Target Coatings
Target Coatings is a founder-owned New Jersey manufacturer of ultra-low VOC, HAPS-free water-based wood finishes sold under EMTECH and EMCAT+ brands to professional cabinet shops, custom furniture makers, luthiers, and DIY woodworkers via direct e-commerce, a TCPro professional program, and a US/Canada dealer network.
- Company typePrivate
- Founded1988
- HeadquartersFair Lawn, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Target Coatings does
Target Coatings is a privately held, founder-owned specialty chemical manufacturer founded in 1988 by Jeff Weiss in Fair Lawn, New Jersey. The company develops, manufactures, and sells ultra-low VOC, HAPS-free water-based wood finishes under two brands: EMTECH (a full finishing system spanning sealers, primers, clear lacquers, varnishes, urethanes, pigmented lacquers, and stains) and EMCAT+ (a professional-grade 2K acrylic polymer system using a proprietary low-pH epoxy silane catalyst that achieves 2K urethane-type hardness without isocyanate or aziridine catalysts). The technical core is waterborne acrylic, alkyd, and polycarbonate urethane chemistry, including the EM9300 Polycarbonate Urethane — the first exterior waterborne clear coat approved by the Master Painters Institute (MPI) — and the NR4000 stain made from renewable plant-based resin.
The company serves professional cabinet shops, custom furniture makers, luthiers and musical instrument builders, architectural millwork operations, exterior wood applications, and serious DIY/pro-consumer woodworkers across the US and Canada. It monetizes through a multi-channel model: (1) direct-to-consumer e-commerce via targetcoatings.com with tiered unit pricing (32 oz to 5 gallon), (2) the TCPro subscription-style professional program offering up to 30% standing sitewide discounts and priority product access, (3) wholesale distribution through ~8 independent dealers (WTB Woodworkers Warehouse, Loconsolo Paints, Rodda Paint across the Pacific Northwest, and four Canadian distributors including Lee Valley Tools' 15-store network), and (4) premium-margin custom color-tinting services for the EM6500 pigmented lacquer matching Benjamin Moore, Sherwin-Williams, Farrow & Ball, RAL K7 Classic, or customer-supplied swatches. LEED Credit Compliant certification and ultra-low VOC positioning underpin specification-driven demand from architectural and design professionals.
The organization is small (1-10 employees), wholly founder-controlled with no institutional investment or funding rounds disclosed, and operates a US-domiciled manufacturing footprint. The 35+ year operating history, registered EMTECH and EMCAT+ trademarks, and MPI approval constitute the principal defensible assets, with no acquisitions, M&A activity, or external capital events on record.
Target Coatings firmographics
Firmographics- Name
- Target Coatings
- Legal name
- Target Coatings, Inc.
- Website
- https://targetcoatings.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Target Coatings is a founder-owned New Jersey manufacturer of ultra-low VOC, HAPS-free water-based wood finishes sold under EMTECH and EMCAT+ brands to professional cabinet shops, custom furniture makers, luthiers, and DIY woodworkers via direct e-commerce, a TCPro professional program, and a US/Canada dealer network.
- Ownership category
- akta.pro rank
Target Coatings industry classification
Industry- Product category
- Wood Coatings & Finishes
- NAICS
- Paint and Coating Manufacturing (325510), Paint, Coating, and Adhesive Manufacturing (3255)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Wood Coatings & Finishes (IMAEAGAG)
- akta.pro secondary industries
- Wood Coatings & Finishes (IMADAKAD), Wood Coatings & Finishes (IMAEAHAF)
Keywords
Where Target Coatings is headquartered
LocationHeadquarters
- HQ city
- Fair Lawn
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Target Coatings business model
Business model- 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
- Product Sales - Direct E-commerce: Target Coatings generates revenue through direct-to-consumer online sales via their e-commerce website, offering water-based wood finishes, primers, sealers, lacquers, varnishes, urethanes, stains, and additives. Products are sold in various unit sizes (32 oz, 1 gallon, 5 gallon) with tiered pricing based on volume.
- TCPro Professional Program: Subscription-style professional program offering standing sitewide discounts up to 30%, priority access to new products, extra 10% off 5-gallon pails, and 25% off shipping. Targets professional wood finishers and high-volume pro consumers who commit to the program.
- Dealer/Distributor Network: Revenue flows through independent dealers and distributors including WTB Woodworkers Warehouse, Loconsolo Paints, Rodda Paint, Ardec, Coast Signature Paints, Lee Valley Tools, and Wood Essence Distributing. These channel partners purchase products wholesale and resell to end customers.
- Custom Color/Tint Services: Factory tinting service for EM6500 Pigmented Lacquer to match custom colors from Benjamin Moore, Sherwin-Williams, Farrow & Ball, RAL K7 Classic, or customer-provided swatches. Premium pricing for custom color matching services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Water-Based Wood Sealers |
| Unit Pricing | Pay-as-you-go | Water-Based Primers |
| Unit Pricing | Pay-as-you-go | Clear Water-Based Lacquers |
| Unit Pricing | Pay-as-you-go | Water-Based Varnishes |
| Unit Pricing | Pay-as-you-go | Water-Based Urethane |
| Unit Pricing | Pay-as-you-go | Pigmented Lacquers & Colored Finishes |
| Unit Pricing | Pay-as-you-go | Water-Based Wood Stains |
| Unit Pricing | Pay-as-you-go | Finish Additives & Application Aids |
| Unit Pricing | Pay-as-you-go | EMCAT+ Professional Coating System |
| Unit Pricing | Pay-as-you-go | EMCAT+ Sealer & Isolator |
| Subscription | Annual | TCPro Professional Program Benefits |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels9 records
Target Coatings product offering
Product offeringCore offering
Target Coatings manufactures and sells low-VOC, water-based wood finishes formulated by a professional chemist, including sealers, primers, lacquers, varnishes, conversion coatings, urethanes, pigmented finishes, and stains marketed under the EMTECH and EMCAT+ brands. Products are sold direct-to-customer and through a dealer network to cabinet shops, custom millworkers, luthiers, finishing professionals, and individual craftspeople, with custom tinting services available across nearly the entire product line.
Product overview
Target Coatings is a manufacturer of ultra-low VOC, HAPS-free water-based wood finishes for the fine furniture, architectural, and general woodworking industries. The product portfolio centers on two main brands: EMTECH and EMCAT+. The EMTECH brand includes a complete system of wood finishing products spanning sealers (EM1000), primers/grain fillers (HSF5000), clear lacquers (EM6000, EM7000HBL), varnishes (EM2000WVX alkyd, EM8000CV conversion varnish), urethanes (EM9300 polycarbonate), pigmented lacquers (EM6500, EM6600 Raven Black), and stains (NR4000). The EMCAT+ system provides professional-grade 2K acrylic polymer coatings with Si427 sealer/isolator and EC2A/EC2B topcoat/catalyst for demanding residential and commercial applications. Both systems are complemented by additives (CL100 Crosslinker, SA5 Retarder) and are designed to work together as a complete finishing system. The company was founded in 1988 and emphasizes environmental stewardship with LEED Credit Compliant, ultra-low VOC formulations.
Differentiator
Problem solved
Functional benefit
Brands
- EMTECH: Flagship brand of water-based wood finishes including EM6000 Production Lacquer, EM8000cv Conversion Varnish, EM9300 Polycarbonate Urethane, and related products.
- EMCAT+
Products and services
- EM1000 Universal Sanding Sealer A water-based universal sanding sealer that penetrates and seals wood substrate to provide a sandable base layer under topcoats; intended for cabinet, millwork, and finishing professionals and serious hobbyists.
- HSF5000 Primer / Surfacer / Grain Filler A high-solids water-based primer and surfacer that fills open grain on hardwoods and provides a smooth substrate for finishing; targeted at cabinet shops, refinishers, and production finishers working on porous species.
- EM6000 Water-Based Production Lacquer A water-based production lacquer designed for spray finishing lines in cabinet shops and millwork operations; delivers a durable clear topcoat with low VOC.
- EM7000HBL High-Build Spray Lacquer A water-based high-build spray lacquer engineered to deliver higher film build per coat while retaining low VOC, intended for production finishers who want to reduce coats per piece.
- EM2000WVX Water-Based Alkyd Varnish A water-based alkyd varnish designed to replicate the look and feel of traditional solvent-borne alkyd varnish, suitable for furniture, millwork, and interior woodwork finishing by professionals and DIY users.
- EM8000CV Conversion Varnish A water-based conversion varnish formulated for kitchen, bath, and architectural millwork requiring high chemical and moisture resistance, intended for professional cabinet and architectural finishing.
- EM9300 Polycarbonate Urethane A water-based polycarbonate urethane topcoat positioned for high-wear applications including musical instruments and fine furniture, delivering deep, non-yellowing clarity.
- EM6500 Pigmented Lacquer A pigmented water-based lacquer used to lay down opaque, colored finishes on cabinetry, millwork, and furniture, available in standard and custom-tinted colors.
- EM6600 Raven Black Lacquer A water-based lacquer pre-pigmented to deliver true, deep black opacity, used to finish jet-black cabinetry, millwork, and instrument components.
- NR4000 Natural Resin Stain A natural-resin-based water-based wood stain that imparts color while remaining compatible with water-based sealers and topcoats, for cabinets, furniture, millwork, and luthier finishing.
- EMCAT+ EC2A Acrylic Resin Topcoat Kit (Part A) The acrylic resin topcoat (Part A) of the EMCAT+ acid-catalyzed conversion system, designed for professional finishers and luthiers requiring a 2K water-based finish with the look and durability of a solvent conversion coating.
- EMCAT+ Si427 Sealer & Isolator A sealer and isolator used as the foundation coat under the EMCAT+ EC2A topcoat in the EMCAT+ acid-catalyzed system, ensuring proper inter-coat isolation for professional 2K water-based finishing.
- Custom Tinting Service Custom color-matching service that tints most EMTECH and EMCAT+ catalog SKUs to a specified color for professional finishing shops and refinishers.
- TCPro Professional Program A professional pricing, service, and fulfillment program that delivers EMTECH and EMCAT+ products to cabinet, millwork, and finishing professionals at tiered wholesale pricing across pints, quarts, gallons, 5-gallon pails, and 55-gallon drums.
Quantifiable outcome
- Fast drying times of 30-45 minutes enable multiple coats per day, dramatically accelerating production timelines compared to oil-based finishes requiring 24+ hour dry times
- +4 more outcomes
Companies that use Target Coatings
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles3 records
Target Coatings technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Target Coatings partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- WTB Woodworkers WarehouseminorIndependent woodworker supply dealer in Huntington Valley, PA serving as regional distributor for Target Coatings products. Provides local accessibility for Pennsylvania woodworkers seeking water-based finishes.
- Loconsolo PaintsminorBrooklyn-based paint and finish distributor reselling Target Coatings products to New York metropolitan area customers.
- Rodda PaintcorePacific Northwest regional paint chain with 8+ locations across Idaho, Montana, Oregon, and Washington. Major channel partner providing broad geographic coverage in the Western US. Rodda Paint locations also provide custom tinting services for EM6500 products.
- Ardec (Les Produits de Finition Ardec Inc)minorQuebec-based finishing products distributor serving Canadian customers in Saint-Sauveur, Quebec. Provides French-language market access and local distribution for Canadian woodworking professionals.
- Coast Signature PaintsminorBritish Columbia paint retailer in Burnaby/Vancouver area providing Canadian West Coast distribution for Target Coatings products.
- Lee Valley ToolscorePremium tool and finishing supply retailer with 15 store locations across Canada. Important channel partner reaching established base of serious hobbyist and professional woodworkers who are Target Coatings' target customer profile.
- Wood Essence DistributingminorSaskatchewan-based distributor serving prairie Canadian provinces with Target Coatings products for local woodworkers and cabinet shops.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Target Coatings competitors and assessment
Company assessmentBroad incumbents
- Sherwin-Williams: Sherwin-Williams is the largest US paint and coatings manufacturer with extensive industrial wood-finishing lines. Their color system integration with Target Coatings' EM6500 indicates direct adjacency in specification workflows, though their scale and big-box retail presence dwarfs Target Coatings.
- Rust-Oleum: Rust-Oleum is a large incumbent coatings manufacturer offering specialty wood finishes (Varathane, Watco) alongside a broader portfolio of paints and protective coatings. They serve similar wood-finishing use cases but compete on mass-market shelf presence rather than professional water-based chemistry.
- Minwax: Minwax is a large established wood-finish brand owned by Sherwin-Williams and the dominant DIY/prosumer wood stain and clear finish brand at big-box retail. They serve overlapping end-use cases (furniture, cabinet, floor finishing) but at much broader scale and through mass-market channels.
- Benjamin Moore: Benjamin Moore is a major architectural coatings company offering wood finishes and stains alongside interior/exterior paints. Target Coatings' EM6500 factory-tints to Benjamin Moore colors, signaling direct overlap in specification and customer workflows despite Benjamin Moore's much larger scale and independent dealer model.
Direct peers
- Old Masters: Old Masters is a direct peer producing wood finishes, stains, and clear coatings for the fine furniture and cabinetmaking trades, sold through woodworking specialty distributors. They compete in the same wood-finish niche that Target Coatings addresses with its EMTECH line.
- Daly's Wood Finishes: Daly's is a small, specialty US manufacturer of professional wood finishes, varnishes, and conversion coatings targeted at cabinet shops and custom furniture makers - a virtually identical customer profile and product mix to Target Coatings.
- Aqua Coat: Aqua Coat is a direct peer producing water-based wood coatings including lacquers, sealers, and grain fillers marketed to cabinet shops and woodworking professionals. The company competes head-to-head with Target Coatings' EMTECH water-based product line.
- Mohawk Finishing Products: Mohawk is a major specialty manufacturer of wood touch-up, finishing, and coating products (lacquers, sealers, toners) for furniture and cabinet professionals. They operate in the same professional wood-finishing category and overlapping distribution channels as Target Coatings.
- General Finishes: General Finishes is a closely comparable peer: a US-based manufacturer of water-based and oil-based wood finishes, stains, and topcoats sold through dealer networks and direct e-commerce to professional woodworkers and DIYers. Their product positioning around water-based wood coatings and pro-consumer channel closely mirrors Target Coatings' EMTECH offering.
Emerging players
- Behlen Top Coats: Behlen (H. Behlen & Bro.) is a smaller specialty wood-finishes manufacturer offering lacquers, sealers, and stains for professional woodworkers. The company competes in the same professional woodworking-coatings segment as Target Coatings but with a more limited water-based product line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Target Coatings social profiles
Digital presenceTarget Coatings compliance and trust
Trust signalCompliance1 record
Target Coatings financial estimates
Financial estimateRevenue estimate
Valuation estimate
Target Coatings leadership team
Management profileNumber of profiles
Profiles1 record
Target Coatings funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Target Coatings M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Target Coatings
What does Target Coatings do?
Target Coatings manufactures and sells low-VOC, water-based wood finishes formulated by a professional chemist, including sealers, primers, lacquers, varnishes, conversion coatings, urethanes, pigmented finishes, and stains marketed under the EMTECH and EMCAT+ brands. Products are sold direct-to-customer and through a dealer network to cabinet shops, custom millworkers, luthiers, finishing professionals, and individual craftspeople, with custom tinting services available across nearly the entire product line.
Is Target Coatings a public or private company?
Target Coatings is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Target Coatings founded?
Target Coatings was founded in 1988. It employs 1 to 10 people.
Where is Target Coatings based?
Target Coatings is headquartered in Fair Lawn, United States, in the North America region.
How does Target Coatings make money?
Four revenue lines are on record. Product Sales - Direct E-commerce is the primary driver. The others are TCPro Professional Program, dealer/Distributor Network and custom Color/Tint Services.
Who are Target Coatings's main competitors?
Broad incumbents on record are Sherwin-Williams, Rust-Oleum, Minwax and Benjamin Moore. Direct peers are Old Masters, Daly's Wood Finishes, Aqua Coat, Mohawk Finishing Products and General Finishes. Behlen Top Coats is listed as an emerging player.
Does Target Coatings have an API?
No public API is recorded for Target Coatings.
What industry is Target Coatings in?
Target Coatings's product category is Wood Coatings & Finishes. Its primary akta.pro industry code is IMAEAGAG, Wood Coatings & Finishes, with a secondary code of IMADAKAD, Wood Coatings & Finishes. Its NAICS code is 325510 and its SIC code is 2851.