FLAG Paints

Name

FLAG Paints

Legal name

Flag Paints Ltd

Website

https://flagpaints.co.uk

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Paint & Coatings Manufacturing

NAICS

Paint and Coating Manufacturing (32551), Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Industrial & Protective Coatings (IMAEAGAB)

akta.pro secondary industries

Marine Coatings (IMAEAHAD), Wood Coatings & Finishes (IMAEAGAG)

Keywords

• Paint manufacturing
• Marine coatings
• Rust protection
• Decorative paints
• Mould treatment

Headquarters

HQ city

Burnham On Crouch

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer and trade sales through e-commerce platform. Products sold as one-time purchases with various sizes and formulations. Includes standard product range and bespoke/formulation services.
2. Bespoke Formulation & Private Label: Custom formulation service for private label, performance coatings, and specialized requirements. Customers can specify colour ranges including Pantone, RAL, and British Standard. Quality guaranteed with every batch produced in Essex factory.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

FLAG Paints (trading as Flag Formulations) is a UK-based manufacturer of high-performance paint, varnish, and wax coatings, founded in 1939 and produced in-house at its Essex factory. The portfolio spans marine antifouling and primers, decorative interior/exterior paints, specialist coatings (roof, floor, rust conversion, tanking, line marking), woodcare oils and waxes, and the Asipo anti-mould system. The company also offers a bespoke formulation and private-label service for custom colour matching and specialty performance coatings.

Product overview

Flag Formulations (formerly Flag Paints) is a UK-based manufacturer of high-performance coatings and paints established in 1939. The product portfolio is organized into five main categories: Marine (antifouling coatings, primers, varnishes, and utility paints for boat protection), Decorative (interior/exterior paints, primers, and multi-surface coatings for residential and commercial use), Specialist (roof coatings, rust converters, security coatings, floor coatings, and tanking membranes for industrial and heavy-duty applications), Woodcare (oils, waxes, lacquers, and wood protection treatments for furniture and timber), and Asipo Anti-Mould (a three-part mould control system comprising remover treatment, barrier primer, and mould-resistant emulsion). The company also offers a bespoke formulation service for private label and custom paint production, and maintains an extensive formulation library with specialized products including floor paints, machinery enamels, stone sealers, and swimming pool coatings.

Differentiator

Problem solved

Functional benefit

Brands

• Asipo: Anti-mould product system featuring mould remover treatment, mould barrier primer, and mould resistant emulsion for long-term mould control in residential and commercial spaces.

Products and services

• Roofix High-build elastomeric roof coating reinforced with Draylon fibres that forms a flexible, weatherproof membrane for long-term roof protection on felt, asphalt, concrete, and metal substrates. Sold to tradespeople and facility managers through the Flag Formulations e-commerce storefront.
• Rust Lock Water-based one-coat metal coating with built-in rust conversion that converts and encapsulates existing rust into a stable polymer while forming a durable black finish. Adheres to metal, plastic, and glass; sold to trade and DIY customers.
• Foul Release Antifouling Copper-free foul-release coating designed to prevent biofouling through a non-stick surface finish. Suitable for use in environmentally sensitive waters where biocidal coatings are restricted. Sold to boat owners and marine operators.
• Heavy Duty Utility Marine Paint One-coat paint for internal marine surfaces such as bilge, decks and boot top areas. Offers resistance to oil, grease, salt water and fresh water and adheres to steel, wood, and other common marine substrates.
• Marine Metallic Primer Universal grey metallic primer for application above and below the waterline. Delivers excellent adhesion across metal, wood, and GRP with a waterproof film and strong corrosion resistance.
• Yacht Varnish High-performance gloss varnish formulated with alkyd resins for long-term flexibility and film integrity. Suitable for marine and joinery applications, delivering a hard, abrasion-resistant finish with excellent flow and clarity.
• Moisture Resistant Primer Finish Water-based coating designed as both primer and finish for high-moisture environments. Resists humidity, mould, and flaking for kitchens, bathrooms, basements, and utility rooms.
• Asipo Mould Barrier Primer High-performance, water-based primer engineered to block and prevent mould. Powered by encapsulated biocides for ultra-slow, controlled release. Sold as part of the Asipo Mould Barrier System.
• Asipo Mould Resistant Emulsion Water-based emulsion for areas prone to mould and algae. Designed for high humidity and condensation-prone interiors, protecting against surface discolouration and contamination. Part of the Asipo Mould Barrier System.
• Asipo Mould Remover Treatment Trade use only clear, single-pack water-based algicidal wash that removes and inhibits mould, algae and lichen. Suitable for internal and external surfaces. Part of the Asipo Mould Barrier System.
• Performance Primer Sealer (Oil-based) Oil-based primer, sealer, and stain blocker for interior and exterior use. Permanently seals stains including water and nicotine, fast drying with excellent enamel holdout, and resists cracking and peeling.
• Performance Primer Sealer (Water-based) Water-based primer for interior and exterior use on a wide range of substrates. Bonds to hard-to-stick surfaces with minimal preparation and contains a biocide to resist fungal degradation.
• Performance Primer Sealer (Shellac-based) High performance shellac-based primer and stain blocker with superior opacity and low odour. Adheres to glossy surfaces including glass, and seals stains from water, sap, knots, nicotine, marker pen and more.
• Anti-Climb Paint Non-drying security coating that forms a thick, slippery film to deter intruders. Adheres to metal, wood, and masonry and remains soft and tacky in all weather conditions.
• Heavy Duty Scuff Resistant Paint High-build scuff-resistant coating with a dense, non-drip consistency that brushes out smoothly to a satin finish. Designed for high-wear interior surfaces requiring long-term abrasion resistance.
• Heavy Duty Elastomeric Floor Coating Floor coating formulated with thermo-acrylic and polyurethane resins for long-term durability in high-traffic areas. Flexible to accommodate surface movement and resist cracking, reinforced with Dolomite stone for anti-slip finish.
• Anti Slip Floor Coating (Water-based) Low-odour, quick-drying acrylic floor paint engineered to seal, colour and protect concrete. Reinforced with dolomite stone for added strength and natural grip, offering excellent resistance to water, petrol and oil.
• Wood Protection Oil Penetrating treatment for the preservation of bare timber. Forms an active biocidal film to protect against fungal decay, wood rot, and blue stain. Used on exterior timber prior to painting, staining, or varnishing.
• Danish Oil 500ml High-quality traditional Danish Oil providing a water-resistant finish and seal for wooden furniture, kitchen worktops and doors. Delivers a hard and durable water-resistant finish.
• Teak Oil 500ml A blend of natural oils and gum turpentine for use on garden furniture. Nourishes dry wood and preserves, protects and revives wood by replacing the natural oils.
• Creamy Beeswax 250ml Natural Creamy Beeswax polish that revives and enriches the natural patina on all wood furniture, creating a deep, rich sheen. Available in Clear and Dark finish.
• Performance Antifouling Paint Copper-based antifouling suitable for use up to 40 knots. Semi-hard formulation resists fouling in all waters while allowing mild surface erosion to maintain performance.
• Self-Eroding Cruising Antifouling Copper-based antifouling free from booster biocides. Designed for cruising vessels, this self-eroding coating provides dependable protection across varied UK and European waters.
• Acid Etch Floor Cleaner Powerful acid etching solution engineered to prepare concrete floors for maximum coating adhesion. Removes laitance, opens the surface profile and creates an ideal key for floor paints.
• Red Oxide Primer Matt High-build oxide primer designed for speed and strength. Fast-drying with excellent adhesion to ferrous metals, applicable by brush or spray.
• Performance Line Marking Coating Hard-wearing, chemically resistant coating for road markings, tanks, manhole covers, and pool surrounds. Adheres to concrete and ferrous metal surfaces with excellent durability in wet or chemically exposed environments.
• Interior Wood Lacquer Water-based acrylic lacquer for interior timber surfaces including furniture, floors, and joinery. Provides a clear, non-yellowing finish with resistance to alcohol spills and heat.
• Multi-Surface Paint One paint for interior and exterior use, engineered to bond directly to wood, metal, uPVC, masonry, plaster, tiles and previously painted surfaces with minimal prep. Contains film-preserving biocide and active rust-inhibiting technology.
• Waterproof Tanking Membrane High-performance waterproof tanking membrane engineered for above- and below-ground protection. Based on advanced MS polymer technology, forms a seamless, flexible barrier for walls, floors and foundations.
• Bespoke Paint Formulation & Private Label Service Custom formulation service offering private label and custom performance coatings produced in-house at the Essex factory. Customers can specify colour ranges including Pantone, RAL, and British Standard. First orders typically take around four weeks from confirmation of formulation and label design; quote-based pricing.

Quantifiable outcome

• Long-term roof protection with flexible, weatherproof membrane
• +3 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationShopify powers the Flag Formulations e-commerce store, enabling the direct-to-consumer online sales platform. Shopify handles payment processing, order management, and website hosting.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hammerite: UK-origin specialist in rust-prevention and metal protection paints (now part of AkzoNobel). Direct overlap with Flag's Rust Lock product family and metal-protection customer segment.
• Rust-Oleum: Specialist manufacturer of rust-prevention, protective, and decorative coatings. Closest direct peer to Flag on Rust Lock and other metal / specialist coating technologies.
• Blackfriar Paints: UK manufacturer of specialist paints including rust-resistant, woodcare, and metal protection products. Direct peer in metal/rust protection and woodcare specialty categories.
• Bedec Paints: UK-based small specialist paint manufacturer selling direct-to-consumer via e-commerce. Closest comparable independent UK SME in business model, scale, and multi-category specialty portfolio.
• Tor Coatings: UK-based protective and specialist coatings manufacturer (now part of RPM International). Comparable in heavy-duty/elastomeric roof coatings, industrial floor systems, and specialist waterproofing membranes.
• Zinsser (Rust-Oleum brand): Specialist primers, sealers and stain blockers (Performance Primer Sealer direct overlap with Flag's primer line). Operates globally under Rust-Oleum.
• Mathys (Rust-Oleum brand): European specialist coating manufacturer in rust protection, façade restoration, and roof coatings. Direct peer on elastomeric roof and rust-conversion technologies that overlap with Flag's Roofix and Rust Lock.

Broad incumbents

• Hempel: Global coatings manufacturer serving marine, protective, and industrial markets. Comparable across marine antifouling, primers, and protective coatings categories where Flag competes.
• Jotun Paints: Norwegian global coatings company with strong marine and protective coatings franchises. Comparable in marine coatings (antifouling, primers) and industrial protective coatings.
• International Paint (AkzoNobel Marine): Global marine coatings brand owned by AkzoNobel covering antifouling, primers and varnishes. Overlaps directly with Flag's marine category but operates at vastly larger scale and global reach.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/flagpaints
• Facebookfacebook.com/FlagPaints

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 FLAG Paints