Fiebing’s

What Fiebing’s does

Fiebing's is a 130-year-old, family-owned manufacturer of leather dyes, finishes, leather care products, shoe care products, and horse care products, headquartered and manufacturing in Milwaukee, Wisconsin. The company operates four primary product lines: leathercraft (penetrating alcohol-based Leather Dye, solvent-based Pro Dye, acrylic top finishes such as Resolene, Antique Finish, Tan-Kote, Edge Kote, Deglazer, Leather Sheen, and Vintage Gel), leather care (Saddle Soap, Mink Oil, Neatsfoot Oil variants, Glycerine Soap, Silicone-Lanolin Saddle Oil, 4 Way Care, Aussie Leather Conditioner), shoe care (the Kelly's line acquired from George J. Kelly Shoe Polish Company, plus Snow-Proof weatherproofing products), and horse care (Hoof Dressing, Hoof Lotion, Hoof Polish, Blue Frost Whitening Shampoo, Green Clean). Technology is rooted in proprietary specialty chemistry formulations developed in an in-house R&D lab, with VOC-compliant variants produced for California distribution.

Fiebing's revenue model is direct-to-consumer product sales via its own e-commerce site (fiebing.com) plus global retail distribution through third-party establishments, with private label manufacturing capabilities for shoe care and leather care products. Products are sold as individual SKUs at fixed retail prices ranging from approximately $5 to $160, with tiered shipping by order value and a hazmat surcharge for flammable gallon products. The company employs a product-led growth motion, with no subscription or tiered pricing; customer acquisition is driven by Fiebing Academy (how-to video tutorials and blog content), organic social media (YouTube, Instagram, Facebook), and an email newsletter with a 15% off coupon incentive for new subscribers.

The customer base is fragmented across four personas: leathercrafters and artisans (primary), saddle makers and equestrians, consumer shoe care users, and horse care/equestrian grooming customers. The company has been continuously owned by the Chase family since 1929, with Richard Chase serving as president since 1984 and fourth-generation Chase family members now in executive management. Fiebing's has no institutional investors, no public listing, and no disclosed funding rounds, and operates as a privately-held independent entity.

Name

Fiebing’s

Legal name

Fiebing Company, Inc.

Website

https://fiebing.com

Company type

Private

Founded year

1895

Operating status

Operating

Headcount range

11–50 employees

Short description

Fiebing's is a 130-year-old, family-owned Milwaukee manufacturer of leather dyes, finishes, leather care, shoe care, and horse care products, selling globally via direct e-commerce and retail distribution to leathercrafters, equestrians, and consumer shoe-care customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales (E-commerce): Fiebing's generates revenue through direct-to-consumer product sales via its website fiebing.com, offering leather dyes, leather care products, shoe care products, and horse care products at various price points ranging from approximately $5 to $160 per item.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Fiebing Company, Inc. manufactures and sells leather dyes, leather care and finishing products, shoe care products (marketed under the Kelly's brand), and horse care products. The company was founded in 1895 in Milwaukee, Wisconsin, and sells its own branded portfolio to leathercrafters, equestrians, and consumers through retail and direct e-commerce channels.

Product overview

Fiebing's is a manufacturer and distributor of leather care, leathercraft, shoe care, and horse care products founded in 1895. The company operates four main product lines: (1) Leathercraft products including Leather Dye and Pro Dye (penetrating alcohol-based and solvent-based dyes), Resolene (acrylic top finish), Antique Finish, Tan-Kote, Edge Kote, Deglazer, and Leather Sheen for dyeing, finishing, and decorating leather; (2) Leather Care products including Saddle Soap, Mink Oil Paste/Liquid, Pure Neatsfoot Oil, Prime Neatsfoot Oil Compound, Glycerine Soap Bar, Silicone-Lanolin Saddle Oil, 4 Way Care, and Aussie Leather Conditioner for cleaning, conditioning, and preserving leather; (3) Shoe Care products including Kelly's brand (acquired from George J. Kelly Shoe Polish Company) shoe creams, polishes, and protectors, as well as Snow-Proof weatherproofing products; (4) Horse Care products including Hoof Dressing, Hoof Lotion, Hoof Polish, Blue Frost Whitening Shampoo, and Green Clean for equine grooming and hoof maintenance. The company also offers product kits like the Classic Leathercraft Kit, and maintains a research & development lab while also engaging in private label manufacturing of shoe care and leather care products.

Differentiator

Problem solved

Functional benefit

Brands

• Kelly's: Shoe care products including shoe creams, polishes, cleaners, and treatments acquired from George J. Kelly Shoe Polish Company
• Snow-Proof

Products and services

• Leather Dye Penetrating alcohol-based leather dye used to color natural vegetable-tanned leather for craft, repair, and restoration projects; sold to leathercrafters, hobbyists, and tack users.
• Pro Dye Professional-grade leather dye offering deeper, more uniform color penetration on premium leather goods; targeted at professional leatherworkers and serious hobbyists.
• Acrylic Dye Water-based acrylic leather dye for coloring leather, formulated for craftspeople seeking low-odor, easy cleanup alternatives to solvent-based dyes.
• Low VOC Leather Dye Low volatile organic compound leather dye designed to reduce fumes and environmental impact while delivering leather color; sold to leathercrafters and professionals needing compliant formulations.
• Suede Dye Dye formulated for suede and nubuck leather surfaces, used to refresh or change the color of suede footwear, garments, and accessories.
• Leather Stain Leather stain product used to color and add depth to leather surfaces as an alternative to full dye immersion.
• Resolene Acrylic top finish applied to dyed leather to seal, protect, and provide a gloss or semi-gloss sheen; used by leatherworkers to finish handcrafted goods.
• Pro Resist Resist compound used during leather dyeing to create pattern and effect contrast, allowing design areas to repel dye and remain a base color.
• Edge Kote Edge finish applied to cut or burnished leather edges to seal, color, and add a polished appearance to belts, straps, and bags.
• Antique Finish Antique finish used to highlight tooling, carving, and embossed leather by adding darker accents to recessed areas, producing an aged appearance.
• Tan-Kote Top finish applied over dyed leather to add a protective semi-gloss sheen and improve rub resistance on leather goods.
• Deglazer Solvent-based surface preparation that removes existing finish and dye from leather so it can be re-dyed or re-finished during restoration.
• Low VOC Deglazer Low volatile organic compound version of Deglazer that strips existing finish and dye from leather with reduced solvent emissions.
• Leather Sheen Leather sheen product applied to finished leather to provide a soft sheen and added surface protection.
• Vintage Gel Gel-based antiquing product used to age and distress finished leather goods, adding depth and a worn vintage appearance.
• Hi Liter Antiquing highlight product applied to raised leather areas after antique finish to emphasize design and add visual contrast.
• Bag-Kote Protective finish formulated for leather bags, cases, and luggage, sealing leather and adding a durable sheen.
• Leather Balm With Atom Wax Conditioning leather balm containing atomized wax, used to soften, protect, and restore leather surfaces on goods and tack.
• Carnauba Cream Carnauba-based leather conditioning cream used to clean, condition, and add a natural wax sheen to finished leather goods.
• Gum Tragacanth Natural gum used to slick and burnish leather edges, producing a smooth, polished finish on belts, straps, and bags.
• Saddle Soap Traditional soap formulated to clean and preserve leather saddles, tack, boots, and other leather goods; a flagship Fiebing's product since 1895.
• Liquid Glycerine Saddle Soap Liquid glycerine-based saddle soap for cleaning and conditioning leather tack and saddles without the bar form.
• Glycerine Soap Bar Glycerine soap bar used to clean leather saddles, harnesses, boots, and other smooth leather surfaces.
• Mink Oil Paste Paste mink oil used to soften, condition, and waterproof smooth leather footwear, boots, and tack.
• Mink Oil Liquid Liquid mink oil formulation that softens, conditions, and waterproofs smooth leather goods, offered as an alternative to mink oil paste.
• Golden Mink Oil Golden-tinted mink oil leather conditioner that softens, conditions, and adds a warm tone to light or tan leather goods.
• Pure Neatsfoot Oil Pure neatsfoot oil used to soften, condition, and preserve smooth leather saddles, tack, boots, and harnesses.
• Prime Neatsfoot Oil Compound Neatsfoot oil compound used to soften and condition leather, formulated for saddles, harnesses, and tack.
• Silicone-Lanolin Saddle Oil Saddle oil that combines silicone and lanolin to soften, condition, and add water repellency to leather saddles and tack.
• 4 Way Care Multi-purpose leather care product that cleans, conditions, softens, and protects leather saddles, boots, and tack in a single application.
• Aussie Leather Conditioner Leather conditioner formulated to soften, moisturize, and protect leather saddles, tack, and riding gear, particularly in hot, dry conditions.
• Snow-Proof Weatherproofing Paste Heavy-duty weatherproofing paste formulated to protect leather boots, shoes, and tack from snow, slush, and moisture.
• Hoof Dressing Hoof dressing applied to horse hooves to condition, moisturize, and protect against dryness and cracking; sold to horse owners and equestrians.
• Hoof Lotion Lotion formulated to soften and moisturize horse hooves, complementing or substituting hoof dressing in hoof care routines.
• Hoof Polish Cosmetic hoof polish applied to horses' hooves to provide a clean finished appearance for show or stable presentation.
• Blue Frost Whitening Shampoo and Conditioner Whitening shampoo and conditioner used to clean and brighten white and light-colored horse coats, manes, and tails.
• Green Clean Green-tinted shampoo and grooming product used to clean horses' coats and remove stains.
• Kelly's Shoe Cream Shoe cream polish sold under the Kelly's brand for cleaning, conditioning, and adding color to smooth leather footwear.
• Kelly's Paste Wax Shoe Polish Wax-based shoe polish sold under the Kelly's brand that produces a high-gloss shine and protects leather footwear.
• Classic Leathercraft Kit Starter leathercraft kit packaging Fiebing's core dye, finish, and conditioning products together for new leathercrafters and hobbyists.

Quantifiable outcome

• 125 years of continuous leather dye and finish manufacturing — one of the largest manufacturers of Leather Dyes and Finishes in the world

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tandy Leather: Tandy Leather is a major retailer and wholesaler of leathercraft tools, dyes, and finishing supplies serving hobbyists and professionals. Overlap with Fiebing's is direct on dyes, finishes, and leather care consumables, though Tandy operates a larger storefront/retail footprint while Fiebing's is the upstream manufacturer of many of the same formulations.
• Bickmore: Bickmore manufactures leather care products including cleaners, conditioners, and protectants used on boots, saddles, and tack. Its product line and customer base (leathercrafters, equestrians, boot owners) closely overlap with Fiebing's leather care and shoe care categories.
• Leather Honey: Leather Honey is a specialty leather conditioner brand sold direct-to-consumer, competing in the same leather care segment as Fiebing's Mink Oil, Neatsfoot Oil, and 4 Way Care. Strong modern DTC brand competing for the same end customers.
• Angelus Shoe Polish: Angelus manufactures leather dyes, paints, and shoe care products targeted at sneaker customizers, leatherworkers, and cobblers. Direct competitor to Fiebing's Leather Dye, Pro Dye, and Kelly's shoe polish lines in the craft and shoe care categories.
• Saphir (Avel): Saphir is a premium French shoe polish and leather care brand serving high-end footwear enthusiasts. Comparable to Fiebing's shoe care (Kelly's, Snow-Proof) and leather care (Resolene, Saddle Soap) at the premium end of the market.
• Chamberlain's Leather Milk: Chamberlain's Leather Milk is a direct-to-consumer leather care brand offering cleaners, conditioners, and balms. Direct overlap with Fiebing's leather care portfolio (4 Way Care, Mink Oil, Saddle Soap) targeting similar artisan and consumer customers.
• Lexol: Lexol manufactures leather cleaners and conditioners widely used for automotive interiors, equestrian tack, and household leather. Comparable to Fiebing's leather care line (Saddle Soap, Mink Oil, 4 Way Care) in functionality and customer use cases.
• Obenauf's Leather Preservative: Obenauf's produces heavy-duty leather preservatives and conditioners primarily for work boots, saddles, and outdoor leather. Comparable to Fiebing's Snow-Proof and Saddle Soap for rugged outdoor leather care use cases.
• Weaver Leather: Weaver Leather manufactures and sells equestrian tack, leather care products, and supplies. Overlap with Fiebing's on leather care, saddle soap, and equestrian grooming products serving the same customer base.

Broad incumbents

• Kiwi (S.C. Johnson & Son): Kiwi is the mass-market shoe polish and care brand owned by SC Johnson, dominating consumer shoe care globally. While not a craft-leather specialist like Fiebing's, it competes for the same shoe care shelf and end-use cases at mainstream price points.

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/FiebingCompany/videos
• Facebookfacebook.com/Fiebings
• Instagraminstagram.com/fiebing
• Xx.com/fiebingcompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Fiebing’s