What Leinertex does

Leinertex (legal entity Nova Rocha Indústria de Tintas LTDA) is a Brazilian paint and coatings manufacturer founded in 1977 in Goiânia by Sr. Antônio Abrantes and now led by the second generation of the Abrantes family. The company operates from a newly commissioned 80,000 m² industrial complex in Aparecida de Goiânia (GO) with installed production capacity of 120 million liters per year — roughly tripling its prior footprint — and runs distribution centers in Palmas (TO), Belém/Benevides (PA), and Itatiba (SP), supported by a fleet of 50+ trucks and 60+ sales representatives reaching thousands of retail points of sale and hundreds of construction company accounts across 15+ Brazilian states.

The portfolio is organized into four product tiers — Premium (Super Acrílica), Standard (Evolution), Economic (Vivacor), and Entry (Essence) — and is complemented by enamels, varnishes, primers, sealers, textures, waterproofing products, and decorative coatings (Revestimento Granulado, Revestimento Slim). The core technical asset is the proprietary LeinertexColor tintometric system, which dispenses across four base formulations to produce 2,000+ color options on demand at the point of sale. An in-house high-technology chemical laboratory supports quality control and formulation work, and the company holds ISO 9001, ABRAFATI PSQ, PBQP-H, and ABNT NBR certifications.

The business model is B2B-led and distribution-centric. Revenue is generated through (i) wholesale to thousands of independent paint retail stores (lojistas) that resell to end consumers via the tintometric system, (ii) direct sales to construction companies and developers (construtoras and incorporadoras) with custom-formulated products and dedicated account servicing, and (iii) branded end-consumer demand generation through content marketing, sports sponsorships (Goiás E.C., Remo E.C.), trade show participation (FEICON, Haus Decor), and the 2025 Pintor dos Sonhos Leinertex painter loyalty program in partnership with ABRAPP. Pricing is unit-based and tier-dependent, with packaging in 3.6L, 16L, 18L, and 25kg formats, and is not publicly disclosed. The company self-positions as the market leader in the Centro-Oeste and Norte regions and is actively expanding into the Sudeste and Nordeste regions.

Name

Leinertex

Legal name

Nova Rocha Indústria de Tintas LTDA

Website

https://leinertex.com.br

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

251–500 employees

Short description

Leinertex is a Brazilian paint and coatings manufacturer founded in 1977, producing architectural paints, enamels, varnishes, and decorative coatings across four product tiers from a new 120M-liter-capacity plant in Aparecida de Goiânia, distributing to thousands of retailers, construction firms, and painters across 15+ Brazilian states.

Ownership category

akta.pro rank

Headquarters

HQ city

Goiânia

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Paint and Coating Sales: Direct sales to paint retail stores (lojistas), construction companies (construtoras), and developers (incorporadoras) across Brazil. Products include acrylic paints, enamels, varnishes, textures, primers, sealers, renders, and floor paints. The primary revenue driver with thousands of retail outlets and hundreds of builder/developer accounts.
2. Consumer Retail Sales: Sales to end-consumers through a network of partner retail paint stores. Consumers can access the tintometric system to create custom colors. Products sold through store locator tool on the website.
3. Customized Product Sales: Custom-formulated products for large construction companies and developers, serviced by specialist sales representatives.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Leinertex is a Brazilian manufacturer and distributor of architectural paints and coatings, offering a multi-tier portfolio of acrylic paints, enamels, varnishes, textures, primers, sealers, waterproofing products, and wall coatings across Premium, Standard, Economic, and Entry-level lines. The company provides over 2,000 color options through its proprietary LeinertexColor tintometric system and distributes through a national B2B network of paint retailers, construction companies, and professional painters.

Product overview

Leinertex is a Brazilian paint and coatings manufacturer offering a comprehensive portfolio organized across multiple tiers: Premium line (Super Acrílica: Acetinada Toque Suave, Fosca, Semibrilho), Standard line (Evolution: Acrílico Fosco, Semibrilho), Economic line (Vivacor Acrílica and Vivacor Gesso & Dry Wall), and Entry-level (Essence Acrílica Fosca). Supporting products include primers (Primer Acrílico, Fundo Preparador de Paredes, Fundo Universal, Selador Acrílico Pigmentado), wall putties (Massa Corrida, Massa Acrílica, Base Corretiva), enamels (Esmalte Sintético Acetinado, Esmalte Sintético Fosco, Esmalte Base Água), varnishes (Verniz Copal, Verniz Marítimo, Verniz Restaurador, Liquibrilho), waterproofing (Telhas e Paredes Impermeabilizante), textures (Textura Projetada Linha Design, Textucril Rústico), and coatings (Revestimento Granulado, Revestimento Slim Micro-Rústico). The portfolio encompasses over 2,000 colors through the LeinertexColor tintometric system. The company operates B2B relationships with retailers, painters, architects, and builders.

Differentiator

Problem solved

Functional benefit

Brands

• Leinertex Color: A tintometric system that uses high-technology machinery to create thousands of color options for paints.
• Revestimento Slim
• Pintor dos Sonhos Leinertex

Products and services

• Super Acrílica Acetinada Toque Suave Premium acrylic paint with satin finish for interior and exterior use, featuring easy cleaning, excellent coverage, low odor and minimal spatter during application. Available in 3.6L and 16L packaging.
• Super Acrílica Fosca Premium acrylic paint with matte finish for interior and exterior use, featuring high coverage, super yield, easy cleaning, and excellent weathering resistance.
• Super Acrílica Semibrilho Premium acrylic paint with semi-gloss finish for interior and exterior use, featuring perfect shine, super coverage and yield, easy cleaning, and excellent elasticity.
• Evolution Acrílico Fosco Standard acrylic paint with matte finish for interior and exterior walls, featuring easy application, excellent wet and dry coverage, high weathering resistance, and elevated performance on facades.
• Evolution Acrílico Semibrilho Standard acrylic paint with semi-gloss finish for interior and exterior walls, featuring easy application, quick drying, great elasticity, washable with water and neutral soap, and excellent leveling and coverage.
• Vivacor Acrílica Economic acrylic paint with matte finish for interior surfaces including plaster, acrylic mass, wall putty, textures, concrete, blocks, fiber cement and gypsum. Features easy application, quick drying, and excellent wet and dry coverage.
• Vivacor Acrílica Gesso & Dry Wall Acrylic paint with matte finish specifically designed for direct application on gypsum without requiring primer, featuring high penetration power for excellent gypsum adhesion.
• Essence Acrílica Fosca Entry-level acrylic paint with matte finish, offering excellent yield and dry coverage for interior masonry painting with good adherence and spreading properties.
• Primer Acrílico Leveling base for correcting and uniformizing masonry surfaces to improve absorption of finish paint, with high agglutination and penetration power, ideal base for Revestimento Granulado.
• Massa Corrida Wall putty for correcting shallow imperfections with high filling power, for interior use with easy application and sanding, providing smooth finishes.
• Base Corretiva Interior and exterior use product with high filling power for correcting imperfections and leveling concrete surfaces, with composition that prevents cracks after drying.
• Selador Acrílico Pigmentado Pigmented acrylic sealer for correcting and uniformizing surfaces for finish absorption, improving yield and adherence of topcoat paint.
• Fundo Preparador de Paredes Wall preparation primer with high penetration power for preparing surfaces in poor condition (chalked, peeling, weak plaster) to receive finish coat.
• Fundo Universal Water-based multi-surface primer for protecting, promoting adhesion, uniformizing and finishing surfaces of galvanized, zinc, metal, wood, aluminum, masonry and PVC.
• Esmalte Sintético Acetinado Synthetic satin enamel with high quality standard, quick drying, high resistance, excellent coverage and great yield.
• Esmalte Base Água Acetinado Water-based enamel with low odor, quick drying and excellent finish, indicated for painting wood and metals.
• Verniz Copal Varnish with good yield and easy application, with bright finish for wood furniture and decorative wood in interior use.
• Verniz Marítimo Varnish with easy application, excellent adhesion and spreading, bright finish for maximum protection of doors, windows and decorative wood in exterior and interior environments.
• Liquibrilho Water-based varnish for application over interior matte surfaces providing semi-gloss finish, or as additive for gloss regulation of matte acrylic latex paints.
• Telhas e Paredes Impermeabilizante Waterproofing product for interior and exterior surfaces, offering high protection against small cracks, expansion movements, and rain with high water resistance and excellent durability.
• Textura Projetada Linha Design High-performance acrylic texture for application with projection equipment, water-repellent with high durability, providing customized high-relief decorative effect.
• Revestimento Acrílico Textura Textucril Water-based acrylic texture coating, water-repellent for high-relief textured finishes with multiple decorative effects; hides surface imperfections.
• Revestimento Acrílico Rústico Textucril Rustic acrylic texture coating with scratched effect in high relief, water-repellent with great consistency to disguise surface imperfections.
• Revestimento Granulado Granular effect finish coating ideal for projects requiring style and personalization, water-repellent with high resistance and protection. Launched in 2013 as a major sales success.
• Revestimento Slim Micro-Rústico Slim micro-rustic coating for internal environments providing rustic and sophisticated aesthetic with textured finish. Part of the Revestimento Slim product line available in Granulado and Micro-Rústico finishes.
• LeinertexColor Tintometric System Tintometric color system that uses high-technology machinery to create thousands of custom paint colors on demand. Operates with four tintometric bases (A, B, C, D) for different color families, mixed with concentrates at retail points of sale.

Quantifiable outcome

• Over 2,000 paint colors available through LeinertexColor tintometric system
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Goiás E.C.coreGTM or Marketing PartnerSports club sponsorship partnership. Leinertex sponsors Goiás E.C., one of the major soccer clubs in the Centro-Oeste region, to build brand awareness and loyalty among local consumers and painting professionals.
• Remo E.C.coreGTM or Marketing PartnerSports club sponsorship partnership. Leinertex sponsors Remo E.C., a major soccer club in Pará (Norte region), reinforcing brand presence in the Northern market.
• Associação Brasileira dos Pintores Profissionais (ABRAPP)coreStrategic or Co-development PartnerPartnership with ABRAPP (Brazilian Association of Professional Painters) to serve and support professional painters with training, product access, and the Pintor dos Sonhos Leinertex program.
• Jornal do PintorminorGTM or Marketing PartnerMedia partnership with Jornal do Pintor, a specialized publication for professional painters, providing editorial content and brand visibility among the target trade audience.
• Revista Show do PintorminorGTM or Marketing PartnerMedia partnership with Revista Show do Pintor, a magazine for professional painters, to reach painting trade professionals with product information and brand messaging.
• Mestre do AcabamentominorGTM or Marketing PartnerMedia partnership with Mestre do Acabamento, a channel and platform focused on finishing techniques and materials, to reach both professionals and end-consumers with Leinertex brand content.

Scale indicators8 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Suvinil: Major Brazilian architectural paint brand owned by BASF. Competes directly with Leinertex across decorative paints, enamels, and tintometric systems in the same retail paint channel.
• Anjo Tintas: Brazilian decorative and industrial paint maker with national distribution. Comparable mid-sized competitor with similar product portfolio covering acrylics, enamels, and textures.
• Tintas Universo: Brazilian paint manufacturer focused on architectural and industrial coatings with similar product tiering. Competes with Leinertex in regional retail channels.
• Tintas Renner: Brazilian paint manufacturer with industrial and architectural product lines. Direct competitor in the same retail distribution and tintometric systems space as Leinertex.
• Coral (AkzoNobel): Flagship Brazilian decorative paint brand of AkzoNobel. Directly competes with Leinertex in acrylic paints, enamels, and retail distribution, with substantially larger national scale.
• Montana Química: Brazilian paint and specialty coatings manufacturer. Comparable in size, product breadth (architectural and industrial), and B2B retail channel model.
• Tintas Iquine: Brazilian paint manufacturer with similar premium/standard/economic tiering and tintometric offering. Closely comparable to Leinertex in product structure and B2B retail distribution.

Broad incumbents

• PPG (Brazil): Global coatings leader with Brazilian presence across architectural and industrial coatings. Overlaps with Leinertex in architectural paints while also serving broader industrial end markets.
• Sherwin-Williams (Brazil): Global paint major with Brazilian operations. Competes across Leinertex's full decorative and architectural coatings portfolio with broader SKU breadth and global R&D backing.
• BASF Coatings: Parent of Suvinil and a global coatings major. Competes with Leinertex in Brazil through Suvinil and adjacent industrial/adhesive product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=5OfOLVBdb3Q
• Facebookfacebook.com/leinertex

Compliance3 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 Leinertex