Superior Manufacturing

What Superior Manufacturing does

Superior Manufacturing is a Madison Heights, Michigan-based industrial chemical manufacturer founded in 1972 that produces and white-labels maintenance, repair, and operations (MRO) chemical products and safety solutions. The company operates a catalog of 105+ products across 14 categories, organized into product lines including Coating & Sealers (epoxy, urethane, polyaspartic, cementitious systems), Patches & Crack Fillers including the proprietary Rock-Tred® flooring line, Metalworking Fluids, Industrial & Maintenance Oils, Cleaners & Degreasers (including the EcoForce® environmentally-responsible sub-brand), Aerosols, Specialty Products, Solvents, Safety (anti-slip matting and covers), Tools & Equipment, and Seasonal Products. Underlying the catalog is a library of 450+ proven formulations developed and produced in-house over 55+ years, including patented technology such as the American Road Patch fiberglass-grid reinforced roadway repair system, and certified across USDA/FDA, NSF, Green Seal, and OSHA standards.

The company monetizes through four revenue streams: direct e-commerce and phone sales of its branded catalog; Private Label manufacturing (end-to-end formulation, blending, labeling, packaging, and SDS/TDS documentation for brands); Toll Blending (producing customer-owned formulations under confidentiality); and Contract Manufacturing (collaborative custom product development from concept to market). Go-to-market is primarily sales-led, with direct enterprise engagement for services and direct/phone sales plus an e-commerce storefront (ordersuperior.com) for catalog products. Customers span eight vertical sectors including manufacturing & industrial, energy & utilities, commercial & institutional, transportation & infrastructure, public sector, agriculture & food, construction & real estate, and specialized sectors (mining, data centers, stadiums). Named enterprise customers include Burco, Wurth, and Walmart, with Safeguard Distribution serving as a major U.S. distribution partner. Pricing is quote-based for services and per-unit for catalog products, on Net 30 terms.

Name

Superior Manufacturing

Legal name

Superior Manufacturing

Website

https://ordersuperior.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

51–100 employees

Short description

Superior Manufacturing is a Madison Heights, Michigan-based industrial chemical manufacturer founded in 1972 that formulates, produces, and white-labels 105+ MRO chemical products and safety solutions across coatings, patches, metalworking fluids, cleaners, and solvents, serving eight verticals via direct sales, e-commerce, private label, toll blending, and contract manufacturing.

Ownership category

akta.pro rank

Product category

Industrial Chemical Manufacturing (MRO Products & Services)

NAICS

Paint and Coating Manufacturing (325510), Other Chemical and Allied Products Merchant Wholesalers (42469)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Miscellaneous Chemical Products (2890)

akta.pro primary industry

Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)

Keywords

• Industrial chemical manufacturing
• Maintenance repair operations
• Private label manufacturing
• Toll blending services
• Contract manufacturing chemicals

Headquarters

HQ city

Madison Heights

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial Product Sales: Direct sales of proprietary industrial chemical products including coatings, sealers, patches, crack fillers, metalworking fluids, lubricants, cleaners, degreasers, solvents, and safety products through e-commerce platform
2. Private Label Manufacturing: End-to-end private label solutions for brands - formulation development, blending, labeling, packaging, and regulatory documentation (SDS/TDS) for customers to sell products under their own brand
3. Toll Blending Services: Manufacturing services where customer provides their own formulation - company handles sourcing, blending, packaging, and documentation while customer retains full ownership of formula and brand
4. Contract Manufacturing: Full product development and manufacturing services from concept/idea through formulation, testing, blending, packaging, and documentation - collaborative custom development

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Superior Manufacturing manufactures and white-labels industrial maintenance, repair, and operations chemical products across 14 categories including coatings and sealers, patches and crack fillers, Rock-Tred® flooring systems, metalworking fluids, industrial and maintenance oils, cleaners and degreasers, EcoForce® cleaners, aerosols, solvents, specialty products, safety/anti-slip covers, tools and equipment, and seasonal ice melt. In addition to its own brand catalog, the company offers Private Label, Toll Blending, and Contract Manufacturing services that take customer requirements from formulation through blending, packaging, labeling, and regulatory documentation.

Product overview

Superior Manufacturing is an industrial chemical manufacturing company offering a broad portfolio of maintenance, repair, and operations (MRO) products with over 450+ proven formulations. The company operates as both a product manufacturer and a manufacturing services provider. Its product portfolio is organized into distinct product lines including Coating & Sealers (epoxy, urethane, polyaspartic, and cementitious coatings for floors and surfaces), Patches & Crack Fillers (concrete repair compounds including the Rock-Tred® branded flooring systems), Metalworking Fluids (coolants, lubricants, and rust preventatives), Industrial & Maintenance Oils (hydraulic, gear, and circulating oils), Cleaners & Degreasers (including the EcoForce® environmentally-friendly sub-brand), Aerosols, Specialty Products, Solvents, Safety Products (anti-slip matting and covers), Tools & Equipment, and Seasonal Products (ice melt). The company also offers manufacturing services including Private Label (branding existing formulations), Toll Blending (producing customer-owned formulations), and Contract Manufacturing (custom product development).

Differentiator

Problem solved

Functional benefit

Brands

• Rock-Tred®: A product line of epoxy, urethane, and specialty flooring/coating systems designed for industrial environments including food processing, manufacturing, and facilities with chemical exposure.

Products and services

• Coating & Sealers product line A product line of epoxy, urethane, polyaspartic, and cementitious coatings and sealers for high-traffic floors, chemically exposed surfaces, damp substrates, and metal substrates. The line includes 100% Solids Epoxy Coating, Chemical Resistant Coating, Damp Coating, Direct to Metal Coating, Oil Stop Primer, Oily Floor Primer, Polyaspartic Coating, Ramp Coating, Thermostable Coating (USDA/FDA compliant, no VOCs), Water-Based Polyurethane Top Coat, and Water-Based Primer. It is sold to industrial, commercial, food processing, and institutional facilities through the e-commerce catalog and private label channels.
• Patches & Crack Fillers product line A product line of concrete repair and crack-filling compounds for industrial floors, roadways, and infrastructure. The line includes American Road Patch (patented fiberglass-grid reinforced peel-and-seal roadway patch), Chemical Resistant Patch, Crack Gone, Damp Patch, Elasti-Poxi Joint Fill, Freeze Patch (light traffic in 2-4 hours), HeatCrete Patch, Joint Filler, Oily Floor Patch, Ranger Patch RD-12 (damp concrete), Ranger Patch RE-18 (100% epoxy), and Ranger Patch RU-10 (cementitious urethane). Sold to industrial and infrastructure customers through the catalog and private label channels.
• Rock-Tred® Products sub-brand line The Rock-Tred® proprietary line of epoxy, urethane, and specialty flooring/coating systems designed for industrial environments including food processing, manufacturing, and facilities with chemical exposure. The line includes Rock-Quick Patch, Rock-Mender, Rock-Cast Flake Blends, Poxi-Rock, Novo-Poxi, Eco-Poxi, Chem-Thane P50, Chem-Thane 509 VOC, Chem-Rock WB, Chem-Rock Primer, and Chem-Rock LV UV. Sold as branded Rock-Tred® products and through private label.
• Metalworking Fluids product line A product line of coolants, stamping and forming lubricants, and rust preventatives for metalworking operations. Includes Machining & Grinding Coolant (synthetic coolant for turning, drilling, milling, tapping, sawing, and grinding), Superior-Draw Stamping & Forming Lubricants, and Superior-Guard Rust Preventative Fluids for ferrous and non-ferrous metals. Sold to metal fabrication, machining, and manufacturing customers through the catalog and private label channels.
• Industrial & Maintenance Oils product line A product line of lubricating and circulating oils for industrial equipment. Includes Gear Oils for gear boxes and transmissions, Hydraulic Oils for hydraulic systems, R&O 32 Circulating Oils (rust and oxidation protection), Spindle Oils for machine spindles, and WayLubes for machine ways and slide rails. Sold to industrial maintenance, manufacturing, and machining operations.
• Cleaners & Degreasers product line A product line of industrial and facility cleaners and degreasers spanning auto-scrubber, butyl-based, contact, enzymatic, parts-washer, and citrus/orange formulations. Includes Auto Scrubber Cleaner (low-foaming), Butyl-Based Cleaner (heavy-duty degreasing), Contact Cleaner (electrical contacts), Enzymatic Cleaner (organic soil), Parts Cleaner, Orange Cleaner, and Orange Citrus Cleaner (heavy-duty shop degreaser). Sold to industrial, automotive, manufacturing, and institutional facilities.
• EcoForce Cleaners environmentally-responsible product line An environmentally-responsible cleaning line built without VOCs, caustics, solvents, or harsh additives — non-toxic, non-corrosive, and safe on metals, plastics, rubber, and most surfaces. The line includes EcoForce Aqua Clean Glass Cleaner, EcoForce Terra Clean Concentrate All-Purpose Cleaner/Degreaser, and EcoForce Terra Clean Ready-To-Use All-Purpose Cleaner/Degreaser. Sold to commercial, institutional, and industrial customers seeking Green Seal-friendly options.
• Aerosols product line Industrial-grade aerosol products for maintenance and repair applications, including lubricants, cleaners, penetrants, and specialty sprays. The line includes Double-Lube (general maintenance lubricant) and Nut & Bolt Release (penetrant for corroded fasteners). Sold through the e-commerce catalog to industrial, automotive, and maintenance professionals.
• Specialty Products line A line of specialty chemical products including Acid Etch (concrete, brick, and masonry cleaning), Acrylic Wax (metal cross-linked acrylic co-polymer floor finish), Aluminum Shearing Lubricant (high-speed shearing/punching/forming), Drain Opener (industrial pipe clearing), Food Grade Propylene Glycol USP/EP (food-contact applications), Machine Prep Cleaner (metal surface preparation), Neutral pH Rust Remover, and Wax Stripper. Sold across industrial, food processing, construction, and institutional facilities.
• Solvents product line An industrial solvents line including 99% Isopropyl Alcohol (hospitals, manufacturing, electronics, medical facilities), Acetone (coatings, adhesives, pharmaceuticals), MEK (industrial cleaning and coatings), Mineral Spirits (cleaning and thinning), Odorless Mineral Spirits (low-odor applications), Hi-Flash Solvents (high flash point industrial uses), and Lacquer Thinner (lacquer thinning and spray equipment cleaning). Sold to industrial, manufacturing, electronics, and medical facility customers.
• Safety Products line (anti-slip covers and matting) A line of OSHA-compliant safety products providing anti-slip and anti-fatigue protection in industrial environments. Includes Anti-Fatigue Matting (closed-cell nitrile rubber, chemical/oil/grease resistant, welding-safe, static dissipative), Heated Anti-Slip Covers, High Traction Anti-Slip Ladder Rung Covers, High Traction Anti-Slip Landing Covers, High Traction Anti-Slip Pipe & Cable Covers, High Traction Anti-Slip Step Covers, and High Traction Anti-Slip Walkway Covers. Used by Walmart refrigerated distribution centers with 10-20 year product lifespan.
• Tools & Equipment product line A product line of application tools, maintenance equipment, and job-specific tools designed to work with Superior Manufacturing product systems for coating, patching, and cleaning applications. Sold alongside corresponding chemical product lines through the catalog.
• Seasonal Products (ice melt) line A winter maintenance line of ice melt products including Calcium Chloride, Liquid Ice Melt, and Premium Blend Ice Melt for harsh winter conditions. Sold to industrial, commercial, and institutional customers for walkway, parking lot, and facility winter safety.
• Private Label Program service An end-to-end private label manufacturing service that develops, blends, labels, packages, and documents chemical products to be sold under a customer's own brand. The program offers access to 450+ proven formulations with in-house chemists for custom development, low minimum order quantities, multi-year service contracts, complete SDS/TDS regulatory documentation, and strict confidentiality. Customers include Wurth (citrus degreaser compliant across all 50 states, wire/rope lubricant).
• Toll Blending service A toll blending manufacturing service that produces customer-owned formulations while Superior handles sourcing, blending, packaging, and documentation. Strict confidentiality protocols protect customer intellectual property; the customer retains full ownership of formula and brand. Production is scalable from low minimums to high-volume runs, demonstrated by Burco scaling a glass cleaner formulation from small-batch to 7,500-15,000 gallons per month.
• Contract Manufacturing service A custom product development and manufacturing service taking customer requirements from idea/concept through formulation, testing, blending, packaging, and SDS/TDS documentation. The service delivers market-ready products with collaboration from Superior's on-staff chemist team and is suited to companies that need a manufacturing partner for specific or novel chemical formulations.

Quantifiable outcome

• Production scaled from small-batch bottleneck to 7,500-15,000 gallons per month for Burco case study
• +4 more outcomes

Named customers3 records

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Safeguard DistributioncoreChannel Partner/ Reseller/ DistributorSafeguard Distribution is described as one of Superior Manufacturing's largest U.S. distributors, working together on anti-slip solutions for major customers like Walmart. The partnership involves Superior Manufacturing providing custom-cut anti-slip products manufactured to retrofit over existing metal surfaces.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Eastman Chemical Company: Global specialty chemical manufacturer producing solvents, additives, and chemical intermediates used in coatings, cleaners, and industrial applications. Adjacent comparable to Superior Manufacturing's solvents, cleaners, and chemical intermediate offerings, but at much larger industrial scale.
• PPG Industries: Global manufacturer of paints, coatings, and specialty materials serving industrial, automotive, and architectural markets. Comparable to Superior Manufacturing's epoxy, urethane, and polyaspartic coating lines, but at vastly larger scale with full-spectrum industrial coatings portfolio.
• RPM International: Holding company for specialty coatings, sealants, and building solutions including Rust-Oleum, Tremco, and Stonhard. Comparable to Superior Manufacturing's coatings, sealers, and flooring systems (Rock-Tred®), though RPM's portfolio spans construction and consumer markets well beyond MRO.
• WD-40 Company: Specialty maintenance products company offering lubricants, penetrants, cleaners, and degreasers for industrial, automotive, and consumer markets. Comparable to Superior Manufacturing in product category and MRO use cases, but operates at much larger scale with global brand recognition.
• Chemetall (BASF Coatings Division): Global supplier of surface treatment and metalworking chemistry for automotive, aerospace, and industrial manufacturing. Comparable to Superior Manufacturing's metalworking fluids, cleaners, and surface treatment product lines, though as part of BASF's much larger global coatings portfolio.
• Quaker Houghton: Global leader in industrial process fluids, particularly metalworking fluids and specialty chemistries. Directly comparable to Superior's metalworking fluids, lubricants, and surface treatment offerings, but at significantly larger scale with global footprint.
• Illinois Tool Works (ITW) - Specialty Products: Diversified industrial manufacturer with a specialty products segment that includes chemical-based MRO solutions, coatings, and surface treatments. Comparable to Superior Manufacturing's diversified MRO chemical portfolio across industrial segments, though within a far broader conglomerate.

Direct peers

• Zep Inc. Producer and distributor of industrial and institutional maintenance chemicals including cleaners, degreasers, sanitizers, and lubricants. Closely comparable to Superior Manufacturing in product mix, customer segments (commercial/institutional, manufacturing, food), and MRO-focused offering.
• CRC Industries: Manufacturer of specialty chemical MRO products including cleaners, degreasers, lubricants, and corrosion inhibitors for industrial and automotive markets. Directly comparable to Superior Manufacturing in product categories, B2B distribution, and target end-users across manufacturing, transportation, and maintenance.
• Chase Corporation: Specialty chemicals manufacturer focused on protective coatings, sealants, and adhesives for industrial, electronic, and infrastructure applications. Comparable to Superior Manufacturing in industrial coatings and specialty chemical formulations for niche end-markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/OrderSuperior
• LinkedInlinkedin.com/company/order-superior-manufacturing

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Superior Manufacturing