What eicó Paints does

eicó Paints Limited is a UK-registered, privately held specialty paint manufacturer producing ultra-low-VOC water-based decorative and professional coatings. It sells a consumer range of eight finishes (Helmatt, Alterior Matt/Eggshell/Satin/Gloss/Floor Paint, Flat Eggshell, Chalk Matt) under the eicó brand with 108 coordinated colours plus access to a 20,000+ colour library and bespoke colour-matching, and a separate professional iCan sub-brand that adds specialty products such as iCan PYROSTOP 5 Star fire retardant (BAL 29 / Euroclass B-s1, d0 certified), iCan MIO powder-coat-alternative metallic, iCan Grepp-V acrylic-alkyd primer, iCan Granit allergy-credentialed decorative finish, iCan Porslin, and iCan Metallic. The underlying technology is proprietary waterborne chemistry — most notably the registered Alterior® 100% acrylic platform usable both inside and out — with VOC levels cited at less than a quarter of EU limits (Helmatt 0.1%, Alterior Matt ≤0.5%). Manufacturing is split across Iceland (PwC-audited Green Audit Bookkeeping) and Sweden (Nordic Swan and EU Flower audited), and the UK sales entity operates from a London registered office (Ray Munn Ltd, Fulham Road) under company number 07014552.

The revenue model is a transactional one-time sale of custom-tinted paint, with pricing per unit (e.g. £6.11 sample pots; 0.9/2.25/4.5 litre archive sizes), a freemium colour-card channel, and dedicated trade-account pricing on multi-year-style terms for professional decorators and stockists. Products are mixed to order and non-returnable, which both raises switching cost and constrains returns. Go-to-market is hybrid: direct-to-consumer e-commerce via eico.co.uk (with sample-pot and free colour-card sampling driving top-of-funnel), independent UK stockists accessed via a 'Find a Stockist' locator, and trade accounts for the iCan professional range. Customer segments span retail consumers (DIY, allergy- and child-safety motivated), professional painters and decorators, interior designers and architects specifying colour, and stockists/distributors reselling the range.

The firm operates with 11-50 employees, holds no disclosed external funding, and has no M&A, subsidiary, or leadership-change activity in the record. Compounding its positioning moat are stacked independent verifications — Nordic Swan licence 30960007, EU Flower SE-044-006, Allergy UK, BAL 29 and Euroclass B-s1, d0 — together with earned-media coverage in Livingetc, Elle Decoration, The Sunday Times Style Magazine and You Magazine. Strategic posture is that of a small, niche, premium eco-paint specialist leveraging chemistry IP, certification depth, and Scandinavian manufacturing provenance rather than scale or volume.

Name

eicó Paints

Legal name

eicó Paints Limited

Website

https://eico.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

eicó Paints Limited is a UK-based, privately held specialty paint manufacturer producing ultra-low-VOC water-based decorative and professional coatings, including the consumer eicó range (eight finishes, 20,000+ colour library) and the professional iCan sub-brand, with manufacturing in Iceland and Sweden and distribution via e-commerce, UK stockists and trade accounts.

Ownership category

akta.pro rank

Product category

Decorative Paints

NAICS

Paint and Coating Manufacturing (325510), Synthetic Dye and Pigment Manufacturing (32513), Paint and Wallpaper Retailers (444120)

SIC

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

akta.pro primary industry

Architectural & Decorative Paints (IMAEAHAA)

Keywords

• Water-based paints
• Decorative paints
• Low VOC coatings
• Professional paint range
• Fire retardant paint

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint Product Sales: Sale of water-based paints in various finishes (Helmatt, Alterior Matt, Flat Eggshell, Alterior Eggshell/Satin/Gloss, Alterior Floor Paint, Chalk Matt). Products are tinted to order in customer's choice of colour from over 20,000 colour library.
2. Professional Range (iCan): Sale of professional-grade paints and coatings including primers, specialty finishes, and fire retardant products for professional painters and decorators.
3. Colour Matching Service: Colour matching service allowing bespoke colour creation. Also includes custom tinted products.
4. Accessories: Sale of painting accessories including iCan Genius synthetic brushes in various sizes, and specialty products like Ms. Flo Aquatura and iCan Mr Bond.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

eicó Paints manufactures and sells eco-friendly water-based decorative paints available in eight finishes and over 20,000 colours (with 108 coordinated core colours and a bespoke colour-matching service). The company operates two lines: a consumer-facing eicó Paints range sold direct-to-consumer and through UK stockists, and a professional iCan range (primers, fire retardants, decorative finishes, metallic coatings) sold through trade accounts. Manufacturing takes place in Iceland and Sweden under independently audited environmental programmes.

Product overview

eicó Paints is a decorative paint manufacturer offering two main product lines: the consumer-facing eicó Paints brand with eight water-based finishes (Helmatt, Alterior Matt, Flat Eggshell, Alterior Eggshell/Satin/Gloss, Alterior Floor Paint, and Chalk Matt) providing 108 co-ordinated colours and over 20,000 colours via custom matching; and the professional iCan Paint range including primers (Grepp-V), protective coatings (Guard MSP, PYROSTOP 5 Star), decorative finishes (Granit, Porslin, MIO, Metallic), and specialist brushes. All products emphasize low VOC levels, environmental responsibility, and high-performance waterborne formulations.

Differentiator

Problem solved

Functional benefit

Brands

• iCan Paint: Professional range of eicó products formulated to a high specification for professional use, including primers, fire retardants, and specialized coatings.
• iCan MIO
• iCan Granit
• iCan Grepp-V
• iCan Guard MSP
• iCan PYROSTOP 5 Star
• iCan Porslin
• iCan Metallic

Products and services

• eicó Paints (Consumer Range) Water-based decorative paint range available in eight finishes, 108 coordinated colours, over 20,000-colour library, colour-matching and bespoke colour creation. Sold to homeowners and DIY consumers.
• Helmatt Water-based interior matt paint (VOC 0.1%), APEO-free, suitable for interior walls, ceilings and primed structural steel.
• Alterior Matt Water-based interior/exterior matt paint (VOC ≤0.5%) with low dirt pick-up and good weathering, based on proprietary Alterior® technology.
• Flat Eggshell Water-based semi-matt finish paint (VOC ≤5.5%) for interior woodwork, metal and walls.
• Alterior Eggshell 100% acrylic waterborne eggshell paint (VOC ≤2.5%) with non-yellowing finish, low dirt pick-up and washability.
• Alterior Satin 100% acrylic waterborne satin paint (VOC ≤2.5%) with excellent colour retention and weathering.
• Alterior Gloss 100% acrylic waterborne gloss paint (VOC ≤2.5%) with low dirt pick-up and washability.
• Alterior Floor Paint 100% acrylic waterborne floor paint (VOC ≤2.5%) delivering a non-yellowing high-satin finish for wooden and concrete floors.
• Chalk Matt Waterborne interior chalk paint (VOC ≤1.1%) with high opacity, wipeable, easy to apply; designed for furniture and walls.
• iCan Paint (Professional Range) Professional-grade paint and coatings range including primers, fire retardants, decorative finishes and metallic coatings aimed at trade decorators.
• iCan Grepp-V Primer Acrylic-Alkyd water-based primer, sealer and undercoat that bonds to oil and water-based paints; interior and exterior grade, fully tintable.
• iCan Granit Decorative wear-resistant velvety finish, almost VOC free, no MIT or CIT, Allergy UK accredited.
• iCan Guard MSP (Multi Surface Protector) Waterborne breathable protective coating for porous building materials such as limestone, rendered facades, brick, Venetian plaster and concrete; interior and exterior use.
• iCan PYROSTOP 5 Star (MultiGuard FR30) Fire Retardant Waterborne non-toxic fire retardant coating for wood and porous materials with BAL 29 and Euroclass B-s1, d0 fire classification.
• iCan Porslin Waterborne professional woodwork finish combining polyurethane and acrylic with sheen level under 20%; water-based alternative to oil-based eggshell.
• iCan MIO Waterborne acrylic polyurethane metallic coating for interior and exterior metalwork, windows and doors delivering a powder-coated finish.
• iCan Metallic Waterborne metallic paint for interior and exterior furniture finishing, available in twelve colours; applicable by brush, roller or spray.
• iCan Genius Synthetic Brushes Specialist synthetic brushes designed for water-based paint application; available in multiple sizes including pointed sash and lay-off brushes.
• Ms. Flo Aquatura TF Water-based paint accessory product sold alongside the eicó paint range.
• iCan Mr Bond Aquafix Paint accessory for surface preparation and bonding prior to painting.

Quantifiable outcome

• VOC levels less than a quarter of EU limits
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tikkurila: Nordic decorative and industrial paint manufacturer owned by PPG, with strong sustainability positioning and production in Finland/Russia/Sweden. Comparable in Nordic heritage, low-VOC formulations and eco-certifications, but at far larger scale and broader product range than eicó.
• Benjamin Moore: Premium North American decorative paint brand (Berkshire Hathaway), strong on colour libraries and independent retailer network. Comparable in premium positioning, curated colour offering and independent stockist model, but at much larger scale and broader geographic reach.
• Jotun: Norwegian-headquartered global paint and coatings manufacturer with decorative, marine, protective and powder coatings divisions. Relevant comparable in Nordic manufacturing base and decorative paints with fire-protective and specialty coatings, but at significantly larger scale.

Direct peers

• Annie Sloan: UK-originated decorative paint brand best known for chalk paint, sold direct and through a global network of stockists. Comparable in being a founder-led UK decorative brand that monetises a specialty finish (chalk) and a strong design-led brand.
• Craig & Rose: UK heritage paint brand (since 1829) with a wide colour library, water-based and traditional finishes, and direct/stockist distribution. Comparable in being a UK decorative paint brand with deep colour archive and premium positioning.
• Little Greene: British heritage paint brand with a focus on period-accurate colours, eco-friendly water-based formulations, and direct-to-consumer plus stockist distribution. Directly comparable to eicó in eco-positioning, channel strategy and design-led marketing.
• Farrow & Ball: UK-based premium decorative paint brand sold direct and through stockists, with a curated colour palette and strong interior-design press profile. Closely comparable in positioning, channel mix and customer base to eicó Paints.
• Earthborn: UK eco-friendly paint manufacturer with a focus on natural, low-VOC, clay- and casein-based interior paints. Competes for the same environmentally conscious DIY and trade customer and the same independent stockist channel as eicó.
• Bedec: UK-based water-based paint and coatings manufacturer supplying trade and retail with low-VOC interior, exterior and floor paints. Closely comparable in being a UK water-based paint brand targeting both DIY and trade with similar finish range.

Emerging players

• Zinsser: Specialist primers and problem-solving coatings brand (Rust-Oleum group) widely used by UK trade decorators. Comparable in the primer/sealer/specialty coatings portion of eicó's iCan range, though stronger in problem-surface solutions than in colour/branding.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance6 records

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 eicó Paints