ProCoat Products

What ProCoat Products does

ProCoat Products, Inc. is a privately held US specialty coatings manufacturer founded in 1983 by Ken Woolf and headquartered in Holbrook, Massachusetts. The company develops and sells proprietary water-based coatings formulated to restore acoustical ceilings and high-impact interior surfaces as a sustainable, lower-cost alternative to full replacement. Its core product line consists of four registered coating brands — ProCoustic (acoustical ceiling tile coating), ProBond (2-part waterborne enamel for hard high-impact surfaces), ProVinyl (acrylic enamel for vinyl-faced tiles), and ProWall (acrylic enamel for FRP and painted walls) — complemented by cleaning concentrates, aerosol touch-up maintenance products (Acoustical Tile Restorer), extension tools, and installation accessories (PolyStick adhesive, PolyCover protective sheeting). ProCoat's flagship ProCoustic incorporates a non-bridging technology that prevents ceiling tiles from adhering to the supporting T-bar grid, preserving ceiling access and acoustical performance while delivering up to 8% brighter light reflectance than new tiles and reducing flame spread by up to 80%.

The company generates revenue through two primary channels: direct sales of coating products and turn-key installation services. Project pricing is quote-based rather than published, with restoration positioned at approximately half the cost and one-third the timeline of replacement. ProCoat operates a hybrid go-to-market model combining enterprise field sales for large multi-location nationwide rollouts (executed with in-house professionally trained installation crews) with a network of authorized dealers and distributors serving local end-users. The company serves six primary verticals — Corporate/Government, Education, Finance/Insurance, Hospitality, Retail/Grocery, and Transportation — and cites enterprise customers including JC Penney (a 600-store ProBond rollout), Hilton, Marriott, Target, CVS, Kimpton Hotels, Claire's, Piggly Wiggly, ADP, Harvard, MIT, JetBlue, and airports (Heathrow, Toronto Pearson). Its products are VOC compliant across all US states, contribute to LEED certification credits, and ProCoustic holds the Works with WELL Trademark License from the International WELL Building Institute.

Leadership transitioned in January 2008 when founder Ken Woolf's daughter Lisa Schwartz assumed the presidency after 15+ years inside the business. The company remains bootstrapped with no disclosed outside funding, parent company, or M&A activity, and has cumulatively restored over 500 million square feet of ceiling tiles, keeping that material out of landfills. Marketing is conducted primarily through content assets — case studies, technical data sheets, an AEC Daily educational course, and an industry blog — targeting architects, contractors, and facilities maintenance decision-makers rather than mass-market channels.

Name

ProCoat Products

Legal name

ProCoat Products, Inc.

Website

https://procoat.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

ProCoat Products is a privately held US manufacturer founded in 1983 that sells proprietary water-based coatings (ProCoustic, ProBond, ProVinyl, ProWall) and turn-key installation services to restore acoustical ceilings and high-impact interior surfaces for enterprise customers across retail, hospitality, education, finance, transportation, and government verticals.

Ownership category

akta.pro rank

Product category

Specialty Architectural Coatings

NAICS

Paint and Coating Manufacturing (32551), Paint, Coating, and Adhesive Manufacturing (3255), Adhesive Manufacturing (32552)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Adhesives & Sealants (2891)

akta.pro primary industry

Industrial & Protective Coatings (IMAEAGAB)

akta.pro secondary industries

Industrial Protective Coatings (IMADAKAB), Anti-Graffiti, Anti-Microbial & Functional Wall Coatings (IMADAKAK), Floor Coating, Sealing & Protective Finishes (Polyurethane/Epoxy/Urethane) (HSAGAFAN)

Keywords

• Acoustical ceiling coatings
• Interior surface restoration
• Sustainable architectural coatings
• High-impact surface coatings
• Ceiling tile restoration

Headquarters

HQ city

Holbrook

HQ country

United States

HQ region

North America

Offices1 record

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. Coating Products Sales: ProCoat manufactures and sells proprietary sustainable coating products including ProCoustic, ProBond, ProVinyl, and ProWall to dealers, distributors, and directly to contractors. Products are sold as one-time coatings with varying coverage rates.
2. Turn-Key Installation Services: ProCoat provides nationwide project management and professional installation services for their products. Services include project estimation, jobsite planning, material procurement, project installation, and project follow-up. Services are provided by professionally trained teams across the nation.
3. Maintenance Products: Sale of maintenance products including Acoustical Tile Restorer (ATR), Easy Reach Spray Adapter, and Soft Sweep Broom for ongoing ceiling maintenance.
4. Dealer/Distribution Network: ProCoat prefers to sell through authorized dealers who service end-users at the local level, maintaining strong relationships with national product distributors.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

ProCoat Products manufactures and sells proprietary sustainable specialty coatings for restoring acoustical ceilings and high-impact interior surfaces. Their core product line includes ProCoustic (acoustical ceiling tile coating), ProBond (2-part waterborne enamel for hard surfaces), ProVinyl (vinyl tile coating), and ProWall (wall restoration coating), complemented by cleaning solutions, maintenance products, and installation accessories. The company also provides nationwide turn-key installation services, project management, and technical support through trained crews and an authorized dealer/distributor network.

Product overview

ProCoat Products is a manufacturer of sustainable interior restoration solutions for acoustical ceilings and high-impact interior surfaces. The company offers a portfolio of proprietary coating products including ProCoustic (acoustical ceiling coating), ProBond (high-impact surface coating), ProVinyl (vinyl tile coating), and ProWall (wall restoration coating). These core products are complemented by supporting cleaning solutions (Acoustic Tile Cleaner, Hard Surface Cleaner), maintenance products (Acoustical Tile Restorer, Easy Reach Spray Adapter, Soft Sweep Broom), and installation accessories (PolyStick, PolyCover). The company also provides turn-key installation services, project management, and technical support nationwide. The products enable cost-effective restoration of existing surfaces as an alternative to replacement, reducing landfill waste while delivering like-new finishes.

Differentiator

Problem solved

Functional benefit

Products and services

• ProCoustic Non-toxic, water-based, VOC-compliant acoustical ceiling tile coating designed to restore structurally sound ceiling surfaces. Offers up to 8% brighter finish than new tiles, reduces flame spread by up to 80%, maintains acoustical properties, and provides Class-A fire retardant material. For commercial buildings, retail, hospitality, education, and transportation facilities.
• ProBond 2-part waterborne enamel coating specifically designed for high-impact hard surface areas where paint typically fails. Resists abrasions, scratches, and peeling better than most alkyd enamels. Applied to laminates, restroom partitions, checkout stands, retail fixtures, and millwork. Can be sprayed or rolled.
• ProVinyl 100% acrylic enamel coating for restoring vinyl faced sheetrock tiles in restaurants and food prep areas. Contains ceramic microspheres for durable washable surface and Microban to inhibit mildew growth. High gloss finish designed for vinyl tile restoration.
• ProWall 100% acrylic enamel wall restoration solution for FRP or painted walls in restaurants and food prep areas where mold, mildew, and soot discolor existing walls. Contains Microban for antimicrobial protection. Quick-drying with no flaking or dryfall.
• ProCoat Acoustic Tile Cleaner Environmentally friendly concentrate product designed to remove built-up contaminants such as soot, grease, and nicotine from existing ceiling acoustic tiles, ensuring better adhesion before applying coatings.
• ProCoat Hard Surface Cleaner Environmentally friendly concentrate designed to remove built-up contaminants from ceiling grids, vents, and other non-porous surfaces. Concentrate makes 3 gallons and can be used as an all-purpose degreaser.
• Acoustical Tile Restorer (ATR) Aerosol touch-up product for water stains, fingerprints, and dirt smudges on acoustical ceilings. Available in white, ultra-white, and off-white to match original ceiling colors.
• Easy Reach Spray Adapter Extension tool that connects to aerosol cans to extend reach to 10 feet, allowing safe application of touch-up products to ceiling surfaces without using a ladder.
• Soft Sweep Broom Ceiling maintenance tool with nylon bristles that create static charge to attract carbon-based materials. Extends to 10 feet and uses the same extension pole as the Easy Reach Spray Adapter.
• PolyStick Heavy Duty Adhesive Spray Heavy duty adhesive spray for sealing seams of overlapping sheets of plastic during installation prep. Sprays in a flat fan pattern for precise control.
• PolyCover Lightweight, tear-resistant protective covering for walls, floors, and furnishings during installation. Unrolled it is 400 feet in length and 20 feet wide, available in 0.75mm or 1mm thickness.
• Turn-Key Installation Services Nationwide project management and professional installation services for acoustical ceiling and interior surface restoration. Services include project estimation, jobsite planning, material procurement, project installation, and project follow-up. Services are provided by professionally trained teams and can be completed during off-hours.

Quantifiable outcome

• 50% cost savings compared to ceiling tile replacement
• +5 more outcomes

Named customers17 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• International WELL Building Institute (IWBI)coreStrategic or Co-development Partner · 11 May 2023ProCoat's ProCoustic product earned licensing to use the Works with WELL trademark through IWBI's licensing program. This demonstrates that ProCoustic aligns with WELL Building Standard health strategies including material restrictions on lead (X01) and VOC restrictions (X06). ProCoat is now an IWBI member.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Sherwin-Williams: One of the world's largest paint and coatings manufacturers with broad architectural, industrial, and specialty coating lines. Comparable to ProCoat as a major coatings manufacturer, though vastly larger and not specialized in acoustical ceiling restoration.
• PPG Industries: Global diversified coatings manufacturer serving industrial, architectural, and specialty markets. Comparable as a large industrial coatings producer with architectural finishes overlapping ProCoat's interior-surface product line.
• Benjamin Moore: Premium architectural paint manufacturer owned by Berkshire Hathaway, selling through independent retailers. Comparable as an architectural coatings manufacturer with a dealer/distributor model similar to ProCoat's, but focused on general interior/exterior paints rather than ceiling restoration.
• Rust-Oleum: Specialty coatings brand owned by RPM International, known for protective and restorative paints and coatings across consumer, industrial, and contractor channels. Comparable in the protective coatings category and dealer-driven distribution, but much broader in product range than ProCoat.
• AkzoNobel: Global paints and coatings major (Dulux, Sikkens, International brands) serving architectural and industrial markets worldwide. Comparable as a large industrial protective coatings manufacturer with international reach overlapping ProCoat's specialty/interior niche.
• Kelly-Moore Paints: US architectural paint manufacturer focused on professional contractors, with a dealer-store distribution model. Comparable as a paint manufacturer using independent dealer/applicator channels similar to ProCoat's distribution network.
• Carboline Company: Manufacturer of high-performance industrial protective coatings for steel, concrete, and architectural surfaces. Comparable as a specialty industrial coatings manufacturer serving commercial and institutional facilities.

Direct peers

• Tremco Incorporated: Commercial building envelope and restoration coatings manufacturer serving roofing, waterproofing, and interior surface applications. Most directly comparable to ProCoat as a specialty commercial restoration coatings provider with both product sales and contracting/applied services.
• National Painting and Decorating Contractors: Commercial painting and interior restoration contractor offering ceiling, wall, and fixture restoration for multi-site enterprise clients. Comparable to ProCoat as a competing contractor-based ceiling and interior surface restoration service provider.

Regional players

• Dunn-Edwards Paints: Architectural paint manufacturer primarily serving the western US through company-owned stores. Comparable as an architectural coatings manufacturer with VOC-compliant product lines, though regional rather than nationwide like ProCoat.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/procoat-products-inc.-w.b.e.

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 ProCoat Products