MF Paints

What MF Paints does

MF Paints (legal name Peintures MF inc.) is a Quebec-based manufacturer and distributor of professional, industrial, and consumer paint and coating products, founded in 1967 and headquartered at 1605 boul. Dagenais Ouest in Laval. The company operates as a subsidiary of The Protech Group (Groupe Protech) and sells exclusively through a network of 182 authorized independent retailers across Quebec and Eastern Canada, targeting professional painters and contractors as its primary segment, with architects/designers and DIY consumers as secondary segments. Its portfolio spans 25+ product lines and 1,320+ colors organized under brands including Summum (premium interior acrylic with epoxy-silicone and Zero VOC), Proline (professional contractor line with self-sealing and various finishes), WOODMATE (wood stains and finishes, with WOODMATE 1070 Hybrid being MPI certified #33), Metal Plus (direct-to-metal acrylics), and a broad industrial coatings range covering DTM epoxies (Système 5200, 9100), urethanes (Système 9800, ISO-THANE 1520/1540), intumescent fire-protection coatings (SafeCoat), galvanized compounds, rust-resistant coatings (ISO-RUST 4000), and specialty products (concrete pool, road marking, playground marking, magnetic primer, write-on paint, Krud Kutter cleaner). Product differentiation is anchored in water-based low/zero-VOC formulations, LEED v4-aligned documentation (EPD, HPD, CDPH V1.2) for the Summum and Proline lines, and self-priming/self-sealing chemistry in the Proline series.

The revenue model is straightforward B2B/B2C distribution of finished paint and coating goods via the authorized retailer channel. Pricing is not publicly disclosed and is set at retail by the 182 partner stores; the company does not sell directly online. Go-to-market relies on dedicated sales representatives supporting retailers and recruiting new partners through the 'Become a retailer' program, with marketing primarily through the company website (color tools, technical data sheets, expert advice content), a French/English newsletter, and social channels. Key certifications (LEED v4, MPI #33, CDPH V1.2) support specification into institutional and commercial projects. The company employs 51-100 people, has no public funding rounds or external investors disclosed, and demonstrates an ongoing cadence of new product introductions (e.g., Summum 3700, Proline Extérieur 8240, Expérience Apprêt 5271).

Name

MF Paints

Legal name

Peintures MF inc.

Website

https://peinturesmf.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

51–100 employees

Short description

MF Paints (Peintures MF inc.) is a Quebec-based manufacturer and distributor of professional, industrial, and decorative paint and coatings, founded in 1967 and serving professional painters, architects, and DIY consumers across Eastern Canada through an exclusive network of 182 authorized retailers.

Ownership category

akta.pro rank

Product category

Architectural and Industrial Coatings Manufacturing

SIC

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

akta.pro primary industry

Wood Coatings & Finishes (IMAEAGAG)

akta.pro secondary industry

Wood Coatings & Finishes (IMADAKAD)

Keywords

• Architectural paint coatings
• Industrial coating systems
• Wood stains finishes
• Professional paint products
• Interior exterior paints

Headquarters

HQ city

Laval

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and Coating Products: Sale of professional-grade paints, stains, and coatings through a network of 182 independent retailers in Quebec and Eastern Canada. Products are sold as finished goods with various finishes (matte, satin, semi-gloss, pearl) across multiple product lines targeting professional contractors and consumers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

MF Paints develops, manufactures, and distributes architectural paints, industrial coatings, stains, primers, and specialty finishes at its Quebec facility, selling through a network of 182 authorized independent retailers across Quebec and Eastern Canada. Its portfolio includes the premium Summum interior line, the contractor-focused Proline range, WOODMATE wood finishes, an industrial coating system family (ISO-THANE, Système series, Metal Plus), and primers and cleaners (Adhero, Grip Plus, Block Plus, Krud Kutter), with over 1,320 colors offered through the COLORIS chart.

Product overview

MF Paints is a Quebec-based paint and coatings manufacturer offering a comprehensive portfolio of professional and industrial products developed, manufactured, and distributed since 1967. The product lineup includes premium interior paints under the Summum brand (Summum 3100, 3200, 3670, 3700) featuring high-end finishes for walls and ceilings; the Proline professional line (including Proline Bleu, Proline Rouge, and Proline Eco variants) designed for contractors with various finishes and self-sealing properties; industrial coating systems including the ISO-THANE, Concrete Saver, Système 5200/5300/7000/9100/9800, and SafeCoat fire-protection lines; WOODMATE wood stains and finishes (1070 Hybrid, 1010, 1020, 1060, 1090); Metal Plus direct-to-metal coatings (4700, 4740); specialty products like Krud Kutter cleaners, pool paints, playground marking paints, and road marking paints; and a full range of primers (Adhero, Grip Plus, Block Plus, Expérience). With over 25 product lines and more than 1320 colors through the COLORIS color chart, the company serves professional painters, designers, architects, and industrial customers across Eastern Canada through 182 retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Summum Premium Interior Paint Line Premium 100% acrylic interior paint line fortified with silicone epoxy and Zero VOC formulation, including Summum 3700 for high-traffic areas (doors, trims, drywall, concrete), Summum 3100 (satin wall), Summum 3200 (pearl wall), and Summum 3670 (matte ceiling). Designed for residential and commercial interior projects requiring exceptional resistance and frequent cleaning.
• Proline Professional Paint Line Professional-grade paint line designed for painting contractors and large-scale projects at competitive pricing, including Proline Bleu, Proline Rouge, Proline Eco variants, Proline Extérieur 8240 for outdoor applications, and Proline 6034 with self-sealing formula and velvet satin finish. Targeted at entrepreneurs peintres requiring durable, easy-to-apply coatings.
• WOODMATE Wood Finishes and Stains Comprehensive wood coatings line including WOODMATE 1070 Hybrid (MPI-certified category #33 semi-transparent water-based protective coating with translucide pigments from nanotechnology), WOODMATE 1010 (translucent solvent-based finish), 1020 (penetrating oil finish), 1060 (opaque oil-based finish), 1090 (hybrid semi-transparent stain), ISO-STAIN 850 (latex opaque stain), and ISO-STAIN 875 (semi-transparent oil-based stain) for interior and exterior wood surfaces.
• Metal Plus Direct-to-Metal Coatings Water-based acrylic direct-to-metal coatings including Metal Plus 4700 (semi-gloss finish) and Metal Plus 4740 (platinum finish), formulated for interior and exterior metal surfaces. Pairs with 4000 ISO-RUST rust-resistant industrial coating for metal protection.
• Industrial Coating Systems (Système Series) Industrial coating system family including Système 5200 (DTM acrylic), Système 5300 (water-based epoxy), Système 7000 (cold galvanized compound for rust protection), Système 9100 (DTM epoxy mastic), Système 9800 (DTM urethane mastic), Système C9578 (coal tar epoxy), ISO-THANE 1520 (urethane semi-gloss), ISO-THANE 1540 (urethane satin), MF2600 (100% solids clear epoxy), MF2700 (gloss industrial), and SafeCoat intumescent latex coatings for fire protection of steel structures. Designed for industrial and infrastructure projects.
• Primer Range (Adhero, Grip Plus, Block Plus, Expérience) Specialized primer portfolio including Adhero Hybride 297 (super adhesion primer for challenging surfaces), Adhero Plus 290 (high-adhesion primer), Grip Plus 292 (adhesive primer for difficult surfaces), Block Plus 296 (blocking primer for problematic surfaces), Apprêt Dissimule-Tache 295 (stain-hiding primer), Expérience Apprêt 5271 (professional primer with 4 finishes), Expérience 5236 (professional paint with 4 finishes), Apprêt magnétique (magnetic primer), and WRITE-ON PAINT (writable surface paint).
• Krud Kutter Cleaner and Degreaser Water-based biodegradable, non-toxic cleaner, degreaser, and stain remover that eliminates grease, oil, dirt, tar, and wax. Safe for fabrics with no residue. Used as surface preparation product before paint application.
• Specialty Application Paints Specialty coatings for niche applications including Peinture à piscine de béton 710 (concrete pool paint in White, Aqua Green, Ocean Blue, Black, Royal Blue), Peinture à Signalisation 745/750 (road marking paint in yellow and white), Peinture à terrain de jeux 197/198/199 (playground marking paint in blue, yellow, white), Concrete Saver 108 (concrete cleaning and etching solution), and Concrete Saver 200 (anti-skid floor coating additive).
• COLORIS Color Chart Color selection offering with over 1,320 colors for residential and commercial painting projects, providing extensive color selection capabilities integrated with product recommendations across the MF Paints portfolio.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• The Protech GroupparentOthersMF Paints operates as a subsidiary of The Protech Group, a larger industrial coatings and paint manufacturing organization. This corporate relationship provides manufacturing scale and distribution capabilities.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sherwin-Williams: Largest North American paint manufacturer with proprietary retail stores plus independent distribution. Relevant as the broad incumbent whose product breadth and scale set the competitive ceiling for regional players like MF Paints.
• PPG Architectural Coatings: Global coatings major with strong architectural, industrial, and specialty segments (PPG Paints, Glidden, Sico, CIL). Comparable on the industrial coatings and architectural product overlap, including direct-to-metal and epoxy systems.
• AkzoNobel / Dulux: Global coatings leader with the Dulux architectural brand serving DIY and pro markets across North America. Comparable on premium architectural coatings and LEED-relevant formulations.

Direct peers

• Rust-Oleum: Specialty industrial and protective coatings brand whose products MF Paints already distributes in Eastern Canada. Comparable on industrial coatings, rust-prevention, and specialty protective finishes.
• Para Paints: Canadian regional paint brand with strong independent-retailer presence across Canada. Closely comparable on distribution, product breadth, and professional/DIY market focus.
• Benjamin Moore: Premium architectural paint brand sold primarily through independent retailers in North America. Highly comparable to MF Paints on premium positioning, independent-retailer distribution model, and pro/DIY dual focus.
• Sico Paints: Quebec-origin architectural paint brand (PPG-owned), distributing across Canadian retail. The closest domestic peer competing in the same Quebec retail channel with architectural, contractor, and DIY products.
• CIL Paints: Long-established Canadian architectural paint brand, owned by PPG, distributed through Canadian retailers including independents. Directly comparable on geography, customer base, and product range.
• Behr Paint: Major North American paint brand carried at Home Depot with a dedicated pro line. Comparable to MF Paints' Proline professional offering in terms of contractor-grade performance and broad color lineup.

Regional players

• Cloverdale Paint: Western Canadian regional paint manufacturer with independent-retailer distribution. Highly analogous business model to MF Paints but operating in a complementary geography rather than head-to-head.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PeinturesMFInc
• LinkedInlinkedin.com/company/peintures-mf-inc

Compliance5 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 MF Paints