What CROMA srl does

CROMA srl (operating as Croma Italia) is an Italian private limited company (S.r.l.) headquartered in Viareggio (LU), Tuscany, specializing in the distribution of professional marine paints, coatings, and related accessories. The company is the appointed Italian distributor for Awlgrip and International Paint — two premium marine coating brands owned by AkzoNobel — and additionally distributes the Nautic Clean cleaning/maintenance line and Redtree professional application accessories. Its stated customer base consists of Italian resellers, boatyards, professional painters, and marine maintenance technicians requiring high-performance coatings for vessel protection and finishing.

The product portfolio is organized into nine categories: antifouling paints (antivegetative), enamels and finishes, catalysts/converters, thinners and reducers, epoxy fillers and fairing compounds, primers and undercoats, wood varnishes, cleaning and maintenance products, and auxiliary application accessories. Color-matching is supported through a tintometro (color-mixing system) for in-stock sample colors including Awlcraft SE and Perfection Pro. The company emphasizes wide stock availability (including 20-liter cans) and rapid delivery both domestically across Italy and internationally under ADR hazardous-goods regulations. Technical advisory on product selection and step-by-step order support is provided via dedicated telephone lines for administration/orders and technical service.

The business model is a single-stream B2B specialty distribution operation with no disclosed pricing, public rate cards, or subscription or licensing components. CROMA generates revenue by purchasing branded coatings from AkzoNobel and accessory manufacturers and reselling to Italian marine-trade buyers; the relationship with AkzoNobel is structurally upstream-concentrated, making the AkzoNobel principal agreement the most material commercial dependency. CROMA does not disclose revenue, headcount trends, ownership structure, or institutional backing in publicly available materials, and operates without a dedicated digital channel, mobile application, or e-commerce interface — commercial activity is conducted primarily by telephone, email, and direct relationship.

Name

CROMA srl

Legal name

Croma S.r.l.

Website

https://cromaitalia.it

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

CROMA srl (Croma Italia) is an Italian B2B specialty distributor of professional marine coatings, antifoulings, varnishes, primers, and application accessories, holding exclusive distribution rights for AkzoNobel's Awlgrip and International Paint brands in Italy and serving boatyards, professional painters, and marine resellers.

Ownership category

akta.pro rank

Headquarters

HQ city

VIAREGGIO, Italy

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marine Coatings Distribution: CROMA srl distributes professional marine paints, coatings, and accessories from branded manufacturers (Awlgrip, International Paint, Nautic Clean, Redtree) to Italian resellers and marine professionals. Revenue is generated through product sales with wide stock availability and rapid delivery capabilities across Italy and internationally under ADR regulations.

Go-to-market motion1 record

Distribution channels1 record

Core offering

CROMA srl is an Italian B2B distributor of professional marine paints and coatings, holding exclusive Italian distribution rights for AkzoNobel brands Awlgrip and International Paint, as well as Nautic Clean and Redtree. The company supplies marine professionals and boatyards with anti-fouling paints, enamels, varnishes, primers, catalysts, thinners, fillers, and cleaning/maintenance products, supported by technical assistance, color mixing via tintometro, and rapid delivery across Italy and internationally.

Product overview

CROMA srl is an Italian distributor specializing in professional marine coatings and paints. The company distributes four main brands—Awlgrip, International Paint, Nautic Clean, and Redtree—all owned by AkzoNobel except for Nautic Clean and Redtree. The product portfolio is organized into nine categories: Antivegetative (antifouling paints for hull protection), Smalti e Finiture (enamels and topcoats), Catalizzatori (catalysts/converters for application), Diluenti (thinners and reducers), Stucchi (epoxy fillers and fairing compounds), Primers e Sottosmalti (primers and undercoats), Coppali e vernici per il legno (wood varnishes), Pulizia e Manutenzione (cleaning and maintenance products), and Prodotti ausiliari e accessori (auxiliary products and tools). Sample colors including Awlcraft SE and Perfection Pro are available for immediate delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Antifouling Paints (Antivegetative) Antifouling bottom paints that protect boat hulls from marine growth, algae, and barnacles, supplied to marine professionals and boatyards in Italy. Includes products such as Awlstar Gold Label, Boatguard, Cruiser series, Micron series, Trilux, Ultra, Uni-Pro, and VC17m.
• Enamels and Finishes (Smalti e Finiture) High-performance one-component and two-component enamels with exceptional gloss and color range for topside finishing of marine vessels. Includes Awlcraft 2000, Awlcraft SE, Awlgrip Topcoat, Danboline, Interdeck, Perfection, Perfection Pro, and Toplac.
• Catalysts and Converters (Catalizzatori) Catalysts and converters for spray and brush/roller application in AWLGRIP and INTERNATIONAL product lines. Includes G3010 Spray Converter, H3002 Brush Converter, and J3006 Awlbrite Converter.
• Thinners and Reducers (Diluenti) Thinners and reducers for enamels, clear coats, epoxy products, antifouling paints, and surface cleaning, formulated for various application methods and temperature conditions.
• Fillers and Putties (Stucchi) Two-component epoxy fillers for fairing and filling, suitable for covering scratches and minor imperfections on marine surfaces. Includes Awlfair, Sprayable Fairing Compound, Surfacing Filler, Finishing Filler, Interfill, and Watertite.
• Primers and Undercoats (Primers e Sottosmalti) Wide range of epoxy primers for high-build thickness, osmosis treatment, undercoats, and bottom paints, supplied to marine professionals. Includes 321 Undercoat, 545 Epoxy Primer, Awlquick, High Build, Hullgard, Max Cor, Quick Grip, Ultra Build, Wash Primer, Gelshield, Intergard, Interprime, Interprotect, and Yacht Primer.
• Wood Varnishes (Coppali e vernici per il legno) Clear wood coatings including single-component and two-component formulations for marine wood finishing. Includes Awlbrite, Awlspar, Awlwood, Compass, Goldspar, Original, Perfection Plus, Schooner Gold, and Woodskin.
• Cleaning and Maintenance Products (Pulizia e Manutenzione) Boat cleaning and maintenance products from AWLGRIP, INTERNATIONAL, and NAUTIC CLEAN lines, including hull cleaners, teak cleaners, polishes, waxes, and shampoos. Includes Awlcare, Awlcoat TPC, Awlwash, Intestrip, and the Nautic Clean series.
• Auxiliary Products and Accessories (Prodotti ausiliari e accessori) Professional application accessories including Cold Cure, Crater X, Flattening Agent, Griptex, Pro-Cure, Tack Rags, Epiglass epoxy resin, Non-Slip additive, and Redtree brushes (Americana, Badger, Foam).

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• AkzoNobelcoreChannel Partner/ Reseller/ DistributorAkzoNobel is the parent company and brand owner of AWLGRIP and International Paint. CROMA srl holds distribution rights for these premium marine coating brands in Italy. AWLGRIP and International Paint are registered trademarks of AkzoNobel.
• Nautic CleancoreChannel Partner/ Reseller/ DistributorNautic Clean is a brand of marine cleaning and maintenance products distributed by CROMA srl in Italy.
• RedtreeminorChannel Partner/ Reseller/ DistributorRedtree is a brand of professional painting accessories (brushes including Americana Brush, Badger Brush, Foam Brush) distributed by CROMA srl in Italy.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Hempel Marine Coatings: Danish marine coatings manufacturer serving shipyards and yacht builders across Europe, including Italy. Overlaps with CROMA's distribution mandate in antifouling, primers, and topcoats, and competes for the same Italian professional painter and boatyard accounts.
• AkzoNobel Marine Coatings: Owner of the Awlgrip and International Paint brands that CROMA distributes in Italy. Operates globally with a broad marine coatings portfolio across antifouling, topside, and anticorrosive lines; relevant both as CROMA's principal supplier and as the manufacturer whose strategy ultimately governs CROMA's access to product.
• Lechler Coatings (Stoppani): Italian industrial and marine coatings manufacturer within the Lechler group, offering marine product lines that compete for the same Italian boatyard and refit customer base. Comparable in domestic positioning and overlapping product categories.
• Veneziani Yachting (API S.p.A.): Italian marine coatings brand owned by API, historically strong in Italian antifouling and topside systems. Comparable as a domestic Italian competitor with overlapping customer segments in boatyards and marine professionals.
• Jotun Marine Coatings: Global marine coatings manufacturer with antifouling, topside, and fouling-release technologies widely used in Italian and Mediterranean boatyards. Comparable as a competing supplier line that CROMA's customers could alternatively specify or source.

Regional players

• Sea Hawk Paints: US marine coatings brand focused on antifouling and topside systems for boatyards and DIY consumers. Comparable product mix but limited European footprint, so primarily an indirect rather than direct competitor to CROMA.
• Pettit Marine Paint (Kop-Coat): US-based marine coatings manufacturer serving recreational boatyards and OEMs. Comparable in product categories (antifouling, topside, varnish) but operates primarily in North America and does not directly compete in CROMA's core Italian territory.

Others

• Nuova Rade S.r.l. Italian supplier of marine hardware, accessories, and consumables serving boatyards and refit facilities in Italy. Comparable as a complementary Italian B2B marine supplier in adjacent categories, occasionally co-distributed with coating lines.
• AWLGRIP / International Paint Authorized Service Centers: Other AkzoNobel-appointed marine coatings distributors and applicators across Mediterranean ports (e.g., in Spain, France, Croatia). Comparable in business model to CROMA but operate in different geographies; they are ecosystem peers reflecting the structure CROMA operates within rather than direct domestic competitors.

Direct peers

• Boero Yacht Coatings (Boero Bartolomeo S.p.A.): Italian marine coatings manufacturer offering antifouling, topside, and varnish systems that compete head-to-head with AkzoNobel's Awlgrip and International Paint brands CROMA distributes. Directly comparable in target customers (Italian boatyards, marine painters) and product categories.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/croma-srl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 CROMA srl