ADLER

What ADLER does

ADLER International GmbH is an Austrian manufacturer of paints, lacquers, and wood protection products, founded in 1934 and headquartered in Schwaz, Austria, where 100% of its production is carried out. The company operates a portfolio of more than 10,000 SKUs organized around four product categories (lacquers, colors, wood protection, and tools/pre-treatment) and nine branded lines including Aviva wall paints, Pullex wood protection, Varicolor 2-in-1 acrylic, Vivido finishes, Legno oils, and Landweiß lime paint. Approximately 65% of formulations are water-based, and the company holds third-party certifications including Cradle to Cradle Certified Silver, the Austrian Umweltzeichen, DIN 53160, DIN 18363, and French Emission Class A+. Headcount is 501-1000 employees.

The business serves two distinct customer segments through separate channels: DIY homeowners and upcycling consumers purchase via the adler-farbenmeister.com direct-to-consumer online shop, while professional painters and tradespeople buy commercial-grade products through the separate adler-lacke.com B2B portal, with both segments also served via a physical dealer network (Händlersuche) across Austria and Germany. Revenue is generated primarily through one-time unit-based product sales (consumer paints €10-77, specialty products higher) with free shipping over €40, complemented by wholesale distribution to dealers. Customer engagement is supported by content marketing (ADLER TV, Ratgeber guides, magazine content), a mobile app with augmented reality color visualization, and an AI chatbot (SmartCan), with logistics handled through DPD, FedEx, GLS, and Österreichische Post.

The go-to-market is essentially regional within DACH, and the company is privately held as an Austrian GmbH with no disclosed parent, no institutional funding rounds, and no recorded M&A activity. Pricing is pay-as-you-go with no subscription or recurring contracts, and the value proposition centers on Austrian-made quality, sustainability certification, and a comprehensive single-source portfolio across surface types (wood, metal, plastic, concrete, stone).

Name

ADLER

Legal name

ADLER International GmbH

Website

https://adler-farbenmeister.com

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

501–1,000 employees

Short description

ADLER International GmbH is a 90+ year-old Austrian manufacturer of paints, lacquers, and wood protection products (10,000+ SKUs), selling through a D2C e-commerce shop, a B2B commercial portal, and a dealer network to DIY consumers and professional painters in Austria and Germany.

Ownership category

akta.pro rank

Product category

Paints and Coatings

NAICS

Paint and Coating Manufacturing (32551), Paint and Wallpaper Retailers (444120)

SIC

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

akta.pro primary industry

Wood Coatings & Finishes (IMAEAGAG)

akta.pro secondary industries

Wood Coatings & Finishes (IMAEAHAF), Wood Coatings & Finishes (IMADAKAD)

Keywords

• Wood protection coatings
• Interior wall paints
• Lacquers and stains
• Wood care oils
• Surface coatings

Headquarters

HQ city

Schwaz

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (B2C): Primary revenue stream from direct sales of paints, lacquers, wood protection products, and accessories through the ADLER Farbenmeister online shop to end consumers. The company also operates a separate commercial portal (adler-lacke.com) for professional tradespeople. Products are shipped directly to customers with free shipping over €40.
2. Wholesale/Distribution (B2B): Revenue from distribution through a network of physical dealer locations found via the Händlersuche (dealer locator) on the website. Dealers purchase products wholesale and resell to end consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

ADLER manufactures and sells paints, lacquers, wood protection products, and surface coatings through two distinct channels: a direct-to-consumer e-commerce platform (ADLER Farbenmeister) serving DIY homeowners and a B2B commercial portal (ADLER Lacke) serving professional painters. The portfolio of over 10,000 products covers acrylic paints, alkyd resin paints, silicate and silicone-resin facade paints, wood oils, wood stains, primers, lime paints, chalk paints, and specialty coatings, with 65% of formulations on a water basis. All products are manufactured exclusively at the company's facility in Schwaz, Austria.

Product overview

ADLER is Austria's leading manufacturer of paints, lacquers, and wood protection products with over 10,000 products in its portfolio. The offering is organized around four main product lines: Lacquers (Lacke) including acrylic, colored, Kunstharz, plastic, metal, special-purpose, and spray lacquers; Colors (Farben) covering wall paints, facade paints, wood paints, concrete and metal paints, tile paint, and tinting colors; Wood Protection (Holzschutz) encompassing wood care, wood repair, interior/exterior protection, wood oils, and stains; and Tools & Accessories plus Pre-treatment products. Key branded products include the premium Varicolor 2in1 acrylic paint for versatile applications, Aviva Ultra-Color SD wall paint with Smart-Dry Technology, Aviva Strong-Color latex paint for high-traffic areas, Aviva Tiromin-Color mineral silicate paint, Aviva Tirosilc-Color facade paint with algae protection, Vivido chalk paint for furniture, Legno Öl wood care oil, and the Pullex wood protection system for exterior applications. The portfolio is complemented by the ADLER Color App featuring augmented reality visualization and the ADLER SmartCan AI chatbot.

Differentiator

Problem solved

Functional benefit

Brands

• Aviva: Wall paints and interior dispersion paints product line including Aviva Alpen-Weiß, Aviva Colorit, Aviva Home-Color, Aviva Strong-Color, Aviva Tiromin-Color, Aviva Ultra-Color SD, Aviva Euromin-Weiß, Aviva Europlus-Weiß, Aviva Tirosilc-Color
• Pullex
• Varicolor
• Vivido
• Landweiß
• Legno
• Grilith
• ADLER green
• Alpine Selection

Products and services

• ADLER Varicolor Premium water-based 2-in-1 acrylic paint combining primer and topcoat in one product for wood, metal, plastic, radiators, and children's toys. Certified sweat- and saliva-resistant (DIN 53160-1 and 53160-2), Cradle to Cradle Silver and ADLER green certified. Targeted at DIY homeowners and professionals seeking an all-surface paint.
• Aviva Ultra-Color SD Premium water-based interior wall and ceiling paint featuring Smart-Dry Technology for streak-free application. Class 1 coverage, solvent- and plasticizer-free, ADLER green certified. Targeted at DIY homeowners and professional decorators.
• Aviva Strong-Color Washable silk-latex paint for heavily used interior surfaces such as kitchens, bathrooms, and hallways. Class 1 wet abrasion resistance, extremely durable and scrub-resistant. Targeted at homeowners and professionals working on high-traffic interior rooms.
• Aviva Tiromin-Color Mineral silicate-based interior paint with high coverage and free of solvents, plasticizers, and preservatives. High alkalinity inhibits fungi and bacteria growth. Suitable for residential, schools, kindergartens, and historic preservation. Targeted at health- and sustainability-conscious consumers and professionals.
• Aviva Tirosilc-Color Premium silicone-resin facade paint with hybrid binder technology providing algae and fungus film protection, high water vapor permeability, and excellent color retention for exterior mineral substrates. Targeted at professional facade painters and homeowners tackling exterior projects.
• Vivido Kreidefarbe Decorative chalk paint for furniture and living space design with ultra-matte finish. Over 70% natural raw materials, suitable for wood, metal, and plastic without primer; can be overpainted with furniture parquet lacquer for increased surface resistance. Targeted at DIY upcyclers and furniture refinishers.
• Legno Öl Quick-drying wood care oil for interior use on hardwoods and softwoods. Food-safe, sweat- and saliva-resistant, highly water-resistant, and antistatic. Suitable for parquet floors, furniture, and food-contact surfaces. Targeted at homeowners and professionals treating interior wood.
• Landweiß Kalkfarbe Non-film-forming lime paint for interior and exterior use on mineral substrates. Environmentally friendly, highly diffusion-capable, bioconstruction-recommended. High pH inhibits mold and bacteria growth; free of solvents, plasticizers, and preservatives. Targeted at ecological construction and historic preservation.
• Pullex 3in1-Lasur Matte wood protection impregnating glaze combining impregnation, priming, and topcoat in one product for exterior wood applications including wooden houses, cladding, carports, profile boards, shutters, and gates. Targeted at professional painters and homeowners protecting outdoor wood.
• Pullex Renovier-Grund Solvent-based wood renovation primer with impregnation properties for weathered wood surfaces. Equalizes and brightens wood substrates and is used in the Pullex renovation system for facades, balconies, and wooden houses. Targeted at exterior wood restoration professionals and homeowners.
• Pullex Bodenöl Wood oil specifically formulated for terrace floors and other horizontal exterior wood surfaces. Targeted at homeowners and professionals maintaining outdoor decks and terraces.
• Pullex Teaköl Specialty oil for garden furniture care and protection. Targeted at homeowners maintaining outdoor wooden furniture.
• ADLER Alkyd-Grund Primer for wood and metal surfaces, recommended for resin-rich or exotic woods prone to discoloration. Targeted at professional painters.
• ADLER Aqua-Isoprimer PRO Water-based primer for interior and exterior wood with excellent isolating properties against wood extractives; prevents yellowing discoloration in interior applications. Targeted at professional painters.
• Vivido Aqua-Finish Nova M Water-based acrylic paint available in matte or silk-gloss finish for interior and exterior use on wood surfaces. Targeted at professional painters and homeowners finishing wood.
• Pullex Fenster-Lasur Wood glaze specifically designed for windows and exterior doors, providing protection for dimensionally stable wooden components. Targeted at professional painters and window manufacturers.
• Pullex Color Wood paint for exterior applications providing opaque deck coating for wooden facades and outdoor structures. Targeted at professional exterior painters.
• Vivido All-in-one Holzlasuren und Holzfarben New for 2026: Vivido all-in-one wood stains and wood paints (Holzlasuren und Holzfarben) designed to make DIY projects easier without complicated preparation. Part of the 2026 product novelty range targeting DIY homeowners.

Quantifiable outcome

• 65% of products are now water-based, reducing environmental impact
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

14 partnerships are on record, tiered core infrastructure, operational, trust & conversion and marketing operations.

• Amazon Web Services (AWS)core infrastructureTechnology or IntegrationAWS provides cloud hosting services for the ADLER website and content delivery, enabling the e-commerce platform and online shop functionality.
• DPDoperationalOthersPrimary shipping partner for parcel delivery within Germany and Austria. Used for order fulfillment and delivery to end customers.
• FedExoperationalOthersInternational express shipping partner for cross-border deliveries outside standard EU zones.
• GLS (General Logistics Systems)operationalOthersEuropean parcel delivery service used for order fulfillment within the EU.
• Österreichische PostoperationalOthersAustrian national postal service used for deliveries to Austria, with free shipping available for orders over €120.
• JTL-Software-GmbHcore infrastructureTechnology or IntegrationProvides e-commerce order processing and fulfillment software that manages the online shop's order workflow and logistics integration.
• PayPaloperationalOthersPayment processing partner enabling customers to pay via PayPal, including installment payment option.
• Amazon PayoperationalOthersPayment method allowing customers to checkout using their Amazon account credentials for faster purchase completion.
• Apple PayoperationalOthersMobile payment service enabling convenient checkout for iOS users with Face ID/Touch ID authentication.
• Trusted Shopstrust & conversionOthersCustomer review platform and buyer protection service providing review collection and purchase guarantees to build customer trust.
• CleverReachmarketing operationsTechnology or IntegrationEmail marketing platform for sending newsletters, promotional campaigns, and automated marketing communications.
• Mailjetmarketing operationsTechnology or IntegrationAdditional email service provider for marketing communications and transactional emails.
• Google Analytics / Google Tag Managermarketing operationsTechnology or IntegrationWeb analytics and tag management for tracking user behavior, conversion tracking, and marketing attribution.
• epoqmarketing operationsTechnology or IntegrationRetargeting technology provider enabling personalized advertising based on user browsing behavior and interests.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Farrow & Ball: UK-based premium decorative paint and wallpaper manufacturer known for high-end positioning and a strong brand-led direct-to-consumer model. Comparable to ADLER's premium Aviva/Varicolor positioning and color-driven marketing approach.
• Bondex (AkzoNobel): Wood protection and wood paint brand owned by AkzoNobel. Directly comparable to ADLER's Pullex wood protection portfolio in terms of product category, end use, and DIY retail distribution in DACH.
• Osmo Holz und Color GmbH & Co. KG: German manufacturer specializing in wood finishes, wood oils, and wood protection products. Directly comparable to ADLER's Legno and Pullex product families, serving overlapping DIY and professional wood-care customers in DACH.
• Schöner Wohnen-Farbe (DAW / Sherwin-Williams): Premium German decorative paint brand under DAW/Sherwin-Williams. Directly comparable to ADLER's premium wall paint positioning and the Aviva / Vivido lines, targeting style-conscious DIY consumers.
• Remmers GmbH: German specialty coatings and wood protection manufacturer with deep product lines for wood preservation, facade protection, and concrete sealing. Overlaps with ADLER's Pullex wood protection system and Aviva facade paint ranges across the same trade and DIY customers in DACH.
• Clou (AkzoNobel / Dulux): German wood finish and lacquer brand within the AkzoNobel/Dulux portfolio, specializing in wood lacquers, stains, and care products. Direct peer to ADLER's Vivido and Pullex ranges in the wood finishing category.
• Alpina Farben (DAW / Sherwin-Williams): Leading German wall paint brand owned by DAW (now part of Sherwin-Williams), competing head-to-head with ADLER's Aviva wall paint line in German DIY retail. Closely comparable in product category, target customer (DIY + pro), and DACH distribution.

Broad incumbents

• Beckers Group: Swedish industrial coatings manufacturer with decorative and sustainable coating solutions. Broader incumbent positioned in architectural and industrial coatings adjacent to ADLER's core paint and lacquer offering.
• Tikkurila (PPG): Nordic decorative and industrial coatings manufacturer owned by PPG, with broad product lines in interior paints, wood finishes, and facade coatings. A broader incumbent serving similar use cases as ADLER across Northern and Central Europe.
• Jotun Paints: Norwegian global coatings major with both decorative and protective coatings businesses. A broad incumbent that overlaps with ADLER in decorative paints and wood protection, particularly in Northern European markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/adlerlacke
• LinkedInlinkedin.com/company/adler-coatings

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

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 ADLER