Country Chic Paint
Country Chic Paint is a Canadian family-run company founded in 2014 that manufactures and sells eco-friendly, clay-based all-in-one chalk-style furniture paint and a 2024-launched interior wall paint line directly to DIY consumers and wholesale retailers across North America.
- Company typePrivate
- Founded2014
- HeadquartersDuncan, Canada
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Country Chic Paint does
Country Chic Paint is a privately held, family-run manufacturer of eco-friendly furniture paint founded in 2014 by husband-and-wife team Jan and Rosanne Korteland, headquartered on Vancouver Island, British Columbia, with the founders' three children actively assisting in operations. The company's core product is a proprietary clay-based, all-in-one chalk-style paint that incorporates a built-in primer and top coat, eliminating separate prep and finishing steps. The product line spans 54+ paint colors plus an accessory ecosystem of waxes (7 variants), furniture glazes (6 variants), crackle medium, bonding primer, brushes, sponges, and DIY starter kits, and was expanded in 2024 with a separate Interior Wall Paint line (12 colors, 100% acrylic, water-based). Formulations are ultra-low VOC, Green Wise Gold Certified, compliant with California Proposition 65, and tested against EN 71-3 for toy safety, positioning the brand around safety and environmental credentials.
The company runs a multi-channel distribution model: a Shopify-powered direct-to-consumer e-commerce site (countrychicpaint.com), a network of dozens of retail partners across Canada and the United States identified through a public store locator, a wholesale program for retailers offering 128 oz bulk gallons ($90.95 USD) plus a $45 marketing bundle and retailer training, and an Amazon.ca marketplace presence for customers outside direct-ship reach. Pricing is unit-based with paint jars starting at $12.95-$13.95 USD, brushes and tools up to $36.95, DIY kits from $64.95 to $124.95, gift cards from $10.00, and free shipping thresholds of $49 USD (US) and $79 CAD (Canada).
The primary customer segment is individual DIY enthusiasts and home decorators, with boutique paint and home decor retailers as a secondary B2B segment. Marketing is community-led, leveraging organic social (Facebook, Instagram, Pinterest, TikTok, YouTube), content marketing (tutorials, blog, inspiration gallery, color quiz, paint visualizer), and an email newsletter with a 10% subscriber discount. The company is bootstrapped with no disclosed institutional funding, has 11-50 employees, and operates manufacturing through a third-party paint supplier with over 80 years of experience rather than vertically integrated production. Charitable giving to Food Banks Canada and Feeding America has delivered 179,548 meals since 2014.
Country Chic Paint firmographics
Firmographics- Name
- Country Chic Paint
- Legal name
- Country Chic Paint
- Website
- https://countrychicpaint.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Country Chic Paint is a Canadian family-run company founded in 2014 that manufactures and sells eco-friendly, clay-based all-in-one chalk-style furniture paint and a 2024-launched interior wall paint line directly to DIY consumers and wholesale retailers across North America.
- Ownership category
- akta.pro rank
Country Chic Paint industry classification
Industry- Product category
- Furniture Paint and DIY Coatings
- NAICS
- Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (444120)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Architectural & Decorative Coatings (IMAEAGAA)
- akta.pro secondary industry
- Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)
Keywords
Where Country Chic Paint is headquartered
LocationHeadquarters
- HQ city
- Duncan
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Country Chic Paint business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Country Chic Paint generates revenue through direct-to-consumer sales of their chalk-style furniture paint, waxes, top coats, brushes, tools, and specialty products via their e-commerce website. Products are also sold through their network of physical retail partners across North America.
- Wholesale to Retailers: The company operates a wholesale program where retailers can purchase their products in bulk (including 128 oz wholesale gallons) for resale in physical storefronts. They offer retailer training and marketing bundles for new retail partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Chalk Style Paint - All-In-One |
| Unit Pricing | Pay-as-you-go | Clear Coat - Eco-Friendly Top Coat |
| Unit Pricing | Pay-as-you-go | DIY Kits and Gift Bundles |
| Unit Pricing | Pay-as-you-go | Brushes and Tools |
| Unit Pricing | Pay-as-you-go | Wholesale Gallons (128 oz) |
| Unit Pricing | Pay-as-you-go | Color Card |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
Country Chic Paint product offering
Product offeringCore offering
Country Chic Paint manufactures and sells eco-friendly, clay-based, all-in-one chalk-style furniture paint with a built-in primer and top coat, available in 54+ colors, marketed to DIY enthusiasts and furniture refinishers across North America. The core paint is paired with a comprehensive accessory portfolio including waxes, glazes, brushes, sponges, top coats, DIY kits, and a 2024-launched 100% acrylic interior wall paint line. Distribution is primarily direct-to-consumer via the company's e-commerce website, supplemented by retail partners and a wholesale program for resellers.
Product overview
Country Chic Paint is a direct-to-consumer and wholesale e-commerce company offering a unified line of eco-friendly chalk-style furniture paints and complementary DIY finishing products. The core offering is the Chalk Style All-In-One Clay-Based Paint (54+ colors), which includes a built-in primer and top coat for easy application on furniture, cabinets, and crafts. This core paint is paired with an extensive accessory portfolio including: Clear Coat and Hemp Oil top coats/ sealants; a 7-variant Wax Collection (Clear/Natural, Antiquing, White, Black, Grey, Pearl, Gold Waxes) plus Beeswax Distressing Bar; Specialty Products (Clear Bonding Primer, 6 Furniture Glaze variants, Crackle Medium); Brushes & Tools (Oval Paint Brush, Short Handle Brush, Artist Brushes Set, Wax Brush, Painting Sponges, Brush Soap, Apron); and DIY Kits (Medium and Large Furniture Painting Kits, Gift Bundles, Gift Cards). In 2024, the company expanded into the interior wall paint market with a separate Interior Wall Paint line (100% acrylic, 12 colors). The company operates wholesale programs for retailers and sells via its Shopify-powered e-commerce store, with headquarters on Vancouver Island, BC, Canada.
Differentiator
Problem solved
Functional benefit
Products and services
- Chalk Style All-In-One Paint (Clay-Based Furniture Paint) Eco-friendly, clay-based chalk-style furniture paint with built-in primer and top coat, available in 54+ colors (Simplicity, Crinoline, Vanilla Frosting, Spring Fog, Cheesecake, Heavenly, Sunday Tea, Parisian Chic, Soiree, and many more). Suitable for indoor/outdoor furniture, home decor, cabinets, and crafts. Ultra low VOC, matte finish, easy to distress.
- Country Chic Paint Interior Wall Paint Premium 100% acrylic water-based interior wall paint delivering beautiful color, smooth application, and long-lasting durability. Available in 12 colors. Coverage: 350 sq. ft. per 3.64 L. Dry to touch in approximately 1 hour, recoat after 4 hours, and 30-day cure before washing. Mold/mildew resistant.
- Clear Coat (Eco-Friendly Clear Satin Sheen Top Coat) Eco-friendly clear satin sheen top coat for chalk style furniture paint. Very durable, non-yellowing, waterproof sealant suitable for table tops and kitchen cabinets.
- Hemp Oil (100% Natural Furniture Sealant) 100% natural furniture sealant that dries clear, used to protect chalk furniture paint or raw wood surfaces.
- Wax Collection (Clear/Natural, Antiquing, White, Black, Grey, Pearl, Gold Wax) Natural wax sealants for chalk furniture paint or raw wood, available in clear/natural, antiquing, white, black, grey, pearl, and gold finishes. Beeswax Distressing Bar also available for rustic shabby chic distressing effects.
- Oval Paint Brush Chalk style synthetic bristle brush designed for smooth application with water-based paint. High quality nylon bristles for streak-free finish. Priced from $25.95 USD.
- Chalk Style Painting Sponges (Set of 3) Set of 3 reusable applicator sponges for smooth furniture paint and top coat application. Provides smoother application than brushes with fewer streaks and blotchiness. Priced at $9.95 USD.
- Short Handle Paint Brush Chalk style synthetic bristle brush with short handle for smooth paint application with water-based paint.
- Artist Paint Brushes (Set of 5) Set of 5 assorted synthetic detail brushes for fine painting work. Priced at $16.95 USD.
- Wax Brush Furniture wax applicator brush with dense synthetic bristles, 1.5 inch size. Priced at $30.95 USD.
- Brush Soap 100% natural brush cleaner with peppermint scent, 8 oz, for cleaning paint brushes after use.
- Clear Bonding Primer Chalk style furniture paint surface prep clear primer/base coat designed to improve paint adhesion.
- Furniture Glaze (Clear, Graphite, Tiger's Eye, Smoky Quartz, Limestone, Slate) Antique patina special effects glazes for chalk style furniture paint, available in Clear, Graphite, Tiger's Eye, Smoky Quartz, Limestone, and Slate finishes. Eco-friendly wood stain alternatives. Green Wise Gold Certified.
- Crackle Medium Instant crackle paint effect medium, eco-friendly, water-based, 4 oz. Creates rustic shabby chic distressed crackle finishes.
- Paint Gift Bundle / Holiday Gift Bundle Eco-friendly DIY chalk style furniture paint gift bundle, starting at $64.95 USD.
- Medium Furniture Painting Kit for Beginners DIY chalk style furniture painting kit for beginners, including paint and essential tools. Priced at $84.95 USD.
- Large Furniture Painting Kit for Beginners Larger version of the DIY furniture painting kit for beginners with more supplies. Priced at $124.95 USD.
- Country Chic Paint Gift Card Gift cards available in denominations starting at $10.00 USD.
- Wholesale Gallons (128 oz) Bulk 128 oz (1 gallon) chalk style paint for wholesale/retailer orders. Priced at $90.95 USD.
- Color Card (54 Color Swatches) Hand-painted color card featuring swatches of all 54 furniture paint colors, grouped for easy comparison of similar tones. Priced at $5.95 USD to cover shipping and handling.
- Country Chic Paint Apron Protective apron for DIY painting projects, one size fits all. Priced at $36.95 USD.
Quantifiable outcome
- Covers 120 square feet per quart, 60 square feet per pint, and 15 square feet per sample jar
- +2 more outcomes
Companies that use Country Chic Paint
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Country Chic Paint technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Country Chic Paint partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Food Banks CanadacoreCountry Chic Paint donates a portion of their yearly proceeds to Food Banks Canada, a network of over 500 food banks across Canada. Since 2014, donations have provided 179,548 meals to Canadians in need. Food Banks Canada assists over 850,000 Canadians monthly, over one-third of whom are children and youth.
- Feeding AmericacoreCountry Chic Paint donates a portion of their yearly proceeds to Feeding America, which serves 1 in 7 Americans through 200 food banks and 60,000 pantries. They work to salvage safe food that would otherwise go to landfills and distribute it to hungry families.
- Paint Recycling Programs (North America)minorCountry Chic Paint is a proud member of paint recycling programs across North America to ensure that leftover paint is properly recycled and not dumped in a landfill.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Country Chic Paint competitors and assessment
Company assessmentBroad incumbents
- Sherwin-Williams: Sherwin-Williams is the largest US paint manufacturer, with extensive architectural coatings, pro contractor channels, and DTC stores — a benchmark incumbent whose scale Country Chic competes against in the architectural coatings space.
- Benjamin Moore: Benjamin Moore is a premium architectural paint brand with strong independent retailer distribution and Aura/Regal lines — a comparable premium-positioned incumbent if Country Chic's Interior Wall Paint line moves upmarket.
- Rust-Oleum: Rust-Oleum is a large incumbent DIY coatings brand selling chalked, spray, and specialty paints across home improvement and craft categories, with the distribution and marketing scale to outflank a niche brand.
- Behr Paint Company: Behr is a major architectural paint brand carried by Home Depot, competing in the broader interior wall paint category that Country Chic entered in 2024 with its Interior Wall Paint line.
Direct peers
- Heirloom Traditions Paint: Heirloom Traditions sells an all-in-one chalk-style paint line for cabinets and furniture directly to DIY consumers, overlapping directly with Country Chic's kitchen-cabinet and furniture use cases.
- Wise Owl Paint: Wise Owl Paint offers chalk-style furniture paint, primers, and finishing products through DTC and wholesale channels, positioning itself on quality and ease-of-use for DIY furniture refinishers, similar to Country Chic Paint.
- Dixie Belle Paint Company: Dixie Belle is a leading chalk-style furniture paint brand selling directly to DIYers and through a widespread retailer network, with a comparable product line (paint, waxes, brushes, glazes) and target customer base.
- Amy Howard at Home: Amy Howard at Home sells a one-step chalk-style furniture paint with a built-in primer/top coat, competing head-to-head with Country Chic's all-in-one positioning and serving the same DIY furniture-refinishing customer.
- Annie Sloan: Annie Sloan invented the original chalk paint category and is the most direct competitor to Country Chic Paint, offering a chalk-style paint for furniture refinishing through a similar mix of DTC, stockists, and a learning ecosystem (workshops, tutorials).
- Beyond Paint: Beyond Paint markets an all-in-one bonder/primer/finisher for furniture, cabinets, and countertops — the same all-in-one positioning that Country Chic uses — and sells directly to DIY consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Country Chic Paint social profiles
Digital presenceCountry Chic Paint compliance and trust
Trust signalCompliance3 records
Country Chic Paint financial estimates
Financial estimateRevenue estimate
Valuation estimate
Country Chic Paint leadership team
Management profileNumber of profiles
Profiles7 records
Country Chic Paint funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Country Chic Paint 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 Country Chic Paint
What does Country Chic Paint do?
Country Chic Paint manufactures and sells eco-friendly, clay-based, all-in-one chalk-style furniture paint with a built-in primer and top coat, available in 54+ colors, marketed to DIY enthusiasts and furniture refinishers across North America. The core paint is paired with a comprehensive accessory portfolio including waxes, glazes, brushes, sponges, top coats, DIY kits, and a 2024-launched 100% acrylic interior wall paint line. Distribution is primarily direct-to-consumer via the company's e-commerce website, supplemented by retail partners and a wholesale program for resellers.
Is Country Chic Paint a public or private company?
Country Chic Paint is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Country Chic Paint founded?
Country Chic Paint was founded in 2014. It employs 11 to 50 people.
Where is Country Chic Paint based?
Country Chic Paint is headquartered in Duncan, Canada, in the North America region.
How does Country Chic Paint make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale to Retailers.
Who are Country Chic Paint's main competitors?
Broad incumbents on record are Sherwin-Williams, Benjamin Moore, Rust-Oleum and Behr Paint Company. Direct peers are Heirloom Traditions Paint, Wise Owl Paint, Dixie Belle Paint Company, Amy Howard at Home, Annie Sloan and Beyond Paint.
Does Country Chic Paint have an API?
No public API is recorded for Country Chic Paint.
What industry is Country Chic Paint in?
Country Chic Paint's product category is Furniture Paint and DIY Coatings. Its primary akta.pro industry code is IMAEAGAA, Architectural & Decorative Coatings, with a secondary code of CRAIADAF, Paint, Stain & Finishes Retail (Coatings, Sundries). Its NAICS code is 325510 and its SIC code is 2851.