Novacolor

What Novacolor does

Novacolor is an Italian manufacturer of premium water-based decorative paints and mineral coating systems, operating as a brand within San Marco Group S.p.A., a privately held Italian coatings conglomerate. Founded in 1982 and headquartered in Forlì (FC), Italy, the company designs and distributes a broad portfolio of interior and exterior decorative finishes, with flagship product families including MATmotion (low-VOC water-based interior paints with Indoor Air Quality A+ classification), Wall2Floor (multi-layer microcemento continuous surface systems), Archi+ (hydraulic lime powder coatings), CalceCruda (lime and clay mineral coatings tested for formaldehyde reduction per ISO 16000-23), and the SilverCare hygienic silver-ion paint technology (MATmotion SilverCare).

The company's technical differentiation rests on proprietary mineral and bio-based binder chemistry, including REDcert2 mass-balance-certified sustainable biomass-derived binders that reduce fossil raw material consumption. Novacolor serves a professional B2B customer base consisting of architects and interior designers, trained decorative applicators, and authorized retailers/distributors. Its go-to-market operates through a multi-tier channel: a dedicated B2B e-commerce portal (b2b.novacolor.it), a global authorized dealer network, a Milan flagship showroom for consultations, an international ambassador program featuring decorative artists, and on-site plus webinar-based professional training (LabForPro). The company maintains localized websites in eight languages (Italian, English, French, German, Russian, Romanian, Spanish, Chinese), signaling active commercial presence across Italy, broader EMEA, Eastern Europe (Russia), and East Asia (China). Revenue is generated primarily through one-time product sales via the dealer channel, supplemented by professional training and color-consulting services; pricing is quote-based and not publicly disclosed.

Operationally, Novacolor relies on San Marco Group's manufacturing infrastructure and corporate functions, with no independent R&D, manufacturing, or supply chain disclosed. The company's strategic positioning centers on "Made in Italy" craftsmanship, sustainability certifications, designer-led co-branded collections (e.g., Studio Salaris, Melanie Royals, Antonio Manna, Consorzio Promovetro di Murano), and a curated content ecosystem that drives specification by architects and designers in high-end residential and hospitality projects.

Name

Novacolor

Legal name

San Marco Group S.p.A.

Website

https://novacolor.it

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Novacolor is an Italian premium decorative paint brand (owned by San Marco Group) that manufactures water-based mineral coatings, microcemento systems, and lime-based finishes for architects, designers, and professional applicators, distributed globally through authorized dealers and a B2B portal.

Ownership category

akta.pro rank

Product category

Decorative Paints & Coatings

NAICS

Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Architectural & Decorative Paints (IMAEAHAA)

akta.pro secondary industries

Architectural & Decorative Coatings (IMAEAGAA), Textured Wall Finishes (Plasters, Stucco, Tadelakt) (IMADAKAH), Terrazzo & Decorative Aggregate Flooring (IMADAJAF)

Keywords

• Decorative paints
• Mineral coatings
• Microcemento systems
• Architectural finishes
• Lime-based coatings

Headquarters

HQ city

Forli

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Decorative Paints and Finishes Sales: Sale of professional decorative paint products including interior/exterior paints, mineral coatings, microcemento systems, and protective finishes through authorized dealer network and B2B e-commerce portal
2. Professional Services and Training: Training courses for professional applicators including on-site courses at San Marco Group facilities and LabForPro webinars for continuing education

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Novacolor manufactures and sells premium Italian-made decorative paints and finishes for interior and exterior architectural applications. The portfolio includes water-based interior paints (MATmotion), continuous microcement surface systems (Wall2Floor), lime-based mineral coatings (Archi+, CalceCruda), metallic and oxidation effects, stencils, and wallpapers, sold primarily to architects, designers, professional applicators, and authorized dealers.

Product overview

Novacolor is an Italian decorative paints and finishes brand belonging to San Marco Group S.p.A. The product portfolio consists of multiple complementary lines: (1) MATmotion - a comprehensive line of water-based interior paints and enamels (flat, eggshell, egg-shape, super-washable) characterized by low VOC emissions and formaldehyde-free formulations; (2) Wall2Floor - a multi-layer mineral continuous coating system for horizontal and vertical surfaces including microcement and cementitious/epoxy finishes; (3) Archi+ - mineral powder coatings based on hydraulic lime including stone, concrete, and Tadelakt effects; (4) CalceCruda - mineral decorative coatings based on lime and clay; (5) Stencil & Patterns - decorative wall stencils including collections by Melanie Royals and Antonio Manna; (6) Various decorative finishes including Marmorino, Mirror, Florenzia, Teodorico, Marmur, and specialty effects (Metallics, Oxidation, Minerals); (7) Primers, fixatives, and protective products. The company serves architects, designers, professional decorators, and end customers through its network of retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Wall2Floor: Microcemento and cementitious/epoxy finishes for horizontal and vertical surfaces
• MATmotion
• Texture&More
• Archi+
• Antiche Patine
• Stencil & Patterns
• Contract Floorings
• Wall2Floor Terrazzo

Products and services

• MATmotion Comprehensive line of water-based interior paints and enamels including flat, eggshell, and specialty finishes characterized by low VOC emissions, formaldehyde-free formulations, and Indoor Air Quality A+ classification. Includes MATmotion SilverCare antibacterial version with silver ion technology.
• Wall2Floor System Multi-layer mineral continuous coating system for horizontal and vertical surfaces including microcement, cementitious, and epoxy finishes. Creates seamless joints for high-end residential, hospitality, and commercial architecture applications, including Wall2Floor Terrazzo variant with Murano glass crystals.
• Texture&More Collection Decorative texture collection created in collaboration with Studio Salaris and Novacolor Ambassadors, offering multidimensional wall texture experiences exploring universal textures from nature to mythology.
• Stencil & Patterns Wall stencil collections for decorative painting, including the Novacolor Stencil Collection by Melanie Royals (Royal Design Studio) and the Maximalism Stencil Collection by Antonio Manna featuring patterns such as Sense, Chaos, Extravagance, and Eclectic.
• Contract Floorings Smart flooring solutions for large-scale projects and domestic environments where surfaces need renewal without removing existing coverings.
• Wallpaper Collection Wallpaper collection including Karaba, Delhi, Huelva, Kansas, Fields, Barcelona, Nets, and the Be Your Home series for decorative wall coverings.
• CalceCruda Mineral Coatings Microporous mineral decorative coating based on lime and clay for interior and exterior surfaces. Contains purified clay, selected marbles, and natural sands. Capable of reducing ambient formaldehyde concentration (tested per ISO 16000-23). Includes CalceCruda Intonachino and CalceCruda Tinta a Stucco variants.
• Archi+ Lime Powder Coatings Lime-based powder coatings for interiors and exteriors including Archi+ Pietra (stone effect), Archi+ Pietra Intonaco (coarse grain), Archi+ Concrete (cement effect), Archi+ Tadelakt (Moroccan Tadelakt effect), Archi+ Big (coarse-grained render), and Archi+ Fondo (powder primer).
• Metallics Decorative Finishes Metallic effect decorative finishes for walls including gold, silver, and bronze metallic effects (such as Teodorico decorative lime render with metallic effects).
• Minerals Decorative Finishes Mineral-based decorative finishes including lime and stone effects such as Marmorino KS (satin-effect lime putty), Marmur Fine, Marmur Medio, Florenzia (glossy lime putty), and Mirror (extra glossy lime-based stucco).
• Oxidation Decorative Finishes Oxidized metal effect decorative finishes for walls replicating the appearance of naturally aged and patinated metal surfaces.
• Puro_titanium & VOC Free Mineral matte paint for interiors based on potassium polysilicate, odorless and free of biocides, VOCs, and formaldehyde. Contains sustainable biomass-derived binder certified REDcert2 and holds an Environmental Product Declaration (EPD).
• Professional Training Courses Professional training programs for applicators and industry professionals including on-site courses at San Marco Group facilities and LabForPro webinars for continuing education in decorative paint application techniques.

Quantifiable outcome

• Silver ion technology inhibits 99.9% of bacteria in painted surfaces
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• San Marco Group S.p.A.coreStrategic or Co-development PartnerNovacolor is a brand wholly owned by San Marco Group S.p.A., a major Italian paint and decorative coatings manufacturer. San Marco Group provides manufacturing, R&D capabilities, and corporate infrastructure. Headquarters located in Marcon (VE), Italy with production facility in Forlì (FC).
• Studio SalarisflagshipStrategic or Co-development PartnerCollaborative design partnership with Milan-based creative design studio Studio Salaris for the Texture&More collection. The collection represents cross-disciplinary design exploring universal textures from nature to mythology through alchemy, featuring ten Novacolor Ambassadors who interpret the studio's conceptual visions into decorative textures.
• Melanie RoyalsflagshipStrategic or Co-development PartnerAmerican designer and stencil art innovator Melanie Royals founded Royal Design Studio and created the exclusive Novacolor Stencil Collection. With over 20 years of experience, she developed the 'Extraordinary Stenciled Effects Program' featuring decorative techniques using stencils with enamels, stucco, and textures. Her patterns enable decorators to create surprising form combinations.
• Antonio MannaflagshipStrategic or Co-development PartnerItalian decorator and Master of Painting Antonio Manna created the Maximalism Stencil Collection for Novacolor featuring 4 innovative stencils: Sense, Chaos, Extravagance, and Eclectic. Known for bold experimentation with vibrant colors through layering techniques and original forms.
• Consorzio Promovetro di MuranoflagshipStrategic or Co-development PartnerPartnership with the Murano Glass Promotion Consortium for the Wall2Floor Terrazzo collection. The system features authentic Murano glass cotisso crystals and Carrara marble, creating a modern reinterpretation of traditional Venetian terrazzo flooring using centuries-old Muranese glassmaking craftsmanship.

Scale indicators2 records

Expansion highlights5 records

Direct peers

• Farrow & Ball: UK-based premium decorative paint brand with a comparable positioning to Novacolor — designer-driven color palettes, lime-based and water-based formulations, and a global network of showrooms and authorized stockists serving architects, interior designers, and high-end residential customers.
• Tierrafino: Dutch manufacturer of clay plasters, lime finishes, and natural decorative coatings for interiors. Closely comparable to Novacolor's CalceCruda and Archi+ ranges in terms of natural/mineral formulation philosophy, sustainability narrative, and specialist applicator channel.
• BEECK: German manufacturer of mineral paints, silicate plasters, and lime coatings for heritage and contemporary architecture. Directly comparable to Novacolor on mineral/lime-based formulation chemistry, sustainability positioning, and architectural specification channels.
• Ressource Peintures: French premium decorative paint brand with designer color collections and a strong network of in-store color consultants. Comparable to Novacolor on premium positioning, designer collaborations, and architectural specification in the French and broader European market.
• Annie Sloan: UK-based decorative paint brand famous for chalk paint and decorative effects, with a global network of stockists and a strong DIY/designer following. Comparable to Novacolor on decorative-effect positioning and stockist-channel distribution, though oriented toward a more consumer/DIY audience.
• Keim: German specialist in mineral silicate paints and lime-based decorative finishes — the closest direct competitor to Novacolor's Archi+ and CalceCruda mineral ranges. Both serve architectural specification markets with comparable low-VOC, breathable mineral coatings sold through specialist dealers.

Broad incumbents

• Sikkens (AkzoNobel): Premium wood and architectural coatings brand within AkzoNobel. Comparable to Novacolor on premium architectural specification channels and dealer relationships across Europe, though operating at significantly larger scale across a broader product portfolio.
• Benjamin Moore: North American premium architectural paint brand with an independent-dealer network model similar in spirit to Novacolor's. Comparable on premium positioning and designer-driven color collections, though much larger scale and primarily serving the US specification market.
• Caparol: German architectural coatings brand of DAW Group, offering a wide range of interior paints, plasters, and façade systems including mineral and silicate lines. A broader incumbent whose premium decorative and specialty plaster ranges overlap with Novacolor's portfolio at larger scale.

Others

• San Marco (brand): Flagship brand of Novacolor's parent San Marco Group S.p.A. — Italian decorative and architectural paint manufacturer serving a similar customer base (architects, applicators, distributors) with a broader, more volume-oriented product range. Sister brand within the same parent, providing useful comparison for portfolio positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance7 records

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 Novacolor