What Wattyl does

Wattyl is an Australian paint and coatings manufacturer and retailer operating under Hempel (Wattyl) Australia Pty Ltd, a wholly-owned subsidiary of Danish multinational Hempel A/S. Founded approximately in 1980, the company sells decorative paints, primers, enamels, woodcare products, and specialty coatings under multiple sub-brands including Wattyl Solagard (25-year warranted exterior paint), Wattyl I.D Advanced (ultra-premium interior paint with anti-mould and bacteria resistance), Wattyl Duraguard (20-year warranted exterior), Wattyl Forestwood (timber protection), Wattyl Killrust (anti-corrosive metal coatings), and Solver (premium enamels). The product portfolio spans roughly 1,500-1,600 colours and is anchored by Total Protection Technology, a proprietary polymer platform providing UV blockout, flexibility, and anti-mould properties, with VOC levels below 1g/L on premium interior products.

The company serves three distinct customer segments through differentiated channels. Homeowners and DIY consumers are served via owned Wattyl Paint Centres, an e-commerce storefront (with Afterpay integration), and independent stockists nationwide. Trade painters access the Professional Choice range through dedicated trade accounts, sales representatives, and Wattyl ASSIST technical support. Architects and specifiers use the WATSPEC specification system, BIM library, and CPD training programs for commercial projects spanning multi-residential, healthcare, education, and hospitality sectors. Revenue is unit-priced between approximately $40 and $305 per can across product tiers, supplemented by a $85 colour consultation service and a Colour Satisfaction Guarantee refund program.

Wattyl's business model is sales-led and direct-to-consumer via retail, supplemented by field sales for trade and specification segments. Marketing is multi-channel: content (colour forecasting, inspiration hub), social media, the Selling Houses Australia TV partnership, the Canterbury-Bankstown Bulldogs NRL sponsorship, brand ambassador Neale Whitaker collaborations, and co-marketing partnerships with Caesarstone, CSR PGH Bricks & Pavers, and FX Australia. The company holds GECA, ECA, and GBCA green-building certifications on selected interior products and markets with sustainability messaging for indoor air quality and low-VOC compliance.

Name

Wattyl

Legal name

Hempel (Wattyl) Australia Pty Ltd

Website

https://wattyl.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Wattyl is an Australian paint and coatings manufacturer and retailer, wholly owned by Hempel A/S, serving homeowners/DIY consumers, trade painters, and architectural specifiers across Australia and New Zealand through Paint Centres, e-commerce, trade accounts, and a WATSPEC specification portal.

Ownership category

akta.pro rank

Product category

Decorative Paint and Coatings

NAICS

Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (44412), Paint, Varnish, and Supplies Merchant Wholesalers (424950)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

akta.pro secondary industry

Industrial & Commercial Painting/Coatings/Surface Treatment (IMAIAAAK)

Keywords

• Decorative paint coatings
• Exterior interior paint
• Timber woodcare products
• Anti-corrosive metal coatings
• Trade painter supplies

Headquarters

HQ city

Baulkham Hills

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Paint Sales: Direct sales of paints, primers, stains, and coatings to homeowners and DIY consumers through Wattyl Paint Centres and online store. Products sold in various sizes (1L, 4L, 10L, 15L) with typical price points ranging from $40 to $300+ per product depending on range and size.
2. Trade Paint Sales: Sales to professional painters and trade customers through dedicated trade accounts, Wattyl Paint Centres, and sales representatives. Trade customers can apply for trade credit accounts. Professional Choice product line specifically designed for trade painters.
3. Specifier/Commercial Sales: Sales to architects, specifiers, and commercial builders through WATSPEC specification service, BIM library, and direct rep support. Products specified for commercial projects including multi-residential, healthcare, education, and hospitality sectors.
4. Colour Consultation Services: Professional colour consultation service offered at $85 incl GST, providing colour scheme options, colour schedules, physical swatches, and product recommendations via email and phone.
5. Specialty Product Lines: Sales of specialty products including Forestwood woodcare, Killrust metal coatings, and specialty finishes through FX Australia partnership. Premium product tiers (I.D Advanced, Duraguard) command higher price points for enhanced performance features.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Wattyl manufactures and sells decorative and protective paint and coatings products including interior and exterior paints, primers, enamels, woodcare finishes, and anti-corrosive metal coatings across sub-brands such as Solagard, I.D Advanced, Duraguard, Forestwood, Killrust, Solver, and At Home Premium. The company distributes through owned retail stores (Wattyl Paint Centres), independent stockists, online e-commerce, dedicated trade accounts, and a specifier/commercial channel that includes a BIM library and WATSPEC specification service.

Product overview

Wattyl is an Australian paint manufacturer offering a comprehensive portfolio of decorative coatings, primers, enamels, and woodcare products serving homeowners, DIY enthusiasts, trade painters, and architectural specifiers. The product portfolio includes exterior paints (Wattyl Solagard with 25-year warranty, Wattyl Duraguard with 20-year warranty), interior paints (Wattyl I.D Advanced ultra-premium with anti-mould technology), woodcare (Wattyl Forestwood for exterior timber), and trade/professional ranges (Wattyl Trade, Wattyl Professional Choice). Key sub-brands include Solver for premium enamels, Wattyl Killrust for anti-corrosive metal coatings, Wattyl Granosite for texture coatings, and specialty ranges like Wattyl Preps & Enamels for primers. The company offers approximately 1,500+ paint colours across multiple palettes including Colorbond colour matching, supported by colour services including spectrophotometer colour matching, professional colour consultations, and a Colour by Wattyl Fandeck for specifiers. Products are available through Wattyl Paint Centres, online retail, and third-party stockists.

Differentiator

Problem solved

Functional benefit

Brands

• Wattyl Forestwood: Wood stains, varnishes and oils for exterior timber protection
• Wattyl Solagard
• Wattyl I.D Advanced
• Wattyl At Home Premium
• Wattyl Duraguard
• Solver
• Wattyl Killrust
• Colour By Wattyl
• PaintPlus

Products and services

• Wattyl Solagard Premium exterior paint for Australian weather conditions providing UV protection, anti-mould resistance, and 25-year warranty against flaking, peeling, and blistering. Self-priming on timber, cement render, brick, fibre cement, masonry, Zincalume, and galvanised iron. Aimed at homeowners and trade painters seeking durable exterior finishes.
• Wattyl I.D Advanced Ultra-premium interior water-based paint range with anti-mould and bacteria resistance, low VOC (less than 1g/L) and Total Protection Technology. Available in Matt, Low Sheen, Satin and ceiling flat finishes for interior walls, ceilings, kitchens, and bathrooms. Targeted at homeowners seeking premium interior finishes and commercial specifiers.
• Wattyl Forestwood Woodcare range for exterior timber including ProDeck Oil, ProDeck Water-Based Aquatech, Stain and Varnish, and Exterior and Marine Varnish. Transparent water-based and oil-based decking oils, stains, and varnishes for decks, doors, steps, and outdoor furniture.
• Wattyl Duraguard Premium 100% acrylic self-priming exterior water-based coating suitable for timber, cement render, brick, fibre cement, and masonry. Backed by a 20-year warranty against flaking, peeling, and blistering. Available in multiple finishes for trade and consumer exterior applications.
• Wattyl At Home Premium Value-oriented DIY paint range including Living & Bedroom Interior, Kitchen & Bathroom Interior, Trim, Sunscreen Exterior, Easy Prep, and Ceiling Paint. Formulated for easy application and touch-up, targeted at homeowners and DIY consumers.
• Wattyl Trade Professional trade painter product range including ceiling paints, tintable whites, and trims designed for trade painters with focus on quality, efficiency, and reliable application.
• Wattyl Killrust Anti-corrosive metal paint system including Etch Primer, Heavy Duty Primer, Cold Galvit zinc-rich epoxy primer, and Epoxy Gloss Enamel for protection of steel, wrought iron, and galvanised iron. Targets trade painters and commercial maintenance applications.
• Solver Premium enamels and coatings covering trims, ultra-flat finishes, water-based trim enamels, surface conditioners, and metal primers for professional and consumer use.
• Wattyl Maxi Prep Premium quality primers including Acrylic Sealer Undercoat, Primer Sealer Undercoat, and High Adhesion Primer for interior and exterior surface preparation.
• Wattyl Maxi Wash Premium highly washable acrylic wall paint available in Low Sheen and Satin finishes, formulated for easy application, high covering power, and minimal roller spatter.
• Wattyl Maxi Ceiling Premium interior flat acrylic ceiling paint available in Tintable Flat and Toned Flat variants, formulated for exceptional hiding power with minimal roller spatter.
• Wattyl Granosite Texture coatings for facades providing decorative and protective finishes for exterior surfaces.
• Wattyl Weathergard Exterior woodcare products including ProDeck transparent water-based decking oil for decks and timber surfaces.
• Wattyl Craftsman Woodcare products for exterior timber maintenance and protection.
• Wattyl Ultra Acrylic interior and exterior trim paint providing a tough durable enamel coating available in Water-Based Trim Gloss and Water-Based Trim Satin.
• Wattyl Professional Choice Professional painter range including Ceiling Tintable White, Ceiling Toned White, and Ceiling Flat White designed for trade painters (formerly Trade Ceiling products).
• Wattyl Preps & Enamels Primers and enamels range including Spirit-Based Stain Blocker, Pigmented Sealer, and various undercoats for professional finish results.
• Colour By Wattyl Fandeck Colour fandeck offering over 1,500 colours in traditional and modern colour palettes including Colorbond matching, used by specifiers and homeowners for colour selection.
• Wattyl Colour Consultation Service Professional online colour consultation for $85 incl GST providing two colour scheme options, a colour schedule specifying placement, up to 5 physical colour swatches mailed to the customer, and best product recommendations via email and phone.
• Wattyl BIM Library Building Information Modeling library providing design professionals and specifiers with Wattyl product data for integration into building design projects.

Quantifiable outcome

• 25-year warranty against flaking, peeling, or blistering on Solagard exterior paint
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• CaesarstonecoreStrategic or Co-development PartnerWattyl and Caesarstone partnered to bring consumers the latest insights into creating sublime pairings of colours and materials in surface finishes for kitchens, bathrooms, and open plan living areas. The collaboration includes the 'Perfect Pairings' lookbook showcasing complementary colour and material combinations.
• Canterbury-Bankstown BulldogsminorGTM or Marketing PartnerWattyl joined the Bulldogs pack as a major sponsor for the NRL season and beyond. This sports sponsorship provides brand visibility to a broad Australian audience.
• Blue Tree ProjectminorOthersWattyl partnered with Blue Tree Project, a charity dedicated to changing the way people talk about mental health. Partnership focuses on social impact and community support.
• FX AustraliacoreChannel Partner/ Reseller/ DistributorWattyl announced partnership with FX Australia, manufacturer of premium specialty paints, architectural and protective coatings, and innovative joint/topping compounds. FX products available through Wattyl store network with key distribution stores in NSW, VIC, QLD, SA, and WA.
• CSR PGH Bricks & PaverscoreStrategic or Co-development PartnerWattyl collaborated with CSR PGH Bricks & Pavers to create 'Perfect Pairings Outdoor,' an inspirational tool for homeowners to select colours and materials for home exteriors. Includes Light Reflective Values for each Solagard colour to help with interior temperature reduction.
• Neale WhitakercoreGTM or Marketing PartnerInterior design expert and Wattyl brand ambassador Neale Whitaker creates seasonal colour collections including Autumn/Winter 2024 and Spring/Summer 2023 palettes. Provides design expertise and credibility to Wattyl's colour forecasting and marketing.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Resene Paints: New Zealand-owned paint manufacturer with operations in Australia. Closely comparable product portfolio (premium interior, exterior, woodcare, color services) and similar multi-channel GTM; primarily competes in trans-Tasman markets.

Direct peers

• Taubmans (PPG): Australian architectural coatings brand owned by PPG Industries. Direct competitor in retail, trade, and commercial/specifier segments with comparable interior, exterior, and specialty paint ranges.
• Berger Paints: Australian paint brand (Berger/Jotun-related heritage) selling decorative and trade paints through retail and trade channels. Comparable offering in mid-tier architectural coatings.
• British Paints: Long-standing Australian paint brand (now DuluxGroup) selling architectural and trade paints through retail and trade channels. Direct competitor in the same price tiers and channels as Wattyl.
• Haymes Paint: Australian family-owned paint manufacturer with national retail and trade presence. Direct competitor across DIY, trade, and premium interior/exterior ranges, particularly strong in regional Victoria.
• Dulux Australia: Architectural coatings market leader in Australia owned by Nippon Paint Holdings. Competes head-to-head with Wattyl across retail, trade, and specifier channels with a similarly broad product portfolio (Dulux Weathershield, Wash&Wear, Professional).

Broad incumbents

• PPG Industries: Global coatings major and parent of Taubmans. Overlaps with Wattyl across architectural, industrial, and protective coatings, with broader global scale and a wider product portfolio.
• Sherwin-Williams: Global paints and coatings leader (including Valspar). Competes with Wattyl in architectural/decorative coatings globally and sets the benchmark for brand-driven paint retail and specification models.
• Nippon Paint Holdings: Parent of DuluxGroup and the largest coatings company in Asia-Pacific. Competes with Wattyl/Hempel across decorative and industrial coatings globally, with deeper Australian retail penetration.
• Hempel A/S: Parent company of Wattyl and a global protective and marine coatings major. Provides Wattyl with R&D and procurement leverage while operating in adjacent (industrial/marine) coatings segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/WattylPaintsChannel/videos
• Facebookfacebook.com/wattylpaint
• LinkedInlinkedin.com/company/wattyl-paint
• Instagraminstagram.com/wattylpaint
• Pinterestpinterest.com.au/wattylpaints

Compliance3 records

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 Wattyl