ColorRite

What ColorRite does

ColorRite, Inc. is a privately held US specialty paint manufacturer founded in 1988, headquartered in East Bangor, Pennsylvania, producing OEM-matched urethane-based base-coat/clear-coat paint systems for motorcycles and powersports vehicles. Its product portfolio is delivered in four primary formats—1/2 oz touch-up pens, 2 oz brush-in-cap bottles, 11 oz aerosol cans, and professional sizes (1/2 pint, pint, quart)—all made-to-order, complemented by a matched system of proprietary clearcoat, primer, and urethane reducer engineered for chemical compatibility. The company maintains an authorized color database covering 16+ manufacturers and models dating back to the 1960s, supported by manufacturing facilities on both US coasts and regional warehouse fulfillment that delivers most US orders within 3-5 business days.

Revenue is generated primarily through direct-to-consumer e-commerce at colorrite.com, supplemented by toll-free phone-based inside sales and a dealer referral network spanning thousands of motorcycle and powersports dealers nationwide. Pricing is unit-based across product formats with no subscription or recurring contract structure; complementary apparel and merchandise contribute a minor revenue stream. Customer segments include individual motorcycle and powersports owners (primary), motorcycle and powersports dealers (primary), off-road and marine vehicle owners (secondary), and professional body shops (secondary). Sister brands ExpressPaint and ScooterPaint extend the platform into adjacent automotive and scooter paint verticals under the same corporate umbrella.

Name

ColorRite

Legal name

ColorRite, Inc.

Website

https://colorrite.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

ColorRite is a US specialty paint manufacturer producing OEM-matched urethane paint products—pens, bottles, aerosols, and professional sizes—for motorcycles and powersports vehicles, sold primarily direct-to-consumer via its website and through a network of thousands of dealers.

Ownership category

akta.pro rank

Product category

Automotive Refinishing / Touch-Up Paint

NAICS

Paint and Coating Manufacturing (325510)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Automotive Surface Materials & Coatings for Interiors/Exteriors Manufacturing (Upholstery Materials/Decor Films/Paints for Trim) (IMACAKAL)

akta.pro secondary industry

Paint & Refinishing Services (Spray, Color-Match, Clearcoat) (TLAKAEAC)

Keywords

• Motorcycle touch-up paint
• OEM color matching
• Powersports refinish paint
• Automotive touch-up paint
• Urethane aerosol paint

Headquarters

HQ city

Bangor

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint Product Sales: ColorRite generates revenue through the sale of OEM-matched paint products including touch-up pens (1/2oz), touch-up bottles (2oz), aerosol cans (11oz), and professional sizes (1/2 pint, pint, quart). All paints are made to order. The company also sells complementary products including primer, clearcoat, reducers, and painting accessories.
2. Apparel and Merchandise: ColorRite sells branded apparel and gear including t-shirts, hats, stickers, and other merchandise featuring the ColorRite brand.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

ColorRite manufactures and sells OEM-matched touch-up paint products for motorcycles, personal watercraft, snowmobiles, ATVs, and outboard engines. The company develops its own proprietary urethane-based base-coat/clear-coat paint formulations and offers them in multiple delivery formats (touch-up pens, touch-up bottles, aerosol cans, and professional sizes) plus complementary clearcoat, primer, and urethane reducer. All paints are made to order, with manufacturing facilities on both the East and West Coast of the United States for rapid fulfillment.

Product overview

ColorRite is a single-product-line company specializing in OEM-matched motorcycle and powersports touch-up paint, operating since 1988. The core product portfolio consists of paint available in multiple delivery formats: Touch-Up Pens (1/2oz) for small nicks and scratches, Touch-Up Bottles (2oz) for slightly larger areas, Aerosol Cans (11oz) for DIY larger area repairs, and Professional Sizes (1/2 pint, pint, quart) for professional jobs. These paint products are complemented by essential supporting products including Clearcoat, Primer, and Urethane Reducer (QUR-1), all specifically formulated to work together for optimal color matching and finish quality. The company also offers specialized Off-Road Paint for dirt bikes and ATVs, plus Painting Accessories and Apparel merchandise. All products are manufactured by ColorRite itself and are made-to-order, with manufacturing facilities on both east and west coast for quick delivery.

Differentiator

Problem solved

Functional benefit

Brands

• ExpressPaint: Partner brand offering full range of automotive and truck paints, operated as a separate entity from ColorRite.

Products and services

• Touch-Up Pens
• Touch-Up Bottles
• Aerosol Cans
• Professional Sizes (1/2 Pint, Pint, Quart)
• Off-Road Paint
• Clearcoat
• Primer
• Urethane Reducer (QUR-1)
• Painting Accessories
• Apparel & Gear

Quantifiable outcome

• Shelf-life of touch-up pens: 7-10 years; aerosols and professional packaging: 3-5 years when properly stored
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ExpressPaintcoreStrategic or Co-development PartnerExpressPaint is ColorRite's sister company offering a full range of automotive and truck paints. ColorRite describes ExpressPaint as a 'partner' providing complementary automotive paint solutions delivered to customers' doors. Visit expresspaint.com for automotive paint products.
• ScooterPaintminorStrategic or Co-development PartnerScooterPaint is a related brand under the same corporate umbrella as ColorRite, focused on scooter-specific paint products. Referenced on ColorRite's website resources section.
• Motorcycle Manufacturers (OEM Partners)coreStrategic or Co-development PartnerColorRite has authorization and supply relationships with major motorcycle manufacturers to obtain factory batch color standards. Partners include BMW Motorcycle, Can-Am, Ducati, Harley-Davidson, Honda, Indian, Kawasaki, KTM, Moto Guzzi, MV Augusta, Triumph, Victory, Yamaha. The company displays manufacturer logos and maintains dedicated color databases for each brand.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Createx Colors: Manufacturer of specialty coatings including automotive and motorcycle custom paint, airbrush paints, and clear coats used in custom vehicle finishes. Comparable to ColorRite in proprietary coating manufacturing for vehicle surface applications.
• House of Kolor: Specialty manufacturer of custom motorcycle, automotive, and refinish coatings, including urethane bases, kandies, and pearls, well known in the custom motorcycle and hot-rod paint market. Comparable to ColorRite in motorcycle-coating focus but oriented toward custom finishes rather than OEM color match.
• AutomotiveTouchup: Online retailer of OEM-matched automotive touch-up paint in pens, bottles, and aerosols with a year/make/model selector. Closely comparable business model to ColorRite's, though focused primarily on passenger cars and trucks rather than motorcycles and powersports.
• TouchUpDirect: Direct-to-consumer e-commerce retailer of OEM-matched automotive and motorcycle touch-up paint, aerosols, and accessories. Competes head-to-head with ColorRite in the motorcycle touch-up category using a similar year/make/model selector and color-match positioning.
• ExpressPaint: ColorRite's sister company offering OEM-matched automotive and truck touch-up paint through a similar direct-to-consumer e-commerce model. Operates as a separate brand under shared ownership with overlapping manufacturing, formulation, and distribution capabilities, making it the most directly comparable peer.
• PaintScratch: Direct-to-consumer supplier of OEM touch-up paint for automotive vehicles, sold in factory-matched aerosols, bottles, and pens. Comparable to ColorRite in DTC e-commerce go-to-market and OEM color match positioning, though centered on passenger vehicles.

Broad incumbents

• Sherwin-Williams Automotive Finishes: Division of Sherwin-Williams producing automotive refinish coatings for body shops and dealerships, including urethane basecoats, clearcoats, and primers. Comparable to ColorRite in urethane vehicle coatings technology, but at much larger scale and primarily through professional channels.
• Axalta Coating Systems: Global coatings manufacturer with a large refinish and industrial coatings portfolio serving automotive, motorcycle, and commercial vehicle body shops. Comparable to ColorRite in OEM-matched refinish coatings for vehicles, but operates at vastly larger scale across multiple industries.
• PPG Industries: Major global paints and coatings manufacturer with a substantial refinish and OEM coatings business serving automotive and motorcycle manufacturers and body shops. Comparable in paint formulation and vehicle-coating expertise, but with a much broader industrial portfolio.
• BASF Coatings: Global automotive OEM and refinish coatings division of BASF supplying paints to major automakers and motorcycle manufacturers. Comparable to ColorRite in OEM-grade urethane coatings and color-matching capability, but operates as a global tier-1 supplier rather than a niche DTC brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Customer concentration

• Xx.com/color_rite
• Facebookfacebook.com/ColorRite
• LinkedInlinkedin.com/company/colorrite-distributing-west-inc

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 ColorRite