GLUEDEVIL
GLUEDEVIL is a South African family-owned manufacturer and distributor of bespoke adhesives, sealants, spray paints, and tapes, serving DIY consumers, automotive, construction, plumbing, and industrial customers through extensive retail and direct-sales channels.
- Company typePrivate
- Founded1994
- HeadquartersDurban, South Africa
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What GLUEDEVIL does
GLUEDEVIL, trading as National Adhesive Distributors (PTY) LTD, is a South African manufacturer and distributor of adhesives, sealants, spray paints, and tapes founded approximately 1994 in Durban and still operating as a private, family-owned business. The company runs its own formulation and manufacturing facility in Westmead, KwaZulu-Natal, where it produces silicone sealants (marine, auto, bath, clear, multi-purpose, shower variants), contact adhesives, super glues, structural adhesives, GBond industrial adhesives, anaerobic adhesives, and a comprehensive range of gasket makers (the company claims to be the largest single supplier of gasket makers in Southern Africa). The portfolio also includes 65-colour quick-drying spray paints, glue guns with hot-melt sticks, foam/masking/duct tapes, PVC cements and pipe lubricants, drain cleaners, hand cleaners, rust-treatment products, and tailor-made industrial formulations across assembly, construction, flooring, mattress and bedding, packaging, paper converting, plaster mouldings, textile, woodworking, and transportation applications. Manufacturing is SABS ISO 9001 certified.
The company operates a hybrid go-to-market. Its primary motion is broad-based retail distribution through an unusually deep South African channel: hardware chains (BUILD-IT, Builders Warehouse, Powerbuild, Midas, DIY-Depot, Halsted Builders Express, Agrinet), automotive parts retailers (AutoZone, Autobarn), building material suppliers (MICA, EST, Essential Group, Electrosales, Cymot), home improvement (Leroy Merlin), and general merchandise/grocery (Game, SPAR). End customers in this channel are DIY consumers, automotive repair shops, plumbers, builders, contractors, and small trades. A secondary motion is a direct industrial sales team that supplies custom-formulated, tailormade products to manufacturing customers requiring volume, consistent quality, and specification-specific formulations. GLUEDEVIL generates revenue through physical product sales across these channels at undisclosed pricing, supported by three South African offices (Durban headquarters, Johannesburg, Cape Town) and an in-house marketing and content presence ("Ask the Glue Guru" FAQ platform, multi-channel social media, downloadable product catalogue). The company employs 251-500 people and has no disclosed external investors, funding, or M&A activity.
GLUEDEVIL firmographics
Firmographics- Name
- GLUEDEVIL
- Legal name
- National Adhesive Distributors (PTY) LTD
- Website
- https://gluedevil.co.za
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- GLUEDEVIL is a South African family-owned manufacturer and distributor of bespoke adhesives, sealants, spray paints, and tapes, serving DIY consumers, automotive, construction, plumbing, and industrial customers through extensive retail and direct-sales channels.
- Ownership category
- akta.pro rank
GLUEDEVIL industry classification
Industry- Product category
- Industrial Adhesives & Sealants
- NAICS
- Adhesive Manufacturing (32552), Paint, Coating, and Adhesive Manufacturing (3255)
- SIC
- Adhesives & Sealants (2891)
- akta.pro primary industry
- Tapes, Labels & Pressure-Sensitive Adhesives (IMAEAGAJ)
- akta.pro secondary industry
- Backer Rods, Tapes & Joint Accessories (IMADAOAL)
Keywords
Where GLUEDEVIL is headquartered
LocationHeadquarters
- HQ city
- Durban
- HQ country
- South Africa
- HQ region
- Africa
Offices3 records
Markets served
GLUEDEVIL business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: GLUEDEVIL generates revenue through the manufacture and distribution of adhesives, sealants, spray paints, tapes, and related chemical products to retail, wholesale, and industrial customers.
Go-to-market motion1 record
Distribution channels7 records
Marketing channels4 records
GLUEDEVIL product offering
Product offeringCore offering
GLUEDEVIL manufactures and distributes bespoke adhesives, sealants, spray paints (65 colours), glue guns, and tapes from its Westmead, KZN facility in South Africa. The company serves DIY consumers via retail channels as well as industrial and automotive customers requiring custom-formulated adhesive solutions, and claims to be the biggest single supplier of Gasket Makers in Southern Africa.
Product overview
GLUEDEVIL is a South African manufacturer and distributor of bespoke adhesives, sealants, spray paints, and tapes, trading as National Adhesive Distributors (PTY) LTD. The product portfolio centers on sealants (various silicone-based formulations for marine, auto, bath, plumbing, and general use), adhesives (contact adhesives, super glues, structural adhesives, GBond, specialty products like windscreen and wood adhesives), and extends to aerosol products (65-colour spray paints, sanitizing sprays like ViroFog/ViroMist). The tape range includes mounting tapes, foam tapes, masking tapes, and duct tape. Additional offerings include plumbing products (PVC cements, pipe lubes, drain cleaners), glue guns with hot melt sticks, industrial tailor-made formulations, and non-adhesive products such as adhesive removers (Strip-It) and rust treatment solutions (Rust Reaper). The company claims to be the largest single supplier of Gasket Makers in Southern Africa, with products distributed through major retailers including BUILD-IT, Game, AutoZone, SPAR, and Midas.
Differentiator
Problem solved
Functional benefit
Brands
- GLUEDEVIL: Bespoke adhesives, sealants, spray paints and tapes brand
Products and services
- Sealants
Quantifiable outcome
- Biggest single supplier of Gasket Makers in Southern Africa
- +1 more outcomes
Companies that use GLUEDEVIL
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
GLUEDEVIL technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
GLUEDEVIL partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- BUILD-ITcoreMajor hardware retail chain stocking GLUEDEVIL adhesive, sealant, and tape products across South African stores.
- GamecoreRetail partner distributing GLUEDEVIL products to consumers.
- AutoZonecoreAutomotive parts retailer distributing GLUEDEVIL automotive adhesive and sealant products.
- SPARminorRetail partner distributing GLUEDEVIL products to consumers through supermarket chain.
- Leroy MerlincoreHome improvement retail chain stocking GLUEDEVIL products.
- MidascoreAutomotive parts and accessories retailer distributing GLUEDEVIL automotive products.
- AutobarncoreAutomotive parts retailer distributing GLUEDEVIL automotive adhesive and sealant products.
- DIY-DepotcoreDIY specialty retailer distributing GLUEDEVIL adhesive and sealant products.
- Builders (Warehouse)coreHardware retail chain stocking GLUEDEVIL adhesive, sealant, and tape products.
- PowerbuildcoreHardware retail chain distributing GLUEDEVIL products.
- MICAminorBuilding materials supplier distributing GLUEDEVIL products.
- Halsted Builders ExpressminorBuilding materials supplier distributing GLUEDEVIL products.
- ESTminorBuilding materials supplier distributing GLUEDEVIL products.
- Essential GroupminorBuilding materials supplier distributing GLUEDEVIL products.
- AgrinetminorAgricultural and hardware supplier distributing GLUEDEVIL products.
- CymotminorHardware and automotive supplier distributing GLUEDEVIL products.
- ElectrosalesminorElectrical and hardware supplier distributing GLUEDEVIL products.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
GLUEDEVIL competitors and assessment
Company assessmentBroad incumbents
- Sika:
- Henkel: Global German chemical company with leading consumer adhesives brands (Loctite, Pattex, Pritt). Competes with GLUEDEVIL across DIY adhesives and industrial sealants globally and in South Africa, with substantially larger R&D and marketing budgets.
Direct peers
- Permatex: US-based manufacturer specialising in gasket sealants, threadlockers, and automotive adhesives. Direct overlap with GLUEDEVIL's gasket maker product line (sensor-safe, hi-temp) which competes head-to-head in the automotive aftermarket channel.
- Pratley: South African manufacturer of adhesives, putties, and specialty chemical products for industrial, mining, and DIY markets. Direct local competitor with overlapping product categories (adhesives, sealants, specialty chemicals) and a similar customer base across DIY, industrial, and construction channels in Southern Africa.
- Soudal: Belgium-based global manufacturer of sealants, adhesives, and PU-foams. Closely comparable product mix to GLUEDEVIL (silicone sealants, contact adhesives, construction adhesives), competing across retail and industrial channels worldwide including South Africa.
- Tremco: Specialty manufacturer of sealants, waterproofing, and construction adhesives. Closely comparable construction and industrial sealant portfolio overlapping with GLUEDEVIL's construction sealants and waterproofing products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
GLUEDEVIL social profiles
Digital presenceGLUEDEVIL compliance and trust
Trust signalCompliance1 record
GLUEDEVIL financial estimates
Financial estimateRevenue estimate
Valuation estimate
GLUEDEVIL leadership team
Management profileNumber of profiles
GLUEDEVIL funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GLUEDEVIL 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 GLUEDEVIL
What does GLUEDEVIL do?
GLUEDEVIL manufactures and distributes bespoke adhesives, sealants, spray paints (65 colours), glue guns, and tapes from its Westmead, KZN facility in South Africa. The company serves DIY consumers via retail channels as well as industrial and automotive customers requiring custom-formulated adhesive solutions, and claims to be the biggest single supplier of Gasket Makers in Southern Africa.
Is GLUEDEVIL a public or private company?
GLUEDEVIL is a private company. It is classified as family owned and is currently operating.
When was GLUEDEVIL founded?
GLUEDEVIL was founded in 1994. It employs 101 to 250 people.
Where is GLUEDEVIL based?
GLUEDEVIL is headquartered in Durban, South Africa, in the Africa region.
How does GLUEDEVIL make money?
One revenue line is on record: product Sales.
Who are GLUEDEVIL's main competitors?
Broad incumbents on record are Sika and Henkel. Direct peers are Permatex, Pratley, Soudal and Tremco.
Does GLUEDEVIL have an API?
No public API is recorded for GLUEDEVIL.
What industry is GLUEDEVIL in?
GLUEDEVIL's product category is Industrial Adhesives & Sealants. Its primary akta.pro industry code is IMAEAGAJ, Tapes, Labels & Pressure-Sensitive Adhesives, with a secondary code of IMADAOAL, Backer Rods, Tapes & Joint Accessories. Its NAICS code is 32552 and its SIC code is 2891.