La Pajarita

What La Pajarita does

La Pajarita (legal entity TAP PAINT FACTORY S.L.) is a Spanish paint manufacturer and distributor founded in 1928 and headquartered in Manises, Valencia, operating as a subsidiary of the Carlos Grollo, SA group. The company designs, manufactures, and sells water-based decorative paints, craft coatings, and fine arts supplies under categories spanning Deco-DIY, Bellas Artes, Infantil, and Epoxy Resins. Its core technical platform is water-based chemistry: flagship Chalk Paint requires no primer or surface preparation and carries EN71-3 certification for use on children's toys and furniture; the portfolio also includes multi-surface paints (Matt, Eggshell, Gloss, Metallic), fabric paints (opaque, transparent, fluorescent, metallic) washable up to 40°C after 72-hour cure, and a three-variant epoxy resin system (High Transparency, High Thickness, Encapsulation) with supporting pigments, anti-bubble sprays, and silicone molds. Product formats range from 35ml to 28kg bulk units.

The company operates a hybrid go-to-market model combining direct e-commerce on its own multi-language websites (Spanish, English, French, Italian, Portuguese), physical retail partnerships including Leroy Merlin across Spain, an authorized online distributor network, and a formal 'Become a Distributor' wholesale recruitment program. Customers are segmented horizontally across DIY consumers, professional decorators and furniture restorers, fine artists and educators, children's craft users, and epoxy resin crafters, with no enterprise or contracted B2B anchor customers disclosed. Revenue is generated through one-time unit purchases at retail and bulk pricing tiers, with no subscription or recurring model evident. Geographic reach covers Spain as the core market and selective European distribution in Portugal, France, and Italy, supported by community-led content marketing across Instagram, Facebook, Pinterest, YouTube, LinkedIn, and TikTok. The company employs 11-50 people and remains privately held with no disclosed external funding.

Name

La Pajarita

Legal name

TAP PAINT FACTORY S.L.

Website

https://lapajarita.es

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

11–50 employees

Short description

La Pajarita is a Spanish manufacturer of water-based decorative, craft, and fine arts paints serving DIY consumers, professional decorators, artists, and epoxy resin crafters through direct e-commerce, retail partners like Leroy Merlin, and wholesale distributors across Europe.

Ownership category

akta.pro rank

Product category

Decorative Paints and Coatings

NAICS

Paint and Coating Manufacturing (325510)

SIC

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

akta.pro industry

PRIMARYIMADAKAA

Architectural & Decorative Paints

Industrials, Manufacturing & Construction/Building Materials & Products/Wall Finishes, Paints & Coatings

SECONDARYIMAEAHAK

Color Masterbatches & Dispersions

Industrials, Manufacturing & Construction/Chemicals & Industrial Materials/Paints, Inks & Colorants

Keywords

• Decorative paint manufacturing
• Chalk paint formulations
• Water-based coatings
• Fine arts supplies
• Epoxy resin systems

Headquarters

HQ city

Manises

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and Coating Products Sales: La Pajarita generates revenue through the sale of physical paint products across multiple categories: decorative paints (Chalk Paint, multi-surface paints, metallic paints), craft paints (fabric paints, epoxy resins), fine arts supplies (acrylics, mediums, varnishes), and auxiliary products (waxes, primers, adhesives). Products are sold in various formats (0.035L to 28kg for resins) at different price points. The company sells directly through their website and through a network of distributors and physical retailers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

La Pajarita manufactures and distributes water-based decorative, craft, fine-arts, and children's paints from its facilities in Manises, Valencia, Spain. Its flagship offering is Chalk Paint (Pintura a la Tiza), a no-preparation ultra-matte decorative paint certified safe for children's toys under EN71-3, complemented by a comprehensive range of multi-surface, metallic, fabric, and epoxy resin products. Products are sold directly via the company's e-commerce website, through physical retailers including Leroy Merlin, via authorized online distributors, and to wholesale partners across multiple European countries.

Product overview

La Pajarita is a Spanish paint manufacturer and distributor offering a comprehensive portfolio of decorative paints, fine arts supplies, and children's craft products. The product range centers on the Chalk Paint (Pintura a la Tiza) as a flagship multi-surface ultra-matte paint, complemented by various specialty paints including Metallic Paint, Fabric Paints (Opaque and Transparent), Chalkboard Paint, Magnetic Paint, and Cement Effect Paint. The epoxy resin line (Resina Epoxi) includes three variants: Alta Transparencia for 3D effects, Alto Espesor for thick applications, and Encapsulados for jewelry and object preservation. Supporting products include water-based varnishes (Barnices al Agua), decorative waxes and patinas, primers, and craft accessories. The Fine Arts division offers Chroma Color and Super Acrylic professional paints, Gesso preparations, and mediums. Children's products include satin-finish paints and craft kits. The company positions itself for both DIY enthusiasts and professional decorators, with products designed for furniture restoration, home decoration, textile customization, and artistic applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Chalk Paint (Pintura a la Tiza) Ultra-matte water-based chalk paint for furniture restoration and decorative projects. Requires no surface preparation or primer; touch-dry in 1 hour and fully cured in 4 hours; achieves 10–12 m²/L coverage. EN71-3 certified non-toxic for use on toys and children's furniture. Sold in 43+ color variants.
• Pintura Multisuperficie (Multi-Surface Paint) Water-based multi-surface paints compatible with furniture, doors, and decorative elements. Available in Matt, Eggshell, and Gloss finishes with high coverage and adhesion. Designed for decorative finishing without specialized skills.
• Metallic Paint / Pintura Metálica (including Liquid Gold variant) Water-based metallic finish paints (including a dedicated Liquid Gold variant) for adding decorative metallic and gilded effects to furniture, objects, and craft projects.
• Pintura para Muebles de Cocina y Baño (Kitchen & Bath Furniture Paint) Specialized paint for kitchen and bathroom furniture. Antibacterial and anti-mold properties, resistant to daily cleaning products and moisture. Available in 6 colors. Designed for high-humidity, frequently cleaned furniture surfaces.
• Laca Puertas (Doors Lacquer) Specialized water-based lacquer for refinishing interior doors, providing durable, smooth finishing.
• Pintura para Tela (Fabric Paint — Opaque, Fluorescent, Metallic variants) Flexible fabric paint designed for cotton, wool, polyester, canvas, leather, and denim in both light and dark colors. Available in opaque, fluorescent, and metallic variants. Washable up to 40°C after 72 hours of curing. Available from 0.035L format.
• Pintura para Tela Transparente (Transparent Fabric Paint) Transparent fabric paint for use on lighter textiles, preserving the original fabric color while adding color and effects.
• Pintura Pizarra (Chalkboard Paint) Chalkboard paint applied to walls or furniture to create writeable, erasable surfaces. Used in home décor, children's rooms, and kitchens.
• Pintura Magnética (Magnetic Paint) Magnetic primer/paint for turning walls or furniture surfaces into magnet-receptive areas. Often used in offices, children's rooms, and creative spaces.
• Pintura Efecto Cemento (Cement Effect Paint) Decorative paint that creates a cement or concrete-look finish on walls and furniture for industrial or modern interior styles.
• Pintura Fluorescente (Fluorescent / Phosphorescent Paint) Luminous fluorescent paint, including phosphorescent (Quitamiedos) variants, for glow-in-the-dark effects on walls, ceilings, and decorative items.
• Kit Efecto Óxido (Rust Effect Kit) Kit for producing an authentic oxidized rust effect on furniture and decorative objects, used to create aged industrial-style finishes.
• Kit Efecto Degradado (Gradient / Ombré Effect Kit) Kit enabling smooth color gradients and ombré transitions in decorative painting projects.
• Resina Epoxi Alta Transparencia (High Transparency Epoxy Resin) High-transparency epoxy resin for thin applications and 3D art effects, featuring UV protection, bubble-free surfaces, and compatibility with pigments. Available in 175gr, 700gr, 1.4kg, 7kg, 14kg, and 28kg formats.
• Resina Epoxi Alto Espesor (High Thickness Epoxy Resin) High-thickness epoxy resin suited for furniture, objects, and floors. Notable for chemical resistance, high hardness, glossy finish, and bubble-free surface chemistry. Available in formats up to 28kg.
• Resina Epoxi Encapsulados (Encapsulation Epoxy Resin) Encapsulation-grade epoxy resin designed for use with silicone molds, jewelry, and object preservation. Provides a crystalline finish with high clarity.
• Spray Antiburbujas para Resina Epoxi (Anti-Bubble Spray for Epoxy Resin) Anti-bubble spray accessory for use with epoxy resin to ensure smooth, defect-free finishes on resin projects.
• Kit Pigmentos para Resina Epoxi (Epoxy Pigment Kit) Pigment kit designed for tinting and coloring epoxy resin projects in custom shades.
• Imprimación para Todo (Multi-Purpose Primer) Water-based multi-purpose primer ensuring superior adhesion and durability across challenging or critical surfaces prior to topcoat application.
• Barnices al Agua (Water-Based Varnishes) Water-based varnish line for protecting painted and bare surfaces. Includes Super Cristal (transparent), Glitter (sparkle), Craquelé (crackle aged effect), and Tapaporos (pore-filling) variants.
• Ceras (Decorative Waxes) Decorative waxes including colorless, white, dark, and metallic variants for finishing and creating antique-style patinas on furniture and decorative objects.
• Betún de Judea (Judea Bitumen) Traditional dark patina product used to create antique and aged finishing effects on furniture and decorative objects.
• Chroma Color (Professional Acrylic Paint) Professional-grade acrylic paint positioned within the Bellas Artes category, designed for fine-arts techniques including canvas painting and mixed media.
• Super Acrylic (Professional Fine-Arts Acrylic) Professional super acrylic paint within the Bellas Artes range, formulated for fine-arts and artistic project applications.
• Gesso Studio (Canvas Primer) Studio-grade gesso used for priming canvases and art surfaces ahead of acrylic painting.
• Gesso Extra Denso (Extra Dense Gesso for Relief) Extra-dense gesso designed for creating textured relief and volumetric effects in fine-arts and decorative work.
• Pasta Arenisca (Sandstone / Granular Paste) Granular paste used to create textured, sandstone-like finishes on canvases and decorative surfaces.
• Pouring Medium (Acrylic Pouring Medium) Acrylic pouring medium enabling self-leveling flow effects in acrylic pouring art techniques.
• Foto Transfer (Photo Transfer Medium) Photo transfer medium for transferring printed images onto canvases, wood, and decorative surfaces.
• Cola Découpage (Transparent Découpage Glue) Transparent glue for découpage and paper craft techniques, designed for adhesion and finishing of paper-cut designs onto surfaces.
• Pintura Satinada (Satin Finish Children's Paint) Satin-finish multi-use paint designed for children's art projects, craft activities, and school use in the Infantil category.
• Hazte Distribuidor (Wholesale Distributor Program) Formal wholesale distributor recruitment program enabling retailers, professional decorators, and resellers to join the La Pajarita distribution network with volume pricing.

Quantifiable outcome

• Chalk Paint achieves 10-12 m²/L coverage per liter
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Leroy MerlincoreChannel Partner/ Reseller/ DistributorLeroy Merlin is a major retail partner for La Pajarita products. La Pajarita products are available for purchase at Leroy Merlin stores across Spain, as evidenced by promotional contests and social media posts mentioning products found at 'todas las @leroymerlines' (all Leroy Merlin locations). The partnership provides La Pajarita with access to a large consumer retail footprint.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Annie Sloan: Annie Sloan pioneered the consumer chalk paint category with its furniture-upcycling focus. La Pajarita's flagship Chalk Paint offers a very similar product positioning, application, and color-depth approach, making it the closest direct competitor in the European DIY chalk paint niche.
• Rust-Oleum: Rust-Oleum manufactures specialty decorative and protective paints including chalk-style and multi-surface finishes. Its product set overlaps directly with La Pajarita's multi-surface, metallic, and chalk paint lines, and it competes for the same DIY retail shelf space.
• Pebeo: French decorative and fine arts paint manufacturer offering acrylics, mediums, and craft coatings. Pebeo's artist and craft product portfolio closely mirrors La Pajarita's Bellas Artes line and decorative epoxy/resin products, and it competes in overlapping European retail channels.
• Royal Talens: Dutch manufacturer of artist paints (acrylics, oils, watercolors) and decorative coatings. Royal Talens competes with La Pajarita's fine arts line (Chroma Color, Super Acrylic) and shares the European hobby/craft retail footprint.

Regional players

• Bruguer: Spanish decorative paint brand owned by PPG Industries, present in major Spanish retailers. Bruguer competes with La Pajarita in the Spanish architectural and decorative paint market, particularly for DIY consumers shopping at Leroy Merlin.
• Pinturas Montó: Spanish decorative and industrial paint manufacturer with broad distribution across Spain and Portugal. Montó is a relevant regional competitor with overlapping product categories in decorative paints and protection coatings.
• Industrias Titan (Titanlux): Spanish paint manufacturer with a strong presence in decorative and specialty paints. Titanlux competes with La Pajarita across multiple product categories in the Iberian market and offers parallel DIY and craft ranges.

Emerging players

• Decotric: German specialty decorative paint manufacturer focused on craft, renovation, and DIY coatings. Decotric's product focus on specialty textured and decorative finishes overlaps with La Pajarita's technique and effects line (cement effect, oxide, chalkboard, magnetic).

Broad incumbents

• PPG Industries: Global paint and coatings giant with architectural, industrial, and decorative brands including Bruguer. PPG's scale and distribution capability set a competitive ceiling for niche European decorative players like La Pajarita.
• AkzoNobel: Global paints and coatings major with strong decorative brands (Dulux, Sikkens, Bruguer legacy). AkzoNobel's decorative range competes across retail and professional channels in the same European markets where La Pajarita sells.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/LaPajaritaPinturas
• Facebookes-es.facebook.com/LaPajaritaPinturas
• LinkedInlinkedin.com/company/pinturas-la-pajarita
• Instagraminstagram.com/pinturas_lapajarita
• Pinterestpinterest.es/pinpajarita
• TikToktiktok.com/@pinturas_lapajarita

Compliance1 record

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 La Pajarita