Custom Finishes
Custom Finishes is a privately held auto body and refinishing shop in Franksville, Wisconsin, serving commercial fleets, municipalities, and insurance-driven collision customers across Southeast Wisconsin and Northeast Illinois with body work, paint, sandblasting, and vinyl graphics services.
- Company typePrivate
- Founded1990
- HeadquartersFranksville, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Custom Finishes does
Custom Finishes Inc. is a privately held auto body and refinishing company founded in 1990 by Gary Bathe and headquartered in Franksville, Wisconsin, on I-94 between Milwaukee and Chicago. The company operates a single physical facility containing sandblasting equipment, body work stations, two full-sized (53-foot) paint booths, and an in-house graphics design and print shop. It targets three primary customer segments: commercial fleet operators with 1 to 1,000 vehicles, municipal governments (particularly fire departments and emergency vehicle fleets in Wisconsin and Illinois), and individual or fleet customers with insurance-covered collision claims. Services span collision repair, body work, fleet refinishing, custom paint jobs, sandblasting for corrosion removal, and vinyl graphics, vehicle wraps, decals, and signage design and installation.
The business runs on a quote-based, professional services revenue model with pay-as-you-go billing. Distribution is sales-led and relationship-driven: the company provides free on-site estimates within one business day, visits customer facilities for consultations, and offers complimentary vehicle pickup and delivery. Technology stack centers on the physical refinishing operation — two-shift operations, dual paint booths, and AdjustRite and Mitchell insurance estimation systems for claims processing — rather than software or digital platforms. The company has no disclosed institutional investors, no subsidiaries, and no parent company; it remains founder-owned after more than three decades of continuous operation.
Commercially, Custom Finishes positions itself as a one-stop-shop eliminating the need for customers to coordinate multiple vendors across sandblasting, body work, paint, and graphics. Its competitive differentiation rests on geographic positioning along a major trucking corridor, integrated in-house capabilities, rapid turnaround enabled by dual-shift operations, and 30 years of accumulated craft expertise. The company serves a regional Southeast Wisconsin / Northeast Illinois market, with limited public disclosure of financial performance, customer concentration, or growth trajectory.
Custom Finishes firmographics
Firmographics- Name
- Custom Finishes
- Legal name
- Custom Finishes Inc.
- Website
- https://custom-finishes.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Custom Finishes is a privately held auto body and refinishing shop in Franksville, Wisconsin, serving commercial fleets, municipalities, and insurance-driven collision customers across Southeast Wisconsin and Northeast Illinois with body work, paint, sandblasting, and vinyl graphics services.
- Ownership category
- akta.pro rank
Custom Finishes industry classification
Industry- Product category
- Commercial Auto Body and Fleet Refinishing Services
- NAICS
- Automotive Body, Paint, and Interior Repair and Maintenance (811121)
- akta.pro primary industry
- Collision Repair, Bodywork & Paint (Light-Duty) (TLAKAAAK)
- akta.pro secondary industry
- Paint & Refinishing Services (Spray, Color-Match, Clearcoat) (TLAKAEAC)
Keywords
Where Custom Finishes is headquartered
LocationHeadquarters
- HQ city
- Franksville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Custom Finishes business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Fleet and Vehicle Body Repair Services: One-time service revenue from collision repair, body work, and refinishing services for commercial fleets, municipalities, and individual vehicle owners. Services include box truck repairs, trailer repairs, frame painting, and parts painting.
- Custom Paint and Graphics Services: Revenue from custom paint jobs, vinyl graphics, vehicle wraps, decals, DOT numbers, stickers, and signs design, printing, and installation.
- Sandblasting and Surface Preparation: Surface preparation services using sandblasting to remove corrosion and prepare equipment for refinishing, often bundled with paint services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom Quote-Based Pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Custom Finishes product offering
Product offeringCore offering
Custom Finishes is a one-stop-shop auto body shop providing fleet and equipment refinishing, collision repair, custom paint jobs, sandblasting, vinyl graphics, and vehicle wrap services. It serves commercial fleets of 1 to 1000 vehicles, municipal governments, and individual vehicle owners from its collision facility in Franksville, WI, between Milwaukee and Chicago along I-94. Services are delivered through two-shift operations with two full-sized paint booths, complemented by free on-site estimates and complimentary vehicle pickup and delivery.
Product overview
Custom Finishes is a one-stop-shop fleet and vehicle services company offering a unified suite of body work, paint, and graphics services. The core portfolio includes Fleet and Vehicle Customizing (custom paint jobs and custom parts), Collision Work (collision repair with dual paint booths), Municipality Work (municipal vehicle paint and graphics), Insurance Claims (insurance repair with estimate systems), Vinyl Graphics and Vehicle Wraps (design, print, and installation), Body and Paint Services (sandblasting, refinishing, frame painting), and Box Truck and Trailer Repairs. Services span from box truck repairs to complete fleet rebranding, serving fleets of 1 to 1000 vehicles.
Differentiator
Problem solved
Functional benefit
Products and services
- Fleet and Vehicle Customizing Custom truck and fleet customization services including creative paint jobs, custom painted parts, and concept-to-completion project handling either in-house or in collaboration with clients. Targeted at commercial fleet owners and individual truck owners seeking bespoke vehicle appearance.
- Collision Work Truck and commercial vehicle collision repair services with 2 shifts and 2 full-sized paint booths to minimize vehicle downtime and restore damaged vehicles to as-new condition. Targeted at commercial fleet operators and individual vehicle owners post-accident.
- Municipality Work Truck and equipment paint and graphics services for municipalities, including emergency vehicles, with on-site consultation and quick turnaround. Targeted at Wisconsin and Illinois municipal governments operating fire apparatus, emergency vehicles, and public works equipment.
- Insurance Claims Insurance repair services using AdjustRite and Mitchell estimation systems to process insurance claims quickly and accurately, with structural repair expertise. Targeted at individual vehicle owners and fleet operators with insurance-covered collision damage.
- Vinyl Graphics and Vehicle Wraps Design, print, and installation of custom vinyl graphics, vehicle wraps, decals, DOT numbers, stickers, and signs for vehicle rebranding and customization. Targeted at commercial fleets, powersports dealers, and individual vehicle owners seeking custom branding or appearance changes.
- Body and Paint Services Body work, fleet refinishing, frame and parts painting, sandblasting to remove corrosion, and general vehicle repair services for fleets of 1 to 1000 vehicles. Targeted at commercial fleet operators and individual vehicle owners needing full body and paint restoration.
- Box Truck and Trailer Repairs Repair services for box trucks and trailers as part of the comprehensive body shop offerings. Targeted at commercial trucking operators needing structural and cosmetic repairs to box trucks and trailers.
Companies that use Custom Finishes
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Custom Finishes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
Custom Finishes partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- AdjustRitecoreAdjustRite provides cloud-based estimate writing systems used by Custom Finishes for insurance repair estimation. This integration enables accurate, efficient estimates that help ensure insurance claim processing is quick and smooth for customers.
- MitchellcoreMitchell provides industry-leading estimation systems used by Custom Finishes for writing insurance repair estimates. Combined with AdjustRite, these systems ensure estimates are done right the first time, streamlining the insurance claim process.
Scale indicators3 records
Recent moves4 records
Expansion highlights4 records
Custom Finishes competitors and assessment
Company assessmentBroad incumbents
- Gerber Collision & Glass: Gerber Collision & Glass is a large U.S. collision repair chain offering body work, paint, and glass services across multiple states. It is comparable to Custom Finishes in collision and refinishing services, with broader geographic footprint.
- Service King Collision: Service King Collision is a national collision repair chain operating hundreds of facilities across the U.S., offering insurance-direct repair and fleet services. It is comparable to Custom Finishes as a multi-site collision and refinishing provider.
- Crash Champions: Crash Champions is a top-3 U.S. collision repair chain serving insurance, fleet, and retail customers across multiple states. It directly overlaps Custom Finishes on collision, body, and paint services for light- and heavy-duty vehicles.
- Caliber Collision: Caliber Collision is the largest collision repair company in the U.S., operating over 1,800 locations nationwide. It offers collision repair and refinishing services for fleets, insurers, and individual vehicle owners, making it a broad incumbent competitor in the same core service category as Custom Finishes.
- Classic Collision: Classic Collision is a multi-site U.S. collision repair chain offering body, paint, and refinishing services for insurance, fleet, and individual customers. It is comparable to Custom Finishes in its collision repair service mix, with broader geographic reach.
Direct peers
- Maaco: Maaco is the largest franchised auto body and paint chain in North America, offering collision repair, painting, and refinishing services to consumers and commercial customers. It competes directly with Custom Finishes in the paint and refinishing category, with broader geographic reach.
- CARSTAR: CARSTAR is a North American franchise network of independently owned collision repair shops, providing body work, paint, and refinishing services. Its franchise model and service mix closely parallel Custom Finishes' offering.
- Fix Auto USA: Fix Auto USA is a franchise network of independently owned collision repair shops offering body, paint, and refinishing services through DRP relationships. It is comparable to Custom Finishes as a franchise/independent shop competitor in collision repair.
Regional players
- Ziebart: Ziebart is a franchise network specializing in vehicle appearance and protection services including paint protection, rustproofing, and detailing. While it overlaps with Custom Finishes in surface treatment and vehicle appearance, its primary focus is protection rather than collision repair.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Custom Finishes social profiles
Digital presenceCustom Finishes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Custom Finishes leadership team
Management profileNumber of profiles
Profiles1 record
Custom Finishes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Custom Finishes 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 Custom Finishes
What does Custom Finishes do?
Custom Finishes is a one-stop-shop auto body shop providing fleet and equipment refinishing, collision repair, custom paint jobs, sandblasting, vinyl graphics, and vehicle wrap services. It serves commercial fleets of 1 to 1000 vehicles, municipal governments, and individual vehicle owners from its collision facility in Franksville, WI, between Milwaukee and Chicago along I-94. Services are delivered through two-shift operations with two full-sized paint booths, complemented by free on-site estimates and complimentary vehicle pickup and delivery.
Is Custom Finishes a public or private company?
Custom Finishes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Custom Finishes founded?
Custom Finishes was founded in 1990. It employs 1 to 10 people.
Where is Custom Finishes based?
Custom Finishes is headquartered in Franksville, United States, in the North America region.
How does Custom Finishes make money?
Three revenue lines are on record. Fleet and Vehicle Body Repair Services are the primary driver. The others are custom Paint and Graphics Services and sandblasting and Surface Preparation.
Who are Custom Finishes's main competitors?
Broad incumbents on record are Gerber Collision & Glass, Service King Collision, Crash Champions, Caliber Collision and Classic Collision. Direct peers are Maaco, CARSTAR and Fix Auto USA. Ziebart is listed as a regional player.
Does Custom Finishes have an API?
No public API is recorded for Custom Finishes.
What industry is Custom Finishes in?
Custom Finishes's product category is Commercial Auto Body and Fleet Refinishing Services. Its primary akta.pro industry code is TLAKAAAK, Collision Repair, Bodywork & Paint (Light-Duty), with a secondary code of TLAKAEAC, Paint & Refinishing Services (Spray, Color-Match, Clearcoat). Its NAICS code is 811121.