What Midwest Industrial Coatings does

Midwest Industrial Coatings, Inc. (MICI) is a privately held specialty industrial coatings manufacturer founded in 1985 in Shakopee, Minnesota by Daniel Seeler and David Hirsch, both of whom remain in active leadership (Seeler as President and CEO, Hirsch as VP of Marketing and Business Development). The company formulates and supplies high-performance liquid, powder, electrodeposition, waterborne, solvent-based, epoxy, and anti-fouling (Interlux) coatings to OEMs in six primary verticals: agricultural equipment, marine and aluminum boats, over-the-road truck and trailer, heavy machinery and construction equipment, recreational and power sports vehicles, and general industrial. MICI's technology is built around an in-house full functional laboratory for testing and formulation, a color design and color management studio, and a quick turnaround intermix operation that supports custom color programs and small batch manufacturing for major manufacturers.

The business operates a sales-led, direct-to-manufacturer GTM targeting world class OEMs, with embedded on-line production support, customized training, and annual paint line auditing. Revenue is generated through one-time sales of coating products priced via custom quotes rather than published price lists. MICI maintains a single corporate campus in Shakopee (administrative offices, primary finished product warehouse, laboratory, color studio, intermix operation) and supports its customer base with satellite warehouses and offices in Mexico, China, Thailand, Michigan, and Arkansas, with client concentration in the United States, Mexico, Canada, and China. Named enterprise customers include AGCO (agricultural equipment) and Polaris (recreational vehicles), and the company has executed co-branded custom projects (e.g., the AGCO pink tractor for breast cancer awareness) and embedded account service roles for global accounts.

The company is entirely founder-owned, with no disclosed funding rounds, institutional investors, subsidiaries, mergers, acquisitions, or restructuring activity. It holds ISO 9001 quality management certification (achieved in 2017) and has received the Minnesota Governor's Safety Award (2019) and the Dakota-Scott Workforce Development Board Employer of Excellence recognition (2021). Reported employee count is 11-50, and the company has no disclosed AI/ML, software, or API capabilities.

Name

Midwest Industrial Coatings

Legal name

Midwest Industrial Coatings, Inc.

Website

https://micicoatings.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Midwest Industrial Coatings is a privately held specialty industrial coatings manufacturer founded in 1985 in Shakopee, Minnesota, supplying liquid, powder, electrodeposition, and anti-fouling coatings to OEMs in agricultural, marine, truck/trailer, heavy machinery, and recreational equipment markets across the US, Mexico, China, and Thailand.

Ownership category

akta.pro rank

Product category

Industrial Coatings

NAICS

Paint and Coating Manufacturing (32551)

SIC

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

akta.pro primary industry

Industrial Protective Coatings (IMAEAHAB)

akta.pro secondary industries

Powder Coatings (IMAEAHAE), Industrial & Protective Coatings (IMAEAGAB), Automotive & Transportation Coatings (IMAEAGAC)

Keywords

• Industrial coatings
• Powder coating
• Waterborne coatings
• Marine anti-fouling
• Agricultural equipment coatings

Headquarters

HQ city

Shakopee

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial Coatings Sales: Sale of high performance liquid, powder, and electrodeposition coatings for industrial applications

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Midwest Industrial Coatings is a privately held specialty coatings manufacturer and supplier that formulates and sells high-performance liquid, powder, waterborne, electrodeposition, epoxy, and anti-fouling coatings. The company serves OEM manufacturers in the power sports, agricultural equipment, marine/aluminum boat, over-the-road truck and trailer, heavy machinery, and general industrial markets, providing custom color programs backed by an in-house laboratory, color design studio, and small batch manufacturing capabilities.

Product overview

Midwest Industrial Coatings (MICI) is a specialty industrial coatings supplier offering a portfolio of four core coating technologies—Solvent Base, Waterborne, Powder, and Anti-Fouling (Interlux)—along with Epoxy and Electrodeposition coatings. These core technologies are applied across six market-focused product lines: Agricultural Equipment Coatings, Marine Coatings, Truck and Trailer Coatings, Machinery and Construction Equipment Coatings, Recreational and Performance Coatings, and General Industrial Coatings. The company serves manufacturers in power sports, agricultural, aluminum boat, truck, trailer, and heavy machinery markets, combining coating products with technical expertise, on-line production support, color design, and small batch manufacturing capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Solvent Base Coatings
• Waterborne Coatings EPA-compliant protective paint coatings that provide corrosion resistance, fade resistance, strong color retention, and superior adhesion; available in non-hazardous, non-toxic, and non-flammable single-component and two-component formulations for industrial OEM manufacturers.
• Powder Coating Dry powder coatings made from finely ground plastic particles that melt when baked to form a durable, chemically resistant, corrosion-resistant film with very low VOC emissions; available in smooth finishes, hammertones, wrinkles, and metallics for industrial OEM manufacturers.
• Anti-Fouling Coatings (Interlux) Tin-free marine coatings using Interlux technology that prevent barnacles and mussels from attaching to vessel hulls, providing long-lasting protection for boats in both fresh and salt water conditions.
• Epoxy Coatings High-gloss epoxy paint coatings that provide corrosion protection without requiring thinners, additives, or hardeners; available in waterborne formulations that reveal bright, rich color upon drying.
• Agricultural Equipment Coatings Industrial liquid, powder, and epoxy coatings designed to protect agricultural machinery from chemicals, temperature changes, abrasions, warping, and staining while extending equipment lifespan, sold to agricultural equipment manufacturers.
• Marine Coatings Protective coatings for boats and water vessels including anti-fouling bottom paint, marine deck coatings, and high-performance liquid coatings that are durable, anti-static, non-skid, and UV stable.
• Truck and Trailer Coatings Custom color programs and protective coatings for over-the-road trucks and trailers that provide brand-specific identification with durable, glossy finishes, sold to truck and trailer manufacturers.
• Machinery and Construction Equipment Coatings Industrial powder and liquid coatings that protect construction machinery from harsh environmental conditions, reducing maintenance costs and extending equipment life, sold to construction and heavy machinery manufacturers.
• Recreational and Performance Coatings Protective and performance-enhancing coatings for snowmobiles, motorcycles, ATVs, and other recreational vehicles, including ceramic and Teflon-based thermal barrier coatings for engines, sold to recreational vehicle manufacturers.
• General Industrial Coatings Customized industrial coating solutions for various manufacturing applications, providing sales/technical support, customized training, and quality paint line auditing services to general industrial manufacturers.

Quantifiable outcome

• Powder coating can last 20 years with proper maintenance
• +2 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Supply Chain World MagazineminorGTM or Marketing Partner · 1 January 2014MICI advertised in Supply Chain World Magazine, which is described as the authority on best practices in supply chain management
• Chemical Coaters Association InternationalminorGTM or Marketing Partner · 1 January 2014MICI advertised in the Chemical Coaters Newsletter (Twin Cities Chapter), a technical and professional organization that provides information and training on surface coating technologies
• AGCOminorStrategic or Co-development PartnerMICI partnered with AGCO to provide custom paint for the pink tractor project benefiting breast cancer awareness, including donating paint for the Tenacity tractor project at the Jackson facility
• PolariscoreStrategic or Co-development PartnerMICI serves as an account service manager and European Coatings Specialist for Polaris, providing coatings for their snowmobiles and recreational vehicles. Polaris is a major manufacturing partner that has won the most titles in the Iron Dog Race (14 times).
• Judnick MotorsportsminorGTM or Marketing PartnerMICI is a long-time sponsor of Judnick Motorsports, a professional snowmobile racing team. Jake Angove won the Pro Lite main event at the Pirtek Snocross National in Shakopee, MN.
• InterluxcoreTechnology or IntegrationMICI uses Interlux anti-fouling coating, which is described as a tin-free, cost effective, easy to apply coating that offers bright colors and proven protection for boats. Interlux has been tested after multiple seasons to be 98% free of fouling.
• ZieglerminorStrategic or Co-development PartnerZiegler donated the MT865E tractor for the AGCO pink tractor project to promote breast cancer awareness, working in partnership with MICI for the custom paint

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Jotun: Norway-based global coatings manufacturer with strong marine and protective coatings franchises. Comparable to MICI in marine anti-fouling and heavy-duty industrial protective segments, though operating at much greater international scale.
• Carboline: Private specialty manufacturer of industrial protective coatings serving OEM and maintenance markets. Closest direct competitor to MICI's protective liquid and powder coatings portfolio, with comparable customer profiles in heavy equipment and marine.
• Tnemec Company: Privately held specialty industrial coatings manufacturer focused on protective coatings for infrastructure, water/wastewater, and industrial equipment. Comparable in scale, customer profile, and customization-driven go-to-market to MICI.
• Hempel: Global manufacturer of marine, protective, and industrial coatings. Direct overlap with MICI's marine anti-fouling and heavy machinery protective lines; serves similar OEM and shipyard customers.

Broad incumbents

• PPG Industries: One of the world's largest paints and coatings companies, with deep presence in industrial, automotive, and protective coatings. Competes with MICI for tier-1 OEM contracts in agricultural equipment, truck/trailer, and recreational vehicles.
• RPM International: Holding company owning multiple specialty coatings brands (Stonhard, Tremco, Carboline) targeting industrial, marine, and infrastructure markets. Comparable end markets and specialty positioning to MICI, with broader portfolio and deeper R&D.
• Sherwin-Williams: Largest North American coatings company with industrial, automotive, and protective coatings divisions. Competes with MICI on large OEM accounts and increasingly in powder and waterborne industrial segments.
• AkzoNobel: Global paints and coatings major with industrial and specialty coatings businesses. Overlaps with MICI in powder, liquid, and protective coatings for industrial OEMs and transportation customers.
• Axalta Coating Systems: Global coatings major with leading positions in industrial and transportation coatings. Overlaps with MICI's liquid, powder, and electrodeposition lines serving agricultural equipment, truck/trailer, and recreational vehicle OEMs, but at vastly larger scale.

Emerging players

• IFS Coatings: Independent specialty powder coatings manufacturer serving industrial OEMs and custom coaters. Closest sub-scale powder coating peer to MICI's powder coating line, with similar customer profile in heavy equipment and architectural products.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MICICoatings
• Facebookfacebook.com/pages/Midwest-Industrial-Coatings-Inc/146720548731432?
• LinkedInlinkedin.com/company/midwest-industrial-coatings-inc-

Compliance1 record

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 Midwest Industrial Coatings