Seagrave
Seagrave is a privately held, 1846-founded US coatings manufacturer (51–100 employees, Kenilworth, NJ) that sells water-based Armorguard coating systems and custom formulations for hard-to-coat substrates to industrial, architectural, healthcare, and institutional customers.
- Company typePrivate
- Founded1846
- HeadquartersKenilworth, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Seagrave does
Seagrave is a privately held, US-based manufacturer of architectural and industrial coatings founded in 1846 and headquartered in Kenilworth, New Jersey, operating under the legal entity SeagraveDevelopment. The company specializes in water-based coating formulations engineered for substrates that are difficult to coat — including wood, non-ferrous metals, fiberglass, and plastics — and sells primarily through the proprietary Armorguard system (Top Coat, Catalyst, Primer Colors, Tint Colors, and an Anti-Bacterial Additive), with additional sub-brands covering adjacent markets such as Think Paint, The Lawrence McFadden Co, and Plextone Liquid Chips. Seagrave runs an in-house R&D and technical service function that develops custom formulations to customer-specified ASTM, UV, VOC, HAPS, mil-thickness, gloss, and adhesion criteria, and it has documented project wins in regulated or high-visibility environments such as Newark Liberty International Airport, Merck, Kaiser Permanente, Driscoll Children's Hospital, and multiple universities.
The business operates a hybrid go-to-market: a direct enterprise/field sales motion serving industrial, architectural, healthcare, and government customers that need custom formulations and technical support, alongside a Shopify-hosted e-commerce storefront that sells standardized Armorguard SKUs on a unit-pricing basis. Revenue is therefore a mix of one-time industrial product sales and custom-formulation professional services, with no subscription, licensing, or recurring-contract model evident in the data. The company is small (51–100 employees), self-funded (no disclosed venture or private-equity backing), and geographically concentrated in the United States, with no evidence of international operations or active expansion.
Seagrave firmographics
Firmographics- Name
- Seagrave
- Legal name
- SeagraveDevelopment
- Website
- https://seagravecoatings.com
- Company type
- Private
- Founded year
- 1846
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Seagrave is a privately held, 1846-founded US coatings manufacturer (51–100 employees, Kenilworth, NJ) that sells water-based Armorguard coating systems and custom formulations for hard-to-coat substrates to industrial, architectural, healthcare, and institutional customers.
- Ownership category
- akta.pro rank
Seagrave industry classification
Industry- Product category
- Industrial Coatings
- NAICS
- Paint and Coating Manufacturing (32551)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Industrial & Protective Coatings (IMAEAGAB)
- akta.pro secondary industry
- Specialty & Functional Coatings (Anti-microbial/Anti-slip/Insulating) (IMAIAKAM)
Keywords
Where Seagrave is headquartered
LocationHeadquarters
- HQ city
- Kenilworth
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Seagrave business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Industrial Coatings Sales: Direct sales of proprietary coating products including Armorguard Top Coat, Catalyst, Primers, Tint Colors, and Anti-Bacterial Additives. Products are sold through e-commerce storefront and likely through direct B2B relationships with industrial customers.
- Custom Formulation Services: Technical service and R&D department develops custom coatings formulations to meet specific customer specifications. This appears to be a service component supporting product sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Armorguard Top Coat - 1 Gallon |
| Unit Pricing | Pay-as-you-go | Armorguard Catalyst - 1 unit |
| Unit Pricing | Pay-as-you-go | Tint Colors for Armorguard |
| Unit Pricing | Pay-as-you-go | Anti-Bacterial Additive for Armorguard - 8 oz |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Seagrave product offering
Product offeringCore offering
Seagrave manufactures and sells water-based architectural and industrial coatings under the proprietary Armorguard™ System, including top coats, catalysts, primers, tint colors, and anti-bacterial additives formulated for hard-to-coat materials such as wood, non-ferrous metals, fiberglass, plastic, tile, and concrete. The company also operates a technical service and R&D department that develops custom coating formulations to customer specifications (ASTM, UV resistance, VOC, HAPS, MEK Rubs). Products are sold through a Shopify-hosted e-commerce storefront and via direct B2B sales to industrial, architectural, and maintenance customers.
Product overview
Seagrave is a technology-driven manufacturer of architectural and industrial coatings serving industrial, architectural design, maintenance, and home furnishing applications since 1846. The company's product portfolio centers on the Armorguard™ System, which includes the Armorguard Top Coat (water-based spray-applied coating at $74.00/gal), Armorguard Catalyst ($84.00, available in Non-Iso and Iso variants), Armorguard Primer Colors (in Pure White, Almond, Light Gray, Dark Gray), Tint Colors for Armorguard (10 color options at $25.00), and Anti-Bacterial Additive for Armorguard ($80.00, 8 oz). The Armorguard system is designed for hard-to-coat materials including wood, non-ferrous metal, fiberglass, plastic, and other natural or man-made materials. Additional sub-brands include Think Paint, The Lawrence McFadden Co, and Plextone Liquid Chips. The company also offers custom formulation services through its R&D department for meeting specific customer specifications including UV resistance, mil thickness, VOC, and HAPS requirements.
Differentiator
Problem solved
Functional benefit
Brands
- Think Paint Brand: Brand logo displayed on Seagrave Coatings website as one of their brands.
- The Lawrence McFadden Co
- Seagrave Coatings Corporation
- Plextone Liquid Chips
- Armorguard
Products and services
- Armorguard Top Coat Water-based spray-applied top coat refinishing solution sold in 1-gallon units, available in High Gloss, Semi Gloss, Low Gloss, and High Gloss White finishes at $74.00 per gallon. Designed for refinishing hard-to-coat surfaces in industrial and architectural applications.
- Armorguard Catalyst Catalyst component for the Armorguard coating system, available in Non-Iso and Iso variants, sold at $84.00 per unit. Mixed with Armorguard Top Coat as part of the application system.
- Armorguard Primer Colors Primer colors for the Armorguard system, available in Pure White, Almond, Light Gray, and Dark Gray variants, used to prepare substrates prior to top coat application.
- Tint Colors for Armorguard Tint color additives for the Armorguard system, available in Black, White, Red Oxide, Yellow Oxide, Phtalo Blue, Phtalo Green, Ultra Marine Blue, Organic Yellow, Organic Red, and Organic Orange variants, sold at $25.00 per unit.
- Anti-Bacterial Additive for Armorguard 8-oz spray-applied water-based anti-bacterial additive used with the Armorguard coating system for healthcare and other hygiene-sensitive environments, sold at $80.00 per 8-oz unit.
- Custom Coating Formulation Services R&D and technical service offering that develops custom coating formulations per customer specifications, including ASTM tests, UV resistance, mil thickness, angular gloss, cross hatch adhesion, VOC, HAPS, and MEK Rubs criteria. Supports enterprise industrial and commercial customers requiring proprietary or compliance-driven coatings.
Companies that use Seagrave
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles3 records
Seagrave technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Seagrave partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Seagrave competitors and assessment
Company assessmentDirect peers
- RPM International: Holding company for specialty coatings, sealants, and building solutions brands (Rust-Oleum, Tremco, Carboline, Stonhard). Closest comparable business model to Seagrave — a multi-brand specialty coatings group with industrial and architectural exposure.
- Hempel: Global specialty coatings manufacturer with strong presence in marine, protective, and industrial water-based coatings. Closest international peer in water-based industrial/protective coatings technology, a category Seagrave's Armorguard system addresses.
- Rust-Oleum: Specialty consumer and industrial protective coatings brand owned by RPM International. Competes with Seagrave's water-based industrial/maintenance coatings, particularly in facility maintenance and DIY segments.
- Tnemec Company: Privately held U.S. manufacturer of high-performance protective and industrial coatings for water/wastewater, architecture, and industrial maintenance. Closest direct mid-market U.S. peer in size, custom formulation, and customer profile.
- Carboline: Specialty industrial coatings manufacturer (RPM International subsidiary) focused on corrosion protection, fireproofing, and tank linings. Direct competitor in industrial protective coatings and custom formulation segments.
Broad incumbents
- Benjamin Moore: Premium architectural paint brand with strong U.S. dealer network. Overlaps with Seagrave's architectural coatings segment (Think Paint, Lawrence McFadden brands) and competes for facility managers at healthcare, education, and commercial customers.
- AkzoNobel: Global paints and coatings leader (Dulux, International, Sikkens brands) with strong industrial and protective coatings franchises. Competes for the same enterprise coatings RFPs Seagrave targets in transportation, healthcare, and industrial maintenance.
- PPG Industries: Global Fortune 500 coatings manufacturer serving industrial, architectural, aerospace, and protective coatings markets. Operates a much larger portfolio than Seagrave, but competes for the same architectural, industrial, and aerospace coatings contracts.
- The Sherwin-Williams Company: Largest North American coatings company with deep architectural, industrial, and specialty coatings lines. A direct competitor for Seagrave's architectural, home furnishing, and industrial maintenance customers.
- Axalta Coating Systems: Global coatings company focused on refinish, industrial, and light vehicle OEM coatings. Overlaps with Seagrave's industrial and specialty coatings portfolio, particularly in transportation and equipment finishing applications.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Seagrave financial estimates
Financial estimateRevenue estimate
Valuation estimate
Seagrave leadership team
Management profileNumber of profiles
Seagrave funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Seagrave 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 Seagrave
What does Seagrave do?
Seagrave manufactures and sells water-based architectural and industrial coatings under the proprietary Armorguard™ System, including top coats, catalysts, primers, tint colors, and anti-bacterial additives formulated for hard-to-coat materials such as wood, non-ferrous metals, fiberglass, plastic, tile, and concrete. The company also operates a technical service and R&D department that develops custom coating formulations to customer specifications (ASTM, UV resistance, VOC, HAPS, MEK Rubs). Products are sold through a Shopify-hosted e-commerce storefront and via direct B2B sales to industrial, architectural, and maintenance customers.
Is Seagrave a public or private company?
Seagrave is a private company. It is classified as family owned and is currently operating.
When was Seagrave founded?
Seagrave was founded in 1846. It employs 51 to 100 people.
Where is Seagrave based?
Seagrave is headquartered in Kenilworth, United States, in the North America region.
How does Seagrave make money?
Two revenue lines are on record. Industrial Coatings Sales are the primary driver. The others are custom Formulation Services.
Who are Seagrave's main competitors?
Direct peers on record are RPM International, Hempel, Rust-Oleum, Tnemec Company and Carboline. Broad incumbents are Benjamin Moore, AkzoNobel, PPG Industries, The Sherwin-Williams Company and Axalta Coating Systems.
Does Seagrave have an API?
No public API is recorded for Seagrave.
What industry is Seagrave in?
Seagrave's product category is Industrial Coatings. Its primary akta.pro industry code is IMAEAGAB, Industrial & Protective Coatings, with a secondary code of IMAIAKAM, Specialty & Functional Coatings (Anti-microbial/Anti-slip/Insulating). Its NAICS code is 32551 and its SIC code is 2851.