Fleur Paint
Fleur Paint is an Italian premium decorative-paint brand owned by Colorificio Centrale S.r.l., selling mineral-based paints in 84 colours through authorized retailers across 25+ countries. It serves DIY decorators, interior designers, and fine-art users with ultra-matte, low-VOC formulations requiring no primer.
- Company typePrivate
- Founded1946
- HeadquartersItalia, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fleur Paint does
Fleur Paint is a premium Italian decorative-paint brand, owned and produced by Colorificio Centrale S.r.l., a family enterprise founded in 1946 in Brescia, Italy and currently run by the third generation of the Dallamano family. The brand's core product is a mineral-based paint built on an exclusive recipe of 18 ingredients — including purest pigments, silicates and other fine minerals — processed in small batches. The formulation delivers a maximum 2% sheen finish that the company states cannot be matched by standard acrylic paints while preserving colour vibrancy, requires no primer on most surfaces, achieves 2 g/l VOC emissions, and uses fully recyclable packaging (glass, cardboard, aluminium). The portfolio extends to Lime Paint, Natural Clay Paint, Eggshell, Pure Gloss, Spray Mineral Paint, Metallic Colours, Pearl Colour, Chalkboard Paint, Paint Markers, and accessories (primers, varnishes, brushes, stencils and pre-bundled kits), totalling 84 curated colours plus recent 2025–2026 SKU additions.
Fleur Paint sells almost exclusively through a B2B2C model: the company manufactures and on-sells to authorized retailers and dedicated Fleur Points & Boutique storefronts, which then supply end consumers. Distribution reaches more than 25 countries across Europe, MENA, APAC and the Americas, anchored by a formalized "Become a Retailer" program and a dealer-locator tool on the company website.
The primary customer segment is DIY enthusiasts, home decorators and furniture upcyclers, with secondary segments in interior designers, professional/hobbyist artists (via the Artist Creative Project community program), and the retailers/distributors themselves. End-consumer acquisition is driven by content marketing — a trilingual (Italian/English/Spanish) website, blog tutorials, technique guides, downloadable catalogues, an email newsletter, and an artist-ambassador community — all of which feed traffic to the third-party retailer network. Revenue figures are not publicly disclosed and the company remains privately held with no reported institutional funding, M&A activity or secondary-market transactions.
Fleur Paint firmographics
Firmographics- Name
- Fleur Paint
- Legal name
- Colorificio Centrale S.r.l.
- Website
- https://fleurpaint.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fleur Paint is an Italian premium decorative-paint brand owned by Colorificio Centrale S.r.l., selling mineral-based paints in 84 colours through authorized retailers across 25+ countries. It serves DIY decorators, interior designers, and fine-art users with ultra-matte, low-VOC formulations requiring no primer.
- Ownership category
- akta.pro rank
Fleur Paint industry classification
Industry- Product category
- Decorative Paints
- NAICS
- Paint and Coating Manufacturing (325510)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Architectural & Decorative Paints (IMADAKAA)
- akta.pro secondary industry
- Architectural & Decorative Paints (IMAEAHAA)
Keywords
Where Fleur Paint is headquartered
LocationHeadquarters
- HQ city
- Italia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fleur Paint business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Paint Products: Primary revenue from selling mineral-based decorative paints in various formulations including Chalky Look, Eggshell, Lime Paint, Natural Clay Paint, The Good Paint, Pure Gloss, and Spray Mineral Paint. Products sold in multiple sizes from 75ml tubes to 2.5L containers.
- Related Products: Revenue from complementary products including primers, varnishes, waxes, additives, mediums, brushes, tools, stencils, and fine art supplies.
- Paint Markers: Specialty paint markers available in multiple colors for detailed work and touch-ups.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Fleur Paint product offering
Product offeringCore offering
Fleur Paint manufactures and sells a premium line of mineral-based decorative paints developed from an exclusive recipe of 18 ingredients including purest pigments and minerals, processed in small batches using traditional methods. The range of 84 unique colours spans multiple finishes (Chalky Look, Eggshell, Lime Paint, Pure Gloss, Spray, Metallic, Pearl, Chalkboard, Natural Clay, The Good Paint) and is sold through authorized retailers worldwide for home decoration, furniture restoration, interior design, and fine art applications.
Product overview
Fleur Paint is a premium Italian paint brand manufactured by Colorificio Centrale S.r.l., offering a comprehensive range of decorative paints and artistic products. The portfolio centers on Mineral Paint (Chalky Look) as the flagship product, featuring an exclusive formula with 18 ingredients including purest pigments and minerals that delivers exceptional matte finish (max 2% sheen) without primer. The range includes specialized lines: The Good Paint and Natural Clay Paint for multi-surface applications, Lime Paint for traditional finishes, Pure Gloss for high-gloss looks, Eggshell for satin indoor/outdoor use, Spray Mineral Paint for aerosol application, Metallic Colours for metallic finishes, Pearl Colour for pearlescent effects, and Chalkboard Paint for functional surfaces. Supporting products include Paint Markers, Primers (Universal, Wood, Antirust), Varnishes and Waxes, Additives and Mediums, Special Products (rust, verdigris effects), Brushes and Tools, Stencils, and bundled Fleur Kits. The line spans 84 unique colors inspired by fashion, design, and historical palettes, serving both decorative and fine arts applications.
Differentiator
Problem solved
Functional benefit
Brands
- Chalky Look: Traditional mineral-based paint with 84 unique colours for decoration and fine arts.
- Eggshell
- Spray Mineral Paint
- Paint Markers
- Pearl Colour
- Chalkboard Paint
- The Good Paint
- Natural Clay Paint
- Lime Paint
- Pure Gloss
- Metallic Colours
Products and services
- Mineral Paint (Chalky Look)
Quantifiable outcome
- Maximum 2% sheen (vs standard acrylic paints which cannot achieve this level of mattness while maintaining vibrancy)
- +3 more outcomes
Companies that use Fleur Paint
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Fleur Paint technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Fleur Paint partnerships and signals
Strategic signalScale indicators7 records
Recent moves5 records
Expansion highlights6 records
Fleur Paint competitors and assessment
Company assessmentDirect peers
- Farrow & Ball: British heritage decorative paint brand known for curated color palettes, distinctive finishes, and premium pricing. Comparable to Fleur on heritage-led positioning, designer/architect customer base, and specialty decorative retail distribution.
- Little Greene: British premium decorative paint maker with historic color palettes and strong designer/specifier channel. Comparable to Fleur on heritage storytelling, curated color range, and premium architectural paints.
- Autentico Paint: European chalk-based decorative paint brand offering multi-surface application for furniture and interiors. Comparable to Fleur on chalk/mineral decorative positioning and stockist-based distribution across multiple countries.
- Ressource Peintures: French premium decorative paint brand with curated color collections and designer-led marketing. Comparable to Fleur on European heritage, premium decorative positioning, and multi-finish product portfolio.
- Annie Sloan: Annie Sloan pioneered the modern chalk-paint category for furniture upcycling and DIY, selling a multi-surface decorative paint through stockists worldwide. Highly comparable to Fleur on premium positioning, multi-surface application, and retailer-led distribution.
- The Real Milk Paint Co. US-based maker of mineral/casein-based eco-friendly paints for furniture and home decor. Comparable to Fleur on mineral-based, low-VOC formulation and DIY/upcycling customer base.
Emerging players
- Backdrop: DTC-first premium paint brand with a designer-led, design-forward positioning. Comparable to Fleur on premium decorative paint positioning and curated palettes, but differentiated by direct-to-consumer channel versus Fleur's retailer-led model.
Broad incumbents
- Benjamin Moore: Large North American premium architectural paint manufacturer with broad product range and independent dealer network. Comparable to Fleur on premium positioning and dealer-channel distribution, but vastly broader SKU breadth and scale.
- Dulux (AkzoNobel): Global architectural paint leader under AkzoNobel, distributed in 150+ countries. Comparable to Fleur on decorative wall paint category and international retail distribution, but with a mass-market mass-premium positioning.
- Sherwin-Williams: World's largest paint company with broad architectural, industrial, and specialty coatings portfolios. Comparable to Fleur on the architectural/decorative paint category and extensive dealer network, but at vastly greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Fleur Paint social profiles
Digital presenceFleur Paint financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fleur Paint leadership team
Management profileNumber of profiles
Profiles1 record
Fleur Paint funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fleur Paint 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 Fleur Paint
What does Fleur Paint do?
Fleur Paint manufactures and sells a premium line of mineral-based decorative paints developed from an exclusive recipe of 18 ingredients including purest pigments and minerals, processed in small batches using traditional methods. The range of 84 unique colours spans multiple finishes (Chalky Look, Eggshell, Lime Paint, Pure Gloss, Spray, Metallic, Pearl, Chalkboard, Natural Clay, The Good Paint) and is sold through authorized retailers worldwide for home decoration, furniture restoration, interior design, and fine art applications.
Is Fleur Paint a public or private company?
Fleur Paint is a private company. It is classified as family owned and is currently operating.
When was Fleur Paint founded?
Fleur Paint was founded in 1946. It employs 11 to 50 people.
Where is Fleur Paint based?
Fleur Paint is headquartered in Italia, United States, in the North America region.
How does Fleur Paint make money?
Three revenue lines are on record. Paint Products are the primary driver. The others are related Products and paint Markers.
Who are Fleur Paint's main competitors?
Direct peers on record are Farrow & Ball, Little Greene, Autentico Paint, Ressource Peintures, Annie Sloan and The Real Milk Paint Co.. Backdrop is listed as an emerging player. Broad incumbents are Benjamin Moore, Dulux (AkzoNobel) and Sherwin-Williams.
Does Fleur Paint have an API?
No public API is recorded for Fleur Paint.
What industry is Fleur Paint in?
Fleur Paint's product category is Decorative Paints. Its primary akta.pro industry code is IMADAKAA, Architectural & Decorative Paints, with a secondary code of IMAEAHAA, Architectural & Decorative Paints. Its NAICS code is 325510 and its SIC code is 2851.