What Dupli-Color does

Dupli-Color, founded in 1938 by Army Lt. Colonel Sigmund Edelstone in Cleveland, Ohio, manufactures and distributes aftermarket automotive touch-up paints and specialty coatings under a wholly-owned brand of The Sherwin-Williams Company. The company sells a portfolio spanning ten product categories — including Touch-Up Paint, Engine Paint with CERAMIC, Truck Bed & Undercoatings, Primer, Metallic & Effects, Prep & Chemicals, Vinyl/Trim/Trunk Paint, Wheel & Caliper, Motorcycle Paints, and the Paint Shop Finish System — with proprietary differentiators such as OEM-tested color matching, ceramic-resin heat resistance to 500°F, and two-can anodized coating systems. It claims the 'biggest lineup of aftermarket, automotive paints, primers and coatings in the industry' and is the only brand with colors tested and approved by vehicle manufacturers for factory-exact-match finishes.

The business operates as a consumer products company with retail-channel distribution across six major North American partners — AutoZone, O'Reilly Auto Parts, Advance Auto Parts, NAPA Auto Parts, Canadian Tire, and Amazon — and uses unit pricing on aerosol cans (11–12 oz), quart, gallon, and kit formats with no direct-to-consumer channel. GTM is product-led and content-driven: the Garage Boss video series, My Garage user-generated content program on Instagram, email newsletter sweepstakes, and a vehicle-specific OEM color code finder tool drive top-of-funnel acquisition and mid-funnel engagement for DIY vehicle owners, motorcycle enthusiasts, and professional automotive shops. The legal entity is Dupli-Color Products Group, with operating geographies limited to the United States and Canada.

Revenue mechanics rely on retail replenishment velocity rather than enterprise contracts; there is no publicly disclosed revenue, and the brand operates as a non-reportable segment within Sherwin-Williams' automotive aftermarket division. The 101–250 employee base and continuous SKU diversification across specialty effect coatings (SHIFT color-shifting, Shadow chrome blackout, Hot Tires, Bed Armor) indicate a mature, stable consumer brand rather than a venture-scale growth profile.

Name

Dupli-Color

Legal name

Dupli-Color Products Group

Website

https://duplicolor.com

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

101–250 employees

Short description

Dupli-Color is a Cleveland-based, Sherwin-Williams-owned brand manufacturing aftermarket automotive touch-up paints and specialty coatings, distributed through six major North American retailers (AutoZone, O'Reilly, Advance, NAPA, Canadian Tire, Amazon) serving DIY vehicle owners, restoration enthusiasts, and motorcycle riders.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Coatings

NAICS

Paint and Coating Manufacturing (325510)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Automotive & Transportation Coatings (IMAEAHAC)

akta.pro secondary industries

Automotive Surface Materials & Coatings for Interiors/Exteriors Manufacturing (Upholstery Materials/Decor Films/Paints for Trim) (IMACAKAL), Paint, refinishing & body shop supplies distribution (coatings, abrasives, tools, consumables) (CRAOANAF)

Keywords

• Automotive touch-up paint
• Aerosol spray coatings
• Vehicle refinishing products
• OEM color matching
• Automotive primers chemicals

Headquarters

HQ city

Cleveland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Automotive Paint Products: Dupli-Color generates revenue through the sale of aerosol paints, touch-up products, primers, coatings, and prep chemicals through retail distribution channels including auto parts retailers, online marketplaces, and automotive supply stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Dupli-Color manufactures and sells automotive aftermarket paints, primers, and coatings through retail distribution channels. Its product lineup includes OEM exact-match touch-up paints, engine enamels with ceramic resin technology, wheel and caliper paints, truck bed coatings, vinyl and fabric sprays, and surface prep chemicals. The company is owned by Sherwin-Williams and has been operating since 1938, focusing on DIY vehicle repair, restoration, and customization applications.

Product overview

Dupli-Color is an automotive paint and coatings company founded in the late 1930s, offering a comprehensive portfolio of aerosol paints, primers, and specialty coatings for vehicle refinishing, restoration, and customization. The product lineup includes: Touch-Up products (Perfect Match Premium Automotive Paint, Scratch Fix All-in-1, Universal Touch-Up Pen, Scratch Seal Pen) for scratch and chip repair; Engine Paints with Ceramic technology for under-hood applications; Wheel & Caliper paints for wheel customization and brake caliper coating; Vinyl, Trim & Trunk products including Vinyl & Fabric Spray, Trim & Bumper Paint, and Rocker Guard; Truck Bed & Undercoatings for bed liner protection; Prep & Chemicals including Prep Spray, Foaming Prep Cleaner, Grease & Wax Remover, and various solvents; Primer products including Plastic Adhesion Promoter and Primer Surfacer; Metallic & Effects coatings; and the Paint Shop Finish System for complete DIY paint jobs. The company also offers Motorcycle-specific products and Canadian Products. Dupli-Color emphasizes OEM color-matched products, with Perfect Match being the only brand with colors tested and approved by vehicle manufacturers for perfect match to original factory finish.

Differentiator

Problem solved

Functional benefit

Products and services

• Perfect Match Premium Automotive Paint Easy-to-use, fast-drying acrylic lacquer aerosol paint specially formulated to match the exact color of the original factory-applied coating. Available in OEM exact-match colors for current and late model import and domestic vehicles. Designed for vehicle owners performing scratch and chip repairs.
• Scratch Fix All-in-1 Touch-Up Paint All-in-one tool combining abrasive prep tip, exact-color match paint, and clear coat for repairing scratches and chips with one convenient device. Designed for vehicle owners performing minor paint repairs.
• Universal Touch-Up Pen Solution for repairing minor scratches and chips with prep tip, pen tip for fine scratches, and tapered brush for larger chips. Designed for DIY vehicle owners.
• Scratch Seal Pen Fast-drying clear paint specially formulated to permanently seal scratches and prevent further rust and flaking until full repair is performed. For vehicle owners needing a temporary protective seal.
• Engine Enamel with Ceramic Engine enamel containing ceramic resins for maximum heat dissipation up to 500°F and gloss retention. Protects from excessive heat and automotive fluids. Resists blistering, flaking, cracking, and peeling. For under-hood applications including engine blocks and valve covers.
• Vinyl & Fabric Spray Coating for restoring or customizing interior vinyl seats, dashboards, door panels, shifter boots and consoles. Formulated with maximum adhesion promoter for bonding to vinyl, plastic and rubber without need for primer. Resists cracking, flaking, and peeling.
• Trim & Bumper Paint Formulated to restore faded worn plastic cladding with Fade-X Technology for long-lasting factory-look finish. Designed for vehicle exterior trim and bumper restoration.
• Trim and Rocker Guard Texturized, impact resistant coating ideal for protecting vehicle lower panels from chipping. Provides protection from corrosion. Designed for rocker panels and lower body areas.
• Trunk Paint Durable multicolor spatter finish that duplicates the speckled finish of OEM trunk interiors. Ideal for trunk interiors, speaker boxes, and audio components.
• Wheel Paint Durable enamel finish that protects wheels from fading, chipping, chemicals, heat, weather and corrosion. Withstands intermittent temperatures up to 250°F. Designed for wheel restoration and customization.
• Caliper Aerosol Paint Durable protective coating for customizing brake calipers, resistant to chipping, brake dust, and automotive chemicals. Resists temperatures up to 500°F. For DIY and professional caliper customization.
• Brake Caliper Paint Kit Complete kit including Caliper Paint Pint, Caliper Aerosol Cleaner, Stir Stick, Paint Brush, Masking Tape, and Step-by-Step Instruction Booklet. For DIY and professional brake caliper refinishing.
• Tire Paint

Quantifiable outcome

• Exact OEM color match - colors tested and approved by vehicle manufacturers
• +1 more outcomes

Named customers2 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

One partnership is on record.

• Sherwin-WilliamscoreStrategic or Co-development PartnerSherwin-Williams acquired Dupli-Color and operates it as a brand within their automotive aftermarket portfolio. Dupli-Color started in the late 1930s when founder Sigmund Edelstone sourced bulk OEM paint from Sherwin Williams manufacturers. The relationship evolved into full corporate ownership.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• SEM Products: Specializes in automotive refinish coatings, including interior, plastic, and trim coatings. Comparable to Dupli-Color in target applications (vinyl, trim, plastic refinishing) but skews more toward professional body shop and refinish customers.
• Krylon: Another Sherwin-Williams-owned DIY spray paint brand competing on the same retail shelves as Dupli-Color. While Krylon is broader in application, it directly overlaps in automotive aerosol coatings and competes for the same DIY consumer's basket.
• VHT: Also a Sherwin-Williams-owned automotive aftermarket coatings brand, specializing in high-temperature and engine coatings. Directly comparable to Dupli-Color in channel (DIY auto parts retailers), customer base (DIY enthusiasts), and product category (specialty automotive coatings).
• USC (Spray Max): Aerosol coatings specialist with automotive refinish positioning, including 2K clear coats and primers. Overlaps with Dupli-Color's Paint Shop Finish System and clear coat SKUs in both DIY and prosumer channels.
• Plasti Dip: Direct DIY competitor in specialty automotive aerosol coatings, particularly for rubberized and protective coatings. Competes with Dupli-Color in the same retail channels and serves the same DIY customization customer.

Broad incumbents

• PPG Industries: Global automotive coatings incumbent with strong OEM and refinish presence. While PPG primarily serves professional and OEM channels, its refinish and fleet product lines overlap with Dupli-Color's professional segment ambition.
• Axalta Coating Systems: Major automotive coatings player serving OEMs, refinish shops, and commercial vehicles. Adjacent competitor to Dupli-Color in the broader automotive coatings market, particularly for professional refinishing applications.
• Rust-Oleum: Owned by RPM International, Rust-Oleum is a broad DIY coatings brand with significant automotive aerosol exposure. Comparable in retail channel strategy and DIY customer base, though its portfolio extends well beyond automotive into general purpose paints.
• 3M Automotive Aftermarket: Supplies automotive aftermarket products including body repair, refinishing, and surface preparation solutions. Overlaps with Dupli-Color's prep chemicals and accessories portfolio through shared retail channels and DIY/prosumer customer segments.

Emerging players

• Performix (Plasti Dip parent): Niche specialty coatings company focused on rubberized and protective DIY coatings, including the Plasti Dip brand. Competes with Dupli-Color's specialty lines (rubber, vinyl, protective) in enthusiast channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/duplicolor
• Xx.com/duplicolor
• Facebookfacebook.com/Duplicolor
• LinkedInlinkedin.com/company/dupli-color-products-company

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 Dupli-Color