Dennison Lubricants

What Dennison Lubricants does

Dennison Lubricants, Inc. is a privately held, family-owned lubricants manufacturer, distributor, and marketer headquartered in Lakeville, Massachusetts, founded in 1987 by Timothy Dennison. The company serves automotive, heavy-duty/commercial transportation, industrial/manufacturing, marine, aviation, and food-handling customers across all six New England states plus the Hudson River Valley of New York, operating four distribution centers in Lakeville MA, Worcester MA, Gardiner ME, and Williston VT, and serving approximately 3,000 customers through direct field sales and inside-sales order processing.

The product portfolio combines authorized third-party distribution of major lubricant brands — Shell, Pennzoil, Quaker State (as the largest Shell distributor in New England since 2010), Gulf, Motul, and Amalie — with proprietary manufacturing of the Oilzum motor oil brand and the DURA Metalworking Fluids line (eight sub-products covering coolants, cutting, grinding, rolling, quenching, corrosion-prevention, and cleaning chemistries). Diesel Exhaust Fluid (DEF) is supplied for on-road, heavy-duty, and marine barge applications. The blending operation is ISO 9001:2015 certified, a credential Dennison holds uniquely in New England.

The business model is industrial distribution plus toll-blending: revenue is generated through transaction-based sale of distributed brands, sale of proprietary-blend lubricants and DEF, and custom compound blending for industrial customers. Pricing is quote-based via sales representatives (Matt Dennison, Tim Dennison Jr.) with credit-application onboarding and reseller certification for tax-exempt accounts. The company has grown organically with no disclosed external funding, no parent company, and no subsidiaries; ownership and management are concentrated in the Dennison family, with non-family executives in CFO and VP-Operations roles.

Name

Dennison Lubricants

Legal name

Dennison Lubricants, Inc.

Website

https://denlube.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

51–100 employees

Short description

Dennison Lubricants is a family-owned New England lubricant manufacturer and distributor founded in 1987, blending and distributing Shell, Gulf, Motul, Amalie, and proprietary Oilzum and DURA brands to ~3,000 automotive, industrial, marine, aviation, and food-handling customers across six New England states and the Hudson River Valley.

Ownership category

akta.pro rank

Product category

Industrial Lubricants

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191), Petroleum and Coal Products Manufacturing (3241)

SIC

Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Chemicals & Allied Products (5160)

akta.pro primary industry

Industrial & Heavy-Duty Lubricants (IMAEAMAB)

Keywords

• Lubricant manufacturing
• Lubricant distribution
• Metalworking fluids
• Industrial lubricants
• Automotive lubricants

Headquarters

HQ city

Lakeville

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Lubricant Distribution: Distribution and sale of automotive, aviation, commercial, food handling, industrial, and marine lubricants through authorized distributor relationships with major brands including Shell, Gulf, Motul, Amalie, and Pennzoil/Quaker State.
2. Lubricant Manufacturing & Blending: ISO 9001:2015 certified manufacturing and blending capabilities for lubricants and metalworking fluids, including proprietary DURA product line.
3. Diesel Exhaust Fluid (DEF): Sale and delivery of diesel exhaust fluid for automotive, heavy-duty transportation, and marine applications.
4. Proprietary Brand (Oilzum): Sale of proprietary Oilzum motor oil products including synthetic motor oils, synthetic blend motor oils, premium diesel engine oil, diesel exhaust fluid, industrial fluids, and custom compound blends.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Dennison Lubricants manufactures, blends, and distributes lubricants and metalworking fluids for automotive, aviation, commercial, food handling, industrial, and marine customers across New England. The company operates as both an authorized distributor of major third-party lubricant brands (Shell, Pennzoil, Quaker State, Gulf, Motul, Amalie) and a manufacturer of its own proprietary DURA metalworking fluids and Oilzum motor oil lines. ISO 9001:2015 certified blending and distribution services are delivered through four facilities in Massachusetts, Maine, and Vermont, complemented by Diesel Exhaust Fluid (DEF) supply for on-road, marine, and industrial applications.

Product overview

Dennison Lubricants is a lubricants distributor, manufacturer, and marketer serving the automotive, aviation, commercial, food handling, industrial, and marine industries across New England. The company operates as both a distributor of major third-party lubricant brands and a manufacturer of its own proprietary product lines. Its distributed brands include Shell/Pennzoil/Quaker State (as New England's largest authorized Shell distributor), Gulf Lubricants, Motul, Amalie, and its proprietary Oilzum motor oil brand. As a manufacturer, Dennison produces the DURA Metalworking Fluids product line — covering metalworking coolants, forming compounds, cutting oils, grinding oils, rolling oils, quenching oil, corrosion preventives, and industrial cleaners. The company also supplies diesel exhaust fluid (DEF) for on-road, marine, and industrial applications. All operations are delivered through a network of four distribution facilities across Massachusetts, Maine, and Vermont, making Dennison New England's only ISO 9001:2015 certified Distributor and Blender.

Differentiator

Problem solved

Functional benefit

Brands

• Oilzum: A brand with an outstanding history in New England offering high quality motor oil products including Synthetic motor oils, Syn-Blend (conventional) motor oils, Premium Diesel Engine Oil, Diesel Exhaust Fluid, Industrial Fluids/Lubricants, and Custom Compound Blends.
• DURA Metalworking Fluids

Products and services

• Shell, Pennzoil & Quaker State Lubricants Shell, Pennzoil, and Quaker State branded automotive and industrial lubricants distributed by Dennison as the largest authorized Shell distributor in New England, covering motor oils, heavy-duty diesel engine oils, hydraulic fluids, and industrial lubricants for business customers.
• Gulf Lubricants Full line of Gulf-branded automotive oils, heavy-duty diesel engine fluids, hydraulic fluids, industrial/metalworking lubricants including coolants, cutting oils, and way oils, distributed by Dennison as New England's source for Gulf Lubricants.
• Motul Lubricants High-tech engine lubricants, brake fluids, and gear oils from French manufacturer Motul, distributed by Dennison for automotive and powersports vehicles customers across New England.
• Amalie Lubricants Full line of Amalie-branded automotive and heavy-duty diesel engine oils including PCMO car oils, transmission fluids, gear oils, and conventional, synthetic, and synthetic blend diesel engine oils, distributed by Dennison as New England's source for Amalie Oil.
• Oilzum Motor Oil Proprietary Dennison-family brand offering synthetic motor oils, synthetic blend motor oils, premium diesel engine oil, diesel exhaust fluid, industrial fluids/lubricants, and custom compound blends with a long New England history.
• DURA Metalworking Fluids Proprietary line of metalworking fluid products including DURACOOL (premium semi-synthetic, synthetic & soluble coolants), DURAFORM (non-chlorinated heading/forming/drawing compounds), DURACUT (cutting oils), DURAGRIND (grinding oils), DURAROLL (rolling oils for reduction mills), DURAQUENCH (quenching oil), DURAPROTECT (corrosion preventives), and DURACLEAN (machine and process cleaners), manufactured by Dennison for industrial and metalworking customers.
• Diesel Exhaust Fluid (DEF) 40% diesel exhaust fluid supplied and delivered to customers across the marine industry (including barge delivery) and throughout New England for on-road, marine, and industrial emissions-compliance applications.

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core.

• Shell LubricantscoreChannel Partner/ Reseller/ Distributor · 1 January 2010Dennison Lubricants is the largest distributor of Shell, Pennzoil, and Quaker State products in New England and has been an authorized Shell Distributor since 2010. Shell also sponsors the Dennison Charitable Foundation's annual Charity Golf Classic.
• Gulf LubricantscoreChannel Partner/ Reseller/ DistributorDennison Lubricants is New England's source for Gulf Lubricants, distributing full lines of automotive oils, heavy-duty diesel engine fluids, hydraulic fluids, and industrial/metalworking lubricants.
• MotulcoreChannel Partner/ Reseller/ DistributorDennison Lubricants is New England's source for Motul products, a French company specializing in high-tech engine lubricants, brake fluids, and gear oils for automotive and powersports vehicles.
• Amalie OilcoreChannel Partner/ Reseller/ DistributorDennison Lubricants is New England's source for Amalie Oil, distributing full lines of automotive oils, transmission fluids, gear oils, and heavy-duty diesel engine oils including conventional, synthetics, and synthetic blends.
• OilzumcoreChannel Partner/ Reseller/ DistributorOilzum is a brand with outstanding history in New England offering high-quality motor oil products including synthetic motor oils, synthetic blend motor oils, premium diesel engine oil, diesel exhaust fluid, industrial fluids, and custom compound blends. Oilzum.com is owned by the Dennison family.
• Nu-Tier Brands (Gulf)coreChannel Partner/ Reseller/ DistributorNu-Tier Brands is the parent company for Gulf Lubricants products distributed through Dennison Lubricants in New England.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Valvoline Inc. Major US lubricants brand and service operator (including Valvoline Instant Oil Change); comparable to Dennison on the lubricants side as a major brand whose products flow through regional distributors like Dennison, and as a broad incumbent in automotive fluids.
• Heritage-Crystal Clean: Public US company providing lubricants, fluid management, and used-oil collection services; comparable to Dennison on the lubricants distribution and industrial fluid management side, with a national footprint and broader environmental-services portfolio.
• RelaDyne: One of the largest US lubricant and fuel distributors, formed through roll-ups of regional players; comparable to Dennison in its mix of branded distribution plus proprietary fluids and additive services, but operating nationally with PE backing.
• Fuchs Petrolub / Fuchs Lubricants USA: One of the world's largest independent lubricant manufacturers with a significant US industrial and metalworking fluids business; comparable to Dennison as both a competitor in industrial lubricants and a potential upstream supplier/blend partner.

Direct peers

• Warren Oil Company: US-based independent lubricant blender and distributor serving automotive, heavy-duty, and industrial customers; comparable to Dennison in its combination of private-label and branded lubricant distribution plus in-house blending capabilities.
• Petroleum Service Company (PSC): Regional wholesale distributor of lubricants, fuels, and industrial fluids in the US Northeast and Mid-Atlantic; directly comparable to Dennison on regional lubricant distribution, multi-brand portfolio, and industrial customer base.
• Schaeffer Manufacturing (Schaeffer's Specialized Lubricants): US-based independent lubricant manufacturer and distributor with a strong proprietary product line sold through regional distributors; comparable to Dennison's DURA/Oilzum proprietary-brand strategy and its industrial/cutting-fluid focus.
• Lubrication Engineers: Independent manufacturer of high-quality industrial lubricants (including metalworking fluids) sold through a regional distributor network; comparable to Dennison's industrial lubricant blending and distribution model.
• AMSOIL: US-based independent manufacturer and direct-to-consumer/ dealer distributor of synthetic lubricants and motor oils; comparable to Dennison on proprietary-brand synthetic lubricants and a direct/dealer-driven distribution model.

Regional players

• Mayne Petroleum / Coastal Petroleum: Regional petroleum and lubricant distributor serving the US East Coast with a similar multi-brand, multi-vertical customer mix; comparable to Dennison on regional distribution model, branded products portfolio, and industrial/heavy-duty customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/dennisonlubricants
• LinkedInlinkedin.com/company/dennison-lubricants-inc-
• Instagraminstagram.com/denlube

Compliance2 records

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 Dennison Lubricants