Helm Paint and Decorating

What Helm Paint and Decorating does

Helm Paint & Decorating, Inc. is a second-generation, family-owned specialty retailer of premium paint and home decorating products headquartered in New Orleans, Louisiana. Founded in 1970 and operating under DBAs "Helm Paint" and "Helm Decorating," the company runs 11 retail showrooms across the New Orleans metropolitan area and Baton Rouge, employing 51–100 people. Its assortment is anchored by an authorized Benjamin Moore dealership, supplemented by INSL-X primers and waterproofers, Fine Paints of Europe, MEODED decorative plasters, Graber/Hunter Douglas/Skandia/Norman window treatments, and York Wall Coverings. The company differentiates through in-store color consultation (staffed by credentialed designers including an Allied ASID interior designer), custom window treatment measurement and installation, and the exclusive "Colors of the French Quarter" collection co-developed with the Vieux Carré Commission.

The business model is a multi-channel retail operation. Primary revenue is one-time product sales of paint, coatings, window treatments, wall coverings, and painting supplies, priced per unit (e.g., per gallon) or by project quote. Secondary revenue is generated through professional services: in-store color consultation, on-site window covering measurement and installation, Pro Delivery, and commercial credit accounts for professional painters. GTM is sales-led and relationship-driven, organized around four customer segments — residential homeowners, professional contractors, interior designers, and small commercial accounts — with a dedicated Contractor Rewards loyalty program targeting the professional painter channel. The company supports the retail footprint with a design blog, active social media (Facebook, Instagram, X, Pinterest, YouTube), email, and quarterly community workshops.

Revenue is not publicly disclosed; the company is privately held with concentrated family ownership and no institutional funding. The most significant recent strategic action is the 2023 expansion into the Baton Rouge market with four new locations, roughly doubling physical presence in that metro. Distribution is regional, confined to Louisiana, with an e-commerce layer provided through the Fusion Ecommerce platform. There is no evidence of proprietary technology, AI/ML capability, M&A activity, or external capital raise.

Name

Helm Paint and Decorating

Legal name

Helm Paint & Decorating, Inc.

Website

https://helmpaint.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

51–100 employees

Short description

Helm Paint & Decorating is a second-generation, family-owned specialty retailer operating 11 Louisiana showrooms that sell Benjamin Moore paints, window treatments, and wall coverings to homeowners, professional contractors, and interior designers, supplemented by color consultation and installation services.

Ownership category

akta.pro rank

Product category

Paint and Decorating Retail

NAICS

Paint and Wallpaper Retailers (444120)

SIC

Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

Keywords

• Premium paint retail
• Decorating supplies
• Window treatments
• Wall coverings
• Color consultation services

Headquarters

HQ city

New Orleans

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Paint and Finishes Sales: Retail sales of Benjamin Moore paints, primers, stains, and specialty coatings including Element Guard exterior paint, Aura interior paint, and INSL-X products
2. Window Treatments and Coverings: Custom window treatments including blinds, shades, shutters, drapery from brands like Graber, Hunter Douglas, Skandia, and Norman
3. Wall Coverings: Wallpaper and wall coverings from York Wall Coverings and other manufacturers
4. Paint Supplies: Brushes, rollers, painter's tape, primers, and other painting supplies and equipment
5. Interior Design Services: Color consultation and interior design advisory services
6. Commercial Contractor Services: Pro Delivery service and commercial credit accounts for professional contractors

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Helm Paint and Decorating is a family-owned retail chain operating 11 store locations across Louisiana that sells premium Benjamin Moore paints, primers, stains, and specialty coatings, along with window treatments (Graber, Hunter Douglas, Skandia, Norman), wall coverings (York Wall Coverings), decorative finishes (MEODED), and painting supplies. The company also provides in-store color consultation, professional window treatment measurement and installation, and a dedicated contractor commercial program with Pro Delivery and commercial credit services.

Product overview

Helm Paint & Decorating is a family-owned retail chain (11 locations across Louisiana) specializing in premium paint and home decorating supplies. The core offering centers on Benjamin Moore paints and coatings, complemented by specialized products (INSL-X primers/waterproofers, Fine Paints of Europe, Meoded decorative finishes) and window/wall treatment products from Graber, Hunter Douglas, Skandia, and York Wall Coverings. The company provides complementary services including color consultation, custom window treatment installation, and a Contractor Rewards program. The portfolio spans architectural coatings (interior/exterior paint, primers, stains, waterproofers), decorative finishes (metallic paints, plasters), window treatments (cellular shades, shutters, drapery), wall coverings, and professional painting supplies (brushes, rollers, tape).

Differentiator

Problem solved

Functional benefit

Brands

• Helm Decorating: A separate decorating services division offering interior design consultation and window covering services.

Products and services

• Benjamin Moore Paints and Coatings Full line of premium Benjamin Moore interior and exterior paints, primers, stains, and specialty coatings, including Aura, Element Guard, Natura, Scuff-X, and ARBORCOAT, sold to homeowners, contractors, interior designers, and commercial customers across 11 Louisiana retail locations.
• INSL-X Primers and Specialty Coatings INSL-X specialty primers (Prime All, STIX, Fresh Start, Sure Seal, Super Kote 5000) and waterproofers such as the WPS-1000 multi-surface siloxane-based waterproofer for concrete, brick, wood, stucco, and masonry.
• MEODED Paint and Plaster World-renowned decorative paints, plasters, and finishes made with natural minerals, offering eco-friendly, non-toxic formulations with distinctive textures, colors, and durable luxury finishes for interior surfaces.
• Fine Paints of Europe Premium paints imported from Holland featuring high-durability formulations compliant with EU industry standards, rich pigments, and long-lasting color retention.
• Colors of the French Quarter Collection Curated Benjamin Moore paint color collection created for French Quarter architecture preservation, used in conjunction with VCC permitting for maintenance, renovation, and refresh of historic French Quarter structures.
• Graber Window Treatments Window covering products including cellular shades, roller shades, solar shades, and blinds with options for cordless operation and motorization, sold and installed by Helm Paint.
• Hunter Douglas Window Treatments Premium Hunter Douglas window treatments featuring superior quality, durability, energy efficiency, and a limited lifetime warranty, with light control and privacy options for residential and commercial customers.
• Skandia Window Treatments Window treatment products from Skandia, including premium vinyl SL 300 shutters with hidden tilt and divider rails, sheerweave solar shades, vinyl shutters, and woven wood shades.
• York Wall Coverings Wallpaper and wall coverings from York Wall Coverings offered as part of the in-store assortment for interior design and room decoration.
• Window Covering Installation Service Professional in-home measurement, custom fabrication, and installation of window treatments by certified window covering experts, including free in-home estimates for residential and commercial customers.
• Color Consultation Service In-store color consultation with expert designers (including Allied ASID staff) to assist customers in selecting appropriate paint colors, finishes, and coordinated decorating products for their projects.
• Contractor Rewards Program Free Benjamin Moore Contractor Rewards loyalty program for professional painters and trade contractors, providing benefits and deals tied to contractor purchasing at Helm Paint.
• Pro Delivery Service Commercial delivery service that brings paint and supplies directly to contractor job sites, supporting professional painters and commercial accounts across the Louisiana market.
• Paint Brushes, Rollers, and Painting Supplies Professional-grade painting supplies including brushes with natural and synthetic bristles in various widths, roller covers for different paint types and surfaces, painter's tape, primers, and other application tools.
• INSL-X Multi-Surface Waterproofer (WPS-1000) Siloxane-based waterproofing solution for concrete, brick, wood, stucco, and masonry substrates that dries clear and preserves the natural appearance of the substrate.

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• Benjamin MoorecoreChannel Partner/ Reseller/ DistributorIndependent authorized dealer of Benjamin Moore Paints and Finishes, offering the complete Benjamin Moore product line including Aura, Element Guard, Natura, and specialty coatings. They have access to Benjamin Moore's Gennex Color Technology and receive product training and support.
• VCC Foundation (Vieux Carré Commission)coreStrategic or Co-development PartnerCollaboration to develop the Colors of the French Quarter special paint color collection, working with Benjamin Moore to create colors appropriate for historic French Quarter preservation. This partnership positions Helm Paint as the expert in historic district painting requirements.
• GrabermajorChannel Partner/ Reseller/ DistributorAuthorized retailer of Graber window treatments including cellular shades, roller shades, solar shades, and custom drapery. Graber products featured extensively in portfolio work.
• Hunter DouglasmajorChannel Partner/ Reseller/ DistributorAuthorized dealer of Hunter Douglas window treatments, offering a wide selection of their window covering products for residential and commercial applications.
• SkandiamajorChannel Partner/ Reseller/ DistributorAuthorized dealer of Skandia window treatments including SL 300 shutters, sheerweave shades, vinyl shutters, and woven wood shades.
• York Wall CoveringsmajorChannel Partner/ Reseller/ DistributorPartner for wall covering products, offering York Wall Coverings wallpaper and wall coverings in their product assortment.
• MEODED Paint and PlastermajorChannel Partner/ Reseller/ DistributorExclusive retailer of MEODED decorative paints and plasters, offering distinctive luxury paint solutions including their signature metallic finishes.
• MEODED Paint and PlastermajorChannel Partner/ Reseller/ DistributorWorld-renowned brand offering high-quality decorative paints, plasters, and finishes. Founded in 1974, Meoded is recognized for eco-friendly products using natural minerals, providing luxurious and durable finishes.
• Norman (Window Treatments)minorChannel Partner/ Reseller/ DistributorAuthorized dealer of Norman window treatments mentioned as one of the window manufacturers available for quotes.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• The Shade Store: Premium custom window treatment retailer offering shades, blinds, drapery, and shutters with design consultation and installation. Comparable to Helm's window coverings business model and customer base of interior designers and homeowners.
• Miller Paint: Independent, family-influenced paint retailer in the Pacific Northwest operating its own stores and contractor program. Comparable as an independent specialty paint chain competing against national brands with localized service.
• Kelly-Moore Paints: Independent employee-owned paint manufacturer and retailer with company-owned stores in the western U.S. Closely comparable business model — premium independent paint retail with contractor programs, color services, and wall coverings — though operating in a different geography.
• Hirshfield's: Family-owned, multi-generation independent paint retailer serving Minnesota and surrounding states with stores, contractor services, window treatments, and wall coverings. Highly comparable to Helm in ownership structure, premium positioning, and multi-category décor offering.
• Budget Blinds: Franchise-based window coverings retailer with in-home consultation, measurement, and installation. Comparable to Helm on the window treatment side of the business for residential customers and design-driven projects.

Broad incumbents

• Lowe's: National home improvement chain carrying Sherwin-Williams and other paint brands alongside window treatments and wall coverings. Competes with Helm on convenience, assortment, and contractor credit programs across Louisiana.
• Sherwin-Williams: Largest U.S. paint manufacturer and retailer operating both company-owned stores and a dealer network. Competes with Helm across all Louisiana retail and contractor accounts, but with a far broader national footprint and own-brand portfolio.
• Benjamin Moore: Helm's primary paint supplier and an authorized-dealer-model competitor in the premium paint segment. Comparable because it sets the wholesale relationship and brand experience Helm depends on, and competes for the same premium residential and designer customers.
• PPG Paints: Major paint manufacturer selling through company stores, independent dealers, and big-box channels. Competes with Helm for contractor accounts and DIY share across Louisiana with the Glidden, Olympic, and PPG lines.
• Home Depot: Largest U.S. home improvement retailer carrying Behr and other paint brands with strong contractor programs. Competes with Helm on price, convenience, and one-stop shopping for both DIY homeowners and professional painters in every Louisiana market Helm serves.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/helmpaint
• YouTubeyoutube.com/channel/UCv8VAl-KF04Kw7dINMxBszg
• Facebookfacebook.com/HelmPaint
• Instagraminstagram.com/helm_paint
• Pinterestpinterest.com/HelmPaintAndDecorating

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Helm Paint and Decorating