Watco Industrial Floors

What Watco Industrial Floors does

Watco Industrial Floors (operating as Watco Floors) is a United States-based direct-to-consumer e-commerce retailer of industrial concrete repair and coating products. The company sells a catalog of roughly 40+ SKUs organized across five categories — Patch & Repair, Coatings, Anti-Slip & Safety, Metal Protection, and Cleaners & Tools — targeting facility managers, commercial property owners, contractors, and government or education buyers with maintenance needs for warehouses, factories, parking lots, workshops, and similar industrial and commercial environments. Its core technical offerings are proprietary chemical formulations including epoxy-based repair mortars (Concrex), self-smoothing polymer-modified levelers (Flowtop), high-build 100% solids epoxy coatings (High Build Epoxy 100, Epoxicote High Build), and chemical-resistant coatings (Chemi-Coat), alongside complementary products such as FRP anti-slip surfaces, safety matting, and waterproofers.

The business operates a fully direct distribution model: sales are executed through watcofloors.com with same-day shipping (orders by 1PM EST) and free freight over $1,250, supplemented by phone-based technical sales (855-627-6350), an online quote request workflow for larger projects, and a free cured-product sample program. Revenue is generated almost entirely from one-time product sales at unit pricing ranging from approximately $3 (cutting wheels) to over $1,600 (roof walkway matting), with bulk-pricing discounts of roughly 5–15% for larger quantities. The company does not use third-party distributors or retail partners, does not disclose revenue, headcount, ownership, or funding, and has no public parent or subsidiary structure in the source data.

Name

Watco Industrial Floors

Legal name

Watco Industrial Floors

Website

https://watcofloors.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

51–100 employees

Short description

Watco Industrial Floors is a US direct-to-consumer e-commerce retailer of industrial concrete repair and coating products, serving facility managers, contractors, and commercial property owners with proprietary epoxy, polymer, and chemical-resistant formulations.

Ownership category

akta.pro rank

Product category

Industrial Flooring & Concrete Repair Products

NAICS

Paint, Coating, and Adhesive Manufacturing (3255), Paint and Coating Manufacturing (32551), Floor Covering Retailers (449121)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Adhesives & Sealants (2891)

akta.pro primary industry

Floor Coating & Resinous Flooring (Epoxy/PU/Polished Concrete) (IMAIAKAG)

akta.pro secondary industries

Concrete, Epoxy & Specialty Coatings Flooring Retail (CRAIAGAH), Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL), Floor Coating, Sealing & Protective Finishes (Polyurethane/Epoxy/Urethane) (HSAGAFAN)

Keywords

• Industrial floor repair
• Concrete coating products
• Epoxy floor paint
• Anti-slip flooring
• Concrete resurfacing

Headquarters

HQ city

Vernon Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial Floor Products Sales: One-time product sales of concrete repair mortars, epoxy coatings, industrial floor paints, waterproofing solutions, anti-slip products, and associated tools. Products are sold in various sizes with bulk pricing discounts available. Revenue is generated through direct e-commerce transactions and phone orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Watco Industrial Floors manufactures and supplies a comprehensive range of concrete floor repair products, industrial coatings, and anti-slip safety solutions sold direct to commercial and industrial buyers. Its catalogue covers epoxy repair mortars, self-smoothing floor levelers, high-build epoxy and polyurethane floor paints, chemical-resistant coatings, anti-slip safety coatings and tapes, line-marking paints, asphalt repair products, metal protection, and supporting cleaners and application tools, all distributed through the company's own e-commerce site and telephone sales channels.

Product overview

Watco Industrial Floors is a comprehensive provider of concrete repair and coating solutions organized into four main product categories: Patch & Repair products (Flowpatch, Concrex Epoxy Repair Mortar, QuickFloor, Flowtop, crack fillers, joint sealants), Coatings (Concrete Floor Paint, Water Based Epoxy Coat, Epoxicote High Build, High Build Epoxy 100, Chemi-Coat, Powerfloat Sealer/Base Coat, Asphalt Paint, Line Marking Paint, primers), Anti-Slip & Safety products (Safety Coat, FRP step covers/strips/sheets, anti-slip matting, safety tapes, signage), and Cleaners & Tools. The company also offers specialized variants including Rapid Set, Cold Cure, Anti-Slip, and Deep Fill formulations. Products serve industrial, commercial, and residential applications for warehouses, factories, parking lots, workshops, and more.

Differentiator

Problem solved

Functional benefit

Products and services

• Concrex Epoxy Repair Mortar

Quantifiable outcome

• Flowtop has 33% greater compressive strength and 90% greater tensile strength than standard concrete
• +2 more outcomes

Named customers4 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

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Rust-Oleum Industrial: Rust-Oleum (owned by RPM International) sells a broad portfolio of industrial floor coatings, epoxy paints, and concrete repair products through mass retail and pro channels. It competes directly with Watco's coatings and patch lines but operates at much greater scale and broader distribution.
• Sika USA: Sika is a global construction chemicals company with a major concrete repair, flooring, and sealing systems business. Competes with Watco's patch/repair and joint sealant lines via distributor-heavy pro channels rather than DTC.
• Quikrete: Quikrete is a leading manufacturer of concrete repair products, mixes, and coatings sold through home improvement retailers. Competes with Watco's patch, crack filler, and resurfacing SKUs at retail rather than DTC.
• Sherwin-Williams Industrial: Sherwin-Williams is a major coatings manufacturer with industrial floor paint and epoxy product lines sold through company-owned stores and distributors. A much larger incumbent with overlapping concrete floor coating products.
• DAP Products: DAP manufactures sealants, crack fillers, and concrete repair products sold through home improvement and pro channels. Comparable to Watco's crack filler, joint sealant, and patch products.

Direct peers

• ArmorPoxy: ArmorPoxy is a DTC-focused brand selling epoxy floor coatings, garage floor kits, and concrete repair products direct to consumers and contractors. Closely comparable to Watco in product mix (epoxy coatings, anti-slip, repair mortars) and direct-to-consumer e-commerce go-to-market.
• Stonhard (Stoncor Group): Stonhard manufactures and installs resinous floor systems (epoxy, urethane, mortar) for industrial and commercial facilities. Overlaps with Watco's heavy-duty epoxy and high-build coatings for industrial floors, though Stonhard emphasizes installed systems over DIY/coating products.
• Crown Polymers: Crown Polymers produces epoxy and polyurethane floor coating systems for industrial, commercial, and institutional facilities. Directly comparable product set to Watco's Epoxicote High Build and Chemi-Coat lines.
• Tnemec Company: Tnemec is a manufacturer of high-performance protective coatings including industrial floor coatings and concrete repair systems. Comparable to Watco in chemical-resistant and high-build epoxy offerings for facility floors.
• UCoat It: UCoat It sells epoxy floor coating systems direct to consumers and small commercial buyers via e-commerce, overlapping with Watco's epoxy coatings and concrete floor paint product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/watcofloorsusa

Revenue estimate

Valuation estimate

Number of profiles

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 Watco Industrial Floors