Industrial Coatings Ltd

What Industrial Coatings Ltd does

Industrial Coatings Ltd is a privately-held UK specialist distributor of industrial coatings and maintenance products, operating under the dual identities Industrial Coatings Ltd and New Guard Coatings. Founded in 2019 and headquartered in Wetherby, West Yorkshire, the company distributes protective coatings for steel, metal, concrete, and wood substrates across approximately 30 use-case categories (alkyd, epoxy, intumescent, polyurethane, elastomeric, zinc, floor systems, etc.) sourced from leading global manufacturers including Jotun, PPG, International Paints, Rust-Oleum, and Sherwin Williams, alongside its private-label Guard range.

The company monetizes primarily through one-time transactional product sales via a Shopify-based e-commerce storefront and eight physical branch locations across the UK (Wetherby, Atherstone, Aberdeen, Warrington, Hull, Glasgow, and a South East branch currently relocating) and Ireland (Swords), supplemented by international export services for customers outside the UK, USA, and Ireland. Revenue is complemented by free technical advisory services covering DFT calculations, pot life, induction time, overcoating intervals, and specification support, with project-based warranty offerings of 10–20 years on cladding and flooring installations.

The business serves primarily SMB and individual buyers in the general industrial, building maintenance, and steel/metal protection segments, with pricing ranging from entry-level products (e.g., RD-Monoguard from £26.30) to pallet-volume orders (e.g., UltraScape Flowpoint at £1,140.30 per pallet). The company operates as a family business with no institutional investment, no disclosed revenue figures, and no proprietary technology development; its competitive positioning rests on the breadth of its product range, multi-channel distribution, and technical advisory capability.

Name

Industrial Coatings Ltd

Legal name

Industrial Coatings Ltd

Website

https://industrialcoatingsltd.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Industrial Coatings Ltd is a UK-based specialist distributor of protective coatings for steel, concrete, and wood substrates, serving SMB and industrial customers across the UK and Ireland through an e-commerce platform, eight regional branches, and international export services, with a product range spanning major global brands and its own Guard label.

Ownership category

akta.pro rank

Product category

Industrial Protective Coatings Distribution

NAICS

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

SIC

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

akta.pro primary industry

Industrial & Protective Coatings (IMAEAGAB)

akta.pro secondary industries

Industrial Protective Coatings (Steel/Concrete/Equipment) (IMAIAKAB), Industrial Protective Coatings (IMAEAHAB), Specialty & Functional Coatings (Anti-microbial/Anti-slip/Insulating) (IMAIAKAM), Application Equipment & Coating Services (Contract Coating, Surface Prep) (IMAEAGAL)

Keywords

• Protective coatings distribution
• Industrial paint supplies
• Corrosion protection coatings
• Intumescent fire coatings
• Floor coating systems

Headquarters

HQ city

Wetherby

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial Coatings Sales: One-time sale of industrial coatings, protective paints, primers, and maintenance products directly to customers through e-commerce and branch locations. Products include coatings for steel, metal, concrete, wood, roofing, cladding, and floor applications. Revenue is generated through product sales with prices displayed on website (e.g., Guard SCF from £54.75, Jotun Jotamastic 90 from £65.83).
2. Technical Services: Free technical advice, bespoke quotes, product specification support, and coating system selection assistance included with product sales. Technical support covers DFT calculations, pot life guidance, induction time, overcoating intervals, and application methods.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Industrial Coatings Ltd is a UK-based specialist distributor of industrial protective coatings, primers, floor paints, intumescent fire protection coatings, grouts, mortars, and surface treatment products. The company distributes leading global coating brands including Jotun, PPG, International Paints, Rust-Oleum, Sherwin Williams, Mapei, and Zinga, alongside its own Guard brand range. Customers purchase coatings for steel, metal, concrete, wood, roofing, cladding, and floor applications through the company's Shopify e-commerce site and 8 regional branches across the UK and Ireland, supported by free technical advice, color matching, and international export services.

Differentiator

Problem solved

Functional benefit

Brands

• Guard: Own-brand industrial coating product range including primers, topcoats, floor paints, and protective coatings

Products and services

• Guard Brand Industrial Coatings
• Jotun Protective Coatings Range
• PPG Protective Coatings Range
• International Paints Range
• Rust-Oleum Industrial Coatings Range
• Sherwin Williams Protective Coatings Range
• Intumescent Fire Protection Coatings
• Floor Coatings and Resin Systems
• Grouts and Mortars Range
• International Export Services

Named customers3 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

Partnerships

16 partnerships are on record, tiered core and minor.

• JotuncoreOthersJotun is a leading global coatings manufacturer. Industrial Coatings Ltd distributes Jotun products including Jotamastic 90, Penguard primers, Hardtop Flexi, Steelmaster intumescent coatings, and Jotafloor floor coatings.
• PPG IndustriescoreOthersPPG is a major global coatings company. ICL distributes PPG products including SigmaCover epoxies, SigmaFast primers, Steelguard intumescent coatings, and SigmaDur line marking paints.
• International PaintscoreOthersInternational Paints (part of AkzoNobel) provides protective coatings. ICL distributes Interchar intumescent coatings and Interzone high-performance coatings.
• Rust-OleumcoreOthersRust-Oleum is a global leader in protective coatings. ICL distributes Noxyde, CombiColor, Mathys, and various Rust-Oleum industrial floor and cladding coatings.
• Sherwin WilliamscoreOthersSherwin Williams is a major coatings manufacturer. ICL distributes Resuflor floor coatings, Resuprime primers, Acrolon intumescent coatings, and Resutile floor systems.
• Guard (Own Brand)coreOthersGuard is ICL's own brand product line including Guard SCF, Guard ELC (elastomeric coating), Guard MSP-2K, Guard EPX-2K, Guard SPU, and various Guard primers and topcoats.
• ZinsserminorOthersZinsser (Rust-Oleum brand) provides AllCoat exterior paints and primers. ICL distributes Zinsser AllCoat water-based and solvent-based multi-surface paints.
• RD CoatingsminorOthersRD Coatings provides specialized coatings including RD-Monoguard, RD-Hydropox, RD-Elastometal, and RD-Aquasorb anti-condensation coating.
• BarpimominorOthersBarpimo is a coatings manufacturer providing floor paints, chlorinated rubber coatings, and direct-to-metal paints distributed by ICL.
• MapeiminorOthersMapei provides floor coating systems and construction products. ICL distributes Mapefloor finish products and related Mapei coating systems.
• InstarmacminorOthersInstarmac provides grouts and mortars for industrial applications, distributed through ICL's grouts and mortars product category.
• Natural Cement (NatCem)minorOthersNatural Cement provides NATCEM 35 and related cement-based products for concrete repair and industrial applications, distributed by ICL.
• ThermoguardminorOthersThermoguard provides fire protection coatings including Thermocoat S intumescent coating and asbestos encapsulating coatings, distributed by ICL.
• WethertexminorOthersWethertex provides masonry paints and coatings including AP77 and PP77 products, distributed by ICL.
• ZingaminorOthersZinga provides zinc-rich coating systems for corrosion protection, distributed by ICL.
• KDR Resin SystemsminorOthersKDR Resin Systems provides resin-based floor coating systems, distributed by ICL.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Bradite Paints: Bradite is a UK-based industrial paint manufacturer with a complementary direct-sales and distribution model. While they manufacture, they overlap with ICL in targeting industrial coatings for steel, concrete, and maintenance applications in the UK market.

Direct peers

• Fosroc UK: Fosroc is a global construction chemicals manufacturer and distributor with a UK operation selling protective coatings, grouts, and concrete repair products. They overlap with ICL's product range in concrete repair (NATCEM 35), waterproofing, and floor coatings, often through a mix of direct and distributor channels.
• PaintWell: PaintWell is a UK multi-channel distributor of decorative and industrial paints, selling through physical stores and online. They compete with ICL in supplying trade and contractor customers across the UK with comparable brand portfolios.
• Rawlins Paints: Rawlins Paints is a UK specialist distributor of industrial and decorative paints, very similar in model to Industrial Coatings Ltd. They sell protective coatings for steel, concrete, and wood via e-commerce and technical support, making them the closest direct comparable in the UK market.
• Promain UK: Promain is a UK-based specialist distributor of industrial paints and protective coatings with a strong e-commerce focus. They distribute multiple leading manufacturer brands directly to industrial trade customers, competing head-to-head with ICL on online channels.

Broad incumbents

• Sika UK: Sika is a Swiss global specialty chemicals company with a significant UK presence in construction chemicals, flooring, and protective coatings. They overlap with ICL's floor coatings, waterproofing, and concrete repair product categories and serve similar industrial customers through their own distribution.
• Mapei UK: Mapei is a global manufacturer of construction chemicals and adhesives with a UK distribution arm. Their floor coating systems (Mapefloor) are stocked by ICL, but Mapei also sells directly to large contractors and competes for the same industrial maintenance customer base.
• Hempel UK: Hempel is a global protective and marine coatings manufacturer with a UK presence. They compete with ICL's distributed brand portfolio in intumescent, anti-corrosion, and industrial protective coatings, and they also distribute directly to large industrial customers.
• Crown Paints: Crown Paints is a major UK paint manufacturer with a wide industrial and decorative range. They compete with ICL's distributed brand portfolio at the manufacturer level and sell through both trade channels and their own direct accounts, overlapping with ICL's customer base.

Regional players

• Brewers Decorator Centres: Brewers is a UK-wide chain of decorator supplies retailers with a large branch network. While focused more on decorative and trade paints than heavy industrial coatings, they overlap with ICL on cladding, masonry, and multi-surface paints and serve a comparable UK customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/newguarduk
• YouTubeyoutube.com/c/Newguardcoatings
• Facebookfacebook.com/NewGuardCoatingsGroup
• LinkedInlinkedin.com/company/industrialcoatingsltd
• Instagraminstagram.com/newguardcoatings

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 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 Industrial Coatings Ltd