Name

Axus Decor

Legal name

S&S Home Supplies Ltd

Website

https://www.axusdecor.com/

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Paint and Decorating Tools

NAICS

Cutlery and Handtool Manufacturing (3322)

SIC

Cutlery, Handtools & General Hardware (3420), Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

Art & Drafting Supplies Retail (CRALABAG)

akta.pro secondary industry

Contract / Private Label Cut & Sew Manufacturing (OEM/ODM) (IMAOAEAM)

Keywords

• Painting and decorating tools
• Decorating sundries wholesale
• Professional paint brushes
• Paint rollers and sleeves
• Decorating accessories distribution

Headquarters

HQ city

Mill Hill

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale/Distribution Sales: Axus Decor generates revenue through wholesale distribution of painting and decorating tools to a network of over 1,000 stockists including independent retailers, decorating centres, hardware stores, and retail partners. Products are sold through B2B channels to trade professionals and retail customers.
2. B2B E-commerce (Axus Connect): Trade customers can purchase through the Axus Connect B2B portal, which provides account login for stockists to place orders directly with the company.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Axus Decor designs, manufactures, and distributes a comprehensive range of painting and decorating tools and accessories — including brushes, rollers, abrasives, surface protection, containers, apparel/PPE, and wallpaper tools — sold through a network of over 1,000 stockists and trade customers across the UK, Ireland, the USA, and Romania. The company also operates as the UK wholesale distributor for Olfa utility knives, Pretty Boy paint cleaners, and Mardom decor products.

Differentiator

Problem solved

Functional benefit

Brands

• Axus: Primary decorating tools brand featuring brushes, rollers, preparation tools, and accessories for professional painters and decorators
• S-Tex
• Arystox
• Artline Decor
• Olfa
• Flex-E-Liner
• Flex-e-Bowl
• Razor
• X-Coat
• Silk Touch
• Pro-Finish
• Captain Chunk
• S-Edge

Products and services

• Flex-e-Bowl Reusable, flexible silicone bowl designed for filler preparation and clean-up, helping decorators reduce waste and improve efficiency during decorating projects.
• Flex-e-Liner Reusable silicone liner for paint kettles that reduces plastic waste and shortens clean-up time, supporting eco-friendly painting practices.
• Flex-Tex Trousers Utility workwear line with breathable fabrics and ergonomic design targeted at professional decorators needing durable, comfortable clothing for daily trade use.
• Captain Chunk Extra Large Paint Bucket 18-litre (4.7 gallon) capacity paint bucket designed for heavy daily professional use, compatible with large-format rollers up to 15-18 inches.
• Axus Decor Brushes and Rollers Comprehensive range of trade-grade paint brushes and rollers including Silk Touch, Pro-Finish, X-Coat, and Captain Chunk product lines, designed for professional painters and decorators.
• Arystox Abrasives Range Premium abrasive range utilising ceramic oxide grain technology for professional surface preparation, including sanding blocks and sheets for decorators.
• S-Edge Scrapers Durable scraper range designed for professional paint and wallpaper removal applications.
• Razor Washi Tape Range Washi tape masking tape range with ultra low, low, and mid-high tack options for clean, sharp paint lines on delicate surfaces.
• S-Tex Workwear and Apparel Workwear and apparel range including jackets, hoodies, trousers, and shoe protectors designed for professional decorators.
• Olfa Utility Knives (UK Distribution) UK wholesale distribution of Olfa utility knives and cutting tools, marketed to professional decorators and trade stockists across the UK.
• Pretty Boy Paint Cleaner (Distribution) Distribution of Pretty Boy Paint Cleaner products, recommended for deep cleaning brushes (especially removing stubborn latex from brush stocks) and conditioning roller pile.
• Mardom Decor Products (Distribution) Distribution of Mardom decor products, including cornice, mouldings, and crystal ironmongery, alongside the core Axus Decor range.

Quantifiable outcome

• Thermobonded rollers extend product lifespan and reuse cycle
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• OlfacoreChannel Partner/ Reseller/ DistributorAxus Decor serves as the UK wholesale distributor for Olfa, a globally renowned Japanese utility knife manufacturer. This partnership began in 2008 when Olfa sought to enter the UK market. Axus has built a team of Regional Sales Managers (RSMs) nationwide to wholesale Olfa products across the UK.
• Pretty BoyminorChannel Partner/ Reseller/ DistributorPretty Boy Paint Cleaner products are distributed alongside Axus Decor tools. Pretty Boy Paint Cleaner is recommended for deep cleaning brushes, especially removing stubborn latex from brush stocks, and for conditioning roller pile.
• MardomminorChannel Partner/ Reseller/ DistributorMardom is a decor products brand distributed by Axus Decor. Mardom products are featured alongside Axus Decor products on the website.
• Dulux AcademyminorStrategic or Co-development PartnerAxus Decor supports professional development in the decorating industry through Dulux Academy, providing academic support and training initiatives for professional decorators.
• Painting and Decorating Association (PDA)minorStrategic or Co-development PartnerAxus Decor partners with the PDA to support academic training initiatives and professional growth for decorators in the industry.
• Bell Decorating AcademiesminorStrategic or Co-development PartnerAxus Decor supports the Bell Group's Decorating Academies which provide training and work experience placements for aspiring decorators.
• Paint Tech Training AcademyminorStrategic or Co-development PartnerAxus Decor supports professional development through the Paint Tech Training Academy, contributing to industry training and education initiatives.
• Brush WizardsminorChannel Partner/ Reseller/ DistributorBrush Wizards is listed as a professional support partner for Axus Decor, supporting the decorator community.
• FSC (Forest Stewardship Council)minorOthersAxus Decor offers products made from FSC-certified responsibly sourced materials as part of their sustainability agenda.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Hamilton Brush: UK-based manufacturer of paint brushes for professional and DIY markets. Most direct UK-based competitor with similar product range across brush categories.
• Marshalltown Company: US manufacturer of professional hand tools for masonry, drywall, plaster and painting trades. Comparable premium positioning with overlapping trade customer base.
• Corona Brushes: US manufacturer of professional and artist paint brushes. Comparable in brush manufacturing technology and trade-channel distribution to Axus Decor's Silk Touch range.
• ProDec: UK decorating tools brand offering brushes, rollers, accessories and surface protection products aimed at trade painters. Overlapping channels through decorating centres and trade merchants in the UK.
• Purdy (Sherwin-Williams): Professional paint brush and applicator brand owned by Sherwin-Williams. Closest direct competitor in premium professional brushes and rollers with overlapping trade customer base in the US and UK.
• Wooster Brush Company: US-based manufacturer of professional paint applicators including brushes, rollers, and specialty tools for trade painters. Directly comparable product range and customer base to Axus Decor's Silk Touch and Pro-Finish lines.
• Hyde Tools: US manufacturer of surface preparation and paint application tools including scrapers, putty knives and rollers. Directly comparable in surface-prep categories Axus sells under S-Edge.

Regional players

• Richard (Spear & Jackson): UK-based manufacturer of hand tools and decorating accessories including scrapers, filling knives and paint applicators. Regional UK peer with similar trade distribution channels.
• Toupret: French manufacturer of surface preparation and repair products for professional decorators. Comparable in the surface preparation stage of decorating workflows Axus addresses.

Broad incumbents

• Stanley Black & Decker: Global tool conglomerate with broad hand-tool portfolio including decorating accessories. Represents incumbent scale and procurement leverage that Axus competes against at retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/axusdecor
• Facebookfacebook.com/axusdecor

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Axus Decor