; Laurentide competes for similar door/window manufacturer customers in the industrial segment.
• Sherwin-Williams: Largest North American paint company with architectural, industrial, and specialty coatings divisions. Direct competitor in architectural paint retail channels and industrial coatings; provides the scale and product breadth benchmark Laurentide is measured against.
• Akzo Nobel (Dulux): Global paints and coatings company with Dulux as flagship architectural brand. Competes with Laurentide in international export markets for architectural paints and serves similar institutional and residential segments.
• Behr Paint (Masco Corporation): Architectural paint brand sold primarily through Home Depot, comparable to Laurentide's retail distribution model via Costco. Major US-headquartered competitor in the contractor and DIY retail paint segment.

Regional players

• Miller Paint: Western Canada-based, family-owned paint manufacturer producing architectural and industrial coatings. Comparable as a regional Canadian paint manufacturer with similar scale and brand portfolio, though primarily serving a different Canadian geography.
• General Paint: Canadian paint manufacturer producing architectural and industrial coatings, with private label and contract manufacturing capabilities. Comparable business model to Laurentide's private label services and Canadian-market focus.

Others

• Éco-Peinture: Quebec stewardship program that funds post-consumer paint recovery - Société Laurentide is both a founding board member (via André Buisson) and the contracted processing partner. Critical ecosystem enabler for the Boomerang feedstock supply chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/societelaurentide
• LinkedInlinkedin.com/company/societe-laurentide-inc.
• Instagraminstagram.com/peinturelaurentide
• Xx.com/SLaurentide

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Société Laurentide