Franklin Paint Company

What Franklin Paint Company does

Franklin Paint Company is a specialty coatings manufacturer founded in 1946 and headquartered at 259 Cottage St, Franklin, Massachusetts. It operates as a wholly-owned subsidiary of Potters Industries LLC, a vertically aligned glass-bead manufacturer whose reflective beads Franklin Paint distributes alongside its own paint products. The company produces two principal product families: (1) traffic and zone marking paints, including the proprietary HYDROPHAST® line of 100% acrylic waterborne formulations (Fast Dry, Premium Fast Dry, and Regular Dry variants) conforming to Federal Specifications TT-P-1952F, TT-P-1952E, and TT-P-1952B, the TURBO DRY® acetone-based paint that meets 100 g/L VOC state limits, plus the VISILOK® glass bead drying agent and COLOR-LANE® colored aggregate system for bike, bus, and pedestrian lanes; and (2) athletic field marking paints (Synthetic Turf paint, Half Time® Stir & Spray, Winning Streak® liquid paste, and Aerosol) serving grass and synthetic surface facilities. Supporting chemistry and federal-spec compliance — not software or AI — are the core technical differentiators.

Revenue is generated through direct phone sales (800-486-0304) and a multi-state distributor network covering 11 US states (CT, ME, MD, MA, NJ, NY, OH, PA, RI, TN, TX) and three Canadian regions (Ontario, Atlantic Provinces, Quebec). Pricing is quote-based across 5-gallon pails, 55-gallon drums, and 250–275-gallon totes. As an authorized Graco dealer and warranty repair facility, the company sells LineLazer, RoadLazer, ThermoLazer, FieldLazer, and GrindLazer striping equipment and provides preventative maintenance, capturing a share of the broader striping contractor procurement basket beyond paint alone. Named channel partners include Pavement Depot of Maryland, NEYRA Pavement Products, and Dalton Enterprises Inc.

The business is privately held with 11–50 employees and a small named team including a General Manager, Director of Plant Operations, Coatings Chemist, regional account manager, and account service coordinators. Marketing is executed primarily through the company website and direct customer relationships, with no mobile applications, software products, public APIs, social media presence of note, or documented AI/ML capability. Federal infrastructure spending on roads, airports, and pedestrian/bike infrastructure — together with growth in synthetic athletic field installation — represents the principal demand environment, while ongoing state-level VOC tightening and federal specification updates govern product compliance requirements.

Name

Franklin Paint Company

Legal name

Franklin Paint Company

Website

https://franklinpaint.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

11–50 employees

Short description

Franklin Paint Company is a Franklin, Massachusetts-based specialty coatings manufacturer producing proprietary traffic marking and athletic field marking paints, operating as a subsidiary of Potters Industries LLC and serving US and Canadian markets through distributors and direct sales.

Ownership category

akta.pro rank

Product category

Traffic Marking Paints

NAICS

Paint and Coating Manufacturing (325510)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Color Matching, Tinting & Colorant Systems (IMAEAHAL)

Keywords

• Traffic marking paint
• Athletic field marking
• Waterborne traffic paint
• Striping equipment supplies
• Road safety markings

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Traffic Marking Paint Sales: Sale of specialized traffic marking paints including waterborne and acetone-based formulations. Products sold in various container sizes (5-gallon pails, 55-gallon drums, 250-275-gallon totes).
2. Athletic Field Marking Paint Sales: Sale of athletic field marking paints for synthetic turf and grass fields. Products include Synthetic Turf paint, Half Time Stir & Spray, Winning Streak liquid paste, and Aerosol field marking paint.
3. Graco Equipment Sales & Service: Authorized Graco dealer selling LineLazer, RoadLazer, ThermoLazer, FieldLazer, and GrindLazer equipment. Also provides warranty repair facility services and preventative maintenance for striping equipment.
4. Equipment & Supplies Sales: Sales of reflective glass beads (Potters), stencils, traffic cones, safety vests, chalk, measuring devices, and miscellaneous striping supplies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Franklin Paint Company manufactures and distributes traffic marking paints (waterborne HYDROPHAST® and acetone TURBO DRY® formulations compliant with Federal Specifications) and athletic field marking paints (Synthetic Turf, Half Time®, Winning Streak®, Aerosol). The company also distributes Graco-branded striping equipment, Potters® reflective glass beads, VISILOK® drying agents, COLOR-LANE® colored aggregates, stencils, traffic cones, measuring devices, chalk, and safety vests, while providing warranty repair and preventative maintenance for striping equipment.

Product overview

Franklin Paint Company is a manufacturer and distributor specializing in traffic marking paints and athletic field marking paints, alongside an extensive selection of striping equipment and supplies. The core product portfolio consists of four main traffic marking paint lines: HYDROPHAST® (Fast Dry, Premium Fast Dry, and Regular Dry variants) and TURBO DRY® — all waterborne or acetone-based formulations meeting federal specifications for pavement marking applications. For athletic fields, the company offers Synthetic Turf Field Marking Paint, Half Time® Stir & Spray, Winning Streak® (liquid paste), and Aerosol Athletic Field Marking Paint for use on natural and synthetic playing surfaces. Supporting the paint products, Franklin Paint distributes Graco® striping equipment (LineLazer V series, RoadLazer RoadPak, ThermoLazer, FieldLazer, GrindLazer), Potters® reflective glass beads, VISILOK® drying agents, COLOR-LANE® colored aggregates, and a full range of supplies including stencils, measuring devices, chalk, traffic cones, and safety vests. The company operates as an authorized Graco® dealer and warranty repair facility.

Differentiator

Problem solved

Functional benefit

Products and services

• HYDROPHAST® Fast Dry Waterborne Traffic Paint Lead-free, VOC-compliant, fast-drying 100% acrylic waterborne traffic paint conforming to Federal Specification TT-P-1952F Type I & II, used for bituminous, Portland-cement, and concrete pavements and sealcoat applications. Available in White, Yellow, White Premium, Yellow Premium, Green, Black, Blue, Red, and Brick-Red in 5-gallon pails, 55-gallon drums, and 250-275-gallon totes.
• PREMIUM HYDROPHAST® Fast Dry Waterborne Traffic Paint Advanced fast-drying waterborne traffic paint with enhanced durability and brighter, crisper colored markings; free from methanol and lead; conforms to Federal Specification TT-P-1952E & F Types I & II. Available in White Premium and Yellow Premium.
• HYDROPHAST® Regular Dry Waterborne Traffic Paint Lead-free 100% acrylic waterborne traffic paint for applications where dry time is not critical; conforms to Federal Specification TT-P-1952B. Available in White and Yellow in 5-gallon pails.
• TURBO DRY® Low VOC Acetone Traffic Paint Durable fast-drying acrylic/alkyd traffic paint conforming to federal VOC regulations and state VOC limits of 100 g/L; achieves no pickup in as fast as 3 minutes for bituminous, Portland-cement, and concrete pavements. Available in White, Yellow, Green, Blue, Black, and Red.
• VISILOK® Fast Glass Bead Drying Agent Glass bead system that accelerates dry time of waterborne paint 50% faster than untreated applications, prevents tire tracking, and improves performance in damp/humid and cold weather conditions. Hand wands available for manual application.
• COLOR-LANE® Colored Aggregates Eco-friendly colored aggregate system providing vibrant color and skid-resistance for designated lane markings including green bike lanes, red bus lanes, and pedestrian crosswalks; maintains color-fast properties and skid-resistance in wet and dry conditions.
• Synthetic Turf Field Marking Paint Paint formulated for synthetic athletic playing fields including soccer, football, field hockey, and lacrosse; supplied ready to use with no dilution required. Available in White, Yellow, Blue, Red, Black, Orange, and Green in 5-gallon pails.
• Half Time® Stir & Spray Paint specifically formulated for grass athletic playing fields including football, soccer, field hockey, and lacrosse; supplied ready to use with no dilution required. Available in White, Yellow, Blue, Red, Black, and Orange in 5-gallon pails.
• Winning Streak® Liquid paste paint for grass athletic fields including football, soccer, field hockey, and lacrosse; requires dilution with water before use. Ultra White variant formulated with Optical Brighteners. Available in Ultra White, Premium White, White, Yellow, Red, Blue, Black, and Orange in 5-gallon pails.
• Aerosol Athletic Field Marking Paint Easy-to-use aerosol paint for vibrant and complex logos on natural and synthetic grass; durable, compatible with most striping machines, requires no cleanup. Available in White, Yellow, Black, Blue, Green, Orange, and Red.
• Graco LineLazer V Series Equipment Professional-grade Graco LineLazer V series line striping machines (models 250DC, 250SPS, 200HS, 3900, 5900, 130HS) for traffic and athletic field marking applications, sold and serviced by Franklin Paint as authorized Graco dealer.
• Graco RoadLazer RoadPak Professional Graco RoadLazer RoadPak road striping equipment for highway and road marking applications, sold by Franklin Paint as authorized Graco dealer.
• Graco ThermoLazer / ThermoLazer Promelt Graco ThermoLazer / ThermoLazer Promelt thermoplastic striping equipment with heated material application for durable road markings, sold by Franklin Paint as authorized Graco dealer.
• Graco FieldLazer / Battery Power FieldLazer Graco FieldLazer athletic field marking striping equipment with battery-powered option for cord-free operation, sold by Franklin Paint as authorized Graco dealer.
• Graco GrindLazer Series Graco GrindLazer pavement marking removal equipment including GrindLazer 270, 390 (with LineDriver), and 630 models for grinding off old markings, sold by Franklin Paint as authorized Graco dealer.
• Potters® Highway Safety Marking Glass Beads Reflective Highway and Airport Glass Beads for traffic marking applications, enhancing nighttime visibility of road, highway, and airport markings, offered under the parent company's Potters® brand.
• Poly Vinyl Stencils Heavy-duty 1/8" Poly Vinyl stencils that resist breaking, bending, creasing, or warping for crisp, accurate pavement markings; available in 0-9 number sets, A-Z alphabet sets, common phrases, stop bars, stencil sheets, and custom configurations.
• Traffic Cones Traffic cones in 12", 18", and 28" sizes; solid orange standard with optional black bottom available in 18" and 28" sizes.
• Chalk & Chalk Line Accessories Chalk products including 5LB powder chalk (white, blue, glow orange) and 48LB (white, yellow), chalk boxes (100', 130', 150'), G3X100 High Speed Chalk Box with Chalk Catcher, empty reels, and chalk line sold by the foot, plus carpenter and railroad chalk varieties.
• Measuring Devices Measuring equipment including MP401 with rugged tubing and sealed bearing wheel, open reel devices (200'-400' capacity), premarked parking lot tapes, and closed reel options.
• Striping Equipment Warranty Repair & Preventative Maintenance Authorized Graco warranty repair service and preventative maintenance for all makes of striping equipment, provided by Franklin Paint as an authorized warranty repair facility.

Quantifiable outcome

• VISILOK® accelerates dry time 50% faster than waterborne jobs without the product
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• GracocoreChannel Partner/ Reseller/ DistributorFranklin Paint is an authorized Graco dealer and warranty repair facility. They sell Graco equipment (LineLazer, RoadLazer, ThermoLazer, FieldLazer, GrindLazer) and provide preventative maintenance and repair services for all striping equipment.
• Potters Industries LLCcoreTechnology or IntegrationFranklin Paint offers Potters reflective Highway and Airport Glass Beads as part of their product lineup. Potters is the parent company of Franklin Paint (copyright 2025).

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• SWARCO: Global leader in road marking systems and traffic paint, with a product portfolio that overlaps directly with Franklin Paint's HYDROPHAST® and TURBO DRY® offerings. SWARCO's traffic paint division competes head-to-head in DOT and municipal bids across North America and Europe.
• Aexcel Inc. US-based manufacturer of high-performance traffic paints, coatings, and surface preparation products. Competes with Franklin Paint in highway, airport, and municipal traffic marking segments across North America.
• Geveko Markings: Specialized manufacturer of road marking materials including thermoplastics, paints, and preformed markings. Directly comparable product portfolio to Franklin Paint with comparable end-customers (DOTs, municipalities, airports).
• SealMaster: Manufacturer of pavement sealers, traffic paints, and sport surface coatings with a broad distributor network. Direct overlap with Franklin Paint in traffic paint, athletic field marking, and pavement maintenance products.

Others

• Graco Inc. Manufacturer of striping and spraying equipment that Franklin Paint resells as an authorized dealer. Indirect competitor/ecosystem partner — equipment buyers can also purchase directly from Graco, but Franklin Paint bundles paint consumables with equipment sales and service.
• Potters Industries LLC: Parent company and leading global manufacturer of reflective glass beads used in road marking. Vertically integrated supplier to Franklin Paint and a broader competitor in the road safety materials space; their relationship is both parental and ecosystem-adjacent.

Broad incumbents

• Rust-Oleum (RPM International): Industrial and specialty coatings giant under RPM International; competes broadly in industrial paints and floor/surface coatings. While not a focused traffic paint player, its scale and distribution reach make it an indirect competitor for institutional and athletic field marking segments.
• Sherwin-Williams: Largest US coatings manufacturer with an Industrial and Highway Marking segment that overlaps with Franklin Paint's traffic paint portfolio. Competes on distribution reach and federal-spec qualifications rather than niche specialization.
• PPG Industries (Traffic & Pavement Markings): Global coatings giant offering traffic and pavement marking paints (via the Ennis-Flint acquisition) alongside much broader industrial and architectural coatings. Competes with Franklin Paint in highway and airport marking while leveraging far larger scale, distribution, and R&D.
• 3M (Road Safety Solutions): Diversified industrial conglomerate with a road safety marking portfolio (tapes, reflective elements, and pavement marking systems). Competes in adjacent road-safety materials and increasingly in pavement marking, with a global distribution footprint that exceeds Franklin Paint's.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/franklinpaint

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Franklin Paint Company