Florock

What Florock does

Florock, founded in 1952 and headquartered in Chicago, is a private construction and specialty coatings company focused on resinous (seamless) flooring and wall systems for industrial and commercial facilities. The company operates as part of Sherwin-Williams Protective & Marine, leveraging the parent's distribution, technical service, and specification support infrastructure. Its product portfolio spans eight distinct resin chemistry platforms — cementitious urethane, epoxy, ESD conductive, MMA acrylic, moisture mitigation, polyaspartic, urethane, and complementary wall systems — alongside interactive digital tools (Floor Finder, Flooring Visualizer) that support specification and sample ordering.

Florock serves six primary verticals: education, food and beverage processing, hospitality and entertainment, industrial and manufacturing, medical and healthcare, and pharmaceutical facilities. The go-to-market is enterprise-driven, combining a direct field sales motion with dedicated Architect Center and Contractor Center portals, and a team of technical service experts that engage specifiers and installation contractors on complex, regulated projects. Pricing is quote-based given the custom engineered nature of each installation. Revenue is generated through one-time product sales of the flooring and wall systems, augmented by specification, installation support, and post-installation services.

The most recent strategic move is the August 2024 launch of Accelera® One, a clear grout and topcoat technology positioned as the only product of its kind on the market, extending Florock's addressable market into biopharma and life science facilities. The company positions its systems around durability, hygiene compliance, chemical resistance, and LEED credit leadership, differentiating against generic coating suppliers through chemistry depth, vertical specialization, and 60+ years of brand equity.

Name

Florock

Legal name

The Sherwin-Williams Company

Website

https://florock.net

Company type

Public

Founded year

1866

Operating status

Operating

Headcount range

101–250 employees

Short description

Florock is a Chicago-based specialty coatings company, founded in 1952, that manufactures resinous seamless flooring and wall systems for industrial and commercial facilities across education, food and beverage, healthcare, pharmaceutical, hospitality, and manufacturing verticals.

Ownership category

akta.pro rank

Product category

Industrial and Commercial Resinous Flooring Systems

NAICS

Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork) (IMAOAJAH)

Keywords

• Resinous flooring systems
• Industrial floor coatings
• Commercial flooring solutions
• Epoxy urethane floors
• Decorative floor coatings

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial & Commercial Flooring Systems: High-performance seamless floor and wall systems sold to industrial and commercial facilities. Revenue generated through product sales with technical specification and installation support services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Florock is a construction company that specializes in concrete, floor coatings, decorative and protective flooring services, manufacturing and supplying high-performance seamless resinous floor and wall systems for industrial and commercial facilities. Its portfolio covers cementitious urethane, epoxy, ESD conductive, MMA acrylic, moisture mitigation, polyaspartic, urethane and wall systems, alongside proprietary products such as Accelera One advanced clear grout and topcoat technology for decorative flake and quartz flooring.

Product overview

Sherwin-Williams High Performance Flooring is a globally recognized leader in high-performance seamless floor and wall systems. The offering includes multiple flooring system types segmented by chemistry and classification: Cementitious Urethane, Epoxy, ESD Conductive, MMA Acrylic, Moisture Mitigation, Polyaspartic, Urethane, and Wall Systems. These are complemented by interactive tools including the Floor Finder Tool for narrowing solutions by industry and performance requirements, and the High Performance Flooring Visualizer for creating personalized decorative blends. The recent Accelera One launch (August 2024) introduces advanced clear grout and topcoat technology for decorative flake and quartz flooring systems. The company serves diverse industries including education, food and beverage processing, hospitality, industrial manufacturing, medical/healthcare, and pharmaceutical facilities.

Differentiator

Problem solved

Functional benefit

Brands

• Accelera One: Advanced clear grout and topcoat technology for decorative flake and quartz flooring systems, offering rapid curing, extended workability, and superior chemical and sterilant resistance.

Products and services

• Florock High Performance Resinous Flooring Systems Globally positioned line of high-performance seamless poured-in-place floor and wall systems for commercial and industrial facilities, with formulation segments covering cementitious urethane, epoxy, ESD conductive, MMA acrylic, moisture mitigation, polyaspartic, urethane and wall systems for institutional, manufacturing and processing environments.
• Accelera One advanced clear grout and topcoat Advanced clear grout and topcoat chemistry used with decorative flake and quartz flooring systems, providing rapid curing, extended workability, convenient application and high chemical and sterilant resistance for demanding commercial, institutional, biopharma and life science environments.
• Cementitious Urethane Flooring Systems High-performance cementitious urethane resinous flooring systems with unique strength and characteristic properties tailored to specific industrial environments, including thermal shock resistance and chemical durability.
• Epoxy Flooring Systems Durable epoxy-based resinous flooring solutions for commercial and industrial applications, delivering seamless protective surfaces with chemical resistance and mechanical strength.
• ESD Conductive Flooring Systems Electrostatic discharge (ESD) conductive flooring solutions for environments that require static control, including electronics manufacturing, data centers and other static-sensitive facilities.
• MMA Acrylic Flooring Systems Methyl methacrylate acrylic resin flooring systems for industrial and commercial use, offering rapid cure characteristics and durable performance in demanding environments.
• Moisture Mitigation Systems Flooring solutions engineered to address moisture-related issues in concrete substrates, providing a reliable base layer for resinous flooring installations over problematic slabs.
• Polyaspartic Flooring Systems Fast-curing polyaspartic coating systems for commercial and industrial flooring applications, providing rapid return-to-service and durable protective finishes.
• Urethane Flooring Systems High-performance urethane-based resinous flooring solutions for demanding industrial environments, with abrasion and chemical resistance for heavy-use facilities.
• Wall Systems Complementary resinous wall coating systems designed to work alongside Florock's high-performance flooring solutions, delivering hygienic, durable wall finishes for healthcare, food processing, pharmaceutical and industrial environments.

Segments6 records

Ideal customer profiles6 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.

• Sherwin-Williams Protective & MarinecoreStrategic or Co-development PartnerSherwin-Williams High Performance Flooring is part of Sherwin-Williams Protective & Marine, which delivers world-class industry subject matter expertise, unparalleled technical and specification service, and unmatched regional commercial team support to customers across various industry segments.

Scale indicators2 records

Expansion highlights5 records

Broad incumbents

• Hempel: Global coatings supplier with protective and industrial flooring offerings serving oil & gas, marine, and industrial customers, often adjacent to Florock's heavy industrial and food processing accounts.
• Sherwin-Williams Protective & Marine: Division of the NYSE-listed Sherwin-Williams Company selling high-performance resinous floor and wall systems; a much larger, publicly backed competitor with overlapping product portfolio and significant specification reach in the same verticals.
• Sika AG: Global construction chemicals major with a sizable industrial flooring portfolio (Sikafloor systems), competing head-to-head with Florock in pharma, healthcare, and manufacturing specifications while also bundling adjacent sealing and concrete products.
• PPG Industries: Global coatings major whose industrial and specialty coatings lines include protective and resinous flooring systems; competes with Florock on large industrial, infrastructure, and commercial specification projects with materially greater scale.
• BASF Master Builders Solutions: BASF's specialty construction chemicals unit (including Ucrete urethane flooring) targets many of the same heavy-duty industrial and food/beverage facility customers as Florock, leveraging BASF's global raw material and R&D scale.

Direct peers

• Flowcrete (RPM International): RPM-owned resinous flooring specialist with deep presence in food processing, pharmaceutical, and commercial projects worldwide, offering a directly comparable product mix (epoxy, polyurethane, MMA, antimicrobial systems) to Florock.
• Stonhard: Part of RPM International's Performance Coatings group, Stonhard is one of the largest dedicated resinous/epoxy flooring manufacturers in North America, serving the same food, pharma, healthcare, and industrial verticals as Florock with a comparable specification-driven sales motion.
• Key Resin Company: Specialty resinous flooring manufacturer serving commercial and industrial customers with epoxy, urethane, and MMA systems; comparable in size, product range, and target verticals to Florock.
• Dur-A-Flex: U.S.-headquartered resinous flooring manufacturer with overlapping chemistry portfolio (epoxy, urethane, methyl methacrylate, polyaspartic) and a similar specification-focused sales model in healthcare, education, and industrial verticals.
• Crossfield Products Corp (Dex-O-Tex): Manufacturer of seamless resinous floor and wall systems (Dex-O-Tex brand) for commercial, institutional, and industrial applications, directly competing for specification wins in healthcare, education, and transportation facilities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/florock

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 Florock