What Leneta does

Leneta Company, Inc. is a privately held specialty manufacturer of standardized test surfaces for the paint and coatings industry, founded in 1956 and headquartered at 15 Whitney Rd, Mahwah, New Jersey. The company produces paint test charts, cards, panels, and related consumable substrates used by paint manufacturers and coatings laboratories to measure hiding power, opacity, scrub resistance, color, washability, adhesion, and related performance characteristics. Its core technology centers on test surfaces manufactured from naturally bright, non-fluorescent white paper containing no optical brighteners, often sealed with a clear impervious topcoat to prevent absorption of applied coatings and ensure batch-to-batch uniformity. The portfolio spans eight product categories including sealed and unsealed charts, gray scale charts, special substrates (metal, glass, polyester, wood, aluminum-laminated), scrub resistance panels and ASTM-compliant scrub media, printing ink drawdown sheets and paper-testing inks, and film applicators and accessories; many SKUs are explicitly aligned with ASTM International standard test methods.

The business model is direct B2B sales of physical testing consumables, with quote-based pricing (no public price list) and ordering handled by phone (800.663.6324, 201.847.9300), email ([email protected]), or a contact/RFQ page. Products are shipped worldwide through a global distribution network staffed by international representatives. Customer segmentation is a single vertical — paint and coatings manufacturers and testing labs — and marketing is light, relying primarily on the company website, a YouTube channel of how-to videos, and free downloadable educational ebooks. The company appears to be independently owned with no disclosed parent, institutional investors, or M&A activity, consistent with a long-tenured founder- or family-controlled specialty manufacturing business.

Name

Leneta

Legal name

Leneta Company, Inc.

Website

https://leneta.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

1–10 employees

Short description

Leneta Company, Inc. is a privately held, Mahwah, NJ-based specialty manufacturer founded in 1956 that supplies standardized paint test charts, panels, scrub media, and film applicators to paint and coatings manufacturers and testing laboratories worldwide, with products aligned to numerous ASTM standard methods.

Ownership category

akta.pro rank

Product category

Paint & Coatings Testing Materials

NAICS

Paper Bag and Coated and Treated Paper Manufacturing (322220)

SIC

Paper Mills (2621), Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Specialty Paper Manufacturing (Coated, Release, Thermal, Filter, Security) (IMAMAEAC)

Keywords

• Paint test charts
• Coatings testing materials
• Opacity charts
• Scrub resistance panels
• Film applicators

Headquarters

HQ city

Mahwah

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D

Revenue model

1. Test Surface Products: Sale of sealed and unsealed charts, cards, panels, and test substrates for paint and coatings testing applications. Products include opacity charts, scrub test panels, metal panels, film applicators, and paper testing materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Leneta manufactures and sells standardized test surfaces — sealed and unsealed paper charts, metal panels, scrub test panels, glass and polyester panels, plywood substrates, release papers, and aluminum-laminated cards — for paint and coatings testing. The company also supplies complementary film applicators, drawdown plates, drying racks, magnetic spray stands, ASTM-compliant scrub and staining media, and paper-testing inks. Customers use these substrates to evaluate hiding power, opacity, color, scrub resistance, washability, adhesion, spreading rate, and appearance of coatings per ASTM standard methods.

Product overview

Leneta Company is the paint industry's oldest and foremost supplier of paint test charts and coatings testing materials. The company offers a comprehensive portfolio of test surfaces organized into eight main product categories: (1) Sealed Charts and Cards for Coatings Tests including Plain White/Black/Gray Charts, Opacity Charts, Penopac Charts, Spreading Rate Charts, Checkerboard Charts, and Brushout Cards; (2) Unsealed Charts for testing porosity and penetration; (3) Gray Scale Charts for hiding power evaluation; (4) Special Substrates including Metal Panels (Metopac), Birch Plywood/Veneer Panels, Clear Polyester Panels, Alu-Cards, Glass Panels, Release Papers, and Wall-Matte Charts; (5) Printing Ink Drawdown Sheets and Paper-Testing Inks; (6) Scrub Resistance Test Panels and Scrub Media (including ASTM-compliant scrub and staining media); (7) Metal Panels for Powder Coatings and Industrial Enamels with accessories like the Magnetic Spray Stand; and (8) Film Applicators, Drawdown Plates and Accessories including Bird Applicators, Wire-Cators, Anti-Sag Meters, Logicator, Vacuum Plates, and Drying Racks. All products are made from naturally bright, non-fluorescent white paper without optical brighteners, and the company maintains rigorous quality control to ensure maximum uniformity. Products are available worldwide through a global distribution network.

Differentiator

Problem solved

Functional benefit

Brands

• Leneta: Industry standard paint test charts and coatings testing surfaces for the paint and coatings industry

Products and services

• Sealed Charts and Cards for Coatings Tests Sealed charts and cards with a clear impervious topcoat preventing absorption of applied coatings. Includes Plain White Charts (Form WK, WH), Plain Black Charts (Form BK, BH), Opacity Charts (Forms 2A, 2C, 3B, 5C, 14H), Penopac Charts, Spreading Rate Charts, Checkerboard Charts, and Brushout Cards for opacity, hiding power, color, and appearance measurements per ASTM standard methods.
• Unsealed Charts for Coatings Tests Test charts without sealer that allow coatings to penetrate the paper substrate, used for testing porosity, holdout, and penetration resistance on absorbent paper surfaces.
• Gray Scale Charts Sealed drawdown charts with graduated gray stripes on a white field (e.g., Form 24B with six gray stripes) for evaluating hiding power and color matching of coatings.
• Special Substrates for Coatings Tests Non-paper substrates for specialized coatings testing including Birch Plywood Panels (Form R1-TA, R1A) for Taber Abraser testing, Birch Veneer Panels, Clear Polyester Panels (Form P300-2K) for transmitted appearance testing, Alu-Cards (Form AGX-1P, AAX-1P) with aluminum foil laminated to paperboard, Glass Panels (GB-3A, GB-3B) for ASTM D2805, Upson Board and Fiberboard Panels, Release Paper (Form RP-1K) for free films, and Wall-Matte Charts (Form 26-1M) for wall paint testing.
• Printing Ink Drawdown Sheets and Paper-Testing Inks Seven paper grades (Vellum Opaque, Translucent Bond, Gloss/Matte Coated Book, Regular Bond, Unbleached Kraft, Box Laminate) in 5 x 7-5/8 in sheets for ink testing. Includes Leneta Paper-Testing Inks: High Penetration Ink (Item TK-11) for coated paper and Low Penetration Ink (Item TK-21) for uncoated paper, used with the TK-100 aluminum applicator to evaluate mottle, holdout, and porosity.
• Scrub Resistance Test Panels and Scrub Media White and Black vinyl chloride/acetate copolymer scrub test panels (Form P121-10N, P123-10N) at 10 mil thickness with smooth matte, plasticizer-free surfaces. Includes ASTM-compliant Leneta scrub and staining media: SC-1 Non-Abrasive Scrub Medium, SC-2 Abrasive Scrub Medium with ground silica, ST-1 Pigmented Staining Medium, and ST-31 Penetrating Dye Staining Medium for scrub resistance and washability testing per ASTM D2486, D4213, D3450, and D3258.
• Metal Panels for Testing Powder Coatings and Industrial Enamels Metopac painted steel panels (Form T12M, T12G) with black surface (solvent resistant, non-bleeding, reflectance ≤1%) and white surface (solvent resistant, color retentive, reflectance ≥78%) for measuring hiding power of powder coatings applied by electrostatic spray and industrial enamels applied by aerosol spray. ASTM D6441 and D2805 compliant. Accessories include the SS-1 Magnetic Spray Stand for holding panels during aerosol applications.
• Film Applicators, Drawdown Plates and Accessories Tools for applying coatings at controlled film thicknesses: Bird Blade-Type Applicators (2 to 6 inch widths), Leneta Wire-Cators (wire-wound rod applicators), Anti-Sag Meters for sag resistance and leveling measurement, Logicator (TG19) flow and leveling test system, Leneta Drawdown Plates (glass and other materials), Vacuum Plates (Item VP-0912) for holding charts flat, DR-3525 Drying Rack holding 40 drawdowns, Non-Stick Inter-Leaf Papers, CP-1 Catch Paper for overspray, and Paint-Out Starter Kit. ASTM D5326, D3258, D4062, D4147, D5007, D7306 compliant.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• ASTM InternationalcoreStrategic or Co-development PartnerLeneta products are designed for use in ASTM standard test methods. Products comply with and are approved for use in various ASTM methods including D2486, D3450, D2805, D3258, D4062, D4147, D4400, D4708, D4941, D4946, D5007, D5326, D6441, D6900, D7190, D7306, D7377, D7488, and others. Leneta is shown as an ASTM member on their website.

Scale indicators2 records

Expansion highlights4 records

Emerging players

• DeFelsko: Manufacturer of coating thickness and inspection instruments (PosiTector, PosiTest lines) used across paint, coatings and corrosion QA. Adjacent peer to Leneta because both serve the same regulated coatings QC end-customer, even though DeFelsko focuses on instruments rather than substrates.
• KTA-Tator: US consulting/testing firm specializing in coatings inspection, failure analysis and certified laboratory services. Compares to Leneta in serving the standards-driven coatings QA/QC market, though as a service provider rather than a substrate manufacturer.
• Taber Industries: Manufacturer of abrasion testing equipment including the Taber Abraser — explicitly referenced in Leneta's own product literature (Form R1-TA Birch Plywood Panel). Comparable as a supplier of standardized consumables and substrates for a specific coatings durability test that Leneta's charts also support.

Direct peers

• TQC Sheen: Netherlands-based manufacturer of paint testing equipment and consumables, including drawdown charts, film applicators and ASTM-compliant test kits. Closely mirrors Leneta's product mix for the paint chemist, with global distribution into the same lab end-market.
• Sheen Instruments: Long-established UK manufacturer of paint and coatings test equipment (e.g., washability/scrub testers, flow cups, opacity meters). Direct peer to Leneta because their instruments are routinely used on Leneta-style substrates in the same standardized test methods.
• BYK-Gardner: A division of ALTANA specializing in test and measurement instruments for the paint and coatings industry — color, gloss, hiding power and physical-test substrates. Directly comparable to Leneta as a one-stop supplier of standardized test surfaces, instruments and consumables used in coatings QA/QC.
• Paul N. Gardner Company: US distributor and manufacturer of physical testing instruments and consumables for the paint, coatings and ink industries — including drawdown bars, test charts and inspection kits. Comparable to Leneta as a North American specialty supplier to the same coatings QA buyer.
• Elcometer: UK-based manufacturer of coatings inspection and physical test instruments — adhesion, film thickness, surface profile — used in paint, coatings and corrosion QA. Comparable to Leneta in serving the standards-driven coatings QC lab buyer with regulated, repeatable test consumables.

Broad incumbents

• X-Rite (a Danaher company): Global leader in color science, spectrophotometers and appearance measurement hardware used in paint and coatings color and opacity QA. Broad incumbent peer to Leneta because their instruments increasingly digitize the same hiding-power and color tests that historically required Leneta-format substrates.
• Konica Minolta Sensing: Global manufacturer of spectrophotometers, colorimeters and appearance measurement instruments used across paint, coatings and ink QC. Comparable to Leneta at the buyer level — both support the same coatings QC workflow — but Konica Minolta competes on the digital-instrument side of the test stack.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Leneta