SureCrete

What SureCrete does

SureCrete LLC is a Dade City, Florida-based manufacturer of decorative and specialty concrete coatings, founded in 1999. The company designs and produces an extensive portfolio of more than 1,400 products spanning surface preparation chemicals, cement-based overlays, colorants, stains, sealers, repair materials, casting systems, and high-performance specialty coatings. Proprietary technology platforms include the Eco-Stain semi-transparent water-based stain, self-bonding concrete overlays, Xtreme Series casting systems, D-FRC fiber-reinforced concrete, HS Sealers, DK High-Performance Coatings, and the fade-resistant ColorTec on-demand tinting system. SureCrete operates as a brand under the Fenix Group parent alongside sister brands TK Products, Concrete Coatings Inc., and DIY Concrete.com.

The company serves two core customer segments: licensed professional concrete contractors handling commercial and residential decorative resurfacing projects, and DIY homeowners tackling home improvement applications such as garage, shed, and home office floors. Products are packaged as bag mixes, liquid concentrates, and ready-to-use formulations engineered to withstand harsh climate conditions, freeze-thaw cycles, UV exposure, and high traffic loads. Pricing is quote-based through direct customer engagement rather than publicly disclosed list pricing.

SureCrete distributes products primarily through stocking distributors located across the United States, Canada, and additional international markets, supplemented by a network of satellite distribution centers that provide localized training and product access. The corporate headquarters in Dade City serves as the training hub and direct-sales point of contact for technical support. Marketing and customer acquisition channels include YouTube how-to content, Facebook and Instagram social media, print and digital catalog collateral, online product calculators, and a dealer locator on the company website.

Name

SureCrete

Legal name

SureCrete LLC

Website

https://surecretedesign.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

SureCrete is a Florida-based manufacturer of decorative and specialty concrete coatings offering more than 1,400 products to professional contractors and DIY homeowners across the United States, Canada, and international markets through a stocking distributor network under the Fenix Group umbrella.

Ownership category

akta.pro rank

Product category

Decorative Concrete Coatings

NAICS

Other Concrete Product Manufacturing (327390), Paint and Coating Manufacturing (325510), Other Concrete Product Manufacturing (32739)

SIC

Concrete Products, Except Block & Brick (3272), Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Adhesives & Sealants (2891)

akta.pro primary industry

Concrete Flooring Systems (Polished, Stained, Overlays) (IMADAJAG)

akta.pro secondary industries

Concrete Flatwork & Decorative Concrete (Stamped, Stained) (HSAIACAJ), Concrete, Epoxy & Specialty Coatings Flooring Retail (CRAIAGAH)

Keywords

• Decorative concrete coatings
• Concrete overlay products
• Concrete sealers
• Concrete stains
• Concrete surface preparation

Headquarters

HQ city

Dade City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Concrete Coatings and Overlays: Sale of cement-based decorative concrete products including overlays, stains, sealers, colorants, and surface preparation materials. Products are sold as bag mixes, liquid concentrates, and ready-to-use formulations for professional contractors and DIY homeowners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

SureCrete manufactures decorative and specialty concrete coatings, offering more than 1,400 products spanning surface preparation, overlays, stains, sealers, colorants, and casting systems. The company sells its cement-based formulations to professional contractors and DIY homeowners primarily through stocking distributors in the US, Canada, and international markets, complemented by direct technical support and contractor training programs.

Product overview

SureCrete is a manufacturer of decorative and specialty concrete coatings offering over 1,400 products. The product portfolio includes Concrete Surface Preparation products (SCR Cleaner, ElastoShield waterproofing, LD1800 Lithium Densifier, DK 700 Moisture Barrier, crack repair products like SCT-EP and Flash Patch/Deep Patch, SureBond bonding agent, strippers/removers, SC Polymer concentrate, and curing retarders); Concrete Overlay Products for horizontal and vertical surfaces (SureSpray/SureSpray ST sprayable overlays, SureTex/SureTex ST knockdown overlays, MicroTek micro topping, WallSpray wall overlay, WallStamp wall stamp overlay); Concrete Coloring Systems (SureCast color hardener, Eco-Accent accent color, VIVID acid stain, Eco-Stain water-based stain, SurePour integral color, SC Color additives); Clear Acrylic Sealers; Pigmented Sealers (ColorTec); High Performance Specialty Coatings (DK series); and Complete System Product Combos (Decorative Epoxy, Interior Wall Finish, XS Precast, Concrete Woodgrain, Concrete Repair, Artisan Systems). The company operates from Dade City, Florida with distributor locations throughout the United States, Canada, and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Eco-Stain: Semi-transparent water-based concrete stain available in 30 UV-stable colors
• VIVID
• SureSpray
• SureTex
• MicroTek
• WallSpray
• WallStamp
• SureBond
• ColorTec
• Xtreme Series
• DK High-Performance Coatings
• HS Sealers

Products and services

• Concrete Surface Preparation Products Complete line of concrete surface preparation products including SCR eco-friendly cleaner, ElastoShield elastomeric waterproofing coating, LD1800 lithium silicate densifier, DK 700 Class 1 moisture barrier, SCT-EP epoxy crack repair, Flash Patch (6,200 PSI, 15-30 minute set) and Deep Patch thick repair products, SureBond single-component cement-based bonding agent, FastStrip Plus solvent-based sealer remover, EnviroStrip citrus-based acrylic stripper, and GlueRemove carpet mastic remover. Used by professional concrete contractors and DIY homeowners prior to overlay, stain, or sealer application.
• SureSpray Sprayable Concrete Overlay Thin spray-applied concrete overlay mix applied via hopper gun to create wet bubble, stencil, and textured finishes on interior and exterior concrete floors. SureSpray ST variant includes a retarder for warm weather with slower cure time. Used by decorative concrete contractors for resurfacing worn or damaged slab surfaces.
• SureTex Knockdown Concrete Overlay Knockdown concrete overlay with larger aggregate for creating deeper textures and troweled designs on concrete floors. SureTex ST variant features slow-cure properties for extended work time. Used by professional contractors for decorative resurfacing of horizontal slab surfaces.
• MicroTek Concrete Micro Topping Thin concrete overlay micro topping engineered for smooth, tight-troweled finishes on both floors and walls, available in white or gray base formulations. Used by decorative concrete contractors to create refined polished or smooth finishes on resurfaced interior and exterior surfaces.
• WallSpray Vertical Concrete Overlay Lightweight thin concrete wall spray overlay mix designed for resurfacing or texturing vertical surfaces indoors and outdoors, with 2,870 PSI compressive strength. Used by contractors for decorative vertical concrete applications on walls, facades, and architectural features.
• WallStamp Vertical Stampable Concrete Overlay Stampable and carvable concrete wall stamp overlay mix engineered for vertical surfaces with minimal slumping at 3/4 inch thickness. Allows contractors to create carved or stamped decorative textures on walls, columns, and other vertical architectural features.
• Eco-Stain Water-Based Concrete Stain

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature11 records

Partnerships

Four partnerships are on record, tiered minor and core.

• TK ProductsminorOthersTK Products is a brand under the Fenix Group umbrella that develops high-quality concrete surface treatments for commercial and residential applications, specializing in durable surface protection for harsh conditions. TK Products serves DOT, industrial, and residential customers looking for curing, protection, restoration, or beautification solutions.
• Concrete Coatings Inc.minorOthersConcrete Coatings Inc. is a Fenix Group brand that has been leading the industry for over 20 years, manufacturing overlays, stains & dyes and other products. Product lines include clean, prep and repair products, Stamp-Tek, Spray-Tek, VIVID Acid Stains, Quick Dye, and resinous flooring and sealer options.
• DIY Concrete.comminorOthersDIY Concrete.com is a Fenix Group brand offering a new approach in home improvement with do-it-yourself concrete products. The brand provides hand-selected products tailored to DIY customers, guaranteed for easy and fun applications at home, in the garage, shed, or office.
• Fenix GroupcoreOthersSureCrete is a brand under the Fenix Group parent company. Fenix Group also owns TK Products, Concrete Coatings Inc., and DIY Concrete.com. The company operates as part of this diversified group of decorative concrete and surface treatment brands.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Quikrete: Quikrete is the largest North American manufacturer of packaged concrete products, including overlays, repair materials, and sealers. It overlaps with SureCrete across concrete overlays, sealers, and repair mortars but operates at far greater scale and broader product scope.
• Sika AG: Sika is a global specialty chemicals company with a major concrete systems portfolio including sealers, hardening compounds, overlays, and decorative coatings. It competes with SureCrete in professional-grade concrete protection and resurfacing, serving similar contractor channels.
• BASF Master Builders Solutions: BASF's Master Builders Solutions offers concrete admixtures, repair systems, sealers, and decorative coatings. It is comparable in serving professional concrete contractors with technical support and training, though at much larger enterprise scale than SureCrete.

Direct peers

• Solomon Colors: Solomon Colors is a specialty manufacturer of integral concrete color, dry-shake color hardeners, and stains serving the decorative concrete industry. It is directly comparable as both companies focus on coloring and finishing systems for professional concrete contractors through distributor networks.
• Brickform (by Solomon Colors): Brickform specializes in stamped concrete tools, overlays, color hardeners, and sealers for decorative concrete. It is a close direct competitor in the decorative overlay and stampable concrete overlay category served by SureCrete's SureStamp/WallStamp lines.
• Elite Crete Systems: Elite Crete Systems manufactures decorative concrete overlays, stains, sealers, and epoxy floor systems, with strong contractor training and certification programs. It overlaps directly with SureCrete's overlay, stain, and epoxy systems targeted at decorative concrete installers.
• Butterfield Color: Butterfield Color manufactures integral concrete colors, overlays, stains, and sealers for the decorative concrete market, with a focus on contractor training. It is comparable in product breadth and channel approach, though concentrated more in stamped concrete.
• Kemiko Concrete Stains: Kemiko manufactures acid stains, water-based stains, sealers, and waxes for decorative concrete. It directly competes with SureCrete's VIVID acid stain and Eco-Stain water-based stain lines in the concrete coloring category.
• Prosoco: Prosoco manufactures concrete cleaners, densifiers, sealers, and protective treatments for architectural concrete surfaces. It is comparable through its concrete surface preparation and sealer offerings that overlap SureCrete's SCR Cleaner, LD1800, and sealer lines.

Emerging players

• Laticrete: Laticrete is a manufacturer of tile and stone installation systems and surface preparation products including concrete overlays and waterproofing. It has partial overlap with SureCrete in surface preparation and decorative coatings, though its primary focus is tile installation rather than decorative concrete finishes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCisotxEvPUe55PfKVuMSrMg
• Facebookfacebook.com/SureCreteProducts
• Instagraminstagram.com/surecreteproducts
• LinkedInlinkedin.com/company/surecrete-design-products

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 SureCrete