What Flitz does

Flitz International, Ltd. is a privately-held manufacturer of metal polishing and cleaning products headquartered in Waterford, Wisconsin, operating under the Flitz Premium Polishes brand since 1977. The company formulates and sells a broad portfolio spanning metal polishes (paste and liquid), ceramic sealants, tarnish removers, calcium/rust/lime removers, gun care products, and accessories such as BuffBalls and microfiber cloths. Its core technical capability is chemical formulation for non-abrasive cleaning and protection across multiple substrates (metal, fiberglass, plastic, paint). The portfolio is organized into five end-use verticals: automotive/detailing, household, sporting/guns, marine, and commercial/janitorial.

Flitz generates revenue almost entirely through one-time product sales across a hybrid distribution model. Direct-to-consumer e-commerce via flitz.com (supporting 60+ currencies) is supplemented by a formalized Authorized Online Reseller network covering Amazon, eBay, Walmart, and Home Depot, wholesale accounts for commercial buyers, and a brick-and-mortar dealer locator. Pricing is unit-based, ranging from $0.99 (2g blister pack) to $179.95 (kits), with a $4.99 flat shipping rate and free shipping over $40 in the continental U.S. A Minimum Advertised Price (MAP) Policy effective June 27, 2023 governs channel pricing.

The company serves car enthusiasts, professional detailers, homeowners, shooting sports users, boat owners, and commercial cleaning operations. Marketing is multi-channel: content marketing via blog and YouTube tutorials, organic social on Facebook/Instagram/X/LinkedIn/Pinterest, an email newsletter (3-4 times monthly), an Influencer brand ambassador program, and paid acquisition on Google and Meta. Michael Palechek is the General Manager. The company is independently owned with no disclosed external funding, parent company, or institutional investors.

Name

Flitz

Legal name

Flitz International, Ltd.

Website

https://flitz.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Flitz International, Ltd. manufactures and sells metal polishes, ceramic sealants, and specialty cleaners under the Flitz Premium Polishes brand via DTC e-commerce, authorized resellers, and wholesale, serving automotive, household, sporting, marine, and commercial customers since 1977.

Ownership category

akta.pro rank

Product category

Cleaning & Polishing Products

NAICS

Polish and Other Sanitation Good Manufacturing (325612), Chemical and Allied Products Merchant Wholesalers (4246)

akta.pro primary industry

Stainless Steel & Metal Surface Cleaners & Polishes (CRAJACAF)

akta.pro secondary industry

Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)

Keywords

• Metal polish products
• Car detailing supplies
• Cleaning compounds
• Surface protection sealants
• Polishing accessories

Headquarters

HQ city

Waterford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Flitz generates revenue through direct sales of its metal polishing, cleaning, and detailing products via its e-commerce platform, wholesale distribution, and authorized online resellers including Amazon and eBay marketplace sellers

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Flitz International, Ltd. (DBA: Flitz Premium Polishes) manufactures and sells metal polishing, cleaning, and surface protection products used across automotive, household, sporting, marine, firearms, jewelry, and industrial applications. The company offers polishes, pastes, sealants, tarnish removers, cleaners, waxes, and restoration kits, distributed direct-to-consumer via flitz.com and through authorized online and brick-and-mortar resellers.

Product overview

Flitz Premium Polishes is a manufacturer of premium metal polishes and cleaning products that has expanded into a comprehensive multi-category portfolio. The core products include Liquid Metal Polish and Paste Metal Polish, which serve as the foundational polishing solutions for metal, fiberglass, plastic, and paint surfaces. These are complemented by the Ceramic Sealant line for long-lasting protection and the Instant Brass & Copper Tarnish Remover for specialized metal care. The product range spans across five distinct end-market verticals: Automotive (truck/car care), Household (kitchen, bath, and home surfaces), Sporting (guns and knives), Marine (boat care and marine environment protection), and Commercial/Janitorial (professional cleaning). Within these verticals, Flitz offers targeted solutions organized into product categories including Cleaners (stainless steel cleaner, jewelry cleaners, electronics cleaner, mud release), Polishes (metal polish, jewelry polishing creme), Protectants (ceramic sealant, stainless steel protectant, gun wax, faucet wax), Accessories (BuffBalls, microfiber cloths, applicators), and Kits & Combos (headlight restoration kit, tactical gun care kit, jewelry care kit, detailing kits). The C.P.P. Starter Kit (Clean > Polish > Protect) provides a framework for the complete care regimen, bundling complementary products. New product additions include the Ultrasonic Jewelry Cleaner Concentrate and specialized matte finish cleaners, demonstrating continued product line expansion.

Differentiator

Problem solved

Functional benefit

Products and services

• Liquid Metal Polish Multi-surface liquid polish formulated to clean, polish, and protect a wide range of metals without scratching; targeted at automotive, household, marine, and sporting users.
• Paste Metal Polish Thicker paste-format metal polish for restoration and shine on brass, copper, chrome, stainless steel, and other metal surfaces.
• Ceramic Sealant Ceramic-based surface sealant for long-lasting protection on painted, metal, and other finished surfaces; sold to automotive and household users.
• Instant Brass & Copper Tarnish Remover Fast-acting tarnish remover formulated specifically for brass and copper items, used by household and decorative-metal consumers.
• Kitchen & Bath Matte Cleaner Matte-surface cleaner designed for kitchen and bath fixtures and finishes; targeted at residential household users.
• Stainless Steel Appliance Kit Bundle kit containing the stainless steel cleaner/cleanser and stainless steel polish/protectant together for use on household kitchen appliances.
• C.P.P. Starter Kit Starter bundle including Ceramic Sealant, Paste Polish, and Polish; oriented to first-time users seeking an all-in-one introduction.
• Shine Pro Kit Professional-grade polishing bundle combining multiple Flitz polishes and applicators for higher-volume shine and protection work.
• Mud Release Specialty off-road/ATV cleaning solution designed to release dried mud from vehicles and equipment.
• Ultrasonic Jewelry Cleaner Concentrate Liquid concentrate designed for use in ultrasonic jewelry cleaning machines; targeted at jewelry owners and small jewelry businesses.
• Gun Bore Cleaner Bore cleaning chemical formulated for firearm maintenance; targeted at gun owners and sport shooters.
• Tactical Matte Finish Cleaner Cleaner designed for matte/polymer firearms finishes and tactical equipment surfaces; for gun owners and tactical users.
• Stainless Steel & Chrome Cleaner Water-based cleaner for stainless steel and chrome surfaces, used in household and automotive contexts.
• Stainless Steel Polish / Protectant Polish and protective coating for stainless steel surfaces, used on household appliances, fixtures, and automotive trim.
• Granite & Glass Protectant Protective coating formulated for granite countertops, glass, and similar smooth surfaces in residential settings.
• Speedi Seal Quick-application sealant product used as a top coat over polishes to extend shine and protection duration.
• Calcium, Rust & Lime Remover Cleaning solution formulated to dissolve calcium, rust, and lime deposits on household fixtures and surfaces.
• All Metal PreClean Pre-cleaning solution used to prepare metal surfaces prior to polishing or sealing; used across automotive, household, and industrial applications.
• Faucet Wax Plus Specialty wax product formulated for faucet and fixture finish protection; targeted at residential and light commercial users.
• Rifle, Gun & Knife Wax Protective wax formulated for firearms and knife blades to inhibit rust and corrosion; for gun owners and knife collectors.
• Ceramic Gun Sealant Ceramic-based protective sealant designed specifically for firearm finishes; targeted at gun owners seeking long-lasting surface protection.
• Quick Gleam Car Wash Soap Liquid car wash soap for routine vehicle cleaning; targeted at automotive enthusiasts and everyday car owners.
• BuffBalls Proprietary ball-shaped polishing applicators designed for use with Flitz polishes, typically attached to drills or rotary tools.
• Headlight Restoration Kit Kit including restoration materials and Flitz polish/sealant products to restore clarity to oxidized automotive headlight lenses.
• Tactical Gun Care Kit Bundled gun care kit combining bore cleaner, matte finish cleaner, ceramic gun sealant, and wax products for firearm maintenance.
• Knife Restoration Kit Kit of polishing/cleaning products and accessories used to restore finish and shine to knife blades and handles.
• Gun & Knife Care Kit Combined gun and knife care kit covering cleaning, polishing, and protection products for firearms and edged tools.
• Detailers Choice Kit Auto detailing bundle combining multiple Flitz cleaning, polishing, and protection products for full-vehicle detailing work.
• Jewelry Dip Jar Dip-style jewelry cleaning solution packaged in a jar for immersion cleaning of rings, chains, and other jewelry pieces.
• Jewelry Polishing Creme Creme-format polish used to restore shine and luster to jewelry metals; targeted at jewelry owners and small jewelers.
• Jewelry Cleaner Atomizer Spray/atomizer-format jewelry cleaning solution for quick, on-the-go cleaning of jewelry pieces.
• Jewelry Care Kit Complete jewelry care kit bundling Flitz jewelry cleaning and polishing products for routine jewelry maintenance.
• Electronics Cleaner Cleaning solution formulated for safe use on electronic devices, screens, and components; targeted at consumer electronics users.
• Tumbler Media Additive Additive for use in vibratory/rotary tumbler media to improve cleaning and polishing of small metal parts; used by hobbyists and reloaders.
• Mason Maggio Racing Bundle Promotional bundle associated with racer Mason Maggio, combining multiple Flitz detailing products for racing and motorsport use.
• Microfiber Cloths and Applicators Reusable microfiber cleaning cloths and applicator pads used to apply Flitz polishes and cleaners; sold as standalone accessories.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Meguiar's: Meguiar's is a globally recognized automotive detailing brand offering polishes, cleaners, and protectants across consumer and professional channels. Comparable as a competing metal/auto surface care brand with much broader scale and marketing reach.
• Turtle Wax: Turtle Wax is a mass-market incumbent in car care, selling polishes, waxes, cleaners, and interior products globally through mass retail. Comparable on automotive surface care product category, though Flitz occupies a more premium/niche positioning.

Direct peers

• Mothers Polish (Mothers California Gold): Mothers is a long-established U.S. brand specializing in automotive polishes, metal polishes, and detailing accessories — directly referenced by Flitz in its BuffBall vs Mothers PowerBall comparison content. Highly comparable in product positioning and enthusiast audience.
• Chemical Guys: Chemical Guys is a leading car care brand offering polishes, cleaners, sealants, and accessories sold direct-to-consumer and through retail. Overlaps directly with Flitz's automotive/detailing product line and D2C-plus-marketplace distribution model.
• Weiman Products: Weiman is a specialty household surface cleaner brand serving kitchen, bath, stainless steel, and appliance cleaning needs. Directly comparable to Flitz's Household product line including the Stainless Steel Appliance Kit and Kitchen & Bath Matte Cleaner.
• Autosol: Autosol is a German metal polish manufacturer with a global presence in automotive, household, and industrial metal cleaning. Direct competitor in the core metal polish category, particularly in Europe where Flitz is also expanding.
• Simichrome: Simichrome is a specialty metal polish brand widely used by gunsmiths, machinists, and automotive enthusiasts. Direct overlap with Flitz's metal polish formulation and sporting/automotive customer segments.
• Howard Products: Howard Products makes Restor-A-Finish and similar surface restoration/polishing products for wood, metal, and antiques. Comparable as a specialty polish brand with multi-surface, multi-vertical positioning analogous to Flitz.
• Star brite: Star brite is a marine cleaning, polish, and protectant brand sold globally. Directly comparable to Flitz's Marine product line including Calcium, Rust & Lime Remover and marine hardware maintenance products.

Emerging players

• BlueMagic: BlueMagic produces metal polishes and specialty cleaners for automotive, household, and industrial use. Overlaps with Flitz's core polish offering and multi-surface cleaning positioning, though with a smaller distribution footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/flitzpolish
• YouTubeyoutube.com/user/FlitzPremium
• Facebookfacebook.com/flitzpolish
• LinkedInlinkedin.com/company/flitz-international-ltd-
• Instagraminstagram.com/flitz_polish
• Pinterestpinterest.com/flitz_polish

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Flitz