Rhino Linings
Rhino Linings Corporation manufactures polyurea, polyurethane, and epoxy protective coatings and distributes them through a global network of 2,000+ licensed applicators across 80 countries, serving automotive, industrial, flooring, defense, and insulation markets since 1988.
- Company typePrivate
- Founded1988
- HeadquartersSan Diego, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Rhino Linings does
Rhino Linings Corporation, founded in 1988 and headquartered in San Diego, California, is a privately held specialty chemicals manufacturer that develops and produces advanced polyurea, polyurethane, and epoxy protective coating systems. The company pioneered the spray-on bedliner category in the United States and operates a product portfolio spanning multiple brands including Rhino Extreme (industrial-grade polyurea), Rhino Hybrid, SolarMax (UV-stable aliphatic), TuffGrip, HardLine, Tuff Stuff (tactical/military grade), Rhino Foam (spray insulation), and Rhino Flooring. Its core technology is multi-component polymer chemistry synthesized through polymerization reactions between isocyanates and resin blends, offered in both 1:1 and 2:1 ratio formulations with specialized variants for flame retardance, geotextile applications, and high-pressure spray systems. The company serves automotive, industrial, flooring, foam/insulation, and security/defense verticals, with applications ranging from truck bedliners to blast mitigation for military vehicles.
Rhino Linings distributes its products through a hybrid go-to-market model anchored by a global licensed applicator network of 2,000+ independent operators across 80 countries, supplemented by direct B2B sales to automotive dealerships, fleet operators, and industrial companies, and an authorized e-commerce portal (eorder.rhinolinings.com). The company generates revenue primarily through one-time sales of coating materials and chemicals to its applicator and B2B customer base, with each independently-owned retail location free to set installation prices at fair market value. Distribution is reinforced by certified equipment partnerships with Graco and PMC, a co-branded channel relationship with Ziebart, and a financing partnership with Regents Capital Corporation. The company is ISO certified, ANAB ANSI accredited, and certified by Perry Johnson Registrars, with active industry memberships in the American Chemistry Council, NTEA, SEMA, ICAA, and SPFA. Customer concentration is highly distributed across the applicator network, with named reference customers consisting primarily of SMB applicators and regional dealership groups rather than single large enterprise accounts. Leadership includes President & CEO Pierre Gagnon; the company has no disclosed institutional investors, parent company, or acquisition history, operating as an independent, founder-influenced private corporation across its 35+ year history.
Rhino Linings firmographics
Firmographics- Name
- Rhino Linings
- Legal name
- Rhino Linings Corporation
- Website
- https://rhinolinings.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Rhino Linings Corporation manufactures polyurea, polyurethane, and epoxy protective coatings and distributes them through a global network of 2,000+ licensed applicators across 80 countries, serving automotive, industrial, flooring, defense, and insulation markets since 1988.
- Ownership category
- akta.pro rank
Rhino Linings industry classification
Industry- Product category
- Protective Coatings
- NAICS
- Adhesive Manufacturing (32552), Resin and Synthetic Rubber Manufacturing (32521), Synthetic Rubber Manufacturing (325212)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Adhesives & Sealants (2891)
- akta.pro primary industry
- Rubber Linings, Coatings & Corrosion Protection (Tanks, Pipes, Chutes) (IMANALAH)
- akta.pro secondary industries
- Polyurethane (PU) Rigid Foam Manufacturing (IMANAIAD), Construction Foams & Gap Fillers (PU Foams, Low-Expansion) (IMADAOAM)
Keywords
Where Rhino Linings is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rhino Linings business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Protective Coating Materials Sales: Rhino Linings manufactures and sells polyurea, polyurethane, and epoxy coating chemicals and materials through an authorized distributor network. Products include bedliners, industrial coatings, flooring systems, and foam insulation. Sales flow through both direct e-commerce (eorder.rhinolinings.com) for authorized applicators and through the licensed applicator network model.
- Licensed Applicator Network: The company generates revenue through product sales to over 2,000 licensed independent applicators worldwide who purchase Rhino Linings materials for installation services. Each retail location is independently owned and operated, setting their own service prices at fair market value.
- B2B/Industrial Product Sales: Direct sales to automotive dealerships, fleet operators, industrial companies, and government entities for protective coating applications. Products are sold for applications including truck bedliners, industrial flooring, secondary containment, and infrastructure waterproofing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Quote-based pricing varies by application type and size |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Rhino Linings product offering
Product offeringCore offering
Rhino Linings develops and manufactures advanced polyurea, polyurethane, and epoxy protective coating systems sold as raw materials to a global network of over 2,000 licensed applicators in 80 countries. Its products are spray-applied as seamless, monolithic protective membranes used for truck bedliners, vehicle protection, industrial flooring, secondary containment, infrastructure waterproofing, security and defense applications, and spray foam insulation.
Product overview
Rhino Linings is a protective coatings company offering a comprehensive portfolio of spray-on polyurethane, polyurea, and epoxy products. The product line centers on several core brands: Rhino Extreme™ (industrial-grade polyurea for demanding applications), Rhino Hybrid™ (polyurea-polyurethane blend), SolarMax™ (UV-stable aliphatic coatings), TuffGrip™ (slip-resistant formulations), HardLine™ (hard polyurethane coatings), Tuff Stuff™ (tactical/military grade polyurethane), Rhino Foam (spray insulation), and Rhino Flooring (flooring systems). These are complemented by the Rhino Defender™ bedliner series and the Rhino Shine maintenance product. The company positions itself as a total solutions provider spanning automotive (truck bedliners), industrial, flooring, foam, and security/defense verticals, with products offered in various formulations (1:1 and 2:1 ratios) and specialized variants (FR fire-rated, GT geotextile, HP high-pressure) to address specific use cases from bedliner protection to blast mitigation.
Differentiator
Problem solved
Functional benefit
Brands
- Rhino Defender: Spray-on bedliner series offering customizable protection for vehicle beds
- Rhino Extreme
- Rhino Hybrid
- HardLine
- Tuff Stuff
- TuffGrip
- SolarMax
- Rhino Shine
Products and services
- Rhino Extreme
Quantifiable outcome
- Permanent protection without cracking, warping, or peeling for the lifetime of vehicle ownership
- +2 more outcomes
Companies that use Rhino Linings
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
Rhino Linings technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Rhino Linings partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- GracocoreCertified Graco distributor providing spray equipment and parts for Rhino Linings coating applications. Rhino Linings supplies genuine Graco and PMC parts and equipment to applicators as part of their comprehensive product offering.
- PMC (Proportioning Systems)coreCertified PMC distributor providing spray equipment and parts for Rhino Linings coating applications. Partnership ensures applicators have access to quality equipment for proper installation.
- ZiebartminorZiebart is a strategic partner and authorized distributor for Rhino Linings products, offering co-branded vehicle protection services through their franchise network.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Rhino Linings competitors and assessment
Company assessmentDirect peers
- Line-X: Line-X is the most direct competitor in spray-on polyurea/polyurethane bedliners and protective coatings, operating a similar licensed applicator/franchise network with comparable products for truck beds, industrial, and military applications.
- VersaFlex: VersaFlex formulates and supplies polyurea, polyurethane, and epoxy coatings for industrial, infrastructure, and secondary containment, competing directly with Rhino Linings in the industrial/applicator supply channel.
- Ultimate Linings: Ultimate Linings produces spray-on polyurethane/polyurea protective coatings and operates a global licensed applicator network, competing with Rhino Linings across bedliner, industrial, and military applications.
- Specialty Products Inc. (SPI): SPI is a manufacturer of polyurea and polyurethane coating systems supplying applicators globally, directly overlapping Rhino Linings' core formulation business and applicator-distribution model.
- ArmorThane: ArmorThane manufactures polyurea and polyurethane coatings and operates a licensed applicator network almost identical to Rhino Linings, competing head-to-head in truck bedliners, industrial coatings, and secondary containment.
Broad incumbents
- Ziebart: Ziebart is a long-established vehicle protection and aftermarket franchise network; it is both a Rhino Linings distribution partner and a broader competitor offering competing spray-on and drop-in bedliner and rust protection services.
- PPG Industries: PPG is a global diversified coatings giant whose industrial and protective coatings divisions compete with Rhino Linings in infrastructure, marine, and defense applications where Rhino is pushing upmarket.
- Sherwin-Williams: Sherwin-Williams' Protective & Marine and Industrial Wood divisions compete with Rhino Linings in industrial flooring, secondary containment, and corrosion-protective coatings for commercial/infrastructure end markets.
- Axalta Coating Systems: Axalta's industrial and refinish coatings portfolios overlap with Rhino Linings in commercial vehicle, fleet, and industrial protective coatings, representing a large-cap competitor as Rhino expands upmarket.
- BASF Coatings: BASF supplies industrial coatings, raw materials, and polyurethane systems that overlap with Rhino Linings' chemistry and end markets, particularly in automotive OEM, defense, and infrastructure applications.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Rhino Linings social profiles
Digital presenceRhino Linings financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rhino Linings leadership team
Management profileNumber of profiles
Profiles2 records
Rhino Linings funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rhino Linings M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rhino Linings
What does Rhino Linings do?
Rhino Linings develops and manufactures advanced polyurea, polyurethane, and epoxy protective coating systems sold as raw materials to a global network of over 2,000 licensed applicators in 80 countries. Its products are spray-applied as seamless, monolithic protective membranes used for truck bedliners, vehicle protection, industrial flooring, secondary containment, infrastructure waterproofing, security and defense applications, and spray foam insulation.
Is Rhino Linings a public or private company?
Rhino Linings is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rhino Linings founded?
Rhino Linings was founded in 1988. It employs 101 to 250 people.
Where is Rhino Linings based?
Rhino Linings is headquartered in San Diego, United States, in the North America region.
How does Rhino Linings make money?
Three revenue lines are on record. Protective Coating Materials Sales are the primary driver. The others are licensed Applicator Network and B2B/Industrial Product Sales.
Who are Rhino Linings's main competitors?
Direct peers on record are Line-X, VersaFlex, Ultimate Linings, Specialty Products Inc. (SPI) and ArmorThane. Broad incumbents are Ziebart, PPG Industries, Sherwin-Williams, Axalta Coating Systems and BASF Coatings.
Does Rhino Linings have an API?
No public API is recorded for Rhino Linings.
What industry is Rhino Linings in?
Rhino Linings's product category is Protective Coatings. Its primary akta.pro industry code is IMANALAH, Rubber Linings, Coatings & Corrosion Protection (Tanks, Pipes, Chutes), with a secondary code of IMANAIAD, Polyurethane (PU) Rigid Foam Manufacturing. Its NAICS code is 32552 and its SIC code is 2851.