Frazee Paints
Frazee Paints is a San Diego-based, 28-employee paint retailer operating within the Sherwin-Williams brand portfolio, serving local residential homeowners, DIY customers, and professional painting contractors with paints, stains, primers, and coating products.
- Company typePrivate
- Founded-
- HeadquartersCleveland, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Frazee Paints does
Frazee Paints is a small, 28-employee paint retail operation headquartered in San Diego, California, operating within the Sherwin-Williams family of brands — as evidenced by its website URL pointing to brands.sherwin-williams.com. The firm functions as a regional retail outlet serving residential homeowners, DIY customers, and professional painting contractors in its local market with paint, stain, primer, and coating products. Available operational and product data is dominated by the broader Sherwin-Williams ecosystem, which provides the technology backbone (AI-powered Color Expert App, ColorSnap Precision, SherMatch+ professional color matching, Color Visualizer), extensive product breadth spanning interior/exterior paints, wood stains, primers, aerosols, wallpaper collections, and consumer sub-brands (Valspar, Minwax, Krylon, Thompson's WaterSeal, Cabot, Dutch Boy, Dupli-Color, Purdy), and a vast distribution infrastructure of 5,000+ retail locations with industrial coatings operations in 120+ countries.
The business model is predominantly one-time transactional retail paint sales to homeowners and contractors, supplemented by subscription/loyalty economics through the parent's PRO+ professional contractor program (offering business management tools, scheduled delivery, QuickBooks integration, and customizable marketing materials). GTM motion is enterprise field sales at the parent level (dedicated account executives for architects/designers, PRO+ program for contractors, field sales for industrial coatings), layered onto direct retail store presence. Frazee's standalone financial profile, management team, ownership history, and time-series operating metrics are not disclosed in the available source data; the entity appears to function as a regional brand operator whose economics are largely driven by the parent's product, pricing, and marketing decisions.
Frazee Paints firmographics
Firmographics- Name
- Frazee Paints
- Website
- https://brands.sherwin-williams.com
- Company type
- Private
- Headcount range
- 11–50 employees
- Short description
- Frazee Paints is a San Diego-based, 28-employee paint retailer operating within the Sherwin-Williams brand portfolio, serving local residential homeowners, DIY customers, and professional painting contractors with paints, stains, primers, and coating products.
- Ownership category
- akta.pro rank
Frazee Paints industry classification
Industry- Product category
- Paint Retail
- NAICS
- Paint and Wallpaper Retailers (444120)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)
Keywords
Where Frazee Paints is headquartered
LocationHeadquarters
- HQ city
- Cleveland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Frazee Paints business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Paint and Coatings Products: Sale of interior and exterior paints, stains, primers, and coatings for residential and commercial applications
- Professional Paint & Supplies: Specialized paint products and equipment supplies for professional painting contractors
- Industrial Coatings: High-performance coatings for aerospace, automotive, protective & marine, general industrial, packaging, and industrial wood applications
- Equipment & Supplies: Painting tools, brushes, rollers, spray equipment, ladders, tape, sandpaper, and other supplies
- PRO+ Program Membership: Exclusive professional program offering business management tools, color tools, QuickBooks integration, project bids, scheduled delivery, and customizable marketing materials
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Homeowner Products |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels9 records
Frazee Paints product offering
Product offeringCore offering
Frazee Paints is a San Diego, California-based paint retailer (28 employees) that operates as a regional brand within Sherwin-Williams' brand portfolio (brands.sherwin-williams.com). It sells interior and exterior paints, stains, primers, and painting supplies to homeowners and professional contractors, leveraging Sherwin-Williams' distribution, color-matching technology, and product lines. Its website presence points to the Sherwin-Williams brand portfolio, suggesting Frazee Paints functions as a regional retail channel under the Sherwin-Williams umbrella.
Product overview
Sherwin-Williams is a comprehensive paint, stains, supplies, and coatings solutions company serving homeowners, professional contractors, and industrial manufacturers. The product portfolio includes core paint products (interior paints, exterior paints, primers), wood care (stains, sealers, deck products), decorative offerings (wallpaper collections), professional tools and programs (PRO+ Program, Color Expert App, Color Visualizer, SherMatch+, ColorSnap Precision), and consumer brands (Valspar, Minwax, Krylon, Thompson's WaterSeal, Cabot, Dutch Boy, Dupli-Color, Purdy). For industrial applications, the company offers specialized coatings across aerospace, automotive, coil & extrusion, industrial wood, packaging, protective & marine, general industrial, and high-performance flooring segments. The products range from consumer-facing retail paints to specification-driven industrial coatings operating in over 120 countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Interior Paints
Quantifiable outcome
- More than 5,000 retail store locations for product access
- +1 more outcomes
Companies that use Frazee Paints
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles2 records
Frazee Paints technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Frazee Paints partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Mercedes-AMG PETRONAS Formula One TeamcoreSherwin-Williams and the Mercedes-AMG PETRONAS Formula One Team announced a new partnership driven by technical innovation and next-level performance. The partnership focuses on automotive coatings technology development for the Formula One racing environment.
Scale indicators2 records
Recent moves3 records
Expansion highlights4 records
Frazee Paints competitors and assessment
Company assessmentDirect peers
- Dunn-Edwards Paints: California-headquartered paint manufacturer and retailer with a strong Southern California store footprint. Directly comparable to Frazee in terms of geography, business model (paint manufacturing plus retail), and customer segments served.
- Vista Paint: Southern California-based paint manufacturer operating company-owned retail stores in the same metro and regional geography as Frazee. Directly competes on assortment, contractor service, and DIY retail.
- Kelly-Moore Paints: Western U.S.-focused paint manufacturer and retailer operating company-owned stores across multiple western states. Highly comparable to Frazee as a regional paint dealer group serving both contractors and homeowners.
- Cloverdale Paint: Western U.S. and Western Canada paint manufacturer with company-operated stores and dealer network. Comparable to Frazee as a regional paint retailer targeting professional contractors and homeowners.
- Benjamin Moore & Co. Premium paint brand with an independent-dealer-driven retail model. Comparable to Frazee in store-within-store color services, contractor loyalty programs, and emphasis on color curation as a differentiator.
Broad incumbents
- Ace Hardware: Hardware cooperative that sells multiple paint brands including its own Clark+Kensington line. Competes with Frazee for DIY traffic and contractor pickup-and-go purchases.
- Glidden: Established paint brand from PPG sold through Home Depot and independent dealers. Overlaps with Frazee's DIY and prosumer customer base across interior/exterior paint categories.
- Behr: Major consumer paint brand sold primarily through The Home Depot. Represents a major big-box competitive channel threatening independent retailers like Frazee on price and DIY share.
- True Value: Hardware retailer cooperative with paint programs served through independent stores. Indirectly competes with Frazee on DIY paint purchasing and contractor convenience.
- PPG Paints: Global coatings major with a U.S. PPG Paints retail brand sold through independent dealers and big-box channels. Overlaps with Frazee in paint manufacturing and retail, but operates at far greater scale and breadth.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Frazee Paints social profiles
Digital presenceFrazee Paints financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frazee Paints leadership team
Management profileNumber of profiles
Frazee Paints funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frazee Paints 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 Frazee Paints
What does Frazee Paints do?
Frazee Paints is a San Diego, California-based paint retailer (28 employees) that operates as a regional brand within Sherwin-Williams' brand portfolio (brands.sherwin-williams.com). It sells interior and exterior paints, stains, primers, and painting supplies to homeowners and professional contractors, leveraging Sherwin-Williams' distribution, color-matching technology, and product lines. Its website presence points to the Sherwin-Williams brand portfolio, suggesting Frazee Paints functions as a regional retail channel under the Sherwin-Williams umbrella.
When was Frazee Paints founded?
Frazee Paints was founded in -1. It employs 11 to 50 people.
Where is Frazee Paints based?
Frazee Paints is headquartered in Cleveland, United States, in the North America region.
How does Frazee Paints make money?
Five revenue lines are on record. Paint and Coatings Products are the primary driver. The others are professional Paint & Supplies, industrial Coatings, equipment & Supplies and PRO+ Program Membership.
Who are Frazee Paints's main competitors?
Direct peers on record are Dunn-Edwards Paints, Vista Paint, Kelly-Moore Paints, Cloverdale Paint and Benjamin Moore & Co.. Broad incumbents are Ace Hardware, Glidden, Behr, True Value and PPG Paints.
Does Frazee Paints have an API?
No public API is recorded for Frazee Paints.
What industry is Frazee Paints in?
Frazee Paints's product category is Paint Retail. Its primary akta.pro industry code is CRAIADAF, Paint, Stain & Finishes Retail (Coatings, Sundries). Its NAICS code is 444120 and its SIC code is 2851.