Super Krete International

What Super Krete International does

Super Krete International, founded in 1985 by John Holwitz, is a manufacturer of concrete repair and decorative concrete coating products, currently operating as a brand within ICP Building Solutions Group's flooring division (ICP Construction). The company's headquarters and primary production facility are located at 4565 W. Watkins St., Phoenix, Arizona. Its portfolio spans 20+ product categories including bonding agents, concrete admixtures, decorative overlays, cementitious coatings, colorants, stains, dyes, sealers, polyaspartic and polyurethane coatings, rapid-cure products, and specialty items, anchored by proprietary chemistries such as Bond-Kote (the original cementitious resurfacing product), S-1100 Liquid Concentrate co-polymer, S-9500 Color Stain, Pene-Krete densifier, and Super-Stamp texturing systems. Technology differentiation is grounded in proprietary co-polymer and acrylic-urethane formulations enabling application at variable thicknesses, fast-set capabilities (e.g., Super-Quik sets in 5 minutes), and chemical bonding to concrete substrates.

The company operates a B2B distribution model selling exclusively through authorized US distributors and dealers, supported by a dedicated field sales force covering 14+ named states/regions and a formal 'Become a Distributor' recruitment program. Customer segments include concrete contractors and applicators, distributors and dealers, architects and specifiers, property owners, and industrial verticals (food & beverage, manufacturing, military, municipal, etc.). Secondary revenue is generated through training and certification programs for applicators. The business was acquired by Arizona Polymer Flooring (APF) in 2016 and subsequently folded into ICP Group's construction division in 2018, where it operates alongside sister brands including APF, Rock-Tred, California Paints, and Scuffmaster within the Specialty Flooring Group.

Name

Super Krete International

Legal name

Super-Krete International, LLC (formerly)

Website

https://super-krete.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Super Krete International is a Phoenix-based manufacturer of concrete repair and decorative concrete coating products, operating as a brand within ICP Construction's flooring division. Founded in 1985, it sells proprietary cementitious and polymer-modified systems through a US distributor network serving contractors, architects, and industrial verticals.

Ownership category

akta.pro rank

Product category

Concrete Coatings and Repair Products

NAICS

Other Concrete Product Manufacturing (327390), Cement and Concrete Product Manufacturing (3273)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Adhesives & Sealants Chemicals (IMAEABAA), Cement Manufacturing (Portland, Blended & Specialty) (IMADAAAG)

Keywords

• Concrete repair products
• Decorative concrete overlays
• Cementitious coatings manufacturing
• Concrete sealers and stains
• Concrete resurfacing systems

Headquarters

HQ city

Phoenix

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. Product Sales: Super-Krete generates revenue through the sale of its concrete repair products, decorative overlays, sealers, stains, epoxy coatings, polyurethane coatings, and related concrete coating systems. Products are sold through distributors to contractors, architects, property owners, and applicators. The company operates on a business-to-business (B2B) model.
2. Training and Certification: The company offers training programs for applicators and contractors on proper product application techniques, generating revenue through training registration fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Super-Krete manufactures and sells a comprehensive portfolio of cementitious and polymer-modified concrete products including bonding agents, decorative overlays, concrete stains and dyes, sealers, epoxies, polyurethane and acrylic coatings, concrete admixtures, ready-mix repair materials, rapid-cure patching compounds, and complete resurfacing systems. The company also offers applicator training and certification programs. Products are sold exclusively through a network of authorized distributors in the United States to concrete contractors, applicators, architects, specifiers, and property owners.

Product overview

Super Krete International is a manufacturer of concrete repair and decorative concrete products, not a unified software platform. The company offers a comprehensive portfolio of chemical-based products organized into categories: bonding agents (S-100 S.B.A.), cleaners and degreasers (S-12000 Heavy Duty Degreaser, S-200 Super-Scrub), colorants (ColorChrome Metallic Pigment, Polyaspartic Pigment Packs, S-11000 Ure-Kote Paint, S-4000 Acid Stain, S-5000 Cem-Dye W, S-9500 Color Stain), concrete admixtures (S-1100 Liquid Concentrate, S-1400 Pene-Krete Additive, S-1500 Concrete Boost), countertop products (S-9300/9302 Bond-Kote, S-9304/9306 Micro-Bond, SK-P250), decorative overlays (S-1710 Liquid Release Agent, S-1800/1801 Super-Stamp), rapid cure products (S-300 Super-Quik Kit, S-300R Retarder), ready-mix products (S-7000 Underlayment, S-9350 Glo-Kote, S-9600 Structural Mix), specialty products (S-2100 Rust Buster, S-3500 Elastique Matting, S-8420 Granitex Color Chips, S-8700 Floor Finish Wax, S-8903 Super-Grit, Super-Base Neutralizer), and stucco protection (S-8200 Top Sealer). These products are used individually or combined in complete systems like the Broom Finish System and Faux Wood Concrete Resurfacing System. Super-Krete is a brand within ICP Building Solutions Group (a division of ICP Group), acquired from Arizona Polymer Flooring (APF) in 2016.

Differentiator

Problem solved

Functional benefit

Products and services

• S-100 S.B.A. Superior Bonding Agent

Quantifiable outcome

• S-9600 Structural Mix provides compressive strength of 8,500 psi while retaining flexibility to allow for structure movement
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Pli-DekminorStrategic or Co-development Partner · 1 April 2018ICP Group acquired Pli-Dek in April 2018, expanding product offerings and capacity for the Specialty Flooring Group. Pli-Dek products complement Super-Krete's concrete repair and decorative overlay offerings.
• ICP Building Solutions GroupcoreOthersSuper-Krete Products is a brand of ICP Building Solutions Group, which is a division of Innovative Chemical Products Group (ICP Group). The company operates as part of ICP's flooring division alongside Arizona Polymer Flooring (APF), California Paints, FixALL, Storm System, Fiberlock, Dry-Treat, California Sports Surfaces, Rock-Tred, Scuffmaster, Zolatone, and ClearErase.
• Arizona Polymer Flooring (APF)coreStrategic or Co-development PartnerArizona Polymer Flooring (APF) acquired Super-Krete International, LLC in 2016. The acquisition brought together two companies with similar values, expertise, and commitment to customer service. Both APF and Super-Krete were subsequently acquired by ICP Group's construction division in 2018.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Arizona Polymer Flooring (APF): Sister brand within ICP Construction's flooring division, offering resinous epoxy, polyurethane, and polyaspartic floor coatings for commercial and industrial use. Most directly comparable as both share the same ICP distribution, sales force, and customer base, and historically merged when APF acquired Super-Krete in 2016.
• L.M. Scofield Company: Specialty manufacturer of decorative concrete stains, color hardeners, sealers, and architectural concrete systems. Directly comparable product portfolio targeting decorative concrete contractors and architects, with overlapping chemistries (acid stains, acrylic sealers) and end-uses.
• Brickform (by Solomon Colors): Leading decorative concrete brand offering stamp tools, overlays, stains, and sealers for stamped and decorative concrete. Highly comparable in target customer (decorative concrete contractors), product mix (overlays, stains, sealers), and decorative/architectural use cases.
• ChemMasters: Specialty manufacturer of concrete sealers, curing compounds, stains, and repair products sold through construction distributors. Closely comparable product mix (sealers, stains, repair) and similar go-to-market model targeting contractors via distributor partners.
• Rock-Tred: Sister brand within ICP Construction alongside Super-Krete and APF, offering resinous floor coatings and concrete resurfacing systems. Shares sales force, distributor relationships, and customer base, making it a near-perfect internal benchmark for portfolio positioning.
• Pli-Dek: ICP Construction-acquired (April 2018) maker of cementitious deck coatings and concrete repair systems. Directly overlaps with Super-Krete in cementitious overlays and repair, and is now part of the same Specialty Flooring Group under ICP Construction.

Broad incumbents

• Mapei Corporation: Global construction chemicals major with a substantial concrete repair, surface treatment, and decorative systems portfolio. Comparable in the concrete repair and resurfacing chemistries Super-Krete sells, but operates as a much larger, diversified specialty chemicals incumbent.
• Sika AG: Global construction chemicals and sealants leader with a well-developed concrete repair, mortar, and flooring systems business. Overlaps with Super-Krete in concrete repair mortars, bonding agents, and protective coatings; competes for similar commercial/infrastructure specifications.
• BASF Master Builders Solutions: BASF's construction chemicals division offering concrete repair mortars, flooring systems, sealers, and admixtures. Directly overlaps in cementitious repair and resurfacing chemistry and competes for large commercial and infrastructure repair specifications.
• Quikrete Companies: Largest U.S. manufacturer of packaged concrete products including repair mortars, overlays, and resurfacing mixes. Compares to Super-Krete's cementitious repair and resurfacing lines but operates at much greater scale across big-box retail and DIY channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/superkrete
• Facebookfacebook.com/superkrete
• LinkedInlinkedin.com/company/super-krete-products

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Super Krete International