Faro International

What Faro International does

Faro International Incorporated is a privately held industrial manufacturer founded in 1990 and headquartered at 151 Kalmus Drive, M6, Costa Mesa, California. The company designs and sells multi-functional marking and writing instruments under the Faro Tools brand, targeting tradespeople — including builders, welders, framers, HVAC technicians, electricians, plumbers, steel fabricators, and project managers — as well as a secondary consumer/outdoor segment. The company operates with 11–50 employees, has no disclosed external funding, and traces its origins to supplying marking and writing instruments to the U.S. federal government and military.

The product portfolio centers on consolidating 3–6 separate instruments into single compact bodies. Core SKUs are the Mason 6-in-1 Builder's Tool (lead marker, soapstone, carbide scribe, level, architect's scale, hidden sharpener in anodized aluminum), the Moken 4-in-1 Ultimate Outdoor Tool (aircraft-grade aluminum with pressurized all-weather ink, glass breaker, screwdriver bits), the Moken Pro 3-in-1 Multiuse Pen(cil) Combo, the SaberPaint RT Capless Paint Marker, and the SaberPerm RT Capless Permanent Marker. Proprietary features include retractable capless marker mechanisms, tungsten-carbide scribers, and branded refill sizing that creates a modest consumables lock-in. Refills, replacement tips, and a Starter Kit bundle round out the catalog.

Faro's business model is one-time hardware sales at $8.99–$39.99 per unit, with bundled volume pricing (6/12/36-packs), a 25%-discount Starter Kit, and recurring consumable revenue from proprietary refills priced $4.99–$10.49 per pack. Distribution is dual-channel: direct-to-consumer via farotools.com (free shipping over $100 within the contiguous U.S.) plus authorized retail through five U.S. industrial wholesalers — White Cap, Ferguson, Airgas, Orgill, and Do it Best. Marketing emphasis is on content (product videos, education pages), a store locator, and newsletter capture. No AI, software, or platform components are present in the product set.

Name

Faro International

Legal name

Faro International Incorporated

Website

https://farotools.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Faro International Incorporated is a private Costa Mesa, California manufacturer founded in 1990 that designs and sells multi-functional marking and writing tools — including the Mason 6-in-1, Moken 4-in-1, and SaberPaint/SaberPerm RT markers — for tradespeople and outdoor consumers via DTC e-commerce and U.S. industrial wholesalers.

Ownership category

akta.pro rank

Headquarters

HQ city

Costa Mesa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: Faro generates revenue through direct sales of multi-functional marking and writing tools. Products are sold as one-time purchases with individual unit pricing ranging from $8.99 to $39.99, with bundled kits available at discounted prices. The company also generates recurring revenue through replacement refills and spare parts for their tool lineups.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels3 records

Core offering

Faro International designs, manufactures, and sells multi-functional marking and writing instruments for tradespeople. Its product line consolidates 3–6 separate job-site tools (lead marker, soapstone, carbide scribe, level, architect's scale, sharpener, screwdriver bits, ballpoints, mechanical pencil, glass breaker) into single compact anodized aluminum or aircraft-grade aluminum bodies, complemented by capless retractable paint and permanent markers and replacement refill accessories.

Product overview

Faro International is a manufacturer of professional marking and writing instruments for tradespeople. The product portfolio consists of multi-tool marking devices (Mason 6-in-1 Builder's Tool, Moken 4-in-1 Ultimate Outdoor Tool), writing instruments (Moken Pro 3-in-1 Multiuse Pen, SaberPerm RT Permanent Marker), and paint markers (SaberPaint RT Paint Marker), along with compatible accessories and refill packs. The company sells directly through its e-commerce platform and through authorized retailers including White Cap, Ferguson, Orgill, Do it Best, and Airgas.

Differentiator

Problem solved

Functional benefit

Brands

• Faro Mason®: 6-in-1 Builder's Tool product line featuring precision marking and measuring tools for tradespeople.
• Faro Moken®
• Faro SaberPaint® RT
• Faro SaberPerm® RT

Products and services

• Faro Mason® 6-in-1 Builder's Tool A 6-in-1 marking and measuring tool for tradespeople that combines lead marker, soapstone, tungsten-carbide scribe, built-in level, architect's scale (1/4" and 1/8"), metric ruler, and hidden sharpener in a single anodized aluminum body designed to fit on a tool belt.
• Faro Moken® 4-in-1 Ultimate Outdoor Tool A 4-in-1 everyday carry tool built from aircraft-grade aluminum with marking pen, pressurized all-weather ink refill, built-in glass breaker, and two interchangeable screwdriver bits (flathead and Phillips) for tradespeople, outdoorsmen, and farmers.
• Faro Moken® Pro 3-in-1 Multiuse Pen(cil) Combo A 3-in-1 writing instrument combining black 1.0mm ballpoint, red 1.0mm ballpoint, and 0.5mm mechanical pencil in a slim vest-pocket body with twist mechanism, designed for project managers, estimators, inspectors, and engineers.
• Faro SaberPaint® RT Capless Paint Marker A retractable capless paint marker with alcohol-based fast-dry formula, xylene-free and non-toxic, designed for one-handed operation with gloves on, marking metal, concrete, glass, rubber, plastic, vinyl, and wood for welders, steel fabricators, and pipefitters.
• Faro SaberPerm® RT Capless Permanent Marker with Hi-Vis Body A retractable capless permanent marker with high-visibility orange body, bullet tip, and permanent black ink that bonds to metal, plastic, wood, glass, and rubber for electricians, HVAC techs, plumbers, and shop workers.
• FARO Starter Kit 3-Pack Bundle A bundled package containing the Mason 6-in-1 Builder's Tool, Moken Pro 3-in-1 Multiuse Pen(cil), and SaberPerm RT Permanent Marker 6-Pack, sold at 25% off the regular combined price.
• Faro SaberPaint® RT Replacement Tips (24-pack) Replacement bullet tips for the SaberPaint RT capless paint marker, sold as a 24-pack consumable accessory.

Quantifiable outcome

• SaberPaint RT writes on over 2 miles of surface on a single refill

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core, major and minor.

• White CapcoreChannel Partner/ Reseller/ DistributorWhite Cap is a major construction supply distributor and authorized retailer for Faro Tools products, enabling contractors and builders to purchase Faro products through White Cap's physical locations and online platform.
• FergusoncoreChannel Partner/ Reseller/ DistributorFerguson is a premier plumbing, HVAC, and waterworks distributor and authorized retailer for Faro Tools, serving professional contractors in the plumbing and HVAC trades.
• AirgasmajorChannel Partner/ Reseller/ DistributorAirgas is an industrial gases and safety equipment distributor and authorized retailer for Faro Tools, serving welding, fabrication, and industrial manufacturing professionals.
• OrgillminorChannel Partner/ Reseller/ DistributorOrgill is a hardware wholesaler serving independent hardware stores and lumberyards, distributing Faro Tools products to their dealer network.
• Do it BestminorChannel Partner/ Reseller/ DistributorDo it Best is a hardware and building materials cooperative serving independent dealers, distributing Faro Tools products through their member network.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Leatherman: Leatherman is the category-defining multi-tool manufacturer, offering pocket-sized tools that combine multiple functions (pliers, knives, screwdrivers, files) in a single body. Comparable to Faro's multi-tool consolidation strategy applied to tradespeople vs. EDC/general consumers.
• Markal (La-Co Industries): Markal specializes in industrial marking products—paint markers, soapstone, lumber crayons, and metalworking markers used by welders, fabricators, and tradespeople. Directly comparable to Faro's SaberPaint RT and masonry/metal marking tools.
• Dykem: Dykem manufactures industrial marking tools including paint markers, layout fluids, and metal-marking products for machinists, welders, and fabricators. Closely comparable product category to Faro's SaberPaint RT paint marker line.
• Gerber Gear: Gerber produces multi-tools, knives, and marking instruments targeted at tradespeople, outdoorsmen, and military/tactical users. Overlaps with Faro on multi-tool architecture and durable, job-site-grade construction across overlapping end-user segments.
• Irwin Tools: Irwin manufactures hand tools including marking, measuring, and layout instruments sold to tradespeople via the same industrial supply channels Faro uses. Direct competitor in marking tools for contractors, welders, and framers.

Emerging players

• Nite Ize: Nite Ize makes EDC (everyday carry) tools, multi-tools, and accessories targeted at outdoorsmen and tradespeople. Comparable multi-tool consumer overlap with Faro's Moken line, though with broader product range and stronger consumer-retail distribution.

Broad incumbents

• Milwaukee Tool: Milwaukee is a major power and hand tool manufacturer serving professional contractors, with a broad portfolio that includes marking tools, levels, and layout instruments. Overlaps with Faro's trade customer base but offers a far wider catalog of higher-priced tools.
• Klein Tools: Klein Tools is a leading professional-grade hand tool manufacturer serving electricians, HVAC techs, plumbers, and utility professionals—overlapping with several of Faro's customer segments. Comparable channels (industrial supply) and tradesperson focus, though Klein's catalog is far broader and more mature.
• Sharpie (Newell Brands): Sharpie is the dominant permanent marker brand sold broadly across consumer and industrial channels. Comparable to Faro's SaberPerm RT on product form factor (permanent markers), but Sharpie operates as a broad-appeal mass-market brand rather than a tradesperson-focused specialist.
• Stanley (Stanley Black & Decker): Stanley is a dominant hand tools brand including marking products, levels, tape measures, and layout tools aimed at tradespeople. Comparable end-user segment and overlapping product categories (marking and measuring), but with substantially broader catalog and distribution.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights1 record

Customer concentration

• Xx.com/FaroTools
• Facebookfacebook.com/FAROTools
• LinkedInlinkedin.com/company/faro-tools

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 Faro International