Behr Process Corporation
Behr Process Corporation is a U.S. manufacturer of architectural paints, primers, stains, and concrete floor coatings, serving residential homeowners, contractors, and commercial builders through major home improvement retail partnerships. It operates as a wholly-owned subsidiary of Masco Corporation.
- Company typePrivate
- Founded1947
- HeadquartersSanta Ana, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Behr Process Corporation does
Behr Process Corporation is a U.S.-based manufacturer of architectural paints, primers, stains, and concrete floor coatings, founded in 1947 and headquartered in Santa Ana, California. The company has operated as a wholly-owned subsidiary of Masco Corporation (NYSE: MAS), a Fortune 500 building products conglomerate, since Masco's 1999 acquisition. Behr sells its products primarily through strategic retail partnerships with major home improvement retailers in the United States, reaching residential homeowners, professional contractors, commercial builders, and industrial flooring buyers across North America.
The company's core product portfolio spans interior and exterior architectural paints and coatings for residential and commercial construction, alongside epoxy-based and polyaspartic concrete floor coatings for industrial, commercial, and residential applications. Behr's technical differentiators include AI-driven color matching and visualization tools that allow consumers to preview paint colors on walls, and eco-friendly low-VOC formulations that address regulatory and sustainability requirements. These features position Behr alongside three named competitors — Sherwin-Williams, PPG Industries, and Benjamin Moore — as one of four major players in the U.S. architectural paint market.
Behr's business model is a transactional, one-time-sale revenue model at the unit level, monetized through wholesale distribution to retail partners rather than direct-to-consumer or recurring contracts. The company operates exclusively in the U.S. market, with no disclosed international footprint. Customer concentration on the wholesale side is high by design, anchored on major home improvement retail partnerships, while end-customer reach spans residential construction, commercial construction, and industrial/commercial flooring segments. No public pricing, revenue, or headcount disclosures specific to Behr Process Corporation are available; the unit's financials are reported within Masco's consolidated building products segment.
Behr Process Corporation firmographics
Firmographics- Name
- Behr Process Corporation
- Legal name
- Behr Process Corporation
- Website
- https://jobs.masco.com
- Company type
- Private
- Founded year
- 1947
- Operating status
- Operating
- Short description
- Behr Process Corporation is a U.S. manufacturer of architectural paints, primers, stains, and concrete floor coatings, serving residential homeowners, contractors, and commercial builders through major home improvement retail partnerships. It operates as a wholly-owned subsidiary of Masco Corporation.
- Ownership category
- akta.pro rank
Behr Process Corporation industry classification
Industry- Product category
- Architectural Paints & Coatings
- NAICS
- Paint and Coating Manufacturing (32551)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Architectural & Decorative Paints (IMAEAHAA)
- akta.pro secondary industry
- Industrial & Protective Coatings (IMAEAGAB)
Keywords
Where Behr Process Corporation is headquartered
LocationHeadquarters
- HQ city
- Santa Ana
- HQ country
- United States
- HQ region
- North America
Markets served
Behr Process Corporation business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Architectural Paint Sales: Sale of paints and coatings for residential and commercial architectural applications through retail channels
- Concrete Floor Coatings: Sale of concrete floor coating products including epoxy-based and polyaspartic formulations for industrial, commercial, and residential applications
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Behr Process Corporation product offering
Product offeringCore offering
Behr Process Corporation manufactures and sells architectural paints, primers, and stains for residential and commercial interior and exterior applications. The company also produces concrete floor coatings, including epoxy-based and polyaspartic formulations, for industrial, commercial, and residential flooring. Products are distributed primarily through major home improvement retailers in the U.S. market, supported by AI-driven color selection and visualization tools.
Differentiator
Problem solved
Functional benefit
Products and services
- Architectural Paints
- Primers
- Stains
- Concrete Floor Coatings
- AI-Driven Color Selection Tools
Quantifiable outcome
- Behr identified as one of four major players in the U.S. architectural paint market
Companies that use Behr Process Corporation
Customer profileSegments3 records
Ideal customer profiles3 records
Behr Process Corporation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Behr Process Corporation partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Major Home Improvement RetailerscoreStrategic partnerships with retailers to strengthen market position in the U.S. architectural paint market. Behr focuses on sustainability, AI-driven color tools, and strategic partnerships with retailers to compete with Sherwin-Williams, PPG Industries, and Benjamin Moore.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Behr Process Corporation competitors and assessment
Company assessmentDirect peers
- Sherwin-Williams: Sherwin-Williams is the largest U.S. architectural paint manufacturer with comparable product lines, DIY and pro distribution, and competing low-VOC formulations. Both compete head-to-head in retail and contractor channels across the same residential and commercial segments.
- PPG Industries: PPG is identified as one of the four major U.S. architectural paint players alongside Behr. PPG manufactures architectural and industrial coatings with overlapping residential, commercial, and industrial flooring channels, including through its Glidden brand.
- Benjamin Moore: Benjamin Moore is the third named top-4 U.S. architectural paint competitor. It sells premium paints and stains through independent retailers and company stores with comparable eco-friendly positioning and a strong pro contractor base.
- Dunn-Edwards Corporation: Dunn-Edwards is a U.S. architectural paint manufacturer with a comparable low-VOC product portfolio and color-tool-driven retail experience. It competes most directly in residential and commercial construction segments across the Southwestern U.S.
- Glidden (PPG brand): Glidden is PPG's mainstream DIY architectural paint brand sold through home improvement and mass retail channels, directly competing with Behr's positioning in DIY big-box retailers. Both target value-conscious homeowners with comparable product portfolios.
- Dutch Boy Group: Dutch Boy is a long-standing architectural paint brand offering interior/exterior paints and stains through mass retail and home improvement channels, overlapping with Behr's DIY retail assortment and price tiers.
- Olympic Paint and Stain: Olympic is an architectural paint and stain brand sold through home improvement retailers (notably Lowe's), competing with Behr for DIY shelf space and contractor loyalty in residential exterior and interior applications.
- HGTV Home by Sherwin-Williams: HGTV Home is a Sherwin-Williams-owned paint line sold exclusively through Lowe's, directly competing with Behr's home improvement retail positioning with comparable color-tool-driven marketing and contractor-grade offerings.
Broad incumbents
- Rust-Oleum Corporation: Rust-Oleum is a broader specialty coatings manufacturer offering paints, stains, and protective coatings including floor coatings, overlapping with Behr's concrete floor coatings business as well as DIY retail distribution.
Regional players
- Rodda Paint Company: Rodda Paint is a Pacific Northwest-based architectural paint manufacturer with comparable product lines and pro contractor focus, primarily competing in regional markets where Behr also has strong retail presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Behr Process Corporation social profiles
Digital presenceBehr Process Corporation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Behr Process Corporation leadership team
Management profileNumber of profiles
Profiles1 record
Behr Process Corporation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Behr Process Corporation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Behr Process Corporation
What does Behr Process Corporation do?
Behr Process Corporation manufactures and sells architectural paints, primers, and stains for residential and commercial interior and exterior applications. The company also produces concrete floor coatings, including epoxy-based and polyaspartic formulations, for industrial, commercial, and residential flooring. Products are distributed primarily through major home improvement retailers in the U.S. market, supported by AI-driven color selection and visualization tools.
Is Behr Process Corporation a public or private company?
Behr Process Corporation is a private company. It is classified as corporate owned and is currently operating.
When was Behr Process Corporation founded?
Behr Process Corporation was founded in 1947.
Where is Behr Process Corporation based?
Behr Process Corporation is headquartered in Santa Ana, United States, in the North America region.
How does Behr Process Corporation make money?
Two revenue lines are on record. Architectural Paint Sales are the primary driver. The others are concrete Floor Coatings.
Who are Behr Process Corporation's main competitors?
Direct peers on record are Sherwin-Williams, PPG Industries, Benjamin Moore, Dunn-Edwards Corporation, Glidden (PPG brand), Dutch Boy Group, Olympic Paint and Stain and HGTV Home by Sherwin-Williams. Rust-Oleum Corporation is listed as a broad incumbent. Rodda Paint Company is listed as a regional player.
Does Behr Process Corporation have an API?
No public API is recorded for Behr Process Corporation.
What industry is Behr Process Corporation in?
Behr Process Corporation's product category is Architectural Paints & Coatings. Its primary akta.pro industry code is IMAEAHAA, Architectural & Decorative Paints, with a secondary code of IMAEAGAB, Industrial & Protective Coatings. Its NAICS code is 32551 and its SIC code is 2851.