What Stone Coat Countertops does

Stone Coat Countertops is a U.S.-based direct-to-consumer supplier of epoxy and polyaspartic coating systems, casting resins, colorants, tools, and related supplies for residential home-improvement applications. Founded in 2014 and headquartered in Kalamazoo, Michigan, the company serves DIY homeowners, hobbyists, and a growing base of professional contractors through its Shopify storefront at stonecoatcountertops.com, a Stone Coat PRO program, in-person workshops, and an affiliate channel. Its product portfolio spans countertop epoxy, the newer UV-stable APEX polyaspartic system, flooring systems including polymer flake and metallic marble options, shower kits, woodworking epoxy, art/craft resins, and a cabinet and furniture paint system, with pricing generally ranging from under $30 for individual primers and additives to over $200 for multi-gallon kits.

Name

Stone Coat Countertops

Legal name

Stone Coat Countertops

Website

https://stonecoatcountertops.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Stone Coat Countertops is a U.S. direct-to-consumer supplier of DIY and professional epoxy and polyaspartic coating systems for countertops, flooring, showers, woodworking, and cabinet refinishing, sold primarily through its Shopify storefront and supported by a large YouTube tutorial community and a Stone Coat PRO contractor program.

Ownership category

akta.pro rank

Headquarters

HQ city

Grants Pass

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Epoxy and Coating Product Sales: Direct e-commerce sales of epoxy resin kits, polyaspartic coatings, colorants, tools, and supplies through the Stone Coat Countertops Shopify storefront. Revenue generated through one-time product purchases across countertop, flooring, shower, woodworking, and art/craft categories.
2. DIY Epoxy Kit Bundles: Pre-packaged project kits (countertop kits, flooring kits, shower kits) containing all necessary products for specific applications. Kits range from basic 1-gallon countertop epoxy to comprehensive 6-gallon APEX systems. Also includes Stone Coat PRO-grade products for professional contractors.
3. E-Gift Cards: Digital gift cards sold in denominations from $10 to $500, redeemable on the Stone Coat Countertops website. Non-reloadable, no expiration date.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Stone Coat Countertops manufactures and sells DIY epoxy and polyaspartic coating systems for residential countertop resurfacing, garage/basement flooring, shower walls, woodworking (river tables, live-edge slabs), cabinet and furniture refinishing, and art/craft projects. Products are sold direct-to-consumer through a Shopify e-commerce storefront and supported by a large free tutorial video library on YouTube.

Product overview

Stone Coat Countertops offers a comprehensive DIY epoxy and coating solutions portfolio for home improvement projects. The company provides two main countertop coating technologies: the traditional Countertop Epoxy system for artistic stone looks with dramatic veining and metallic effects, and the new APEX Countertop Coating System (4-part system: APEX Poly Fuse Primer, APEX Poly White Dye, APEX Polyaspartic Coating, and APEX Surface Control Finishing Spray) specifically engineered for bright white and light-colored designs with UV-stability and yellowing resistance. The broader product range includes: Woodshop Epoxy (Penetrate, Flood Coat, Classic Deep) for woodworking and river tables; Art Coat Epoxy and Craft Coat Epoxy for artistic applications; Flooring Epoxy System with flake and metallic marble options (134+ polymer flake blends); Epoxy Shower Kits; Cabinet & Furniture Paint System (Primer, Paint, Top Coat); and extensive Colorants including metallic pigment powders, liquid dyes, glitter additives, and pigment pastes. The company also offers tools & supplies, prep materials (Bonding Primer, Epoxy Undercoat), top coats (Ultimate Top Coat), and professional-grade products for contractors.

Differentiator

Problem solved

Functional benefit

Products and services

• APEX Countertop Coating System A complete 4-part countertop coating system engineered for bright, high-end white stone and marble looks with UV-stable aliphatic polyaspartic technology that resists yellowing and preserves brilliant whites. Includes Primer, Dye, Countertop Coating, and Finishing Spray.
• Countertop Epoxy Primary epoxy product for coating and resurfacing countertops. Mixes at 1:1 ratio and can mimic the look of various stone finishes including marble, granite, and quartz.
• Art Coat Epoxy Premium epoxy resin designed for artistic applications and art projects, providing UV-resistant materials for professional finishes.
• Craft Coat Epoxy Cost-effective blend of epoxy resin ideal for crafting and learning experiences.
• Epoxy Casting Resin Deep pour epoxy resin for filling voids and creating epoxy rivers up to 1 inch deep. Ideal for raw wood slab tops.
• Woodshop Epoxy System Complete epoxy system for woodworking projects including Woodshop Epoxy Penetrate (sealing), Woodshop Epoxy Flood Coat, and Woodshop Epoxy Classic Deep (deep pour up to 1 inch) for river tables and woodworking.
• Flooring Epoxy System Complete epoxy flooring system including Moisture Seal Epoxy Primer, Flooring Epoxy Undercoat, Flooring Epoxy Midcoat, and Flooring Ultimate Top Coat. Suitable for concrete and plywood subfloors.
• Polymer Flake Flooring Decorative polymer flake flooring system with over 134 blends across collections (Garage, Brownstone, Greystone, Hybrid Stone, Insignia, Modern, Signature, Terrazzo). Provides textured, slip-resistant finish for high-traffic areas.
• Epoxy Shower Kit DIY epoxy shower prep kits and supplies for bath renovation including SpeedCure Countertop PRO for shower applications.
• Cabinet & Furniture Paint System Three-step cabinet painting system including Cabinet & Furniture Primer, Cabinet & Furniture Paint (multiple color options), and Cabinet & Furniture Top Coat.
• Ultimate Top Coat Innovative hybrid coating technology providing long-lasting, durable epoxy surface protection. Available in natural matte and glossy options for professional or DIY projects.
• APEX Countertop Kits (Carrara Marble, White Exotic Marble) Pre-packaged countertop kits now featuring APEX technology for creating Carrara Marble and White Exotic Marble effects. Additional APEX countertop kits are forthcoming.
• Epoxy Countertop Toolkit Essential tools kit for epoxy countertop application including brushes, rollers, and mixing equipment.
• E-Gift Card Digital gift cards available in $10, $25, $50, $100, $250, and $500 denominations for purchasing Stone Coat products.

Quantifiable outcome

• Up to $3,760 average savings on countertop projects compared to traditional building materials
• +5 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Rust-Oleum: Rust-Oleum (RPM International) is a broad DIY coatings incumbent selling competing floor epoxy, garage coatings, and specialty paint products at big-box retail. Comparable as a portfolio incumbent that competes with Stone Coat in flooring, surface coatings, and DIY specialty finishes, but with mass-retail distribution and a much wider product portfolio.

Direct peers

• Leggari Products: Leggari Products is a direct competitor in the DIY epoxy countertop, metallic floor, and wall coating kit space, selling pre-packaged kits with tutorial-driven marketing. It is the most head-to-head comparable on product range, target customer (DIY homeowners), and content-led GTM motion.
• ArtResin: ArtResin is a leading branded art epoxy brand selling to artists, crafters, and small businesses. Overlaps with Stone Coat's Art Coat and Craft Coat SKUs on formulation and customer base, and is similarly strong in content-led brand building within the art/craft segment.
• ProMarine Supplies: ProMarine Supplies is a leading direct-to-consumer art and tabletop epoxy resin brand with overlapping art/craft and casting SKUs. Comparable on formulation chemistry (deep-pour epoxy), target buyer (hobbyists and pros), and DTC content-led marketing.
• Epoxy-Coat: Epoxy-Coat sells DIY garage floor epoxy kits, metallic pigment systems, and full-flake floor coatings directly to consumers and pros. Closely matches Stone Coat's flooring, flake, and metallic floor kit offerings and target DIY/pro crossover buyer.
• Countertop Epoxy: Countertop Epoxy is an early DIY epoxy countertop kit brand with overlapping product lines (clear coat, metallic, art epoxy) and a similar tutorial-driven content strategy. Comparable on formulation, customer base, and brand-led e-commerce distribution.

Regional players

• East Coast Resin: East Coast Resin is a US-based epoxy resin manufacturer selling directly to small business and DIY buyers, with overlap on art, tabletop, and casting SKUs. Comparable as a smaller, formulation-focused competitor, though it lacks Stone Coat's scale and YouTube content engine.

Emerging players

• TotalBoat: TotalBoat is a Jamestown Distributors-owned brand selling epoxy, topcoat, and wood finish products to boatbuilders, woodworkers, and DIYers. Overlaps with Stone Coat's Woodshop Epoxy and epoxy casting categories and shares a similar content-driven, enthusiast-buyer GTM motion.
• General Finishes: General Finishes is a wood and cabinet finishes brand selling primers, paints, and topcoats to DIYers and small pros. Comparable as an adjacent competitor in Stone Coat's cabinet and furniture paint category, with overlapping DIY/pro buyer personas and content-led e-commerce.

Others

• EnviroTex Lite: Envirotex (ETI) is a long-standing consumer epoxy and coating brand sold through craft and hobby retail. Comparable as a mass-market DIY epoxy alternative at craft retailers, with weaker content moat and lower formulation sophistication than Stone Coat.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xtwitter.com/StoneCoatEpoxy
• YouTubeyoutube.com/channel/UCTYSouVgnpkqDbdG2hY2W5w
• Facebookfacebook.com/Stonecoatcountertops
• Instagraminstagram.com/stonecoatcountertop
• LinkedInlinkedin.com/company/stonecoat-countertops-incorporated

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Stone Coat Countertops