What MagPaint does

MagPaint is a Netherlands-based specialty paint manufacturer, founded in 2003 and headquartered in Ulft, that develops and sells functional wall coatings under three core product lines: MagnetPaint (a water-based paint embedded with tiny metal particles that allows neodymium magnets to adhere to treated walls), SketchPaint (a 0% VOC, odourless dry-erase/writable whiteboard paint available in white and transparent, glossy and matte variants), and BlackboardPaint (a chalkboard paint offered in seven colours plus an 'Any Colour' custom option). The portfolio extends into adjacent functional use cases with GreenscreenPaint for video production and BeamerPaint for projection surfaces, and is supported by a complementary accessories range including neodymium magnet sets, magnetic tape, SketchMarkers, Sketchkit, cleaner sprays, chalks and children's magnetic play sets; the MagnetPaint product carries EN71-3 child-safety certification.

The company operates a dual-channel go-to-market combining direct-to-consumer e-commerce through its own website with a multi-region reseller network reachable via an online store finder. Its website is localized into 21 languages spanning most of Europe and selected markets in the Middle East and Asia, indicating a deliberate international distribution strategy despite only the Netherlands being formally listed as a primary operating geography. Customers are primarily individual homeowners and DIY users (home decoration, children's rooms, kitchens, offices), with secondary segments in education (schools, daycares building interactive learning walls) and professional/commercial users.

MagPaint generates revenue through one-time product sales of paints and accessories; pricing is not publicly disclosed but products are offered in multiple container sizes (250ml, 500ml, 1L, 2.5L). The company is privately held with no disclosed parent, institutional investors, funding history or leadership team in the source data, and operates with an 11-50 employee headcount. No financial figures (revenue, ARR, GMV), M&A activity, patents or formal partnerships are disclosed in the available material.

Name

MagPaint

Legal name

MagPaint

Website

https://magpaint.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

MagPaint is a Netherlands-based specialty paint manufacturer selling magnetic, dry-erase and chalkboard wall paints, plus GreenscreenPaint and BeamerPaint, to homeowners, educators and professionals via its own e-commerce site and an international reseller network across 21 language markets.

Ownership category

akta.pro rank

Product category

Specialty Functional Paints

NAICS

Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Color Masterbatches & Dispersions (IMAEAHAK)

Keywords

• Magnetic wall paint
• Dry erase paint
• Chalkboard paint
• Functional surface coatings
• Specialty interior paints

Headquarters

HQ city

Ulft

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Specialty Functional Paints: MagPaint generates revenue through the sale of their specialty functional paints including MagnetPaint, SketchPaint, BlackboardPaint, and related accessories (magnets, markers, cleaner sprays). Products are sold directly through their e-commerce store and through a network of retail distributors.
2. Accessories: Sale of complementary products including magnetic accessories (magnet sets, magnetic tape), writing accessories (SketchMarkers, chalks), and maintenance products (cleaner spray, Sketchkit).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

MagPaint manufactures and sells specialty functional wall paints that transform ordinary walls into magnetic, dry erase (whiteboard), or chalkboard surfaces. The core product line consists of MagnetPaint (with embedded metal particles for magnet adhesion), SketchPaint (water-based dry erase paint), and BlackboardPaint (chalkboard paint), available in multiple sizes (250ml to 2.5L) and complemented by an accessories line including neodymium magnets, markers, chalks, and cleaners. All paints are water-based with 0% VOC and EN71-3 certified safe for children.

Product overview

MagPaint is a specialty paint manufacturer offering a portfolio of functional surface coatings. The core product line consists of three main paint types: MagnetPaint (magnetic wall coating enabling magnet adhesion), SketchPaint (dry erase/writable whiteboard paint), and BlackboardPaint (chalkboard paint). These products can be used independently or combined— MagnetPaint and BlackboardPaint are specifically designed to work together to create multifunctional magnetic chalkboard surfaces. The portfolio also includes specialty paints (GreenscreenPaint, BeamerPaint) for content creation applications. Supporting the paint products is a comprehensive accessories line including magnet sets, magnetic tape, dry erase markers, cleaner sprays, chalks, and children's magnetic play sets. The company is headquartered in the Netherlands and distributes its products internationally in over 20 language variants.

Differentiator

Problem solved

Functional benefit

Products and services

• MagnetPaint Water-based magnetic wall paint containing tiny metal particles that allow magnets to stick to treated walls. Holds up to 20 sheets of paper with one 29mm neodymium magnet. Available in container sizes including 250ml, 500ml, 1L, and 2.5L. Designed for homeowners, educators, and creative professionals seeking magnetic canvas surfaces for decoration, notes, and children's play. EN71-3 certified safe for children.
• SketchPaint Dry erase / writable wall paint that creates a whiteboard surface on walls. Available in white and transparent variants with glossy and matte finishes. Water-based, 0% VOC, odourless, and suitable for indoor applications. Designed for offices, classrooms, and homes replacing traditional whiteboards.
• BlackboardPaint Water-based chalkboard paint for application on walls, wood, and metal surfaces. Available in 7 colours (black, grey, lime, pink, red, green, blue) plus a custom 'Any Colour' option. Designed to be compatible with MagnetPaint for multi-functional magnetic chalkboard surfaces. Targets consumers, schools, and creative spaces.
• GreenscreenPaint Green screen paint designed for video production and content creation, allowing walls to function as a chroma key background for filming.
• BeamerPaint Projector screen paint formulated to optimize video projection on walls, turning regular walls into projection surfaces for media viewing or presentations.
• Magnet Sets Sets of ultra-strong neodymium magnets in various colours (white, red, blue) and strengths, intended for use with MagnetPaint surfaces to hold notes, decorations, and accessories.
• Magnet Tape Magnetic strip on a roll (3 metres length) available in standard and small widths, for creating custom magnetic surfaces or converting non-magnetic items to be magnetic.
• SketchMarkers Dry erase markers for use with SketchPaint surfaces, sold in sets of 4 colours (black, blue, green, red) and specialty colour sets (orange, purple, light blue, pink).
• Sketchkit Maintenance kit containing 4 SketchMarkers, a cleaner spray, a felt pad, and a microfibre cloth for use and upkeep of SketchPaint surfaces.
• Cleaner Spray Surface cleaner spray formulated for SketchPaint whiteboard surfaces, available in 0.125L and 0.5L bottles.
• Chalks Chalk sticks for use with BlackboardPaint surfaces, available in white and coloured varieties, packaged 10 pieces per box.
• Kids Magnets Child-focused magnetic accessories including foam letters, foam numbers, themed sets (Little Engineer, Little Farm), and decorative shaped magnets (Owl, Ladybug, Smile, Multi Color) in ultra-strong variants, for use with MagnetPaint surfaces.

Quantifiable outcome

• Holds up to 20 sheets of paper with one magnet (29mm neodymium)

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

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Regional players

• edding: German-based marker and writing instrument manufacturer that has expanded into writable wall films and coating solutions. Adjacent rather than directly competing on paint chemistry, but overlaps with MagPaint in the writable-surface use case for offices and schools, particularly across European markets.

Broad incumbents

• Dulux (AkzoNobel): Global decorative paint brand owned by AkzoNobel with deep European retail presence, including specialty effect finishes. Overlaps with MagPaint on retail shelf space and consumer mindshare for wall coatings, though Dulux's portfolio is built around traditional architectural paints rather than functional wall coatings.
• Benjamin Moore: Premium North American paint brand offering architectural paints and specialty coatings through independent retailers. Competes with MagPaint in the premium paint retail channel and has launched specialty-effect products (chalkboard, magnetic) that overlap with MagPaint's core range.
• Sherwin-Williams: World's largest paint manufacturer with global retail and contractor distribution, including specialty coatings lines (e.g., Krylon, Dupli-Color). Provides the scale incumbent alternative to MagPaint's specialty functional paint offering and could enter the segment more aggressively if traction builds.
• Rust-Oleum: Large US-based specialty coatings manufacturer with broad DIY and contractor paint portfolios, including specialty chalkboard and magnetic-effect paints. Competes with MagPaint in retail DIY channels but at a much larger scale and with broader category coverage.
• KILZ (Masterchem Industries): US specialty coatings brand (part of Masco) known for primers and specialty paints including chalkboard paint. Targets the same DIY consumer as MagPaint through home center and online channels, though without a magnetic paint equivalent.

Direct peers

• IdeaPaint: US-based specialty manufacturer of dry-erase wall coatings sold under the IdeaPaint brand. Directly competes with MagPaint's SketchPaint in the writable-wall category, serving schools, offices, and consumer customers through a similar mix of DTC and retail channels.
• Smarter Surfaces: UK-based manufacturer of functional wall coatings including magnetic paint, whiteboard/dry-erase paint, and projector screen paint. Closest direct competitor to MagPaint, with overlapping product portfolio, comparable water-based/low-VOC formulations, and parallel consumer + education + B2B distribution strategy.

Emerging players

• MagScrap: Smaller direct-to-consumer magnetic paint and accessory brand competing at the entry-level end of the magnetic-wall category. Comparable product (magnetic paint + magnets) and similar online-first distribution model make it a partial-overlap emerging competitor.

Others

• Sayerlack (Sherwin-Williams): Italian wood coatings brand within Sherwin-Williams that supplies specialty finishes including magnetic-effect and writable coatings for industrial and furniture applications. Comparable at the chemistry/formulation level but serves B2B industrial customers rather than MagPaint's consumer/education mix.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MagPaint
• Xx.com/magpaint
• LinkedInlinkedin.com/company/magpainteurope

Compliance1 record

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 MagPaint