Keim Mineral Coatings of America

What Keim Mineral Coatings of America does

Keim Mineral Coatings of America, Inc. is the US operating entity of KEIM, a German mineral silicate paint manufacturer with origins dating to 1878. Incorporated in North Carolina in 2007 and headquartered in Charlotte, the company sells a comprehensive portfolio of interior paints, exterior paints, mineral stains, limewash, clear protective finishes, concrete finishes, plasters, stuccos, and stone repair products — all built on potassium silicate and sol-silicate binder chemistry that forms permanent covalent chemical bonds with masonry, concrete, stone, and plaster substrates through silicification. This differentiates KEIM from conventional latex/acrylic paints, which mechanically adhere to surfaces and are prone to peeling, flaking, and fading on mineral substrates. Proprietary extensions include photocatalytic formulations (Ecosil ME, SOLDALIT ME) that break down VOCs under light, IR-reflective pigments (SOLDALIT Coolit) that reduce heat gain by 46%, and a TiO2-free formulation (SOLDALIT ARTE) for historic preservation.

The company sells to architects and specifiers, professional contractors, historic preservation professionals, commercial property owners, institutional buyers (museums, hospitals, schools, churches), residential homeowners, and muralists. Pricing is unit-based (per gallon/pail) through a multi-channel model combining territory-based regional sales representatives, a partner distributor network across all 50 US states, Canada, and the Caribbean, and dual e-commerce storefronts for commercial and residential customers. Revenue is generated primarily from one-time product sales rather than recurring contracts. KEIM holds Cradle to Cradle Gold Material Health certification on 85% of products, UL Greenguard Gold, Natureplus (first paint producer certified, 1983), EPD, and LEED-compliant documentation, plus a Class A fire rating (flame spread index 0, smoke-developed <5) and a 20-year fade guarantee — making it a specification-grade alternative to commodity architectural coatings. Notable projects include the US Capitol Building, Jupiter Inlet Lighthouse, National Veterans Memorial and Museum, Walt Disney World Swan Reserve Hotel, and Zayed International Airport. The company is privately held with no disclosed institutional ownership, led by CEO Bill Isenhart, CFO Don Smith, COO Paul Polheber, and VP of Sales Steve Slack, and grew headcount to 251–500 with a 2019 facility expansion to accommodate ongoing growth.

Name

Keim Mineral Coatings of America

Legal name

Keim Mineral Coatings of America, Inc.

Website

https://keim-usa.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

Keim Mineral Coatings of America is the US subsidiary of the 140-year-old German KEIM brand, manufacturing mineral silicate paints, stains, and building-protection systems that chemically bond to masonry, concrete, and stone. It serves architects, contractors, preservation professionals, institutional buyers, and homeowners across all 50 US states, Canada, and the Caribbean through regional sales reps, distributors, and e-commerce.

Ownership category

akta.pro rank

Product category

Architectural Coatings

NAICS

Paint and Coating Manufacturing (32551), Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Architectural & Decorative Coatings (IMAEAGAA)

akta.pro secondary industries

Specialty & Functional Coatings (Anti-microbial/Anti-slip/Insulating) (IMAIAKAM), Industrial & Protective Coatings (IMAEAGAB)

Keywords

• Mineral silicate paints
• Architectural coatings
• Historic restoration finishes
• Limewash coatings
• Concrete protective stains

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Mineral Paint and Stain Products: Direct product sales of mineral silicate paints, stains, primers, limewash, clear protective finishes, and accessories. Products sold through webstore, distributors, and direct sales representatives. Revenue generated from interior paints (Innostar, Innopro, Ecosil ME), exterior paints (Soldalit, Granital, Concretal), stains (Concretal Lasur, Restauro Lasur, Design Lasur), limewash products, clear protectors, and plasters/stucco systems.
2. Color Collections and Samples: Sales of color swatches, color fan decks, and color cards for specification confidence. Premium color collections including Exclusiv (275 colors), Avantgarde, Rare Mineral Colors, Modern Desert, Naturstein, Monochrometone, Metallic, Colorwash, and Limewash collections.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

Keim Mineral Coatings of America manufactures and distributes mineral silicate-based architectural coatings, including paints, stains, primers, limewash finishes, clear protective sealers, and plaster/stucco systems. The company sells through an enterprise field sales force serving commercial, institutional, and historic preservation projects, and through a separate residential webstore serving homeowners and prosumers across the U.S., Canada, and the Caribbean.

Product overview

Keim Mineral Coatings of America offers a comprehensive portfolio of mineral silicate-based paints, stains, and building protection systems. The portfolio spans multiple product categories including: Interior Paints (INNOSTAR, INNOPRO, ECOSIL ME, COLOR WASH, ROMANIT), Exterior Mineral Paints (SOLDALIT family with variants ME, ARTE, COOLIT; GRANITAL, CONCRETAL family including W, PRO, BLACK), Mineral Transparent Stains (CONCRETAL LASUR, DESIGN LASUR, RESTAURO LASUR, DESIGN METALLIC), Lime Paints (EUROPEAN LIMEWASH, ROMANIT), Clear Protective Finishes (FIXATIVE, SILAN 100, PSS 20, FACEAL OLEO HD/WET LOOK), Concrete Repair Products, Stone Repair Mortars, Plaster and Stucco Systems, and Wood Stains. All products are based on mineral silicate chemistry that forms covalent chemical bonds with masonry substrates for permanent adhesion.

Differentiator

Problem solved

Functional benefit

Products and services

• Mineral Silicate Paints (Keim Soldalit, Granital, Royalan) Premium interior and exterior mineral silicate paints that chemically bond with mineral substrates, delivering 50+ year service life, exceptional UV/IR stability, vapor permeability, and incombustibility for commercial, institutional, and historic projects.
• SOLDALIT ARTE Sol-silicate paint formulated for muralists, fine artists, and designers requiring a permanent, lightfast, breathable finish in a broad color palette.
• IR Reflective Pigments Specialty IR-reflective pigments integrated into Keim coatings to reduce heat absorption on building exteriors and enhance long-term color stability.
• Complete Color Collection and 2018 Architectural Color Collection Curated architectural color palettes and the full Keim color range, available across the paint and stain product lines for specification by architects and designers.
• Keim Mineral Primer Mineral silicate primer that prepares mineral substrates for Keim topcoat paints, ensuring chemical bonding and long-term performance.
• Romanit Limewash Traditional limewash finish sold through the residential webstore for homeowners and prosumers seeking natural interior and exterior finishes.
• European Limewash European-style limewash finish suitable for interior and exterior masonry, providing a traditional mineral finish with high vapor permeability.
• Concretal Lasur Translucent mineral stain (Lasur) for concrete and fair-faced concrete surfaces, providing color and protection while preserving the concrete's natural texture.
• Restauro Lasur Translucent mineral lasur formulated for the restoration and preservation of historic masonry, stone, and plaster surfaces.
• Design Lasur Decorative translucent lasur used by designers and finishers to create layered color effects on interior and exterior mineral surfaces.
• Contact Plus Primer Bonding primer used to prepare non-mineral or previously painted substrates for Keim silicate topcoats, enabling mineral silicate performance on challenging surfaces.
• Contact Plus Grob Coarse-textured bonding primer used to prepare rough, repaired, or uneven substrates for Keim silicate topcoats.
• Silan-100 Clear Protective Finish Silane-based clear water-repellent protective finish that provides hydrophobic protection for mineral substrates without trapping moisture.
• Matte Flat Sealer Matte flat clear sealer providing a low-sheen protective finish for Keim interior paint systems.
• Keim Nature Plus and Interior Paints (Residential Line) Residential-grade mineral silicate interior and exterior paints (including Nature Plus) sold through the residential webstore to homeowners, prosumers, and residential painters.

Quantifiable outcome

• 46% reduction in heat gain compared to similar colored acrylic painted surfaces (Soldalit Coolit with dark colors)
• +5 more outcomes

Named customers26 records

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators5 records

Recent moves8 records

Expansion highlights3 records

Broad incumbents

• Keim Farben (KEIM Group): The original European parent entity of the KEIM mineral silicate paint brand (founded 1878 in Germany). Provides the underlying technology, formulation, and 140+ years of R&D that the US subsidiary commercializes, making it the closest direct technology lineage peer.
• Sherwin-Williams: Largest US architectural coatings incumbent with extensive contractor relationships, retail distribution, and a growing sustainable/low-VOC product portfolio (e.g., Emerald, Duration). Sets the price-performance benchmark that KEIM's premium positioning must justify.
• Benjamin Moore: Premium architectural paint brand widely specified by architects in the US. Competes with KEIM in the architect/specifier channel and offers low-VOC lines (Natura, Eco Spec) that overlap with KEIM's health-and-sustainability positioning.
• PPG Industries: Global coatings major with architectural, industrial, and specialty paint lines including low-VOC and sustainable formulations. PPG's scale in commercial and institutional channels makes it a key competitive threat as the sustainable coatings category matures.
• Behr Paint: Mass-market architectural paint brand (Masco subsidiary) with strong retail presence at Home Depot. Provides the value-tier benchmark against which KEIM's premium mineral silicate positioning must differentiate, particularly in residential repaint cycles.

Direct peers

• BEECK Mineral Paints: Direct competitor in pure mineral silicate paints. BEECK offers potassium-silicate-based interior and exterior paints, stains, and historic preservation coatings across Europe and North America, serving the same architect/contractor specification segments as KEIM.
• Romabio Paints: Direct competitor in mineral/lime-based paints with strong US residential and historic-preservation focus. Romabio Classico Limewash and Bio-Dolomite paints target the same DIY homeowner and contractor segments as KEIM's Romanit, European Limewash, and Soldalit lines.

Emerging players

• Farrow & Ball: Premium designer paint brand with strong architect/designer following and heritage color positioning. While not mineral-silicate chemistry, it competes for the same premium specification and high-end residential design dollars that KEIM targets with its color collections and Innostar line.
• Earthborn Paints: Eco-friendly paint brand offering clay-based, natural, and low-VOC interior paints across Europe. Competes with KEIM in the health-conscious residential and architectural specification segments where natural-material credentials drive specification.
• AURO Pflanzenchemie: German natural-paint manufacturer producing plant- and mineral-based interior finishes with strong Natureplus and eco-certifications. Competes with KEIM in the European natural-buildings specification channel with overlapping sustainability positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/keiminc
• Facebookfacebook.com/mineralpaints
• LinkedInlinkedin.com/company/keim-mineral-coatings-of-america-inc
• Instagraminstagram.com/keim_usa
• Pinterestpinterest.de/KEIM_USA

Compliance7 records

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 Keim Mineral Coatings of America