FreiLacke

What FreiLacke does

FreiLacke (legal entity: Emil Frei GmbH & Co. KG) is a third-generation, family-owned German industrial coatings manufacturer founded in 1926 and headquartered in Bräunlingen-Döggingen, Germany. The company develops and produces powder coatings (Pulverlacke), liquid coatings (Flüssiglacke), electrocoating systems (Elektrotauchlacke), and composite solutions (Composites), marketed under sub-brands such as Freiotherm and EFDEDUR. Its central commercial concept is the "Systemlack" (system coating) approach — combining multiple coating technologies under one roof so customers can achieve coordinated finishes across parts manufactured via different processes.

The company serves B2B industrial customers across rail vehicles (Deutsche Bahn, Berliner Verkehrsgesellschaft, Stadler), wind energy (Max Bögl), machinery and enclosures (apra-norm), automotive wheels in China (Sheng Wang, Dicastal, Lizhong as prospects), office and cleanroom furniture (Interstuhl/Bimos), construction and sanitary equipment, functional furniture and medical technology, and contract coaters. Revenue is generated via one-time product sales of coatings plus professional technical services (application support, plant planning, hygiene audits, training), priced on a quote-based B2B model with custom formulations per customer and application. More than half of revenue is generated outside Germany; wholly-owned subsidiaries operate in Sweden, England, Russia, China, and Mexico, with additional distributor coverage in the USA and South Africa.

Disclosed revenue is approximately €180 million annually, supported by 650+ employees across headquarters and international operations. Distribution runs through direct enterprise sales backed by application engineers, supplemented by international distributors and proprietary events (Systemlack Forum) plus trade-show presence (PaintExpo). Recent strategic emphasis is on R&D scale, evidenced by ground-breaking (October 2025) on a new three-storey Product Technology Centre at Döggingen targeted for early 2027 completion, alongside centennial-year brand positioning ("100 Years of colours") and consecutive Great Place to Work certifications through 2026.

Name

FreiLacke

Legal name

Emil Frei GmbH & Co. KG

Website

https://freilacke.de

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

251–500 employees

Short description

FreiLacke (Emil Frei GmbH & Co. KG) is a third-generation, family-owned German industrial coatings manufacturer serving rail vehicles, automotive wheels, wind energy, machinery, construction, and furniture OEMs with proprietary powder, liquid, electrocoating, and composite systems under its Systemlack approach, generating approximately €180M in annual revenue across European, Asian, and North American markets.

Ownership category

akta.pro rank

Product category

Industrial Coatings

NAICS

Paint and Coating Manufacturing (32551), Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Architectural & Decorative Coatings (IMAEAGAA)

Keywords

• Industrial coating systems
• Powder coating manufacturing
• Electrocoating solutions
• Surface coating technology
• Composite coating materials

Headquarters

HQ city

Bräunlingen

HQ country

Germany

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial Coatings Sales: Sale of powder coatings, liquid coatings, electrocoating solutions, and composite materials to industrial customers. Revenue generated from product sales across multiple coating technologies.
2. Technical Services: Application technology support, plant planning consultation, technical training, and hygiene audits for electrocoating systems. Technical service provided before and after delivery.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

FreiLacke is an industrial coatings manufacturer that develops, produces, and sells powder coatings, liquid coatings, electrocoating systems, and composite solutions under a proprietary "Systemlack" approach. The company serves industrial customers across rail vehicles, automotive/wheels, wind energy, machinery, construction & sanitary, and functional furniture verticals with custom-formulated coatings, technical application support, plant planning assistance, and training services.

Product overview

FreiLacke is a German industrial coating manufacturer offering a comprehensive portfolio of coating technologies under one roof. The company provides four main coating categories: Powder Coatings (Pulverlacke), Liquid Coatings (Flüssiglacke), Electrocoating (Elektrotauchlacke), and Composites. Central to their offering is the Systemlack (System Coating) concept, which allows optimal coordination between different coating technologies to achieve unified finishes across components. They develop and manufacture all standard coating systems at their headquarters in Döggingen, Germany, serving customers across diverse industries including automotive, construction, machinery, rail vehicles, and wind energy. The company also provides technical services including application support, training, and calculation tools for cost and energy analysis.

Differentiator

Problem solved

Functional benefit

Brands

• Freiotherm: Powder coating brand including products like PZ5 for rail vehicle interiors and general industrial applications
• EFDEDUR
• Systemlacke

Products and services

• Systemlacke (System Coatings) FreiLacke's flagship "Systemlack" concept that combines powder, liquid, electrocoating, and composite technologies to deliver coordinated finishes across multi-layer coating builds (vertical) or differently-coated components of the same object (horizontal). Designed for industrial customers seeking a single-source coating partner with matched colour and finish across technologies.
• Pulverlacke (Powder Coatings) Thermosetting powder coatings applied electrostatically and cured under heat for industrial customers. Includes special variants such as anodised effects, energy-efficient formulations, facade coatings, and the Colour-Trends collection with modern matte finishes.
• Flüssiglacke (Liquid Coatings) Solvent-based and water-based liquid paint systems for industrial finishing. Includes UV coatings, Ultra-High-Solid (UHS) systems, single-layer coatings, and water-based paints across diverse industrial applications.
• Elektrotauchlacke (Electrocoating / E-Coat) Cathodic and anodic electrocoating systems delivering uniform coating coverage on complex geometries, used for corrosion protection and primer applications across industrial segments.
• Composites (Composite Coating Solutions) Composite coating solutions including in-mould coatings, gelcoats and pigment pastes, and composite powder resin systems for fibre-reinforced plastic applications, including wind energy components.
• EFDEDUR-Lackfarbe DC1983 Named solvent-based 2K polyurethane topcoat (isocyanate hardener) developed for rail vehicles and components. Offers very good light and weather resistance, certified to DBS 918 300 (Sheet 38) and additional specifications for barrier effect, resistance to cleaning agents and graffiti removal products, and repeated graffiti removal (Sheet 50).
• FREIOTHERM-Pulverlack PZ5 Named PUR-based powder coating for decorative indoor use with very good temperature and chemical resistance on rail vehicle interiors and components. Highly cross-linked, tight mesh structure makes it extremely chemical-resistant and durable against aggressive cleaning agents; meets DBS 918 340 and Sheet 50 requirements.
• Korrosionsschutzsysteme (Corrosion Protection Systems) Configured corrosion protection systems and solutions offered through the FreiLacke service centre, including specifications, technical data sheets, and approvals documentation for diverse industrial applications.
• Schulungen (Training and Continuing Education) Customised training and continuing education programmes covering all areas of industrial surface solutions, helping customers build and maintain expertise in coating technology application and management.
• Technischer Service (Technical Service) Application technology support, plant planning consultation, and ongoing technical service for customers before and after coating delivery, including dedicated hygiene audit services for electrocoating (ETL) systems.
• Service-Rechner (Service Calculators) Online calculators (Wirtschaftlichkeitsrechner and Energierechner) available through the FreiLacke service centre that allow customers to analyse cost-effectiveness and energy efficiency for their specific coating applications.

Quantifiable outcome

• Over 50% of revenue generated internationally
• +2 more outcomes

Named customers9 records

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• apra-normcoreStrategic or Co-development PartnerLong-term supply relationship where FreiLacke provides approximately 300 tonnes of powder coating and 150 tonnes of liquid coating annually to apra-norm, a supplier of cabinet frames and control panels for machine builders. FreiLacke's system coating approach ensures matching color tones between powder and liquid coatings for consistent appearance.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• PPG Industries: Global paints and coatings giant serving industrial, automotive, aerospace, and packaging end markets. Directly comparable to FreiLacke in industrial coatings (powder, liquid, e-coat) but operates at vastly larger scale and across many more segments.
• AkzoNobel: Dutch paints and coatings major with a dedicated Industrial Coatings portfolio spanning powder, liquid, and protective coatings. A relevant incumbent peer given the overlap with FreiLacke's product technologies and vertical coverage.
• BASF Coatings: Division of BASF supplying automotive OEM and industrial coatings globally. Comparable to FreiLacke in automotive, industrial, and e-coat offerings, with greater scale and deeper R&D resources; headquartered in the same German-speaking region.
• Kansai Paint: Japanese major coatings manufacturer with strong automotive OEM and industrial coatings positions. Comparable in automotive and industrial coatings, with deeper automotive penetration and broader geographic reach.

Direct peers

• Axalta Coating Systems: Global coatings company focused on refinish, industrial, and light vehicle OEM coatings. Closely comparable in industrial liquid and powder coatings and in targeting industrial OEM customers across automotive and machinery segments.
• Tiger Coatings: Austrian powder coatings manufacturer with strong industrial focus and family-owned heritage. One of the closest direct competitors to FreiLacke in powder coatings for industrial customers, with similar mid-market scale and European roots.
• Hempel: Danish coatings manufacturer with strong presence in protective, marine, and industrial coatings. Comparable product portfolio (powder, liquid, protective) and similar B2B industrial sales motion serving global customers.
• Jotun: Norwegian coatings company with decorative, marine, protective, and powder coatings divisions. Comparable in powder and industrial protective coatings, with similar privately-held ownership and global subsidiary network.
• Beckers Group: Swedish industrial coatings specialist focused on coil coatings and specialty industrial finishes. Comparable in vertical specialization and European industrial customer base, with similar scale and family/privately-held profile.
• Teknos: Finnish family-owned industrial coatings manufacturer offering powder, liquid, and specialty coatings. Closely comparable to FreiLacke in private family ownership, European mid-market scale, and industrial coatings focus across multiple technologies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/freilacke1
• Facebookfacebook.com/freilacke
• LinkedInde.linkedin.com/company/emil-frei-gmbh-&-co-kg
• Instagraminstagram.com/freilacke
• Xx.com/freilacke1926

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries5 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 FreiLacke