Guard Industrie

What Guard Industrie does

Guard Industrie is a French family-owned manufacturer founded in 1989 that develops, produces, and distributes specialty chemical products for cleaning, protecting, renovating, and decorating mineral building materials including stone, concrete, brick, tile, terracotta, and wood. The company operates from Saint-Honoré, France, with manufacturing facilities in the Paris region and Toulouse producing approximately 3 million liters of solutions annually across roughly 100 products and 12 patented formulations, covering four ranges: cleaning/stripping, waterproofing/protection, decoration/protection (including 42 standard colors and 32 haute joaillerie shades of concrete stain), and treatment/mineralization. A biosourced (plant-based) sub-range branded Formule Végétale has been progressively rolled out, most recently in 2025.

The company serves four distinct customer segments: Particuliers (individual consumers) via direct e-commerce and DIY/marketplace channels; Pros du Bâtiment (building professionals and contractors) via material traders and technical distributors; Prescripteurs (architects and specifiers) via prescription-style field sales, technical documentation, color catalogs, and a certified applicator network; and Industriels (concrete plants, precast manufacturers, equipment rental firms) via customized formulations. Distribution combines a proprietary French e-commerce site (free delivery over €50, 3–5 day shipping, secure payment), major DIY chains (Leroy Merlin, Castorama, Weldom), online marketplaces (Amazon, Cdiscount, ManoMano), professional material and paint traders (PointP), technical distributors (Qbat, CD Ecomania), and an international distributor/subsidiary network reaching more than 60 countries.

Guard Industrie is privately held, bootstrapped, and led by President Barnabé Wayser, with no disclosed external funding, parent company, or institutional investors. Pricing is unit-based (€16–€87 typical per liter or kilogram, with pallet bulk discounts), and products are sold in 1L–20L pack sizes. The business model is one-time product sales across all four segments rather than subscriptions or recurring contracts, with revenue diversification across consumer long-tail, professional mid-market, and enterprise industrial accounts including major construction groups such as Eiffage, Cemex, and Eqiom.

Name

Guard Industrie

Legal name

Guard Industrie

Website

https://guardindustrie.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Guard Industrie is a French family-owned manufacturer founded in 1989 that develops cleaning, waterproofing, and decorative chemical treatments for mineral building materials. It serves consumers, building professionals, architects/specifiers, and industrial concrete clients across 60+ countries through e-commerce, DIY retail, and distributor channels.

Ownership category

akta.pro rank

Product category

Building Surface Treatment Chemicals

NAICS

Ground or Treated Mineral and Earth Manufacturing (327992)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Industrial Protective Coatings (IMADAKAB)

akta.pro secondary industry

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

Keywords

• Building surface protection
• Stone waterproofing products
• Anti-graffiti coatings
• Concrete treatment chemicals
• Industrial cleaning solutions

Headquarters

HQ city

Saint-honoré

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Consumer (B2C): Direct sales of cleaning, treatment, protection and decoration products to individual consumers through e-commerce platform and DIY stores. Products sold in various packaging sizes from 1L to 20L.
2. Product Sales - Professional (B2B): Sales to building professionals through material traders, paint merchants, and technical distributors. Includes products for cleaning, waterproofing, anti-graffiti, and concrete aesthetics.
3. Product Sales - Industrial: High-technology products for concrete and asphalt industry, including equipment cleaning, maintenance, and concrete treatment solutions for factory production.
4. Prescription/Architect Services: Sales through certified applicators trained and supported by Guard Industrie, specializing in architectural concrete stains and permanent anti-graffiti applications.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels6 records

Core offering

Guard Industrie manufactures and sells chemical cleaning, waterproofing, renovation, and decoration products for mineral building materials including stone, concrete, brick, tile, terracotta, and wood. The portfolio spans fungicide treatments, hydrofuge/oleofuge protectors, colored concrete stains, anti-graffiti systems, mineralizing consolidants, and textile treatments, packaged in sizes from 1L to 20L and sold through e-commerce, DIY chains, distributors, certified applicators, and industrial supply channels.

Product overview

Guard Industrie is a French manufacturer of professional cleaning, renovation, and protection products for building materials, serving four distinct customer segments: Particuliers (homeowners), Pros du Bâtiment (building professionals), Prescripteurs (architects and specifiers), and Industriels (concrete industry). The product portfolio is organized into four main ranges: (1) Nettoyant et décapant (Cleaning and Stripping) — including Wash'Guard Express, Anti-Dépôt Vert Guard, Net'Alg Guard, Net'Guard TG/FC/Dégraissant/Detartrant, Décap'Rouille, Super Gom'Guard; (2) Protection (Waterproofing and Protection) — including ImperGuard Ultra 4-en-1, ImperGuard Ultra/SF/ST/MG/EM (including multiple biosourced Formule Végétale variants), ProtectGuard EM Premium, ProtectGuard Pro/MG/FT/LB/SB/CE/EM Pro (including biosourced variants), HydroGuard CE Pro/HydroGuard Pro/Color/Color Lasure Silicatée; (3) Décoration et protection (Decoration and Protection) — including ProtectGuard Color (42 standard + 32 haute joaillerie shades), ProtectGuard Color AntiGraffiti, ProtectGuard Color Haute Joaillerie, ProtectGuard Color Thermique, Nettoyant Rénovateur, FixGuard; (4) Traitement et minéralisation (Treatment and Mineralization) — including Minéralisant Guard/H/HO, Gliss'Guard, WoodGuard/WoodGuard Revitalisant/WoodGuard AntiGraffiti, TexGuard, TexClean, SuperGom'Guard. A notable recent development is the launch of the Gamme Biosourcée, a biosourced product line featuring plant-based formulations across multiple products. The company also offers applicator tools (pulverizers) and sells products under both consumer-facing and professional-grade formulations. Guard Industrie serves industrial clients with bespoke solutions for precast concrete and construction equipment maintenance.

Differentiator

Problem solved

Functional benefit

Products and services

• Wash'Guard Express Ready-to-use exterior cleaning solution designed to quickly clean stones, renders, coatings, and exterior concretes without intensive rinsing, removing black streaks, bird droppings, green deposits, and pollution traces from terraces, facades, roofs, walls, and outdoor furniture in under one hour. Targeted at individual homeowners for DIY surface cleaning.
• Anti-Dépôt Vert Guard 2 en 1 Anti-green deposit treatment that combines a fungicide to destroy microorganisms with simultaneous waterproofing of roofing and exterior surfaces. Concentrated formula at 1 volume product to 9 volumes water, covering up to 50 m² per liter, aimed at homeowners seeking an all-in-one curative and preventive solution for moss, algae, lichens, and water infiltration.
• ImperGuard Ultra 4 en 1 Fully invisible waterproofing treatment that combines hydrofuge and oleofuge properties to durably protect porous stones, renders, and coatings against water, stains, green deposits, and mold while hardening the stone. Sold for DIY application on floors, facades, roofs, tiles, and natural stones, interior and exterior.
• ProtectGuard EM Premium Hydrofuge and oleofuge treatment with intense wet effect that durably protects porous and semi-porous exterior and interior surfaces (terraces, floors, facades) against water, stains, and dirt while reviving the original color. Targeted at homeowners seeking decorative yet protective waterproofing.
• WoodGuard Biosourced colorless saturator and penetrating waterproofer for natural wood terraces, protecting raw, non-varnished, non-waxed wood from moisture while letting the grain show through without forming a film. For DIY users maintaining wooden outdoor surfaces.
• Gamme Biosourcée (ImperGuard Ultra, ImperGuard SF, ImperGuard ST, ImperGuard Ultra EM, ImperGuard Ultra MG, Net'Guard TG, Net'Guard FC, ProtectGuard Pro, ProtectGuard EM Pro, ProtectGuard MG Pro, ProtectGuard Color, Stop'Alg Guard, Décap'Sol Guard, Décap'Laitance Guard, HydroGuard Pro, ProtectGuard Color Haute Joaillerie, ProtectGuard Color Thermique) Plant-based biosourced product range offering waterproofing, cleaning, and protective treatments (including anti-stain, anti-graffiti, and colored concrete stains) as an eco-conscious alternative to traditional chemical formulations, while maintaining quality and safety standards. Targets environmentally conscious consumers, building professionals, architects, and industrial customers across the same use cases as the conventional Guard Industrie range.
• ProtectGuard Pro Professional-grade invisible hydrofuge, oleofuge, and anti-graffiti treatment for all porous materials, offering combined water repellency, oil repellency, and permanent graffiti resistance in a single product. Sold to building professionals and contractors for commercial sites and renovation projects.
• ProtectGuard Color Colored concrete stain combining hydrofuge and oleofuge properties for high-aesthetic concrete surfaces, available in 42 standard colors and 32 haute joaillerie (high jewelry) shades including metallic, iridescent, and glitter finishes. Sold to building professionals and certified applicators for architectural and decorative concrete projects.
• ProtectGuard Color AntiGraffiti Colored concrete stain with permanent anti-graffiti protection that combines hydrofuge, oleofuge, and permanent graffiti resistance in standard colors for high-traffic and exposed facades. Used by professionals and certified applicators on commercial and public-facing buildings.
• AntiGraffiti Guard Permanent anti-graffiti protection with hydrofuge and oleofuge properties for concrete, available in matte or satin finish. Sold to building professionals and certified applicators for municipal, transit, and commercial buildings requiring permanent graffiti removal capability.
• HydroGuard CE Pro Hydrofuge treatment for concrete compliant with the EN 1504-2 standard for concrete repair and protection, providing documented performance for structural and architectural concrete. Sold to building professionals, certified applicators, and architects specifying compliant concrete protection.
• Minéralisant Guard HO Deep-penetrating hardener and consolidant with combined hydrofuge and oleofuge protection, used to strengthen crumbling substrates, friable walls, and damp masonry including cases of capillary rise and efflorescence. Targeted at building professionals and heritage conservation specialists.
• ProtectGuard Color (Prescriber Line) Biosourced colored concrete stain with hydrofuge and oleofuge properties tailored for architect and specification use, available in standard colors and accompanied by technical documentation, color charts (nuanciers), and specification support. Sold to architectural firms specifying products for landmark and commercial projects.
• Traitement du Béton (Industrial Concrete Treatment) High-technology product line for the concrete industry including treatments applied on precast concrete production lines for protection and beautification of concrete and UHPC (Béton Fibré Ultra Haute Performance) elements. Sold B2B to concrete prefabrication plants, ready-mix producers, and major construction groups.
• Entretien du Matériel (Industrial Equipment Maintenance) Complete product range for maintenance of construction equipment including concrete trucks, mixers, and formwork/panel formwork systems. Sold B2B to construction equipment operators, rental firms, and concrete plants to extend equipment life and reduce downtime.

Quantifiable outcome

• 100 million m² treated with Guard Industrie products
• +3 more outcomes

Named customers12 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

Feature5 records

Partnerships

13 partnerships are on record, tiered standard.

• WeldomstandardChannel Partner/ Reseller/ DistributorDIY retail partner distributing Guard Industrie products through their physical store network in France.
• AmazonstandardChannel Partner/ Reseller/ DistributorE-commerce marketplace partner for online sales of Guard Industrie products to consumers.
• CdiscountstandardChannel Partner/ Reseller/ DistributorE-commerce marketplace partner for online sales of Guard Industrie products to consumers.
• CastoramastandardChannel Partner/ Reseller/ DistributorDIY retail chain partner distributing Guard Industrie products through French stores.
• Leroy MerlinstandardChannel Partner/ Reseller/ DistributorMajor DIY retail chain partner distributing Guard Industrie products through extensive French store network.
• ManoManostandardChannel Partner/ Reseller/ DistributorOnline marketplace partner specializing in DIY and gardening products for Guard Industrie distribution.
• PointPstandardChannel Partner/ Reseller/ DistributorProfessional material trader network distributing Guard Industrie products to building professionals.
• QbatstandardChannel Partner/ Reseller/ DistributorTechnical distributor serving building professionals with Guard Industrie products.
• CD EcomaniastandardChannel Partner/ Reseller/ DistributorTechnical distribution partner for professional construction and renovation products.
• EqiomstandardOthersIndustrial customer in the concrete and construction materials sector using Guard Industrie products for equipment maintenance.
• EiffagestandardOthersMajor construction group customer using Guard Industrie cleaning and treatment products.
• CemexstandardOthersInternational cement and building materials company as industrial customer.
• SoribastandardOthersConstruction materials and equipment company as industrial customer.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Prosoco: US-based manufacturer of specialty cleaners, sealers and protective treatments for concrete, masonry and architectural surfaces. Direct niche comparable in protective treatments for mineral building materials serving both pros and consumers.
• Fila Solutions: Italian specialty manufacturer of cleaning, protection and treatment products for stone, tile and masonry surfaces. Closely comparable niche competitor serving both consumer and professional channels with overlapping hydrofuge, stain and maintenance chemistries.
• Lithofin: German specialty maker of stone and tile care products including cleaners, impregnators and color enhancers. Closely analogous niche positioning to Guard Industrie's ProtectGuard and ImperGuard ranges for mineral building materials.
• Akemi: German producer of stone-care and surface-treatment products (cleaners, impregnators, adhesives for natural stone). Direct niche competitor with overlapping chemistries for protecting and decorating stone and concrete surfaces.

Broad incumbents

• Sto SE: German manufacturer specializing in facade coatings, renders and concrete protection systems. Highly comparable on decorative concrete stains, hydrofuges and facade waterproofing, though it operates as a much larger broad-line player.
• RPM International: US specialty coatings holding company whose Tremco, Stonhard and Euclid brands cover concrete and masonry protection, sealers and waterproofing. Comparable portfolio breadth and overlapping architectural concrete stain / anti-graffiti solutions.
• Mapei: Italian global leader in construction chemicals including surface protection, waterproofing and concrete treatments. Far larger than Guard Industrie but directly overlapping in protective coatings, facade treatments and concrete admixtures.
• Sika AG: Swiss specialty chemicals major with a deep concrete protection, waterproofing and sealing portfolio. Competes with Guard Industrie in the same end-uses (facade protection, concrete sealers, anti-graffiti) but at vastly greater scale and geographic reach.
• AkzoNobel (Dulux/International): Global paints and coatings major with specialty protective, decorative and facade coatings lines (including Dulux Trade). Competes with Guard Industrie in decorative concrete stains and architectural facade protection, but as part of a vastly larger coatings portfolio.
• BASF Master Builders Solutions: Global construction chemicals business of BASF offering concrete protection, waterproofing and repair systems. Overlaps directly with Guard Industrie's HydroGuard CE and ProtectGuard CE ranges (EN 1504-2 compliant concrete protection).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/guardindustrie
• Facebookfacebook.com/guardindustrie
• LinkedInlinkedin.com/company/guard-industrie

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 Guard Industrie