Dura Paints

What Dura Paints does

Dura Paints (Pty Ltd) is a South African paint and coatings manufacturer headquartered in Edenvale, Johannesburg, operating for approximately 35 years across decorative coatings, industrial coatings, surface preparation products, and field marking systems. The company sells a multi-brand portfolio — Wedgewood Paint (decorative including the Opulent premium range with a 7-year guarantee), Dura Industrial (including the H₂ydrO water-based industrial system, epoxy and polyurethane coatings, primers, and solvents), ProLong (preparation and waterproofing products), Go-Line (field marking machines and liquids), and Lifestyle Colours (cementitious decorative coatings) — supported by an in-house colour tinting facility offering 11,000+ colours. Core technology centres on coatings chemistry spanning water-based, solvent-based, alkyd, acrylic, epoxy, and polyurethane systems, with proprietary formulations including nano particle copolymer plaster primer and Direct-To-Metal rust converter technology.

The business serves a dual B2B/B2C market: homeowners and DIY users buy through the company's own Dura Paints Centre retail locations in Edenvale and Boksburg (with Randburg relocating to Head Office), while professional contractors, industrial buyers, and sports/municipal field-marking customers are reached through trade credit facilities, free site evaluation, and four named third-party distributors (Mega Paints, Gunning and Son/Gunnex, Alrode Industrial Supplies, Kwenza Coatings) across Gauteng, Mpumalanga, and Free State. Revenue is generated through one-time unit sales of paint, coatings, solvents, preparation products, and field marking hardware, with no subscription or recurring revenue streams identified.

Operationally the company is small (11–50 employees) and privately held with no disclosed funding rounds, no parent company, no subsidiaries, and no disclosed ownership or leadership beyond CEO Leon Reeves. No M&A, regulatory actions, or restructuring events appear in the source data; the company is actively operating with current retail trading hours and a refreshed 2024–2025 website.

Name

Dura Paints

Legal name

Dura Paints Pty Ltd

Website

https://durapaints.co.za

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Dura Paints is a South African paint and coatings manufacturer offering decorative, industrial, preparation, and field marking products under multiple brands. It serves homeowners, contractors, and industrial buyers via company-owned retail centres and third-party distributors across Gauteng, Mpumalanga, and Free State.

Ownership category

akta.pro rank

Product category

Paint and Coatings Manufacturing

NAICS

Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Architectural & Decorative Painting (Interior/Exterior) (IMAIAKAA)

akta.pro secondary industries

Industrial & Commercial Painting/Coatings/Surface Treatment (IMAIAAAK), Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

Keywords

• Decorative paint manufacturing
• Industrial coatings production
• Surface preparation products
• Field marking machines
• Colour tinting services

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices3 records

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. Decorative Coatings Sales: Sale of decorative coatings including interior and exterior paints, primers, undercoats, and specialty finishes under the Wedgewood brand to homeowners, contractors, and commercial customers.
2. Industrial Coatings Sales: Sale of specialized industrial coatings for steel structures, concrete floors, IBR sheeting, manufactured goods, and ferrous/non-ferrous metals under the Dura Industrial brand.
3. Field Marking Systems: Sale of Go-Line field marking machines and associated line marking liquids for sports fields, parking areas, and road marking applications.
4. Preparation Products: Sale of ProLong preparation products including surface preparation, crack fillers, waterproofing, tile adhesives, grouts, wood care, and sealing products.
5. Solvent Sales: Full range of industrial solvents including 2K Polyurethane Thinners, Autocote Thinners, Epoxy Thinners, Etch Thinners, Lacquer Thinners, Quick Dry Thinners, Heavy Duty Thinners, Xylene, and Turpentine.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

Dura Paints manufactures and sells decorative coatings (Wedgewood Paint), industrial coatings (Dura Industrial), preparation products (ProLong), decorative wall and floor finishes (Lifestyle Colours), industrial solvents, and Go-Line field marking machines and consumables. Products are sold wholesale and retail through company-owned Dura Paints Centres and independent distributors across South Africa, serving homeowners, contractors, industrial customers and sports/municipal clients. The company also offers in-house colour tinting (11,000+ colours), technical advice, site evaluation, and trade credit facilities.

Product overview

Dura Paints is a South African paint manufacturer offering a multi-brand portfolio organized by product category: Wedgewood Paint (decorative coatings including Opulent range with 7-year guarantee, primers, plasters, colourants), ProLong (preparation products including cleaners, bonding agents, crack fillers, waterproofing, tile adhesives, woodcare), Dura Industrial (industrial coatings including water-based H₂ydrO line, heavy duty epoxies and polyurethanes, primers, solvents), Go-Line (field marking machines and liquids), and Lifestyle Colours (decorative wall and floor products). The company also operates Dura Paints Centre retail locations offering colour matching and tinting services. Products range from consumer DIY paints to specialized industrial coatings, with focus on both water-based and solvent-based formulations.

Differentiator

Problem solved

Functional benefit

Brands

• Dura Industrial: Specialized range of high-quality solvent and water-based coatings for industrial applications including steel structures, concrete floors, IBR sheeting, manufactured goods, and ferrous and non-ferrous metals.
• Go-Line Field Marking Systems
• Lifestyle Colours
• ProLong
• Wedgewood Paint

Products and services

• Wedgewood Paint decorative coatings range Decorative coatings locally formulated and manufactured by Dura Paints to protect and beautify walls, roofs and trims. The Opulent premium range carries a 7-year quality guarantee and includes water-based and solvent-based finishes (matte, sheen, eggshell, roof coat, textured), ceiling/cover coats, universal undercoat, bonding liquid, super gloss enamel, ripple coat, plaster primers and decorative colourants. Targeted at professional contractors, interior designers, decorators and discerning homeowners.
• Dura Industrial industrial coatings range A specialised range of high-quality solvent and water-based coatings for industrial applications on steel structures, concrete floors, IBR sheeting, manufactured goods, and ferrous and non-ferrous metals, plus a full range of industrial solvents/thinners. The H₂ydrO water-based line and DTM rust converter serve as direct alternatives to traditional solvent-based coatings. Targeted at fabrication shops, industrial maintenance teams, and commercial customers requiring heavy duty corrosion and chemical protection.
• ProLong preparation products range A wide range of surface preparation products including cleaners (Grease Devil, ProClean, ProSoap Liquid/Powder), bonding aids (ProKey), waterproofing, crack fillers, sealers, surface preparation products, woodcare products, and tiling/tile care products, plus water-based road marking paint. Targeted at professionals and DIY customers preparing surfaces before painting or waterproofing, and at road marking applications.
• Go-Line Field Marking Systems Efficient, productive, labour-saving, transportable, robust and environmentally friendly pressure-spraying field marking machines and associated line marking liquids for the field marking industry. Used by sports facilities, schools and municipalities to mark sports fields, parking areas, kerbs and roadways. The company carries a full range of parts and offers service on machines.
• Lifestyle Colours decorative wall and floor finishes range A superior range of cementitious decorative wall and floor products including Cement Paint, Intanaco Stucco, Designer Plaster, Silk & Texture Coat, Stone Coat and Distemper & Antiquing liquid. Targeted at homeowners, decorators and designers seeking decorative cement-based finishes.
• Dura Paints Centre retail service One-stop retail service offered at Dura Paints Centres in Edenvale and Boksburg (with the Randburg branch relocating to Head Office), carrying all Dura Paints brands plus services including colour matching and tinting (over 11,000 colours), technical advice, free site evaluation, trade credit facilities and bulk deliveries. Targeted at homeowners, professional contractors and commercial customers across Gauteng.

Quantifiable outcome

• 7-year quality guarantee on Opulent decorative coatings
• +1 more outcomes

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

Four partnerships are on record, tiered core and minor.

• Mega PaintscoreChannel Partner/ Reseller/ DistributorMega Paints operates as a distributor of Dura Paints products across multiple locations in South Africa, including White River and Lydenburg in Mpumalanga, and Bloemfontein in the Free State. They retail Dura Paints products including Wedgewood decorative coatings to local contractor and consumer markets.
• Gunning and Son CC / Gunnex ccminorChannel Partner/ Reseller/ DistributorGunning and Son CC (trading as Gunnex cc) serves as a distributor of Dura Paints products in the Rocky Drift / Rocky Park area of Mpumalanga, providing access to Dura Paints product range for local contractors and homeowners.
• Alrode Industrial SuppliescoreChannel Partner/ Reseller/ DistributorAlrode Industrial Supplies is a key industrial distributor of Dura Industrial products, operating from Alrode in Gauteng and serving the broader industrial sector with Dura Paints' industrial coatings and solvent products.
• Kwenza CoatingsminorChannel Partner/ Reseller/ DistributorKwenza Coatings distributes Dura Industrial coating products to various markets, providing additional reach for Dura Paints' industrial product lines.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• a.b.e. Construction Chemicals: South African manufacturer of construction chemicals including waterproofing, sealers, tile adhesives and concrete repair — directly overlapping with Dura's ProLong preparation, waterproofing, tiling and concrete primer ranges.
• Prominent Paints: South African decorative paint brand with national retail coverage and a contractor channel. Same end customer base (homeowners, contractors) and similar product categories (interior/exterior paints, primers) as Dura Paints' Wedgewood brand.
• Kansai Plascon Africa: Largest South African decorative and industrial paints manufacturer (Plascon, Dulux licensee brands). Directly comparable product portfolio, channels and customer base to Dura Paints across decorative, industrial and trade segments.
• National Paints (S A) Pty Ltd: Mid-sized South African paint manufacturer selling decorative and industrial coatings. Comparable scale, product mix and distribution model to Dura Paints, including contractor and DIY channels.
• Dulux South Africa (Akzo Nobel): Operates the Dulux brand and ICA Industrial in South Africa, the established decorative and industrial coatings leader. Closest like-for-like competitor in South Africa for Dura Paints' Wedgewood and Dura Industrial ranges.

Regional players

• Duram: South African specialist in waterproofing and roof coatings including Roofex and Duram 19. Comparable in product category overlap (roof coatings, preparation, waterproofing) within the same South African market as Dura Paints' Opulent Roof Coat and ProLong waterproofing lines.

Broad incumbents

• Hempel South Africa: International industrial coatings manufacturer with protective, marine and decorative paint lines sold in South Africa, competing with Dura Industrial's H₂ydrO and Heavy Duty ranges in the steel-protection segment.
• Sika South Africa: Global construction chemicals and coatings company operating in South Africa with concrete, flooring and waterproofing systems that intersect with Dura's ProLong, Dura Industrial floor coatings and preparation products.
• PPG Industries South Africa: Global industrial and architectural coatings major with a South African presence, competing with Dura Paints' industrial coating portfolio (epoxies, polyurethanes, primers, automotive finishes).
• StonCor Africa: Industrial floor and protective coatings supplier active in South Africa, comparable to Dura Paints' industrial floor coatings (Floorkote, Heavy Duty Epoxy) and infrastructure protection lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/durapaints
• Facebookfacebook.com/DuraPaintsSA

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 Dura Paints