Hirshfield's, Inc.

What Hirshfield's, Inc. does

Hirshfield's, Inc. is a Minneapolis-based, fourth-generation family-owned paint and decorating products retailer founded in 1894 by Frank Hirshfield. The company operates 35+ full-service retail locations and contractor service centers across five Midwest states (Minnesota, North Dakota, South Dakota, Wisconsin, and Iowa), supported by a dedicated Outside Sales Division of approximately 20+ account representatives covering commercial contractors, builders, property managers, and industrial accounts. Beyond retail paint sales, the company designs, sells, and installs window treatments (with Window Fashions Certified Professionals at 12 showrooms), distributes wallcoverings, and operates a trade-only Design Resource Showroom offering fabrics, furniture, lighting, and bedding to interior designers.

The company manufactures paint in-house at a 50,000 sq. ft. facility in north Minneapolis producing 5,000 gallons of premium paint per day using proprietary formulations free of crystalline silica, mercury, lead, and carcinogenic materials. This manufacturing base enables a Factory Direct small-batch program delivering custom batches of 100–3,000 gallons in under five business days, plus professional color and stain matching with a 2–3 business day turnaround. The product portfolio spans Hirshfield's own paint lines (interior, exterior, specialty finishes), exclusive territory rights for Axalta-Valspar and Ilva wood coatings, and curated third-party brands including Benjamin Moore (as the Midwest's largest independent dealer), PPG/Glidden, Farrow & Ball, Rust-Oleum Industrial, General Finishes, Proluxe Sikkens, Ready Seal, Seal-Krete, Graco, Festool, and Hunter Douglas. Differentiated professional services include architectural specification support (MPI ACT and ACS certified representatives), on-site color consultations, floor coating systems, and authorized Graco sprayer maintenance and repair.

The business model combines one-time retail paint sales, recurring commercial purchasing accounts (Net 30 charge accounts and job accounts for large projects), professional services revenue (color matching, architectural specification, sprayer repair), and wholesale paint manufacturing distributed through dealer networks reaching the United States, Japan, and China. Customer segments span residential homeowners, professional paint contractors, cabinet shops and pre-finishing operations, architects and designers, home builders and developers, community and property management firms, industrial facilities (including food & beverage, chemical, and wastewater), and healthcare facilities. Pricing is quote-based for commercial accounts and is not publicly disclosed for retail.

Name

Hirshfield's, Inc.

Legal name

Hirshfield's, Inc.

Website

https://hirshfields.com

Company type

Private

Founded year

1894

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Paint Manufacturing & Retail

NAICS

Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (44412)

SIC

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

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

akta.pro secondary industry

Paint Removal, Stripping & Lead Abatement (IMAIAKAN)

Keywords

• Paint manufacturing
• Retail paint stores
• Architectural coatings
• Window treatments
• Decorating supplies

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices20 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Paint Sales: Sale of paints, stains, wallcoverings, and window treatments through 35+ retail locations and e-commerce platform. Serves both residential homeowners and commercial contractors.
2. Commercial Purchasing Accounts: Charge accounts with Net 30 standard terms for commercial customers including contractors, builders, and property managers. Job accounts for large project-related purchases.
3. Paint Manufacturing: 50,000 sq. ft. facility in north Minneapolis produces 5,000 gallons of premium paint each day for commercial and residential consumers throughout the Midwest. Dealer network supplies customers across the United States as well as Japan and China.
4. Professional Services: Color matching, stain matching, on-site color consultations, architectural specification services, and sprayer maintenance and repair services.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Hirshfield's manufactures premium paint at a 50,000 sq. ft. facility in north Minneapolis producing 5,000 gallons daily, while also distributing third-party paint and coatings brands (Benjamin Moore, Axalta, Ilva, Proluxe, General Finishes, Rust-Oleum, PPG/Glidden, Farrow & Ball) through 35+ retail locations across the Midwest. The company sells paint, stains, wallcoverings, and window fashions to both residential consumers and professional contractors, supplemented by expert color consultation, stain matching, factory-direct custom batch production, architectural specification services, and commercial purchasing accounts.

Product overview

Hirshfield's, Inc. is a Minnesota-based, fourth-generation family-owned paint and decorating retailer operating since 1894. The company offers a portfolio of manufactured paint products alongside curated third-party brand partnerships. Its core manufactured products include Hirshfield's Paints (interior paints & primers in Ultra Premium, Premium, and Professional tiers; exterior paints & primers; and specialty finishes for industrial and architectural applications), all produced at a 50,000 sq. ft. facility in north Minneapolis. The company distributes third-party brands including Benjamin Moore, Axalta Wood Coatings, Ilva Wood Coatings, Proluxe Sikkens, Ready Seal Stains, General Finishes, Rust-Oleum Industrial, Seal-Krete, Glidden/PPG, and Farrow & Ball. Beyond paint products, the company offers window treatment design services (with Window Fashions Certified Professionals), wallcoverings, and a Design Resource Showroom for trade professionals. Professional services include color/stain matching, on-site color consultations, factory-direct small batch manufacturing (100-3,000 gallons), architectural specification services, floor coatings, sprayer maintenance, and commercial purchasing accounts. The company operates 35+ store locations and contractor service centers across the Midwest.

Differentiator

Problem solved

Functional benefit

Products and services

• Hirshfield's Interior Paints & Primers

Quantifiable outcome

• Produces 5,000 gallons of premium paint each day
• +3 more outcomes

Named customers8 records

Segments8 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

17 partnerships are on record, tiered core and minor.

• Benjamin MoorecoreChannel Partner/ Reseller/ DistributorHirshfield's is the Midwest's largest independent Benjamin Moore dealer, carrying the entire line of Benjamin Moore paints, stains, and coatings including Aura, Regal Select, ben Zero-VOC, Advance, Woodluxe, and Element Guard products.
• Axalta (Valspar Wood)coreChannel Partner/ Reseller/ DistributorExclusive supplier of Axalta-Valspar Wood products in Hirshfield's territory. Products include Amarium Pre-Catalyzed Lacquers and Ultraguard Conversion Varnish for wood finishing applications.
• Ilva Wood ProductscoreChannel Partner/ Reseller/ DistributorExclusive supplier of Ilva Wood Coatings in Hirshfield's territory. Products include Klima Exterior Waterborne, Waterborne White 2k Poly, and Diamante Clear Polyurethane for professional wood finishing.
• Farrow & BallminorChannel Partner/ Reseller/ DistributorPremium British paint brand available at select Hirshfield's locations.
• General FinishescoreChannel Partner/ Reseller/ DistributorCarries General Finishes product line including Gel Stains, Milk Paint, Arm-R-Seal Urethane, and High Performance Water Based Polyurethane. Award-winning water-based finishes manufacturer based in Wisconsin.
• PPG/Glidden ProfessionalcoreChannel Partner/ Reseller/ DistributorPartnership with PPG to provide Glidden Professional products in North Dakota markets. Products include Ultra-Hide 150, Amerlock 2/400 Epoxy, Perma-Crete, Break-Through 250, and Aquapon Water-Based Epoxy.
• Proluxe SikkenscoreChannel Partner/ Reseller/ DistributorPPG ProLuxe products for professional wood coating applications including decks, siding, windows and doors. Products include Proluxe Log & Siding Wood Finish, Proluxe 1 Primary Coat RE, and Proluxe 23 Top Coat RE.
• Ready SealcoreChannel Partner/ Reseller/ DistributorProfessional grade wood stain and sealant. Products require no primer, can be sprayed/rolled/brushed, and feature Goof-Proof application process. Colors include Golden Pine, Light Oak, Natural Cedar, Pecan, Redwood, and Dark Walnut.
• Rust-Oleum IndustrialcoreChannel Partner/ Reseller/ DistributorIndustrial coating products including DTM Epoxy Mastic 9100 System, DTM Urethane Mastic 9800 System, DTM Acrylic 5200 System, and Concrete Saver products.
• Seal-KreteminorChannel Partner/ Reseller/ DistributorProfessional floor coating products for concrete and masonry weatherproofing. Over 30 years in professional weatherproofing protection market.
• Storm SystemminorChannel Partner/ Reseller/ DistributorExterior wood stain products developed by California Products. Full spectrum of beautiful finishes organized in easy-to-understand categories.
• GracocoreChannel Partner/ Reseller/ DistributorSpray equipment partner offering Ultra 395 PC, Ultra Max II 495, Ultra Max II 695, and TrueCoat Pro II Cordless airless sprayers. Authorized service centers for maintenance and repairs.
• Hunter DouglascoreChannel Partner/ Reseller/ DistributorWindow treatment products for residential and commercial applications. One of the largest independent window treatment retailers in the Midwest.
• FestoolminorChannel Partner/ Reseller/ DistributorPower tools and accessories available at select Hirshfield's locations including Festool dealer locations.
• Builders Club NorthminorGTM or Marketing PartnerHome Builder and Remodeler rewards program. Hirshfield's offers BCN points for eligible purchases from exclusive group of suppliers.
• Llalk'sminorStrategic or Co-development PartnerDelivery services partner providing efficient material delivery network for contractor job sites.
• PaintCare Inc.minorOthersNonprofit organization established by American Coatings Association to implement state-mandated paint stewardship programs. Manages paint recycling drop-off sites at Hirshfield's locations.

Scale indicators7 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Sherwin-Williams: Largest paint and coatings manufacturer and retailer in North America, operating company stores, independent dealers, and industrial coatings divisions. Overlaps directly with Hirshfield's in paint manufacturing, retail paint sales, and industrial coatings, but operates at vastly greater scale and nationally rather than regionally.
• Benjamin Moore: Premium architectural paint manufacturer that distributes exclusively through independent retailers like Hirshfield's. Comparable as a paint brand and manufacturer, though it sells through dealers rather than direct retail; represents both a core supplier to Hirshfield's and an overlapping manufacturer in the same coatings category.
• PPG Paints: Global coatings manufacturer selling architectural, industrial, and commercial paint lines including Glidden Professional. Hirshfield's distributes PPG/Glidden products in its territory, so they overlap as both supplier and competing brand in the same retail paint and contractor supply category.
• Home Depot: National home improvement big-box retailer that competes directly with Hirshfield's in retail paint sales, wallcoverings, and contractor supplies. While it lacks Hirshfield's specialty expertise and color-matching services, it competes aggressively on price, convenience, and one-stop shopping across the same Midwest geography.
• Lowe's: National home improvement big-box retailer carrying architectural paint brands, stains, and window treatments. Competes with Hirshfield's for DIY homeowners and small contractors in overlapping Midwest markets, though Hirshfield's retains an edge in specialty expertise and color-matching service.

Direct peers

• Kelly-Moore Paints: Independent employee-owned paint manufacturer and retailer operating company stores primarily across the western United States. Closely comparable to Hirshfield's as a regional independent that both manufactures paint and sells through owned retail locations serving contractors and homeowners.
• Vista Paint: Family-owned independent paint manufacturer and retailer with company stores concentrated in the western U.S. Directly comparable to Hirshfield's in business model — proprietary manufacturing plus retail storefronts serving both consumer and professional contractor customers.
• Rodda Paint: Pacific Northwest-based independent paint manufacturer and retailer owned by a larger paint company. Operates the same combined manufacturer-retailer model as Hirshfield's, with retail stores, contractor services, and proprietary paint production.
• Miller Paint: Pacific Northwest regional independent paint manufacturer and retailer with company-owned stores. Closely matches Hirshfield's vertical integration of in-house paint manufacturing with multi-location retail, serving both DIY consumers and professional contractors.
• Frazee Paint: Regional independent paint retailer and former manufacturer operating company-owned stores across the western U.S. Comparable to Hirshfield's as a multi-store independent retailer focused on architectural paints, stains, and contractor supplies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hirshfields
• Facebookfacebook.com/hirshfields-136170077348

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hirshfield's, Inc.