What KeePer Technical Laboratory does

KeePer Technical Laboratory (KeePer技研株式会社, TYO: 6036) is a Japanese specialty chemical and service company that develops, manufactures, and distributes proprietary car coating products and operates a nationwide network of certified application centers. Founded in 1993 and headquartered in Obu City, Aichi Prefecture, the company serves three customer segments: individual car owners seeking long-lasting paint protection; gas station operators (notably ENEOS and Idemitsu-affiliated retailers) diversifying beyond fuel sales; and automobile dealerships, including Honda Access since 2023, which sells KeePer coatings as a genuine accessory. The company employs between 1,001 and 5,000 staff across its direct operations, subsidiaries (KeePer LABO retail stores and 洗車.com / Sensha.com), and franchise support functions.

KeePer's core technology is a proprietary flexible glass coating system that uses alkoxy oligomer-based SiO2 molecular bonding combined with a patented organic resin layer. Unlike conventional polysilazane coatings that form thin, hard films, KeePer's two-layer architecture (introduced in the 2024 Dia II line as high-density glass + new "Dia II Resin") forms a thick, flexible membrane that penetrates paint surface irregularities via an anchor effect and resists peeling under differential thermal expansion. The organic resin layer provides patented water-spot prevention by blocking inorganic mineral deposits from adhering, and the surface molecular structure is engineered to minimize van der Waals adhesion so that dirt is washed away by rainwater. Product tiers span Crystal KeePer (entry), Fresh KeePer (mid, ~90 minutes), Diamond KeePer and Dia II KeePer (premium, 3-6 year durability), plus specialty lines (EX, MAT TEXTURE, IRON PROTECT) with vehicle-size-based pricing (SS 68,310 yen to XL 192,830 yen for Dia II body coating).

KeePer's business model combines three revenue streams: product sales of coating chemicals and maintenance consumables to its certified partner network; licensing and certification revenue through the KeePer PRO SHOP franchise system (6,625+ certified locations across Japan as of 2025); and direct professional services revenue from 170+ KeePer LABO stores it operates as wholly-owned specialty retail. Distribution runs through four channels: the PRO SHOP partner network (gas stations, dealers, independents), direct KeePer LABO retail, OEM integration (Honda Access), and the keeperonline.jp e-commerce storefront, with online booking via keepyoyaku.jp. The model is supported by a Grade 1/Grade 2 technician certification system, an annual KeePer Technical Contest (10 editions since 2014), motorsports sponsorship across SUPER GT GT500 and GT300 classes, and content marketing through KeePer TIMES and the PRO SHOP blog network.

Name

KeePer Technical Laboratory

Legal name

KeePer技研株式会社

Website

https://keepercoating.jp

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

KeePer Technical Laboratory is a Japanese car coating company selling proprietary flexible glass coating chemicals through 6,625+ certified PRO SHOP franchise locations and 170+ direct KeePer LABO retail stores nationwide, serving individual car owners, gas station operators, and automobile dealers.

Ownership category

akta.pro rank

Product category

Automotive Coatings and Car Care Chemicals

NAICS

Paint and Coating Manufacturing (32551), Paint and Coating Manufacturing (325510)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Coating, Engraving & Allied Services (3470)

akta.pro primary industry

Automotive & Transportation Coatings (IMAEAHAC)

akta.pro secondary industries

Industrial & Commercial Painting/Coatings/Surface Treatment (IMAIAAAK), Passenger Vehicle Paint, Coatings & Surface Finishing (ICE) (IMACAAAD)

Keywords

• Car body coating
• Automotive paint protection
• Car detailing chemicals
• Coating franchise network
• Glass coating technology

Headquarters

HQ city

Obu

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coating Products and Chemicals: KeePer develops and sells proprietary coating chemicals and maintenance products to its network of PRO SHOP partners. The products include various coating lines (EX KeePer, Diamond KeePer, Dia II KeePer, Crystal KeePer, Fresh KeePer) and associated maintenance chemicals.
2. PRO SHOP Franchise and Certification: KeePer operates a franchise/certification model where partner businesses (gas stations, car dealers) become KeePer PRO SHOP certified locations. Partners receive technology licensing, training, and certification in exchange for using KeePer brand products.
3. Direct Consumer Services: K-LABO stores (170+ locations) operate as direct retail locations offering coating services directly to consumers, complementing the franchise network.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

KeePer Technical Laboratory manufactures proprietary car body glass coatings and supporting car-care chemicals, and delivers coating application services through a nationwide Japan franchise/certification network (KeePer PRO SHOP, 6,625+ stores) and its own retail chain (KeePer LABO, 170+ stores). It sells certified coating products and training to gas stations, car dealers, and independent operators, while also offering direct consumer booking via web reservation and online shop channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Dia II KeePer (ダイヤⅡキーパー) Top-tier KeePer body coating combining a high-density glass membrane with an organic resin top layer; delivers doubled gloss vs. Diamond KeePer, self-cleaning surface, 3-year (or 6-year with maintenance) durability, and water-spot prevention. Offered in Standard (body only) and Premium (body + window glass, wheels, lights, resin parts, engine bay, touch panels) variants priced SS–XL.
• Fresh KeePer (フレッシュキーパー) Mid-tier KeePer coating delivering superior gloss and dirt-resistance versus Crystal KeePer, with ~2-hour application and over 1-year maintenance-free durability. Promoted through TV commercials from October 2023.
• Crystal KeePer (クリスタルキーパー) Entry-level KeePer coating giving glass-like transparent gloss and brilliance, applied in approximately 90 minutes with no maintenance required and 1-year durability.
• EX KeePer (EXキーパー) KeePer's original glass body coating product line for new-car paint protection, listed under the KeePer coating lineup and applied through PRO SHOP-certified technicians.
• Diamond KeePer (ダイヤモンドキーパー) Established KeePer coating tier superseded by Dia II KeePer, with dia2_series reference indicating it is positioned alongside Dia II in the current lineup.
• Hand Wash with Pure Water (KeePer coated-vehicle wash service) Hand car-wash service offered in A (basic), B (with wheel cleaning) and C (with mineral-off) courses, with discounted KeePer-coated vehicle pricing. Available across PRO SHOP and KeePer LABO stores.
• KeePer LABO (キーパーラボ) Direct Retail Stores Company-operated 170+ specialty stores offering premium KeePer coating and wash services directly to consumers, complementing the PRO SHOP partner network.
• KeePer PRO SHOP Certification / Franchise Program Certification and franchise program granting partners (gas stations, car dealers, independent auto operators) access to KeePer proprietary coating technology, training, and brand rights in exchange for staff certification and use of KeePer products. Operates 6,625+ certified locations across Japan.
• KeePer Online Shop (キーパーオンラインショップ) Direct e-commerce channel selling KeePer chemical products, maintenance tools, and merchandise to consumers and PRO SHOP operators.
• Bicycle KeePer Coating (自転車向けKeePerコーティング) KeePer coating service for bicycles, extending the company's proprietary coating technology from cars into adjacent micromobility.

Quantifiable outcome

• Dia II KeePer delivers 2x gloss improvement compared to conventional Diamond KeePer (measured by spectral colorimeter showing change in lightness value)
• +2 more outcomes

Named customers4 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

Eight partnerships are on record, tiered major and core.

• Honda Access Co., Ltd. (株式会社ホンダアクセス)majorOEM/ Whitelabel/ Licensing Partner · 31 March 2023Honda Access began handling KeePer coating products as Honda genuine accessories, making KeePer coatings available through Honda's dealership network across Japan. This provides KeePer access to new car customers at the point of purchase. The partnership represents KeePer's entry into the OEM accessories market.
• CERUMO (セルモ)coreStrategic or Co-development PartnerCERUMO is KeePer's primary SUPER GT GT500 team partner. The KeePer CERUMO GR Supra competes in the top class of Japanese motorsport, carrying the KeePer brand to thousands of motorsport enthusiasts. This is a flagship motorsports sponsorship representing KeePer's largest racing commitment.
• R&D SPORTcoreStrategic or Co-development PartnerR&D SPORT operates a KeePer-backed SUPER GT GT300 entry, supporting KeePer's motorsports presence in the popular GT300 class. The partnership extends KeePer's brand visibility across multiple racing categories.
• KONDO RACING (近藤レーシング)coreStrategic or Co-development PartnerKONDO RACING runs a KeePer-sponsored SUPER GT GT300 entry, providing KeePer with additional brand presence in Japan's premier racing series.
• TEAM KUNIMITSU (_team Kunimitsu)coreStrategic or Co-development PartnerKunimitsu team operates the Stanley Team KUNIMITSU entry with KeePer branding, competing in the GT500 class. This partnership provides KeePer exposure through one of Japan's most recognized racing teams.
• TV Tokyo RACING LABOmajorGTM or Marketing PartnerTV Tokyo's RACING LABO SUPER GT+KYOJO program features KeePer-sponsored racing teams. The Saturday 24:00 broadcast provides regular TV exposure for the KeePer brand and motorsports activities.
• ENEOS (ENEOS Retailing / ENEOS Wing)majorChannel Partner/ Reseller/ DistributorENEOS is one of KeePer's largest channel partners, with many ENEOS gas stations operating as KeePer PRO SHOP certified locations. ENEOS Wing subsidiaries across Japan serve as coating service providers in the KeePer network.
• Gas Station and Oil Company PartnersmajorChannel Partner/ Reseller/ DistributorMultiple petroleum retailers including Idemitsu,昭和Shell, and independent operators operate KeePer PRO SHOP locations. These partners integrate KeePer coating services into their existing automotive service offerings, providing geographic coverage and customer access.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Würth: Würth is a large German fastener, chemical, and automotive aftermarket supplier with a deep auto-service channel in Japan. Its auto-care chemicals and coatings overlap with KeePer's product line and its trade-channel distribution mirrors KeePer's PRO SHOP/gas-station approach.
• Turtle Wax: Turtle Wax is a large US-headquartered car-care and coating brand sold through mass retail globally. It overlaps with KeePer's entry-level Crystal/Fresh tiers but at the mass-market price point, not the franchise-certified premium segment.
• Meguiar's (3M): Meguiar's is a globally dominant car-care coatings, polishes, and detailing brand owned by 3M. It serves the same end customer (vehicle owners and detailers) as KeePer but operates globally and through mass retail and pro channels rather than a dedicated franchise network.

Others

• Idemitsu Kosan: Idemitsu is a major Japanese petroleum company and a channel partner for KeePer through its gas-station network of PRO SHOP certified stores. It is comparable as a downstream automotive-services channel where KeePer's coating offering reaches consumers, although Idemitsu's core business is fuel/energy rather than coatings.
• ENEOS Holdings: ENEOS is Japan's largest petroleum retailer and a major KeePer PRO SHOP host network. Comparable to KeePer's distribution strategy via the ENEOS Wing and affiliated gas-station chain, and an indicator of how deeply KeePer's growth is tied to petroleum retail economics.

Emerging players

• Ceramic Pro: Ceramic Pro is a US-based ceramic coating brand with a global franchise/installer network for premium vehicle protection. It competes for the same premium-coating customer KeePer targets via Dia II KeePer, although its Japan footprint is small relative to KeePer's.

Direct peers

• Gtechniq: Gtechniq is a UK-based manufacturer of professional-grade ceramic and coating products sold through certified detailer networks. Its certified-installer distribution model closely mirrors KeePer's PRO SHOP franchise architecture and competing coating chemistry.
• Soft99 Corporation: Soft99 is a Japanese manufacturer of car wax, coatings, and car-care chemicals with deep retail and automotive-aftermarket distribution. It is KeePer's closest Japanese peer in terms of product category (consumer and prosumer coatings) and competes directly with KeePer's Crystal, Fresh, and EX KeePer lines.
• XPEL Inc. XPEL is a publicly listed US manufacturer of paint protection films and ceramic coatings for automotive and marine applications. It is directly comparable to KeePer on the vehicle surface-protection product category and shares the dealer/installer-led go-to-market approach.
• SONAX (Hoffmann Group): SONAX is a leading German car-care and coating brand sold globally and in Japan through auto-service and detailing channels. It is directly comparable to KeePer as a coating/cleaning chemical manufacturer with a strong prosumer brand and dealer-level distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/keepergiken
• YouTubeyoutube.com/@itacgiken
• Facebookfacebook.com/KeePerMotorSports
• Instagraminstagram.com/keeper_hanagaoka1

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 KeePer Technical Laboratory