Farben Morscher

What Farben Morscher does

Farben Morscher (legal entity: Morscher Farben- und Werkzeug- Handels-Gesellschaft m.b.H.) is a family-owned Austrian wholesale and retail trading company headquartered in Weiler, Vorarlberg. Founded in 1960 and operating under three managing directors (Jürgen Morscher, Markus Bachmann, and Hansjörg Albrecht), the company distributes paints, coatings, lacquers, tools, spray equipment, and surface-finishing consumables to professional painters, auto body refinishing shops (KFZ-Lackierereien), wood and metal processing businesses, industrial customers, and retail/DIY consumers. Its product assortment combines own-brand and third-party lines — JAEGER specialty coatings, einzA paints, and global equipment brands such as SATA, Mirka, Graco, Meguiar's, TEROSON, Standox, and Mipa — supplied through 19 branch locations spanning seven Austrian regions and a transactional online shop with Click & Collect.

The business model is a hybrid distribution-plus-services model. Revenue is generated primarily through one-time product sales (retail and wholesale), supplemented by fee-based professional services: in-house custom color mixing (Mischservice), equipment repair, short-term equipment rental, and application training (Schulungen). Pricing is unit-based (per liter, kilogram, or piece), with differentiated terms for trade account customers (21-day payment terms from invoice date) versus retail/DIY buyers. The company has formally segmented its customer base into Baukonto (construction accounts), Premiumkunden, Handelskunden, and Gewerbekunden programs, indicating deliberate channel and tier management.

Operationally, Farben Morscher markets through its corporate website, online storefront, Facebook page, YouTube channel, and email newsletter, while running a corporate social responsibility program (Glückspinsel) that channels charitable giving to regional causes. The company was recognized as an 'Ausgezeichnete Lehrbetriebe' (Outstanding Training Company) in 2025. Its technology footprint is conventional — no proprietary AI, platform, or SaaS component is disclosed — and a current site notice flags upstream cost and availability pressure tied to the Hormuz strait disruption, which has led to constrained 3-day offer validity and active supplier price pass-throughs.

Name

Farben Morscher

Legal name

Morscher Farben- und Werkzeug- Handels-Gesellschaft m.b.H.

Website

https://www.farbenmorscher.at

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

101–250 employees

Short description

Farben Morscher is a family-owned Austrian wholesale and retail trading company distributing paints, coatings, tools, and surface-finishing equipment through 19 branches and an online shop, serving professional painters, auto body shops, industrial customers, and DIY consumers.

Ownership category

akta.pro rank

Product category

Paint and Coatings Distribution

NAICS

Paint, Varnish, and Supplies Merchant Wholesalers (42495)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Wholesale-Misc Durable Goods (5090)

akta.pro industry

PRIMARYCRAOAGAM

Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Household, Cleaning & Janitorial (JanSan) Distribution

SECONDARYCRAOAGAD

Cleaning Tools, Mops, Brooms & Brushes Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Household, Cleaning & Janitorial (JanSan) Distribution

Keywords

• Paints and coatings distribution
• Surface finishing supplies
• Industrial coatings wholesale
• Automotive refinishing products
• Painting tools and equipment

Headquarters

HQ city

Weiler

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

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

1. Retail and Wholesale Paint/Coatings Sales: Sale of paints, coatings, lacquers, wood protection products, facade paints, industrial coatings, interior wall paints, vehicle paints, furniture paints, oils, waxes, mold remediation products, and spray paints to painters, auto body shops, wood/metal processing businesses, and end consumers.
2. Tools and Equipment Sales: Sale of tools, machinery, spray equipment, brushes, rollers, workwear, safety equipment, and accessories to professional tradespeople and commercial operations.
3. Services (Repairs, Mixing, Rentals, Training): Technical services including equipment repair, color mixing to specification, equipment rental, and training sessions for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Farben Morscher is an Austrian wholesale and retail trading company that supplies paints, varnishes, specialty coatings, surface-finishing tools and accessories to professional painters, automotive refinishers, wood and metal processors, and retail/DIY consumers. The company combines a proprietary JAEGER specialty-coatings brand (including whiteboard, magnetic, projection and chalkboard coatings) with a curated portfolio of premium third-party brands (SATA, Mirka, Meguiar's, TEROSON, einzA, FILTER-POWER), distributed through 19 branches across Austria, an online shop and a mobile-shop field operation.

Product overview

Farben Morscher operates as a wholesale and retail trading company (Handelsunternehmen) for high-quality paints, coatings, tools, and equipment. The product portfolio is organized into three main categories: (1) Farben, Lacke & Oberflächenbeschichtungen (Colors, Paints & Surface Coatings) including decorative coatings from JAEGER (whiteboard, magnetic, projection, and chalkboard paints), company-branded einzA paints, and industrial/coatings; (2) Werkzeuge & Maschinen (Tools & Machinery) including SATA spray guns, Mirka surface finishing equipment, Graco application equipment, and workshop supplies; and (3) Zubehör & Verbrauchsmaterialien (Accessories & Consumables) including Meguiar's automotive care, Teroson adhesives/sealants, and painting supplies. Services include color mixing (Mischservice), equipment rental (Mietgeräte), repairs (Reparaturen), and training (Schulungen). The company operates 19 retail locations across Austria plus a comprehensive online shop.

Differentiator

Problem solved

Functional benefit

Brands

• Glückspinsel: Social responsibility and charitable giving initiative of Farben Morscher, through which the company donates to families, clubs, and organizations in need.

Products and services

• Repair service (Reparaturen) In-house and certified repair of professional painting equipment, spray guns and related tools sold to trade and commercial customers.
• Training services (Schulungen) Vendor-certified product and application training programs for professional painters and commercial customers covering coating systems, spray techniques and surface finishing.
• Mobile shop (Mobiler Shop) Route-sales mobile shop service delivering paints, coatings and tools directly to professional painters and commercial customer sites.
• JAEGER Whiteboard-Farbe (396 1K) One-component whiteboard paint from the JAEGER specialty coatings range, applied to walls to create writable, dry-erasable surfaces for offices, schools and conference rooms. Targeted at architects, facility managers, schools and B2B end customers seeking functional surface coatings.
• JAEGER Aqua Magnetfarbe (393) Water-based magnetic paint from the JAEGER range that turns treated surfaces into magnet-receptive boards. Sold to trade painters and B2B customers for use in offices, schools, nurseries and home organization applications.
• JAEGER Aqua Projektionsfarbe (391) Water-based projection paint from JAEGER that creates a high-contrast surface for projection of images and video. Sold to commercial customers (event venues, conference rooms, home cinema) via the trade and B2B channel.
• JAEGER Aqua Schultafel-Lack (394) Water-based chalkboard lacquer from the JAEGER range used to coat walls or furniture into writable chalkboard surfaces. Distributed to trade painters, schools and retail/DIY customers.
• JAEGER Premium Eigenmarken range The JAEGER premium own-brand product portfolio covering paints, varnishes and specialty coatings offered to professional and commercial customers as a differentiated, value-priced alternative to third-party premium brands.
• SATA spray guns and painting equipment SATA professional spray guns, air filtration and painting equipment distributed to automotive refinishers, industrial painters and professional trade customers.
• Mirka surface technology products Mirka abrasives, sanding systems and surface-finishing tools distributed to automotive refinishers, wood and metal processors, and trade painters.
• Meguiar's surface care products Meguiar's car-care, polishing and surface protection products distributed for automotive detailing, refinishing and retail/DIY use.
• TEROSON adhesives and sealants TEROSON industrial adhesives and sealants distributed for automotive, metal and industrial bonding and sealing applications.
• einzA paint products einzA decorative and industrial paint products distributed to professional painters, commercial customers and retail/DIY end users.
• FILTER-POWER cabin filters FILTER-POWER cabin and spray-booth filtration products supplied to automotive refinishers and spray-booth operators.
• Color mixing service (Mischservice) Custom in-store color tinting and paint-mixing service using computerized mixing systems to produce customer-specified paint shades on demand. Available to professional painters, commercial customers and retail/DIY consumers.
• Equipment rental (Mietgeräte) Rental of professional painting and surface-preparation equipment (e.g., spray gear, sanding machines) to trade customers for project-based needs.

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• Kinderkrebshilfe Vorarlberg und TirolminorOthers · 1 January 2022Charitable partnership through Farben Morscher's 'Glückspinsel' (Lucky Brush) social responsibility program. Recipients receive donations from the company. Founded 1987 as a self-help organization for parents of children with cancer.
• Ma hilftminorOthers · 1 January 2022Vorarlberg-based charitable organization providing rapid assistance to people in need through material donations (food vouchers, financial support for medical bills, home modifications). Partner through Glückspinsel program.
• Stiftung KindertraumminorOthers · 1 January 2022Foundation fulfilling dreams of children and adolescents with serious/chronic illness or disability. Partner through Glückspinsel program since 2022.
• Licht ins Dunkel (ORF)minorOthers · 1 January 202249-year-old Austrian charitable initiative supporting physically and intellectually disabled people and socially disadvantaged families. Partner through Glückspinsel program since 2022.
• WIGE VorderlandminorGTM or Marketing Partner · 1 January 2022Regional business association (Wirtschaftsgemeinschaft Vorderland) of ~130 companies. Farben Morscher participates in joint charitable initiatives. The company matched employee donations and rounded up amounts for Ukraine humanitarian aid through this partnership.
• Verein SonnenblumeminorOthers · 1 January 2021Charitable organization supporting chronically ill children and their families. Partner through Glückspinsel program in 2021.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brillux GmbH & Co. KG: German family-owned paint manufacturer and B2B distributor with a multi-branch network serving professional painters, decorators, and trade customers. Closely mirrors Farben Morscher's combination of proprietary products, multi-brand distribution, and trade-focused services.
• Adler-Werk Lackfabrik Johann Berghofer GmbH & Co KG: Austrian family-owned paint and coatings manufacturer headquartered in Schwaz, Tirol. Competes head-to-head with Farben Morscher in architectural paints, wood coatings, and industrial finishes within the Austrian market.
• Synthesa GmbH (DAW Group): Austrian paint manufacturer (now part of DAW SE) producing architectural and industrial coatings. Direct Austrian competitor serving many of the same professional painter and construction-industry customers as Farben Morscher.
• MIPA AG: German/Bavarian paint manufacturer with a strong presence in vehicle refinishing and industrial coatings — directly overlapping with Farben Morscher's KFZ-Lackierereien segment and Standox/Mipa product lines.
• KEIMFARBEN GmbH: Specialist German manufacturer of silicate/mineral paints sold through authorized distributors and specialist trade outlets. Addresses the same architectural-painting professional segment as Farben Morscher, with similar distribution structure.

Broad incumbents

• DAW SE (Caparol, Alpina): Large German paint manufacturer whose portfolio includes Alpina and Synthesa (Austrian market). Operates its own Austrian distribution footprint and competes directly with Farben Morscher in architectural coatings and surface solutions.
• Sto SE & Co. KGaA: Listed German manufacturer of facade systems, coatings, and surface products with direct sales force and distribution across Central Europe. Comparable in addressing professional painters and surface finishing applications.
• Remmers GmbH: German family-owned manufacturer of paints, coatings, and construction chemicals with a multi-channel distribution model combining direct sales, dealer network, and specialist trade customers — comparable to Farben Morscher's professional painter focus.

Regional players

• HORNBACH Baumarkt AG: European big-box DIY and trade retailer with extensive Austrian presence. Overlaps with Farben Morscher on retail/DIY paints and tools, though it competes primarily on price and assortment breadth rather than specialized B2B service.
• BAUHAUS GmbH & Co. KG: Pan-European DIY and home-improvement retail chain operating multiple Austrian branches. Competes with Farben Morscher for retail/DIY and small-contractor paint, tool, and accessory sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCjUa81Py3GoZ0qwQZnnSPdQ
• Facebookfacebook.com/farbenmorscher.at
• Xx.com/FarbenMorscher

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Farben Morscher