Mathys Paints

What Mathys Paints does

Mathys Paints, operating through the legal entity Martin Mathys NV, is a Belgian decorative paints and coatings manufacturer headquartered in Halen and a wholly-owned subsidiary of RPM International Inc. via Rust-Oleum Europe. The company produces a comprehensive portfolio of paints and coatings organized across six application surfaces — interior walls and ceilings, exterior walls, wood, roofs, floors, and metal — with sub-brands including Fassicryl water-based lacquers, Paracem wall paints, Murfill waterproofing systems, and Fassiforce high-performance coatings. Supporting technology includes the ColourShop tinting service (colour-mixing machines deployed at dealers covering 30+ product lines and 1,200+ Imagine colours), the Isol+ stain-isolation renovation technology, and water-based/solvent-free formulations aligned with ISO 9001 quality processes held continuously since 1997.

Mathys serves both professional painters, contractors and maintenance companies as well as homeowners and property owners undertaking DIY or renovation work, and it monetizes exclusively through a wholesale/retail distribution channel: more than 10,000 distributors, wholesalers and retailers across Belgium, the Netherlands, Germany, France and the United Kingdom. Revenue is generated via one-time sales of coatings (no subscription or licensing model), with pricing set at dealer level and not publicly disclosed. Commercial support is delivered through a dedicated Technical Support Team, multi-language regional websites, and a Spraymiles loyalty program launched in 2021 to drive spray-equipment adoption. The brand carries traceable heritage to 1845 through its Rust-Oleum Europe affiliation under NYSE-listed RPM International.

Name

Mathys Paints

Legal name

Martin Mathys NV

Website

https://mathyspaints.eu

Company type

Private

Founded year

1845

Operating status

Operating

Headcount range

51–100 employees

Short description

Mathys Paints (Martin Mathys NV) is a Belgian decorative paints and coatings manufacturer and Rust-Oleum Europe subsidiary that produces paints for walls, wood, roofs, floors and metal, selling exclusively through 10,000+ European distributors to professional painters and homeowners.

Ownership category

akta.pro rank

Product category

Decorative Paints and Coatings

NAICS

Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Architectural & Decorative Paints (IMAEAHAA)

akta.pro secondary industry

Architectural & Decorative Paints (IMADAKAA)

Keywords

• Decorative paints
• Water-based lacquers
• Waterproofing coatings
• Façade renovation
• Wall coatings

Headquarters

HQ city

Zelem

HQ country

Belgium

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Decorative Paints and Coatings Sales: Mathys Paints generates revenue through the sale of decorative paints and coatings for interior walls, exterior walls, wood, roofs, floors and metal applications. Products are sold exclusively through a network of more than 10,000 distributors, wholesalers and retail partners across Europe.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Mathys Paints manufactures decorative paints and coatings for interior walls, exterior walls, wood, roofs, floors, and metal surfaces, sold across Europe through a network of more than 10,000 distributors, wholesalers, and retailers. The portfolio addresses professional painters, contractors, maintenance companies, and homeowners, with point-of-sale color customization enabled by the ColourShop tinting system.

Product overview

Mathys Paints offers a comprehensive portfolio of decorative paints for indoor and outdoor use, organized across six product categories: Interior Walls & Ceilings, Exterior Walls, Wood, Roofs, Floors, and Metal. The core product lines include the Fassicryl water-based lacquer range, the Paracem wall paint series (including Paracem Deco Easy Finish), and Murfill waterproofing/renovation products. Supporting services include ColourShop tinting service for custom color matching across 30+ product lines. The brand operates under Rust-Oleum Europe, focusing on professional painters and property maintenance companies.

Differentiator

Problem solved

Functional benefit

Brands

• ColourShop: Color tinting service offered at local dealers
• Fassicryl
• Paracem
• Murfill
• Fassiforce

Products and services

• Fassicryl Range Range of water-based primers and lacquers used by professional painters and homeowners for finishing and protecting interior and exterior wood and other substrates.
• Paracem Deco Easy Finish Decorative wall coating range for interior walls and ceilings, offering durable, smooth finishes for professional and DIY application; available in variants including Xtra Matt.
• Murfill Waterproofing Coating Elastic waterproofing and weatherproofing coating for façades, exterior walls, and roofs, used by professionals to protect and renovate building envelopes against water infiltration and cracking.
• Isol+ Substrate Renovation Range Range of renovation and sealing paints designed to address problematic substrates such as stained, nicotine-affected, or damp interior surfaces before finishing coats are applied.
• Fassiforce Primer Adhesion-promoting primer for difficult substrates, preparing interior and exterior surfaces before topcoat application.
• ColourShop Tinting Service Point-of-sale color tinting service offered through authorised ColourShop dealers, allowing customers to customize Mathys paint colors in-store.
• Cachemire Interior Paint Collection Premium interior paint collection positioned in the higher-end decorative segment, offering refined finishes for interior walls and ceilings.

Quantifiable outcome

• 5-10 years waterproof warranty on system guarantees
• +3 more outcomes

Named customers4 records

Segments3 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

Five partnerships are on record, tiered core and minor.

• Vink VerfcoreChannel Partner/ Reseller/ Distributor · 21 April 2021Paint retailer/distributor in 's-Hertogenbosch, Netherlands. Signed the first Mathys Spraymiles contract on April 21, 2021, serving as a key distribution partner for spray paint products.
• Rust-Oleum EuropecoreStrategic or Co-development PartnerMathys is part of Rust-Oleum Europe, which produces the largest assortment of high-performance coatings in Europe. Rust-Oleum Europe is a division of RPM International Inc. headquartered in the USA since 1845. The group markets products through more than 10,000 distributors, wholesalers and retail partners.
• Repaint SchilderwerkencoreChannel Partner/ Reseller/ DistributorProfessional painting company that partnered with Mathys Spraymiles program. Expanded their spray equipment range with a new airless system and participates in the Spraymiles loyalty program.
• LevantominorChannel Partner/ Reseller/ DistributorPartner company that worked with Mathys on the restoration of the Bourlaschouwburg Theatre in Antwerp, completing a difficult restoration project.
• Environmental Treatment CompaniesminorStrategic or Co-development PartnerExternal specialist companies that treat wastewater from Martin Mathys production. Also includes external distillation of contaminated rinse solvent that is recycled and reused in production.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sherwin-Williams: Global paints leader with a growing European decorative footprint (acquired Valspar, Sayerlack). Comparable to Mathys in offering architectural paints, lacquers, and waterproofing systems through a professional retailer network.
• Jotun Paints: Norway-based global paints and coatings manufacturer with decorative and protective divisions. Comparable to Mathys in selling interior/exterior decorative paints and façade protection systems through European dealers and distributors.
• Akzo Nobel (Dulux, Sikkens): Global paints and coatings major with a strong European decorative portfolio (Dulux, Sikkens, Herbol). Comparable to Mathys because both serve European professional painters and DIY via dealer networks across interior and exterior walls, wood, and metal substrates.
• Hempel: Danish coatings manufacturer with both protective and decorative divisions. Comparable to Mathys in offering European-market decorative paints and waterproofing systems sold through professional distributors.
• PPG Industries (Sigma Coatings): Global coatings major with a long-standing European decorative brand (Sigma Coatings) and extensive distributor relationships. Comparable to Mathys in serving professional painters and contractors with architectural paints and waterproofing/façade systems.

Direct peers

• DAW (Caparol, Alpina): German family-owned decorative paints manufacturer with brands Caparol, Alpina, and Alligator. Closely comparable to Mathys in product range (interior, exterior, façade, wood, metal), professional/DIY channel mix, and European dealer-led distribution.
• Zinsser (RPM International sister brand): Specialty paints and primers manufacturer (rust converters, stain blockers, wallcovering primers) that is part of Mathys' own parent RPM International. Comparable to Mathys in operating under Rust-Oleum Europe, selling to professional painters via European dealers, and offering renovation/isolation coatings (e.g., B-I-N, Bulls Eye).
• Brillux: German mid-sized decorative paints manufacturer with strong professional painter focus and a comprehensive interior, exterior, wood, and metal range. Highly comparable to Mathys in product breadth, customer base (painting contractors), and dealer-led distribution model.

Emerging players

• Keimfarben: Specialist German manufacturer of silicate (mineral) paints and façade protection systems. Comparable to Mathys in addressing European façade renovation and long-lasting exterior wall coatings, with a similar premium professional channel positioning.

Regional players

• Tikkurila: Nordic decorative paints brand (now part of PPG) with a comparable interior/exterior wall and wood product portfolio. Overlaps with Mathys in architectural decorative paints and dealer-based distribution, though primary geographic focus is the Nordics and Baltics versus Mathys' Benelux/France/Germany/UK base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mathyspaints
• YouTubeyoutube.com/user/mathyspaints
• Facebookfacebook.com/mathyspaints

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Mathys Paints