What Roberlo does

Roberlo, founded in 1968 in Riudellots de la Selva (Girona), Spain, and now operating under Briolf Group, manufactures surface coatings and paint systems for two primary end markets: professional automotive body shops and industrial manufacturers. Its automotive refinishing portfolio centers on integrated color systems — Blucrom (water-based), Nexcrom and Uniqcrom (solvent bicapa), Dicrom, and Ucrom — supported by the iCrom color management software, the xCrom Vision five-angle spectrophotometer, the Kronox UHS clearcoat family, UV-curing putties and primers (Halley line), and proprietary application processes such as Airex (which reduces drying time by more than 75% and spray-booth energy consumption by 65%) and Tempus. For industrial customers, the Disolac and Disolac WB brands deliver polyurethane, epoxy, acrylic, and synthetic coatings with a tintometric library exceeding 30,000 color references; new formulations are added at a rate of more than 10,000 per year from the in-house Color Lab.

The business operates a wholesale B2B model: products are sold through 20 company-owned subsidiaries across Europe, the Americas, Asia Pacific, and Oceania, and through independent distributors in additional markets, reaching customers in more than 120 countries. Quote-based pricing is offered to commercial and industrial accounts, with no publicly disclosed price list. Customer segments are horizontally diversified across body shops (primary), industrial manufacturers (primary), and vocational training centers (supporting). Technical service and training are integral to the value proposition, delivered through the Crom Campus online platform (6,000+ trained professionals, 40+ educational centers) and the 770+ m² Crom Competence Center at headquarters, with additional training centers in Latam South and other regions.

Underlying the commercial model is a 1,000+-employee organization (Briolf Group), a Brazil-based production plant opened in 2014, an R&D laboratory established in 1985, and a multi-decade internationalization trajectory that began in the 1990s. The portfolio is completed by consulting services for body shops, the iCrom license management portal, and structured industry partnerships (dsi.mobility, Distrigo/Eurorepar Car Service, Treasca Asistencia ADA, Fondomóvil, CESVIMAP) that channel preferred-supplier status into multi-site enterprise workshop networks.

Name

Roberlo

Legal name

ROBERLO S.A.U

Website

https://roberlo.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

251–500 employees

Short description

Roberlo is a Spanish manufacturer, founded in 1968 and part of Briolf Group, that produces automotive refinishing paint systems and industrial coatings, selling through 20 subsidiaries and distributors in 120+ countries to body shops and industrial customers.

Ownership category

akta.pro rank

Product category

Automotive Refinishing Coatings

NAICS

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

SIC

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

akta.pro primary industry

Industrial & Protective Coatings (IMAEAGAB)

akta.pro secondary industry

Color Masterbatches & Dispersions (IMAEAHAK)

Keywords

• Automotive refinish coatings
• Industrial paint systems
• Color management software
• Tintometric color systems
• Vehicle body repair solutions

Headquarters

HQ city

Girona

HQ country

Spain

HQ region

Europe

Offices20 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Automotive Refinishing Products: Sale of paint, fillers, primers, varnishes, catalysts, additives, solvents, abrasives, and masking products for body shop repairs. Products sold through distributors and direct subsidiaries.
2. Industrial Coatings (Disolac): Industrial paint and coating systems including polyurethane, epoxy, acrylic, and synthetic technologies for various industrial sectors. Over 30,000 colors available through tintometric systems.
3. Training Services (Crom Campus): Free online training platform offering courses, live events, and specialized articles for body shop and industrial paint professionals. Training provided in company facilities, customer sites, online, or educational centers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Roberlo manufactures and distributes a comprehensive portfolio of paint systems, putties, primers, clearcoats, varnishes, and additives for automotive refinishing (carrocería) and industrial coating applications. Its offering is anchored by proprietary color systems (Blucrom water-based, Nexcrom, Uniqcrom, Dicrom, Ucrom) supported by iCrom color management software, xCrom Vision spectrophotometer hardware, and proprietary processes such as Airex and Tempus. The Disolac sub-brand extends the portfolio to industrial polyurethane, epoxy, acrylic, and synthetic coatings with over 30,000 color references.

Product overview

Roberlo is a surface coatings company founded in 1968, now part of Briolf Group, offering a comprehensive portfolio of products and systems for automotive refinishing (carrocería) and industrial coatings. The product portfolio centers on color systems including Blucrom (water-based), Nexcrom (solvent bicapa), Uniqcrom (solvent bicapa), Dicrom, and Ucrom, all supported by iCrom color management software and xCrom Vision spectrophotometer for precise color matching. Key products include UHS clearcoats (Kronox 530, 3700, 620, 3200), UV curing products (Halley UV20, Halley UV200), putties (Multiextender, MAXILIGHT, MULTI 20), and processes (Airex Process, Tempus Process, Blucrom Universe). For industrial coatings, Disolac and Disolac WB brands offer polyurethane, epoxy, acrylic, and synthetic coatings including PRO 84X, PUR 844 SMARTECH, Primapox 6131, and ACRY-PUR products. Training is delivered through Crom Campus online platform and Crom Competence Center physical facility. The ecosystem is designed to provide complete repair cycles from surface preparation through finish application, with a focus on efficiency, sustainability, and professional bodywork results.

Differentiator

Problem solved

Functional benefit

Brands

• Disolac: Industrial coatings brand offering paint systems for industrial sectors with over 30,000 color references
• Briolf Group
• Blucrom
• Nexcrom
• Uniqcrom
• Crom Campus
• Crom Competence Center
• iCrom
• xCrom Vision

Products and services

• Blucrom Water-Based Color System
• Nexcrom Solvent-Based Bicapa System Solvent-based bicapa (two-layer) color system with balanced formula incorporating binder in bases, allowing direct mixing with 1:1 dilution for improved color precision and weighing efficiency in automotive refinishing.
• Uniqcrom Solvent-Based Bicomponent System Solvent-based bicapa paint system for premium automotive refinishing, offering excellent coverage and fast drying.
• Ucrom Single-Layer Solvent-Based Color System Single-layer solvent-based direct gloss color system for car refinishing.
• Dicrom Solvent-Based Color System Solvent-based tintometric color system for car refinishing applications.
• Blucrom Universe Integrated System Interconnected system of products and processes orbiting around Blucrom water-based color system, including putties, primers, clearcoats, and processes designed to maximize workshop efficiency and profitability.
• KRONOX 530 UHS 2:1 Varnish Ultra-high solids clearcoat with anti-sagging properties for automotive refinishing, offering exceptional finish and high performance for high-volume workshops.
• KRONOX 3700 Air-Dry Varnish Air-dry varnish that significantly reduces drying times with no flash-off required between layers, improving efficiency and sustainability.
• KRONOX 620 UHS Clearcoat UHS clearcoat used in Blucrom Universe process for high-quality finishes.
• KRONOX 3200 UHS Clearcoat UHS clearcoat used in Blucrom Universe process.
• iCrom Color Management Software Color management software for all Roberlo paint systems, providing access to technical documentation, color code search, formulation basics visualization, and weight-based formulation.
• xCrom Vision Spectrophotometer Color reading device with integrated camera and five-angle measurement for reading and identifying vehicle body color, comparing it with color codes and variants from different brands.
• FLEXLAC Colorimeter Colorimeter for color selection presented by Disolac for industrial coatings.
• Halley UV20 UV-Curing Putty UV-curing putty for fast drying and efficient surface preparation.
• Aircolor UV200 1K UV Primer Filler 1K UV-curing primer filler for efficient application, expansion of UV drying product line Halley.
• Multiextender Putty Body filler putty providing soft light finishing characteristics, celebrating 30 years of use.
• MULTI 20 Multi-Purpose Filler Multi-purpose body filler for various repair applications.
• MAXILIGHT Body Filler Body filler for professional repair applications.
• VELOX 2K Primer 2K primer for professional refinishing.
• Airex Process Car refinishing process that maximizes air power and efficiency, with versatile fast-drying solutions and sustainable energy. Reduces drying time by more than 75% and energy consumption by 65% compared to conventional processes.
• Tempus Process Refinishing process focused on high efficiency and productivity.
• Disolac Industrial Coatings Brand Industrial coatings brand offering solvent-based tintometric system with over 20,000-30,000 color references for various industrial sectors.
• Disolac WB Water-Based Industrial Coatings Water-based industrial coating brand emphasizing health, sustainability, and reliability.
• PRO 84X Polyurethane Bedliner Polyurethane bedliner coating for industrial applications, providing chemical resistance and fine textured finish.
• PUR 844 SMARTECH Polyurethane Coating Polyurethane coating designed for industrial applications with optimized application process.
• PUR 842-G High-Gloss DTM Binder High-gloss Direct-to-Metal binder from Disolac for industrial coating applications.
• Primapox 6131 Epoxy Primer Epoxy primer from Disolac for industrial coating applications.
• PLASS Additive Additive for Disolac binders in industrial coatings.
• ACRY-PUR 902 Industrial Coating Acrylic-Polyurethane industrial coating for various applications.
• EPO 680 Epoxy Floor Coating Epoxy coating for industrial floor applications.
• SINT 745 SMARTECH Synthetic Coating Synthetic industrial coating with dielectric resistance properties.
• Crom Campus Training Platform Free online platform offering courses, live events, and specialized articles for body shop and industrial paint professionals.
• Crom Competence Center Reference technical training center in Riudellots de la Selva headquarters with over 770 m2 equipped with latest technology for theoretical and practical training.
• Bodywork Workshop Consulting Service Consulting service for bodywork workshops to improve operational efficiency.

Quantifiable outcome

• Drying time reduced by more than 75% compared to conventional processes
• +2 more outcomes

Named customers5 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

AI capability1 record

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• dsi.mobility (Delfín Grupo)coreGTM or Marketing Partner · 5 November 2025Strategic alliance between Roberlo and dsi.mobility, fleet manager of Delfín Grupo, to strengthen the network of Mobility Centers throughout Spain. This partnership reinforces distribution capabilities and workshop network coverage in the Spanish market.
• Distrigo (Eurorepar Car Service)coreGTM or Marketing Partner · 3 September 2025Commercial agreement between Roberlo and Distrigo for the Eurorepar Car Service workshop network in Spain. Provides preferential access to body shop customers through established workshop network.
• Crom Competence Center Latam SouthcoreImplementation/ SI/ Consulting Partner · 30 July 2025New training center in Latam South region to reinforce technical training. Part of global network of 4 technical training centers.
• Departamento de Educación (Education Department)minorImplementation/ SI/ Consulting Partner · 11 July 2025Partnership with Education Department to consolidate continuous professional development for teachers in automotive painting sector. Supports over 40 educational centers.
• FondomóvilminorStrategic or Co-development Partner · 19 June 2025Strategic alliance strengthening partnership through innovation-focused sessions and synergies. CESVIMAP group entity collaborating on industry development.
• Treasca Asistencia ADAcoreStrategic or Co-development Partner · 19 February 2025Treasca Asistencia ADA and Roberlo jointly drive a new standard in professional vehicle repair. Strategic partnership focused on quality standards and professional repair processes.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• BASF Coatings: Operates the Glasurit and R-M refinish brands plus industrial coatings. Directly comparable premium automotive refinish systems competing with Blucrom and Nexcrom at body shops and OEM-approved networks worldwide.
• PPG Industries: Major automotive refinish and industrial coatings manufacturer (PPG, Standox, Tikkurila, Selemix). Competes head-to-head with Roberlo in OEM-approved refinish systems, digital color-matching software, and water-based basecoat platforms.
• Axalta Coating Systems: Global leader in automotive refinish coatings with brands such as Cromax, Spies Hecker and Standox, plus industrial coatings. Directly competes with Roberlo's Blucrom Universe and Disolac portfolios across the same body-shop and industrial customer base.
• AkzoNobel: Owner of Sikkens, Lesonal and Wanda refinish brands alongside a broad decorative and industrial coatings portfolio. Overlaps directly with Roberlo in body-shop refinishing and Disolac's industrial coatings segments.

Broad incumbents

• Kansai Paint: Major Japanese coatings manufacturer with automotive (including refinish), industrial, and decorative lines. Comparable breadth of product portfolio and similar scale of international subsidiary footprint.
• Sherwin-Williams: Largest North American coatings company with automotive (Martin Senour, AWX) and industrial finishing lines. A broader portfolio incumbent rather than a refinish specialist, but overlaps in industrial coatings and color-matching software.
• Hempel: Privately held global coatings company specializing in marine, protective, and industrial coatings with growing automotive exposure. Comparable in size and operating model (private, specialty, multi-region).
• Nippon Paint Holdings: Global coatings conglomerate covering automotive, decorative, and industrial segments with growing refinish exposure via acquired Dulux and Nippon Paint Auto brands. Comparable global footprint and multi-channel structure to Roberlo.

Emerging players

• Sayerlack (RPM International): Specialty coatings brand of RPM International serving industrial wood and industrial liquid coatings markets. Comparable to Disolac in industrial coatings with tintometric color systems.
• Mipa SE: German independent coatings manufacturer focused on automotive refinish and industrial coatings with proprietary color systems. Closest privately-held mid-sized European peer to Roberlo in size, focus, and product mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/roberlotv
• Facebookfacebook.com/RoberloRefinishGlobal
• LinkedInlinkedin.com/company/roberlo
• Instagraminstagram.com/roberlorefinish
• TikToktiktok.com/@roberlorefinish
• Xx.com/RoberloUK

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 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 Roberlo