Craig and Rose
Craig and Rose is a UK-based heritage paint manufacturer founded in 1829, selling premium decorative paints (1829 Vintage Collection and Artisan Special Effects) to homeowners, design enthusiasts, and trade professionals through e-commerce, trade accounts, and retail stockists.
- Company typePrivate
- Founded1829
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Craig and Rose does
Craig and Rose is a UK-based heritage paint manufacturer founded in Scotland in 1829 by James Craig and Hugh Rose, operating today through C&R Scotland Limited (Company No. SC880219). The company produces premium decorative paints sold primarily to UK homeowners and design enthusiasts, with a secondary trade channel serving painters, decorators, designers, and specifiers. Its core product offering is the 1829 Vintage Collection, comprising 110 curated colours in Chalky Matt Emulsion, Eggshell, and Gloss finishes, alongside the Artisan Special Effects range featuring specialty decorative finishes such as Rust Effect (with iron particles), Copper Effect, Metallic, Stone/Concrete Effect, Chalk Wash, and Glitter Glaze. All paints are water-based with low VOC emissions, and the company's historical triple-grinding manufacturing process is cited as a quality differentiator from competitors that double-grind raw materials.
The business operates across three primary revenue streams: direct-to-consumer e-commerce sales through craigandrose.com with custom-mixed-to-order fulfilment and 3–5 working day UK delivery; a Trade Account program offering exclusive trade pricing and dedicated account management on an annual billing basis; and retail stockist distribution across the UK. Ancillary revenue includes paid Virtual Colour Consultations (£95 per hour inc VAT) and sample products (Colour Patches from £1.50, 50ml Sample Pots at £4.00). The 2026 Colour Forecast introduces four curated trend palettes (Dream, Clarity, Creative, Timeless) representing 35 products aimed at design-led consumers. Marketing is driven by content (Inspiration Blog), social channels (Facebook, Instagram, YouTube, Pinterest), free Colour Cards, and a sample/Patch system designed to reduce purchase friction.
As of May 2026, US paint and coatings company Benjamin Moore has entered a conditional agreement to acquire the Craig and Rose brand via its UK subsidiary C&R Scotland Ltd, positioning the brand for integration into a global distribution network. The company also participates in the March 2026 PaintCare take-back scheme pilot (British Coatings Federation/Biffa) in the West Midlands, targeting 75% paint reuse and recycling by 2032. No revenue figures, funding rounds, or AI/ML capabilities are disclosed in available source materials.
Craig and Rose firmographics
Firmographics- Name
- Craig and Rose
- Legal name
- C&R Scotland Limited
- Website
- https://craigandrose.com
- Company type
- Private
- Founded year
- 1829
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Craig and Rose is a UK-based heritage paint manufacturer founded in 1829, selling premium decorative paints (1829 Vintage Collection and Artisan Special Effects) to homeowners, design enthusiasts, and trade professionals through e-commerce, trade accounts, and retail stockists.
- Ownership category
- akta.pro rank
Craig and Rose industry classification
Industry- Product category
- Decorative Paints
- NAICS
- Paint and Wallpaper Retailers (444120), Paint and Wallpaper Retailers (44412)
- SIC
- Pens, Pencils & Other Artists' Materials (3950)
- akta.pro primary industry
- Fine Art Materials Retail (Paint, Canvas, Drawing) (CRALACAB)
- akta.pro secondary industry
- Art & Drafting Supplies Retail (CRALABAG)
Keywords
Where Craig and Rose is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Craig and Rose business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct Paint Sales: Direct-to-consumer sales of premium paints and finishes through the company's e-commerce website. Products include the 1829 Vintage Collection (110 colours in multiple finishes) and Artisan Special Effects range.
- Trade Account Program: Exclusive trade pricing and account management services for painters, decorators, designers, and specifiers through dedicated trade accounts.
- Colour Consultancy Services: Virtual colour consultations offered at £95 inc VAT for one hour, with additional time charged at £50 per half hour. This professional service supports the premium positioning of the brand.
- Retail/Stockist Distribution: Products available through retailer partners and stockists who carry a reduced range in physical stores across the UK.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 1829 Vintage Collection - Chalky Emulsion, Eggshell, Gloss (750ml, 2.5L, 5L sizes) |
| Unit Pricing | Pay-as-you-go | 50ml Sample Pot |
| Unit Pricing | Pay-as-you-go | Colour Patch (self-adhesive sample) |
| Unit Pricing | Pay-as-you-go | Artisan Special Effects - 750ml |
| Unit Pricing | Pay-as-you-go | 1829 Collection Colour Fan Deck |
| Usage-based | Pay-as-you-go | Virtual Colour Consultation |
| Other | Pay-as-you-go | Free Delivery Threshold |
| Subscription | Annual | Trade Account Pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Craig and Rose product offering
Product offeringCore offering
Craig & Rose manufactures and sells premium decorative paints, including the heritage 1829 Vintage Collection and the Artisan Special Effects range of finishes. The company distributes these paints direct-to-consumer through its own e-commerce platform and through a trade-account program serving professional painters and decorators, complemented by primers, color samples, paint tools, and paid virtual color consultations.
Product overview
Craig & Rose is a heritage Scottish paint manufacturer established in 1829, offering premium decorative paints through two main product lines: the 1829 Vintage Collection (110 colours in Chalky Matt Emulsion, Eggshell, and Gloss finishes) and the Artisan Special Effects collection (specialty decorative finishes including Rust Effect, Copper Effect, Metallic, Stone/Concrete Effect, Chalk Wash, and Glitter Glaze). The company also offers paint tools (brushes and rollers), undercoats/primers, sample products (Colour Patches and Fan Deck), and services (Virtual Colour Consultations, Paint Calculator). The 2026 Colour Forecast organizes products into four trend palettes: Dream, Clarity, Creative, and Timeless. All products are water-based with low VOCs, and the company participates in sustainable paint disposal initiatives.
Differentiator
Problem solved
Functional benefit
Brands
- 1829 Vintage Collection: Premium paint collection comprising 110 rich and indulgent paint shades in finishes including Eggshell, Gloss, and Chalky Matt Emulsion. Crafted with decades of colour mixology experience.
- Artisan Special Effects
Products and services
- 1829 Vintage Collection Premium decorative paint collection comprising 110 heritage-inspired vintage colors, positioned for period-appropriate interior projects and sold direct-to-consumer and through trade accounts.
- Artisan Special Effects Special-effect decorative paint finishes including rust-effect finishes that use iron-particle technology to create authentic metallic and aged surface effects for interiors.
- Primers Paint primers used to prepare interior surfaces prior to application of Craig & Rose decorative topcoats.
- Paint Tools Paint application tools such as brushes and rollers offered alongside Craig & Rose decorative paints.
- Color Samples Small-format sample pots of Craig & Rose paint colors that allow customers to test shades on their walls before committing to a full purchase.
- Virtual Color Consultation Paid virtual color consultation service in which Craig & Rose advisors help customers select colors and finishes for their interior projects.
Companies that use Craig and Rose
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Craig and Rose technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Craig and Rose partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- British Coatings FederationcoreCraig & Rose is participating in the PaintCare take-back scheme, an industry-funded initiative managed by the British Coatings Federation. The scheme aims to test collection models for leftover decorative paint and empty packaging in the West Midlands region from March 2026, with a goal of achieving 75% paint reuse and recycling by 2032.
- BiffacoreBiffa serves as the waste management partner for the PaintCare take-back scheme, working with major UK paint manufacturers including Craig & Rose to handle collection and recycling of leftover paint and packaging.
- Other Paint Manufacturers (Dulux, Johnstone's Paint, Crown Paints, Valspar, Little Greene)minorConsortium of major UK paint manufacturers collaborating on the PaintCare take-back scheme pilot. Each brand is piloting the initiative independently while sharing the industry-funded investment of approximately £0.5 million.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Craig and Rose competitors and assessment
Company assessmentDirect peers
- Little Greene: UK premium paint brand with a strong heritage positioning and curated colour palette, also participating in the PaintCare take-back scheme alongside Craig & Rose. Directly comparable on premium pricing, heritage storytelling, and colour-consultancy services.
- Zoffany (Sanderson Design Group): Premium heritage paint and wallpaper brand owned by Sanderson Design Group, with curated designer-led colour palettes analogous to the 1829 Vintage Collection. Direct comparable on premium positioning, heritage narrative, and trade/specifier distribution into interior design projects.
- Farrow & Ball: Premium heritage UK decorative paint brand with a similarly curated colour palette, designer-led positioning, and DTC + trade distribution. Closest direct comparable to Craig & Rose on premium positioning, heritage narrative, and colour-card-led sampling model.
Broad incumbents
- Benjamin Moore: US-based premium paint manufacturer and the pending acquirer of Craig & Rose. Highly comparable product categories (premium interior paints, designer collections) and the relevant incumbent benchmark for the brand's premium positioning and dealer-distribution model.
- Valspar: International paint brand with a UK retail presence via B&Q and PaintCare consortium participation. Comparable on colour-matching and broad SKU coverage, but a mass-market incumbent rather than a heritage niche player.
- Dulux (AkzoNobel): UK mass-market and trade paint leader and PaintCare consortium partner with Craig & Rose. Comparable on product range breadth, trade account programme, and stockist distribution, but operates at significantly larger scale and a more mass-market price tier.
- Crown Paints: Major UK decorative paint brand also participating in the PaintCare scheme. Overlaps with Craig & Rose on trade and retail channels and core emulsion/eggshell product ranges, but trades at a more mainstream price point and significantly larger scale.
- Johnstone's Paint: UK trade-focused paint brand and PaintCare consortium partner. Comparable on trade account and decorator distribution, but positioned at the volume/trade tier rather than the premium heritage segment Craig & Rose occupies.
Emerging players
- Frenchic Paint: UK-originated premium chalk-style paint brand selling DTC with strong social-media-led community marketing. Comparable to Craig & Rose on premium pricing, water-based/low-VOC formulations, and content-led e-commerce acquisition model.
- Annie Sloan: UK-originated decorative paint brand built around Chalk Paint and special-effect finishes with strong direct-to-consumer and workshop-driven content marketing. Comparable to Craig & Rose on Artisan Special Effects category and design-led content ecosystem, though smaller and more DIY-craft focused.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Craig and Rose social profiles
Digital presenceCraig and Rose financial estimates
Financial estimateRevenue estimate
Valuation estimate
Craig and Rose leadership team
Management profileNumber of profiles
Craig and Rose funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Craig and Rose 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 Craig and Rose
What does Craig and Rose do?
Craig & Rose manufactures and sells premium decorative paints, including the heritage 1829 Vintage Collection and the Artisan Special Effects range of finishes. The company distributes these paints direct-to-consumer through its own e-commerce platform and through a trade-account program serving professional painters and decorators, complemented by primers, color samples, paint tools, and paid virtual color consultations.
Is Craig and Rose a public or private company?
Craig and Rose is a private company. It is classified as unknown and is currently operating.
When was Craig and Rose founded?
Craig and Rose was founded in 1829. It employs 51 to 100 people.
Where is Craig and Rose based?
Craig and Rose is headquartered in London, United Kingdom, in the Europe region.
How does Craig and Rose make money?
Four revenue lines are on record. Direct Paint Sales are the primary driver. The others are trade Account Program, colour Consultancy Services and retail/Stockist Distribution.
Who are Craig and Rose's main competitors?
Direct peers on record are Little Greene, Zoffany (Sanderson Design Group) and Farrow & Ball. Broad incumbents are Benjamin Moore, Valspar, Dulux (AkzoNobel), Crown Paints and Johnstone's Paint. Emerging players are Frenchic Paint and Annie Sloan.
Does Craig and Rose have an API?
No public API is recorded for Craig and Rose.
What industry is Craig and Rose in?
Craig and Rose's product category is Decorative Paints. Its primary akta.pro industry code is CRALACAB, Fine Art Materials Retail (Paint, Canvas, Drawing), with a secondary code of CRALABAG, Art & Drafting Supplies Retail. Its NAICS code is 444120 and its SIC code is 3950.