What Laurentide Paint does

Laurentide Paint (Peinture Laurentide), a subsidiary of Société Laurentide Inc., is a third-generation Quebec family-owned manufacturer of architectural and industrial paints founded in 1950 in Shawinigan and now operating across four plants in Quebec and New Brunswick with over 200 employees. The company produces a multi-brand architectural portfolio under its own trademarks (Laurentide Paint, YÙ, ARMURA, X-PRO, Durotone, Prime3, MIX & MATCH) plus the Boomerang line of 100% post-consumer-recycled eco-friendly paints, and operates an Industrial Division supplying AAMA 615/625-compliant coatings (URAQUA+, INNOCRYL) and custom formulations to manufacturers of doors, windows, exterior cladding, and steel structures.

Revenue is generated through five streams: consumer and contractor retail sales of branded architectural paints, private-label and national-brand manufacturing for major Canadian retail banners (covering formulation, labelling, distribution, and marketing), industrial coatings sold in formats from 3.78 L up to 1,000 L and bulk tanker, sales of certified eco-friendly Boomerang products (EPD, UL GREENGUARD, UL Canada, ICI on recycle Level 3), and export sales to international partners including emerging markets. Distribution is omnichannel: a 'Become a Retailer' partner program with exclusive colour displays, a dedicated industrial B2B sales team, and direct sales contacts for export and large-format orders. The company differentiates itself through proprietary post-consumer paint recycling technology (via subsidiary Laurentide Environnement), the largest paint research laboratory east of Canada, custom formulation R&D, the NCS Colour System (2,050 colours) with digital tools (Colourpin, NCS+), and a 75-year heritage of Canadian manufacturing with Made Here and Products of Québec certifications.

Name

Laurentide Paint

Legal name

Société Laurentide Inc.

Website

https://peinturelaurentide.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

51–100 employees

Short description

Laurentide Paint is a third-generation Quebec family-owned manufacturer of architectural and industrial paints, producing branded consumer coatings, the Boomerang eco-friendly recycled line, private-label retail paints, and AAMA-compliant industrial coatings across four plants in Quebec and New Brunswick.

Ownership category

akta.pro rank

Product category

Paint and coatings manufacturing

NAICS

Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Architectural & Decorative Paints (IMADAKAA)

Keywords

• Architectural paint manufacturing
• Industrial coating solutions
• Private label paint manufacturing
• Eco-friendly recycled paint
• Post-consumer paint recovery

Headquarters

HQ city

Shawinigan-sud

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Architectural Paint Manufacturing and Sales: Laurentide Paint manufactures and sells architectural paints to consumers, contractors, and professionals through retail channels. Product lines include Laurentide Paint, YÙ, ARMURA, X-PRO, Durotone, Prime3, MIX & MATCH, and specialty products (TOP Metal Protection, wood stains, road marking paint, sports field marking paint, fence/barn paint). Revenue is generated through one-time product sales at various price points across interior, exterior, and specialty categories.
2. Private-Label Paint Manufacturing: Laurentide Paint manufactures exclusive paint lines for private brands, including manufacturing, labelling, distribution, and marketing services for large retail banners. This is a significant revenue stream involving custom formulation and branding for major Canadian retailers.
3. Industrial Coating Solutions: Industrial division provides high-performance coatings to manufacturers of doors, windows, exterior siding, and steel structures. Products are available in multiple formats (3.78 L, 18.9 L, 1,000 L, bulk tanker) and are tailored to manufacturing client specifications. Includes URAQUA+, INNOCRYL, and custom solutions.
4. Eco-Friendly and Recycled Paint Products: Boomerang line of 100% eco-friendly paints made from post-consumer recycled paint components. Revenue from the Boomerang brand and derivative products, which command premium positioning due to environmental certifications (EPD, UL Canada, 'ICI on recycle' Level 3).
5. Export and International Sales: Export sales to emerging markets with large-format containers (200 L or 1,000 L) for industrial, institutional, or large-scale distribution needs. International presence for over 30 years supporting international partners with tailored, reliable, and cost-effective paint solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Laurentide Paint manufactures and supplies architectural and industrial paint products from four plants in Quebec and New Brunswick. It sells a consumer-facing branded portfolio (Laurentide Paint, YÙ, ARMURA, X-PRO, Durotone, Prime3, MIX & MATCH), the Boomerang 100%-recycled eco-friendly line, and specialty products (wood stains, road and sports-field marking paints, anti-rust coatings). Through its Industrial Division it supplies high-performance coatings (URAQUA+, INNOCRYL) and custom formulations to manufacturers of doors, windows, exterior cladding and steel structures.

Product overview

Laurentide Paint is a third-generation Quebec-based manufacturer offering a comprehensive portfolio of architectural and industrial paints. The product line spans three main categories: (1) Consumer architectural paints including Laurentide Paint, Yù, ARMURA, Durotone, X-PRO, Prime3 primer, and MIX & MATCH color collection; (2) Eco-friendly Boomerang line including interior paint, PLUS variants for kitchen/bath/tint base, anti-rust, exterior wood stain, and concrete maintenance products; (3) Specialty products including wood/concrete paint, TOP Metal Protection, Innodeck wood stain, and road/sports field marking paints. The Industrial Division provides URAQUA+, INNOCRYL, and Custom Solutions for manufacturers in doors/windows, exterior cladding, and specialized sectors, all meeting AAMA standards. Products are manufactured in Canada with a focus on sustainable development and circular economy principles through post-consumer paint recovery.

Differentiator

Problem solved

Functional benefit

Brands

• Boomerang: 100% eco-friendly paint made from recycled post-consumer paint components, with velvety felt finish and low VOCs
• Boomerang PLUS
• YÙ
• ARMURA
• X-PRO
• MIX & MATCH
• Durotone
• Prime3
• URAQUA+
• INNOCRYL
• Laurentide Custom Solutions

Products and services

• Laurentide Paint (interior 100% acrylic latex, 2-in-1 paint and primer) Superior quality 100% acrylic latex interior paint with a 2-in-1 paint and primer formula, super adherent, durable, highly washable finish with excellent coverage and easy application for residential and professional use.
• YÙ (advanced interior-exterior acrylic paint) Advanced superior quality interior-exterior acrylic paint that is ultra washable and scrub-resistant in all finishes, with very high opacity, excellent coverage and mould resistance.
• ARMURA (high-traffic scuff-resistant interior paint) High-performance scuff-resistant interior paint using advanced technology designed for high-traffic areas and demanding environments such as schools, hospitals, offices, corridors, hotels and retail spaces.
• Durotone (interior paint, high hiding power) Interior paint with easy application, excellent hiding power and coverage of 2,700 square feet per unit.
• X-PRO (professional 2-in-1 acrylic spray paint) Professional-grade 2-in-1 acrylic paint designed for spray gun application, ideal for commercial, institutional and residential work on new or previously painted surfaces.
• Prime3 Universal Primer-Sealer Universal interior/exterior primer that is super-adherent and multi-surface (gypsum, woodwork, masonry, concrete), seals and prepares surfaces for a perfect finish with easy application and minimal odor.
• MIX & MATCH colour collection Exclusive ready-to-paint colour collection whose palette is designed to blend seamlessly for perfect design in any room.
• Boomerang 100% Eco-friendly Paint Washable acrylic latex paint with velvety felt finish, 100% recycled with 4x less GHG than traditional products, low VOCs, EPD certified and 'Ici on recycle' Level 3 certified.
• Boomerang PLUS Kitchen and Bath 100% eco-friendly pearl finish latex paint with mildew resistance for kitchens, bathrooms, laundry rooms and basements, with advanced stain-resistant formula for easy surface cleaning.
• Boomerang Anti-rust 100% eco-friendly paint that penetrates rust and delays its proliferation, suitable for garden furniture, metal fences, ornamental iron, metal roofing and agricultural parts.
• Boomerang Exterior Hybrid Wood Stain 100% eco-friendly semi-transparent exterior wood stain with urethane-reinforced hybrid formula and UV absorbers for protection against sun rays; available in 5 stain colours.
• Boomerang Concrete Maintenance 100% eco-friendly exterior graffiti paint with graffiti protection; fast drying (ready in 4h, touch dry after 1h).
• TOP Metal Protection (anti-rust paint) Anti-rust paint for ferrous and non-ferrous metals (metal, steel, iron, sheet metal, aluminium, copper) that stops rust build-up instantly; available in 13 ready-to-paint colours.
• Innodeck Exterior Wood Stain Semi-transparent exterior wood stain designed to protect and enhance decks, fences and siding with weather resistance and easy maintenance; available in 6 rich natural colours.
• Water-based Road Marking Paint Single-coat water-based road marking paint for asphalt, gravel or concrete with 20-minute drying time; available in 5 colours (white, yellow, red, green, blue) in 3.78 L and 18.9 L sizes.
• Water-based Sports Fields Marking Paint Paint for marking fields, playgrounds or artistic illustrations for temporary tracing; available in 3 colours (white, red, blue).
• URAQUA+ Industrial Coating System High-performance coating engineered for Canadian climates, designed for the doors and windows industry, with low VOC content, high durability and premium finish; compatible with PVC, wood, fibreglass and pre-painted metals and meeting AAMA 615 and 625 standards.
• INNOCRYL Industrial Finishing Durable finishing product for exterior building cladding (wood, plastic, fibre cement, MDF) using high-performance resins and pigments for exceptional adhesion and weather/moisture/UV resistance; low-VOC formulation available in semi-transparent, two-tone or opaque finishes.
• Custom Industrial Paint Formulations Bespoke paint formulations designed by the R&D team for specific industrial challenges where off-the-shelf solutions fall short, are too expensive, or fail to meet environmental criteria; available in flexible formats including 3.78 L, 18.9 L, 200 L, 1,000 L and bulk tanker.
• Private-Label and National-Brand Paint Manufacturing Full-service private-label and national-brand paint manufacturing for major Canadian retail banners, covering formulation, labelling, distribution and marketing.

Quantifiable outcome

• 4x less GHG emissions compared to traditional paint products
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Société LaurentidecoreOthersLaurentide Paint is a subsidiary of Société Laurentide, the parent company. Société Laurentide operates four plants in Quebec and New Brunswick, employs over 200 people, and serves as the overarching corporate entity for Laurentide Paint and its subsidiaries including Laurentide Environnement (environmental recovery subsidiary). The relationship is parent-subsidiary with shared leadership (André Buisson serves as President and CEO of both entities).
• Éco-PeinturecoreStrategic or Co-development PartnerAndré Buisson, President of Laurentide Paint and Société Laurentide, is a founding member of Éco-Peinture and serves on its board of directors. Éco-Peinture is a key organization in establishing Quebec's collective paint recovery and recycling system. This represents a core strategic partnership in the company's environmental mission and the broader industry shift toward circular economy practices.
• Laurentide EnvironnementcoreStrategic or Co-development PartnerLaurentide Environnement is a wholly-owned subsidiary of Société Laurentide, dedicated to end-of-life product recovery and concrete implementation of circular economy principles. Created as a result of the company's commitment to valuing residual materials. Operates the post-consumer paint collection and recycling system that supplies raw materials for the Boomerang eco-friendly paint line.
• NCS (Natural Colour System)coreTechnology or IntegrationLaurentide Paint uses the world-renowned NCS Colour system, the number one colour tool for professionals. This partnership enables 2,050-colour selection, NCS Block Box, Colourpin device, and NCS+ mobile app integration. The NCS system ensures the highest colour quality on the market with precise and reliable colour standards and sales/marketing tools.
• Major Canadian Retail BannerscoreChannel Partner/ Reseller/ DistributorLaurentide Paint develops and manufactures national and private-label paint lines for major Canadian retail banners. The company handles full-service manufacturing, labelling, distribution, and marketing for these partners. This represents a significant channel partnership covering the consumer market across Canada.
• Cité CréationminorOthersCité Création is the artist collective that created the Fresque des Québécois (1999) and the Fresque de Trois-Rivières (2009), two large-scale mural projects for which Laurentide Paint provided its paints. These partnerships demonstrate the durability and performance of the company's products in high-profile cultural heritage projects.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cloverdale Paint: Privately held Canadian paint manufacturer based in British Columbia with comparable product breadth across architectural and industrial coatings, private-label manufacturing for retailers, and similar mid-market positioning to Laurentide Paint.
• Kelly-Moore Paints: US-based privately held architectural and industrial paint manufacturer of comparable mid-market scale to Laurentide, with similar independent-dealer distribution model and architectural/industrial product mix.
• Sico (PPG): Major Canadian architectural paint brand owned by PPG Industries, directly competing with Laurentide's retail brands in the Canadian home-improvement channel and overlapping in private-label and architectural coatings.

Broad incumbents

• PPG Industries: Global paints and coatings manufacturer with strong architectural (Sico, Dulux Canada), industrial, and protective coatings franchises; overlaps with Laurentide's industrial AAMA-certified coatings and private-label offerings.
• Sherwin-Williams: Largest paint and coatings company in North America operating multiple retail brands (Sherwin-Williams, Dutch Boy, Krylon) and a major industrial coatings business; competes with Laurentide across architectural, industrial, and private-label categories.
• Benjamin Moore: Large North American architectural paint manufacturer owned by Berkshire Hathaway, competing with Laurentide in premium interior/exterior architectural paints and the independent retailer channel.
• Dulux (AkzoNobel): Global decorative paints brand owned by AkzoNobel with a Canadian presence; competes in the architectural coatings category and increasingly in low-VOC and sustainable paint segments that overlap with Boomerang.
• Behr Paint (Masco): One of the largest architectural paint brands in North America sold primarily through The Home Depot, representing a broad incumbent that competes with Laurentide for shelf space and private-label opportunities with major retailers.

Emerging players

• Recolor Paints: US-based manufacturer of recycled-content architectural paints competing directly with Laurentide's Boomerang line in the eco-friendly / circular-economy segment of the architectural coatings market.

Others

• Éco-Peinture: Quebec-based industry collective for post-consumer paint recovery and recycling in which Laurentide's president André Buisson is a founding board member; functions as both a partner and an industry-wide framework for circular-economy paint practices.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/peinturelaurentideinc
• LinkedInlinkedin.com/company/peinture-laurentide-paint

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors4 records

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 Laurentide Paint