What Rhino Shield does

Rhino Shield is a U.S. manufacturer of ceramic elastomeric exterior wall and roof coatings, operating as a brand under privately held AmCoat Industrial, LLC (Florida-domiciled, founded 2000 and the parent company of the Floor Shield concrete coating brand). The coating system combines an acrylic-urethane-elastomeric formulation with 3M-manufactured ceramic microspheres, applied at 8-10 mils — 8-10× the thickness of conventional paint — with 79% solids content, ASTM E84 Class A fire rating, adhesion up to 709 PSI, and elongation up to 495%. The product portfolio includes substrate-specific primers (adhesive, elastomeric, cement board, rust-inhibiting), multiple top coats (Original, Soft Wood, Railings and Columns, Ceramic Enamel), Super Shield roof coatings, the Nature's Cote interior line, and a 25-year non-prorated transferable warranty on residential applications.

The company's products are sold exclusively through a nationwide network of independent dealer contractors who hold exclusive territorial rights and provide marketing, sales, and installation services. Dealers earn gross margins exceeding 55% and net margins of 15-20% on average residential tickets of $13,000-$18,000. End-market segments span residential homeowners, commercial buildings (apartments, condominiums, hotels, warehouses), industrial facilities, government and military projects aligned with new Unified Facilities Criteria, and historic preservation. Dealer startup investment ranges $50,000-$75,000 with no ongoing royalty fees, distinguishing the model from conventional franchising while preserving exclusivity and brand control.

Since its May 2022 acquisition by private equity firm One In A Row Ventures, LLC, AmCoat has invested in rebranding, dealer network expansion into new U.S. geographies, product reformulation, and a vertical push into government/military work. Reported parent-level growth exceeded 16% in 2023 versus 2022, and Q1 2023 growth exceeded 21% year-on-year. The company has installed its product in 75,000+ homes and buildings across the U.S. and select international markets.

Name

Rhino Shield

Legal name

AmCoat Industrial, LLC

Website

https://rhinoshield.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Rhino Shield is a U.S. manufacturer of ceramic elastomeric exterior wall and roof coatings, sold exclusively through a nationwide exclusive-territory network of independent dealer contractors. It serves residential, commercial, industrial, and government/military end-markets, with a 25-year transferable warranty.

Ownership category

akta.pro rank

Product category

Architectural and Industrial Coatings

NAICS

Paint and Coating Manufacturing (32551), Paint, Coating, and Adhesive Manufacturing (3255)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Adhesives & Sealants (2891)

akta.pro primary industry

Industrial & Protective Coatings (IMAEAGAB)

akta.pro secondary industries

Industrial Protective Coatings (IMAEAHAB), Industrial Protective Coatings (Steel/Concrete/Equipment) (IMAIAKAB)

Keywords

• Ceramic elastomeric coatings
• Exterior wall coatings
• Roof coating systems
• Industrial protective coatings
• Residential painting services

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ceramic Elastomeric Coating Products: Rhino Shield generates revenue through the sale of its ceramic elastomeric coating products (primers, top coats, specialty products) to its network of independent dealer contractors who then market, sell, and install the products to end customers.
2. Dealer Network Revenue: Dealers earn revenue by marketing, selling, and installing Rhino Shield products in their exclusive territories. The premium pricing of Rhino Shield (2-2.5x traditional paint) allows dealers to achieve gross margins exceeding 55% and net profit margins of 15-20%.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Rhino Shield manufactures and distributes ceramic elastomeric exterior wall and roof coatings applied 8-10 times thicker than conventional paint. Products include a three-layer coating system of substrate-specific primers, ceramic elastomeric top coats, and roof coatings, all backed by a 25-year non-prorated transferable warranty. The coatings are sold exclusively through a nationwide network of independent dealer contractors who market, sell, and install the products for residential, commercial, industrial, and government applications.

Product overview

Rhino Shield is a ceramic elastomeric coating system for exterior wall and roof protection, distributed exclusively through a nationwide network of certified dealer contractors. The product portfolio includes a comprehensive three-layer coating system: specialized primers (Adhesive Primer, Elastomeric Primer, Cement Board Primer, Rust Bond Primer) that prepare various substrates; ceramic elastomeric top coats (Original Elastomeric, Soft Wood Elastomeric, Railings and Columns Elastomeric, Ceramic Enamel) that provide the main protective and decorative layer; and Super Shield Elastomeric Roof Coatings for roofing applications. The company also offers Nature's Cote as an indoor paint product. Applied 8-10 times thicker than conventional paint (8-10 mils vs 1-2 mils), the system is backed by a 25-year transferable, non-prorated warranty for residential applications. Rhino Shield products are manufactured by AmCoat Industrial and are available exclusively through authorized dealers across the United States.

Differentiator

Problem solved

Functional benefit

Brands

• Floor Shield: 100 percent polyaspartic concrete floor coating with rapid curing at wide range of surface temperatures, bubble-free surfaces, high temperature and abrasion resistance, and high solids content for low to no VOCs during application.
• Nature's Cote

Products and services

• Rhino Shield Adhesive Primer A primer coat designed to create strong adhesion between the substrate and subsequent coating layers for residential and commercial exterior surfaces.
• Rhino Shield Elastomeric Primer A flexible primer formulation designed to move with natural wall movement while providing superior adhesion across diverse substrates.
• Rhino Shield Cement Board Primer A specialized primer formulated specifically for cement board substrates.
• Original Elastomeric Top Coat The flagship ceramic elastomeric wall coating providing long-lasting protection, UV resistance, and weatherproofing for standard residential and commercial applications.
• Soft Wood Elastomeric Top Coat A specialized elastomeric formulation designed for application on softer wood substrates, allowing greater flexibility on materials that expand and contract significantly.
• Railings and Columns Elastomeric Top Coat A top coat formulation optimized for railings and columns, providing enhanced durability for detailed architectural elements.
• Ceramic Enamel Top Coat A ceramic-infused enamel coating providing additional hardness and resistance for high-wear surfaces.
• Super Shield Elastomeric Roof Coatings Elastomeric coating systems specifically formulated for roof applications, providing waterproofing and UV protection for roofing substrates.
• Nature's Cote Ceramic Indoor Paint A ceramic-enhanced interior paint product bringing the company's ceramic technology to indoor applications.
• Rhino Rust Bond Primer Coat A rust-inhibiting primer coat designed for industrial applications requiring corrosion protection on metal surfaces.

Quantifiable outcome

• 25-year warranty vs. 5-7 years for traditional paint
• +7 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• 3McoreTechnology or Integration3M manufactures the ceramic microspheres used in Rhino Shield's coating formula. These microspheres are a key component contributing to the product's durability, thermal barrier properties, and UV reflectivity.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Tex-Cote: Tex-Cote is a direct competitor offering premium exterior elastomeric and ceramic-based wall coatings marketed through dealer/applicator networks. Product positioning, target customers (residential, commercial, institutional), and 10+ year warranty structure closely mirror Rhino Shield's value proposition.

Broad incumbents

• Rust-Oleum: Rust-Oleum is a major consumer and industrial coatings brand including specialty protective and elastomeric products. It overlaps with Rhino Shield's industrial coating and rust-inhibitor product lines (e.g., Rust Bond Primer).
• Behr Paint Company: Behr is a leading premium interior/exterior paint brand distributed primarily through The Home Depot. Its broad retail footprint and premium positioning make it a competitor in the residential repaint segment Rhino Shield targets.
• PPG Industries: PPG is a global paints, coatings, and specialty materials manufacturer with both architectural (residential/commercial paint) and industrial protective coatings lines. It competes in many of the same end markets with broader portfolios and global R&D resources.
• Benjamin Moore: Benjamin Moore is a premium architectural paint brand distributed through independent dealers (similar channel strategy to Rhino Shield). It competes primarily in higher-end residential repaint and new-build markets where Rhino Shield also sells.
• Sherwin-Williams: Sherwin-Williams is the largest U.S. paints and coatings company with deep contractor and DIY distribution. While not a direct ceramic-elastomeric specialist, it competes across Rhino Shield's residential and commercial segments with comparable or longer-track-record products.
• Hempel: Hempel is a global supplier of industrial and decorative coatings with strong presence in protective, marine, and infrastructure applications. Comparable to Rhino Shield on industrial/protective coating chemistry and government/spec-driven end markets.
• AkzoNobel: AkzoNobel is a global paints and coatings major (Dulux, International, Sikkens brands). Its protective coatings and architectural paint units overlap with Rhino Shield's exterior coatings and commercial/industrial end markets.
• Carboline: Carboline is a specialty industrial protective coatings manufacturer serving infrastructure, oil & gas, marine, and government. It is most comparable to Rhino Shield's industrial and government segments (UFC compliance, high-performance epoxies/urethanes).

Emerging players

• Gaco: Gaco is a U.S. manufacturer of silicone and elastomeric roof coatings plus waterproofing systems. It overlaps with Rhino Shield's Super Shield elastomeric roof coating line on product chemistry, contractor channel, and roof restoration use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RhinoShield
• Xx.com/itsnotpaint

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Rhino Shield