AUX MILLE COULEURS

What AUX MILLE COULEURS does

Aux Milles Couleurs is a family-owned single-location paint and stain retailer operating from 358A boulevard Arthur-Sauvé in Saint-Eustache, Quebec, Canada. Founded in 2012 by Roland Désormeaux and Nancy Michel (with their daughter Jennifer having since joined the team), the business retails interior and exterior paints, wood stains, primers, solvents, and painting accessories, with a primary anchor on the Quebec-made Peintures MF Proline range and complementary brands including Sico, Para, Ready Seal, Storm Stain, SamaN, Colorantic, Cottage Paint, and Bennett brushes. The business also extends into specialized and industrial coatings such as pool paint, marking and playground paint, and 100% solid epoxy and polyurethane systems.

The store serves three identifiable customer segments: DIY individuals undertaking home renovation or furniture restoration, professional contractors, architects, and designers (routed through the MF Pro Programme Pro for priority service), and industrial or specialized users requiring atypical-surface or high-performance coatings. There is no proprietary technology platform; the operating model is a traditional brick-and-mortar specialty retailer in which in-store expert consultation on product selection, color matching, surface preparation, and application techniques functions as the primary differentiator against large-surface competitors.

The revenue model is straightforward unit-based retail at price points comparable to large retailers, with expert advice bundled at no incremental charge. Distribution is single-channel and single-geography, limited to the Greater Saint-Eustache area in Quebec. Marketing is driven primarily by word-of-mouth, in-store experience, contractor referrals, and the company's website content library, with no evidence of paid digital acquisition or external investor involvement.

Name

AUX MILLE COULEURS

Legal name

Aux Milles Couleurs

Website

https://auxmillescouleurs.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Aux Milles Couleurs is a family-owned retail paint and stain store in Saint-Eustache, Quebec, founded in 2012. It sells Quebec-made and Canadian paints, stains, primers, and accessories to DIY consumers, contractors, architects, and designers, anchored by the MF Proline range and the MF Pro Program.

Ownership category

akta.pro rank

Product category

Paint and Stain Retail

NAICS

Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

akta.pro secondary industry

Wood Coatings & Finishes (IMAEAGAG)

Keywords

• Paint retail
• Wood stains
• Painting accessories
• Professional paint supplies
• Quebec-made coatings

Headquarters

HQ city

Saint-Eustache

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Retail Paint and Stain Sales: Revenue generated through retail sales of paints, stains, primers, solvents, and accessories from multiple Canadian and Quebec-based brands. Products sold to individuals, contractors, and professionals with varying price points for different quality tiers and project requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

AUX MILLE COULEURS retails paints, wood stains, painting accessories, and specialized industrial coatings to consumers and trade professionals from a single storefront in Saint-Eustache, Quebec. The assortment is anchored by the house brand Peintures MF (including the Proline professional line) and Quebec-made stains, with free expert consultation and a dedicated Pro Program for contractors as core service differentiators.

Product overview

Aux Milles Couleurs is a Quebec-based family-owned paint and stain retail store founded in 2012, operating as a single-location business that retails a comprehensive portfolio of paint, stain, and painting accessory products. The core offering centers on Peintures MF (including the professional-grade MF Proline sub-brand with Proline Bleu, Proline Rouge, and Proline Eco variants), complemented by stains from brands like Ready Seal, SamaN, MF Woodmate Iso-Stain, and Passport Elite, and artisan paints such as Colorantic and Cottage Paint. The company also supplies specialized industrial products including epoxy coatings, pool paints, and marking/playground paints. Accessories include Bennett brushes, rollers, tapes, and solvents. The MF Pro Program targets professional contractors, architects, and designers, while the general product range serves both retail customers and trade professionals.

Differentiator

Problem solved

Functional benefit

Brands

• MF Proline: Professional paint line offered by Peintures MF, a Quebec-based manufacturer. Aux Milles Couleurs is a retailer of MF Proline products and offers the MF Programme Pro for contractors, architects, and designers.

Products and services

• Peintures MF paints

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Peintures MFcoreChannel Partner/ Reseller/ Distributor · 1 January 2012Authorized retailer of MF Proline products, a 100% Quebec-based paint manufacturer. Offers the complete Proline range including Proline Bleu, Proline Rouge, and Proline Eco zero-VOC. Provides access to industrial products, pool paints, marking paints, epoxy, and polyurethane coatings.
• Sico Évolution and MusecoreChannel Partner/ Reseller/ Distributor · 1 January 2012Authorized retailer of Sico paint products, offering their Evolution and Muse lines for interior and exterior applications.
• ParacoreChannel Partner/ Reseller/ Distributor · 1 January 2012Retailer of Para paint products including Para Timbercare for exterior wood protection and staining applications.
• ColoranticminorChannel Partner/ Reseller/ Distributor · 1 January 2012Stockist of Colorantic artisanal paint products for DIY projects, furniture restoration, and creative painting applications.
• Cottage PaintminorChannel Partner/ Reseller/ Distributor · 1 January 2012Retailer of Cottage Paint artisanal paint products targeted at DIY enthusiasts and furniture restoration projects.
• Ready SealcoreChannel Partner/ Reseller/ Distributor · 1 January 2012Authorized retailer of Ready Seal exterior wood stain products, a premium brand for deck, patio, and outdoor wood surface protection.
• Storm StaincoreChannel Partner/ Reseller/ Distributor · 1 January 2012Stockist of Storm Stain exterior wood staining products for deck and patio applications.
• SamaNcoreChannel Partner/ Reseller/ Distributor · 1 January 2012Retailer of SamaN interior wood stains, oils, and varnishes, known for ease of use on interior woodwork and flooring.
• BennettcoreChannel Partner/ Reseller/ Distributor · 1 January 2012Supplier of Bennett professional-grade brushes, rollers, and painting accessories.

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Sherwin-Williams: Largest North American paint manufacturer and retailer with company-owned stores serving contractors and consumers. Directly comparable product categories (architectural paints, stains, industrial coatings) and overlapping pro-consumer customer base, but at vastly greater scale.
• Rona: Major Canadian home improvement retailer with extensive Quebec footprint. Overlapping paint/stain assortment and DIY-contractor customer base; competes for the same Saint-Eustache-area homeowner and pro customers from a big-box position.
• Canadian Tire: Iconic Canadian mass retailer with paint departments across Quebec. Competes on convenience, price, and assortment breadth against specialty paint stores like Aux Milles Couleurs.
• Benjamin Moore: Major North American premium paint manufacturer distributed exclusively through independent dealers. Closely analogous distribution model (independent retailer-led), premium positioning, and pro/consumer dual-segment strategy make it a structural comparable.
• Dulux Paints (PPG Architectural Coatings Canada): Major architectural paint brand (formerly Bétonel/Dulux in Quebec) distributed through independent dealers and company stores. Comparable product line and contractor-pro positioning within the same Quebec market.
• Home Hardware (Home Hardware Paint & Decorating): Canadian co-operative hardware retailer with paint departments and dedicated paint/decorating banner. Comparable product mix (architectural paint, stains) and Quebec market presence, but as a multi-format big-box competitor rather than specialty paint store.

Direct peers

• Cloverdale Paint: Western Canada-based independent paint manufacturer and retailer with company-owned stores and authorized dealers. Closely comparable independent-paint-retail model, multi-brand assortment strategy, and trade-pro contractor focus similar to Aux Milles Couleurs' MF Proline program.
• Sico (PPG Paints): Quebec-based paint brand (owned by PPG) operating company-owned retail stores and authorized dealers across Canada. Directly comparable product portfolio (architectural paints, stains, Pro-grade lines) and overlapping customer base of contractors and homeowners in the Quebec market.
• General Paint: Canadian independent paint manufacturer operating retail stores and dealer networks, with a focus on architectural paints and stains. Comparable independent-retail paint model with pro-customer and DIY dual segments similar to Aux Milles Couleurs.

Others

• Peintures MF (manufacturer partner): Quebec-based paint manufacturer whose MF Proline products are core to Aux Milles Couleurs' assortment. Not a competitor but a critical upstream supplier; included as an ecosystem participant relevant to assessing distribution economics and channel concentration risk.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aux-mille-couleurs

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 AUX MILLE COULEURS