ProRez Coatings

What ProRez Coatings does

ProREZ Coatings, LLC is a U.S. specialty manufacturer of seamless resinous flooring systems, founded in 2014 in Rocky Hill, Connecticut by Steve Lipman, an industry veteran with 40+ years of resinous flooring formulation experience dating to Portsmouth, England in the early 1980s. The company designs and produces a modular product line spanning five core chemistry families: epoxy (ProPOXY), cementitious urethane (ProKRETE), polyaspartic (ProSPARTIC), methyl methacrylate (ProCRYL), and polyurethane (ProTHANE), combined with broadcast aggregates, pigments, antimicrobial additives (MicrobeBLOK), and sealers into configurable system recipes such as ProKrete SL, ProLumina, ProQuartz, ProFlake, ProShield, and the ProCryl series. Manufacturing is conducted at the Rocky Hill, CT facility, with recent system launches (ProCryl Flex, ProCryl CS, DecoStone LX, MicrobeBLOK) extending the portfolio into flexible waterproofing, cold-weather installation down to 0°F, decorative finishes, and integrated antimicrobial protection.

The business sells primarily to commercial, industrial, and institutional end-users across 12+ named verticals (automotive, aviation hangars, food & beverage, pharmaceutical, healthcare, manufacturing, retail, education, fire/public safety, parking, restaurant, and veterinary), with documented installations at Fortune 500 and iconic-brand facilities including Nestlé, Mars, Coca-Cola, Pfizer, Merck, GM, BMW America, Procter & Gamble, Amazon, Hyundai, Sony Ericsson, L'Oréal, American Airlines, BAE Systems, IBM, and Costco. Revenue is generated through direct product sales via the Rocky Hill order desk, a hybrid U.S. distribution network combining direct regional branches (ProREZ MidWest in Gurnee, IL; ProREZ SouthEast in Charlotte, NC) with authorized distributors (ProREZ Metro in Wallington, NJ; LoneStar ProREZ in San Marcos, TX), a certified contractor/installer channel supported by a Contractor Training Program, and an architect/specification channel delivering AIA Continuing Education Lunch & Learns, CSI specifications, CAD drawings, LEED documentation, and color charts. Pricing is quote-based and not publicly disclosed.

Name

ProRez Coatings

Legal name

ProREZ Coatings, LLC

Website

https://prorezcoatings.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

ProREZ Coatings is a U.S. manufacturer of modular resinous flooring systems (epoxy, cementitious urethane, MMA, polyurethane, polyaspartic) sold to commercial, industrial, and institutional end-users through direct branches, authorized distributors, certified contractors, and an architect specification channel.

Ownership category

akta.pro rank

Product category

Industrial & Commercial Resinous Flooring Coatings

NAICS

Paint and Coating Manufacturing (32551), Paint, Coating, and Adhesive Manufacturing (3255), Adhesive Manufacturing (32552)

SIC

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

akta.pro primary industry

Epoxy, Urethane & MMA Resinous Flooring (IMADAJAH)

akta.pro secondary industries

Floor Coating & Resinous Flooring (Epoxy/PU/Polished Concrete) (IMAIAKAG), Industrial Protective Coatings (IMADAKAB)

Keywords

• Resinous flooring systems
• Epoxy floor coatings
• Cementitious urethane flooring
• Industrial floor systems
• Polyaspartic floor coatings

Headquarters

HQ city

Rocky Hill

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (Modular Resinous Coatings): Core revenue from sale of ProREZ-manufactured modular epoxy, urethane, MMA, polyurethane, and polyaspartic flooring products plus broadcast materials, pigments, sealers, and additives. Made in the USA at the Rocky Hill, CT manufacturing and distribution center.
2. Distribution and Reseller Channel Margins: Revenue through authorized distributors (ProREZ Metro in NJ; LoneStar ProREZ in TX) and direct regional branches (ProREZ MidWest in IL; ProREZ SouthEast in NC) selling the ProREZ product line into local markets.
3. Certified Contractor / Installer Program Supply: Ongoing material supply to certified contractors and trained installer partners (e.g., Bodenkraft) supported by Contractor Training Programs and an Installer Hub, creating recurring spec-in relationships.

Go-to-market motion4 records

Distribution channels7 records

Marketing channels7 records

Core offering

ProRez Coatings manufactures and sells resinous flooring systems for commercial, industrial, and institutional facilities. Its portfolio spans epoxy, cementitious urethane, MMA, polyaspartic, polyurethane, and acrylic chemistries, sold as complete systems (primer, body coat, topcoat) along with specialty products such as cove mortars, wall cladding, sealers, and crack treatments.

Differentiator

Problem solved

Functional benefit

Brands

• ProPOXY: All-purpose epoxy floor coating product line, including ProPOXY CR (chemical resistant), FlexPOXY (flexible/elastomeric), ProPOXY UVR (UV resistance), ProPOXY WB (water based), ProPOXY MoistureBLOK (moisture mitigation), and EcoPOXY (economical).
• ProKRETE
• ProSPARTIC
• ProCRYL
• ProTHANE
• MICROBEBLOK
• Decostone
• ProShield

Products and services

• ProPOXY Epoxy Resinous Flooring Systems

Quantifiable outcome

• ProCryl Flex returns to service 1 hour after finish coat (vs. longer downtime for conventional systems)
• +3 more outcomes

Named customers20 records

Segments11 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Four partnerships are on record, tiered flagship certified installer, training program participant, core additive technology and strategic education alliance.

• Bodenkraft Flooring Contractorflagship certified installerChannel Partner/ Reseller/ DistributorBodenkraft is a distinguished ProREZ installer specializing in handcrafted artisan floors in metro New York, Long Island, New Jersey, and Southern Fairfield County, CT. They install ProREZ systems including the ProLumina decorative system on high-profile commercial projects such as the Barclays Bank in Wilmington, Delaware (5,000 sq ft installed in a 3-day window).
• Durable Surfaces (Contractor Training Partner)training program participantImplementation/ SI/ Consulting PartnerOn March 4, ProREZ completed a 2-part comprehensive Contractor Training Program with Durable Surfaces in Malvern, PA, bringing project managers, estimators, and the sales team together for a daylong interactive instruction program covering resinous flooring project management and installation.
• MicrobeBLOK antimicrobial additive technologycore additive technologyOEM/ Whitelabel/ Licensing PartnerMicrobeBLOK is offered as an optional antimicrobial film preservative additive that can be built into ProREZ polymer coatings (e.g., ProCryl CS, ProCryl Flex) to add hygiene and sanitation protection for food, beverage, healthcare, and pharmaceutical environments.
• AIA (American Institute of Architects)strategic education allianceGTM or Marketing PartnerProREZ is approved to offer AIA Continuing Education Lunch & Learn presentations to architects on resinous flooring systems for industrial, food & beverage, pharmaceutical, and commercial spaces, including courses 'Success with Resinous Floors', 'Creating a Clean, Hygienic, and Safe Environment', 'Safety in Food and Beverage Spaces', and 'Coating & Polishing Technology'.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stonhard (RPM International): Stonhard is one of the largest U.S. manufacturers of resinous/epoxy flooring systems for industrial and commercial use, directly competing with ProREZ's modular epoxy, urethane, and MMA systems across food & beverage, pharmaceutical, and manufacturing facilities. Like ProREZ, it sells through a direct regional sales force combined with certified installers.
• BASF Master Builders Solutions (Ucrete): BASF's Master Builders Solutions brand markets Ucrete, a cementitious urethane flooring system that is a direct technical and commercial analog to ProREZ's ProKRETE line for heavy-duty industrial and food-processing environments. As a global incumbent it competes with ProREZ on large enterprise bids while also validating the cementitious urethane category ProREZ has built around.
• Dur-A-Flex: Dur-A-Flex is a U.S. manufacturer of resinous epoxy, urethane, and MMA flooring systems serving industrial, commercial, and institutional customers through a direct sales and certified installer model. It is closely comparable to ProREZ in scale, chemistry breadth, and go-to-market.
• Key Resin Company: Key Resin manufactures epoxy, urethane, and MMA flooring systems for industrial, commercial, and food & beverage facilities, marketed through a regional sales force and certified installer network. It is one of the closest small-to-mid-cap direct peers to ProREZ in product mix and customer verticals.
• Florock Polymer Flooring: Florock produces resinous flooring systems including epoxy, urethane, MMA, and polyaspartic coatings for healthcare, food processing, aviation, and industrial facilities, comparable in scope and customer type to ProREZ. Both companies emphasize antimicrobial, chemical-resistant, and decorative options.
• Crossfield Products (Dex-O-Tex): Crossfield Products' Dex-O-Tex line offers resinous flooring, wall coatings, and waterproofing systems for commercial, institutional, and industrial projects, mirroring ProREZ's combination of functional and decorative resin systems. Comparable in scale and breadth of chemistry.
• Tnemec Company: Tnemec manufactures high-performance protective coatings including resinous flooring systems for industrial, architectural, and water/wastewater markets, with a regional technical-sales and specifier model similar to ProREZ. Comparable in its installer-rooted organization and emphasis on specification-driven sales.

Broad incumbents

• Sika AG: Sika is a global specialty chemicals leader with a sizable flooring, sealing, and bonding portfolio (including Sikafloor resinous systems and Sika ComfortFloor) that overlaps directly with ProREZ's decorative and industrial offerings. It competes broadly across many of the same verticals (commercial, healthcare, manufacturing) but as part of a much wider product portfolio and global footprint.
• Mapei Corporation: Mapei offers the Mapefloor and Ultratop lines of resinous and cementitious urethane flooring systems, competing with ProREZ in industrial, commercial, and foodservice applications. As a multinational with extensive U.S. coverage, it is a broad incumbent rather than a niche specialist like ProREZ.
• Sherwin-Williams (General Polymers): General Polymers, part of Sherwin-Williams' Protective & Marine / Flooring Solutions group, manufactures resinous flooring systems for industrial and commercial facilities. Backed by Sherwin-Williams' national distribution and raw material scale, it competes with ProREZ at the larger-project tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ProRezCoatings
• Facebookfacebook.com/ProRezCoatings
• LinkedInlinkedin.com/company/prorez-coatings
• Instagraminstagram.com/prorezcoatings

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 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 ProRez Coatings