ART BÉTON

What ART BÉTON does

ART BÉTON (legal name Les Enduits Art Béton Inc.) is a Quebec-based manufacturer of decorative concrete coatings founded in 2019 by its President Martin Asselin and headquartered in Neuville, Quebec. The company produces a real-concrete microtopping system applied in thin 1–2 mm layers over existing substrates (drywall, MDF, ceramic, laminate, fiber cement, porcelain), distinguishing itself from paint-based concrete-look alternatives on the market. Its core offering is a 4-step integrated system — Primer (Apprêt), Concrete Coating (Enduit), Sealer (Scellant/Scellant imprégnateur), and a Varnish or Uréthane topcoat — packaged as Kit Standard and Kit Évolution (an improved 2-step variant), with the Artfloor AB102/AB104 aliphatic polyurethane line carrying CFIA and USDA food-processing approvals for commercial and wet-area use.

The product portfolio has expanded beyond concrete into complementary decorative finishes, including Venetian Plaster Marrakech and Lime Paint (Peinture à Chaux), plus installation accessories such as trowels, electric mixers, sanding discs, and liquid waterproofing membranes. ART BÉTON sells direct to consumers and trade professionals through its bilingual artbeton.ca e-commerce site and indirectly through a network of over 50 distributors across Canada. Pricing is unit-based per kit ($117.90–$777.57 CAD), with free shipping in Quebec for orders over $250 CAD. The company is privately held, bootstrapped (no disclosed external investment), and serves three customer segments: DIY homeowners, trade professionals, and commercial/institutional projects.

Revenue is not disclosed and the company remains small by the standards of its category; growth has been driven by product line extensions, distributor recruitment, and brand-building through content marketing and earned media (including Le Soleil). Customer concentration appears low given the horizontal segmentation across DIY, trade, and commercial buyers and the absence of any named anchor accounts.

Name

ART BÉTON

Legal name

Les Enduits Art Béton Inc.

Website

https://artbeton.ca

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

ART BÉTON is a Quebec-based manufacturer founded in 2019 that sells real-concrete decorative coatings, sealers, urethanes, and complementary finishes (Venetian plaster, lime paint) to DIY homeowners, trade professionals, and commercial projects across Canada via direct e-commerce and 50+ distributors.

Ownership category

akta.pro rank

Product category

Decorative Concrete Coatings

NAICS

Paint and Coating Manufacturing (32551)

SIC

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

akta.pro primary industry

Textured Wall Finishes (Plasters, Stucco, Tadelakt) (IMADAKAH)

akta.pro secondary industries

Architectural & Decorative Coatings (IMAEAGAA), Architectural & Decorative Paints (IMADAKAA)

Keywords

• Decorative concrete coatings
• Concrete microtopping
• Concrete wall finishes
• DIY renovation products
• Building finishing materials

Headquarters

HQ city

Neuville

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales through the company's e-commerce website artbeton.ca. Customers purchase complete kits or individual products (primer, coating, sealer, varnish, urethane, accessories). Products ship directly to customers with free delivery in Quebec for orders over $250.
2. Distributor/Retail Sales: Sales through a network of over 50 distributors across Canada. Distributors purchase products wholesale and resell to end customers in their regions, providing in-store advice and service.
3. Commercial Project Sales: Direct commercial project sales for larger decorative concrete installations in commercial spaces (restaurants, offices, retail, healthcare, educational institutions). Contact-based quotes for commercial projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

ART BÉTON manufactures and sells real concrete decorative coatings (microtopping) applied in thin layers (1mm) over existing surfaces such as walls, countertops, furniture, fireplaces, showers, and floors. The company offers a complete 4-step system (primer, concrete coating, sealer, varnish/urethane) as kits and individual products, plus installation accessories and complementary decorative finishes. Products are made in Quebec and distributed via e-commerce and a 50+ point-of-sale network across Canada.

Product overview

ART BÉTON is a Quebec-based manufacturer of decorative concrete coatings founded in 2019, offering real concrete microtopping products for walls, countertops, furniture, fireplaces, showers, and floors. The product portfolio centers on two main kit systems: Kit Standard (4-step system: Primer → Concrete Coating → Sealer → Varnish) and Kit Évolution (improved 2-step version with enhanced color). Individual products include the acrylic-based Primer (Step 1), Enduit de Béton concrete coating (Step 2), Scellant sealer and Scellant imprégnateur (Step 3), and Vernis wall varnish or Uréthane high-performance topcoat (Step 4). The company also offers Pre-Step concrete leveler for ceramic joints, complementary products (concrete stain, aliphatic urethane for floors), and installation accessories (trowels, orbital sanding discs, electric mixer, masking tape). Recently expanded into related decorative finishes with Venetian Plaster Marrakech (10 colors) and Lime Paint (10 colors), both positioned as natural, eco-friendly wall finishing alternatives. Color options span over 40+ shades including standard colors, ash gray, pure gray, taupe-brown, and special order colors. The company operates on a distributor network across Canada with over 50 points of sale.

Differentiator

Problem solved

Functional benefit

Products and services

• Kit Standard (Wall, Fireplace and Furniture) Complete 4-step kit including primer, real concrete coating, sealer and varnish for wall, fireplace, and furniture projects. DIY-friendly with matte finish. Price range: $117.90 – $294.56.
• Kit Évolution Improved 2-step version of the standard Art Béton product. More resistant, applicable in just 2 steps, ideal for all interior or exterior projects. Enhances the color of regular Art Béton coatings. Price range: $165.86 – $402.23.
• Kit Évolution Urethane (Shower, Countertop, Floor) High-performance Evolution kit with two-component water-based urethane topcoat for shower, countertop, floor and all surfaces requiring optimal quality. Price range: $275.86 – $622.23.
• Kit Évolution on Ceramic Evolution kit designed for application over ceramic surfaces. Includes leveler for filling joints and leveling uneven surfaces. Price range: $213.58 – $557.57.
• Kit Évolution Urethane on Ceramic Urethane evolution kit for ceramic surfaces, designed for shower, countertops, floors and all surfaces requiring optimal quality. Price range: $323.85 – $777.57.
• Concrete Primer (Apprêt) Step 1 acrylic-based latex primer for all surfaces to maximize adhesion before applying Art Béton concrete coating. Coverage: 140 sq. ft. per liter. Available in 500ml and 1L formats. Price range: $17.80 – $28.72.
• Concrete Coating (Enduit de Béton) Step 2 real concrete coating applied in 2 thin layers of 1-2mm each. Adheres to multiple surfaces. Coverage: 70 sq. ft. per 2 coats. Available in 40+ colors. Price range: $38.95 – $99.95.
• Wall Sealer (Scellant) Step 3 water-based sealer for walls, counters, furniture, cabinets, and fireplaces. Coverage: 150-200 sq. ft. per liter. Price range: $30.45 – $48.62.
• Impregnating Sealer (Scellant imprégnateur) Penetrating sealer for shower, counter, floor, sink, and exterior surfaces. Provides deep sealing and protection against water and oils. Interior/exterior use. Price range: $57.16 – $92.00.
• Wall Varnish (Vernis) Step 4 water-based varnish to protect Art Béton coating. Enhances colors and protects against water and oil. Available in matte finish. Coverage: 140 sq. ft. per 925ml. Price range: $30.70 – $48.66.
• Art Béton Urethane Topcoat Two-component water-based urethane topcoat for high-performance finish. Required for showers, sinks, exterior, and heavily wet areas. CFIA and USDA approved for food processing plants. Available in matte and satin finishes.
• Artfloor AB102/AB104 Aliphatic Polyurethane for Floors Aliphatic polyurethane coating AB102 (matte), AB104 (satin), and AB106 (glossy) for residential and commercial floors. Two-component A+B formula with UV protection for wood, epoxy, metal, and concrete substrates. Price: $225.00.
• Concrete Leveler for Ceramic Joints (Pré-Étape Nivelant) Pre-step concrete leveler for filling ceramic joints and leveling uneven surfaces before applying Art Béton coating. Available in 1.5kg, 3kg, and 11.3kg formats. Price range: $29.92 – $147.50.
• Color Sample Chains Color sample chains available in 4 palettes: 8 standard colors, Ash Gray, Pure Gray, and Taupe/Brown. $20 discount when purchasing all 4 chains. Price range: $20.00 – $60.00.
• Concrete Stain (Teinture pour béton) Ready-to-use concrete stain. Covers 70-100 sq. ft. per liter. Available in Black and White. Price range: $15.95 – $32.99.
• Venetian Plaster Marrakech (Plâtre Vénitien) 100% natural Venetian plaster for smooth, marbled, or rustic decorative wall finishes. Available in 10 colors. Price range: $61.59 – $449.99.
• Lime Paint (Peinture à Chaux) Lime-based paint available in three finishes: smooth, grainy, or sandy textures. For indoor and outdoor application. Available in 10 colors. Price range: $61.59 – $359.98.
• 2100W Electric Concrete Mixer 2100W portable electric concrete mixer with heavy-duty 800rpm start-up motor, 110V, 6-speed rotary control. Price: $159.99.
• Trapezoidal Trowel (Truelle Trapézoidale) Trowel recommended for Art Béton product application. Available for right-handed and left-handed users. Dimensions: 110x130x235mm. Price: $34.99.
• Oval Trowel 14 in (Truelle Ovale) Curved trowel with rounded blade for working the visual appearance of Art Béton coating. Helps eliminate application traces. Dimensions: 14 x 4 inches.
• Orbital Sanding Discs Orbital sander sanding discs with 8 vacuum holes and hook-and-loop attachment. Fiber-reinforced backing. Available in #60, #120, #150, #220 grit in packs of 4 or 25. Price range: $3.50 – $14.95.
• Blue Masking Tapes (180 feet) Multi-surface masking tape for smooth and lightly textured surfaces. Can stay in place for up to 14 days without leaving adhesive residue. Dimensions: 180 feet length, 1.88 inches width. Price: $8.99.
• Liquid Membrane for Wet Areas and Showers Liquid membrane for heavily wet areas and showers. Required waterproofing layer for wet installations. Price: $74.66.
• Concrete Mixer Paddle (Mélangeur à Béton) Concrete mixer paddle attachable to a drill with 1/2 inch shaft for mixing Art Béton products.
• Liquid Compound Evolution (Composé liquide Évolution) Liquid compound for the Evolution kit that enhances the color of regular Art Béton coatings. Price range: $96.21 – $185.01.

Quantifiable outcome

• Coverage: 70 sq ft per 2 coats with 3kg coating; Primer covers 140 sq ft per liter; Varnish covers 140 sq ft per 925ml
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Over 50 Distributors across CanadacoreChannel Partner/ Reseller/ DistributorNetwork of independent distributors across Canada who resell Art Béton products. Distributors provide local expertise, in-store service, and advice to customers. The company actively recruits new distributors to expand their reach.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Quikrete: Quikrete manufactures a wide range of concrete products, resurfacing mixes, and decorative concrete coatings, with a national retail footprint that competes with ART BÉTON's concrete-overlay kits.
• Rust-Oleum: Rust-Oleum is a large incumbent coatings manufacturer offering concrete paints, floor coatings, and sealers through national retail — overlapping with ART BÉTON's concrete coating and sealer portfolio but at a much broader scale.
• Sherwin-Williams: Sherwin-Williams is the largest North American paint and coatings company with a full architectural and industrial portfolio, including decorative finishes and sealers directly overlapping ART BÉTON's category.
• BEHR Paint: BEHR is a leading architectural paint and coatings brand sold through The Home Depot. Its decorative concrete-look paints compete with ART BÉTON's microtopping on the same retail shelves and DIY customers.
• Sika AG: Sika is a global specialty chemicals and construction materials company producing concrete admixtures, sealers, and floor coatings — adjacent to ART BÉTON's sealer and urethane product range.
• MAPEI: MAPEI manufactures cementitious coatings, primers, and surface-preparation products used in decorative concrete installations, comparable in function to ART BÉTON's primer, leveler, and concrete coating system.

Direct peers

• Sto Corp. Sto Corp. is a major manufacturer of decorative and protective wall coatings, including stucco, plaster, and textured finishes, directly comparable to ART BÉTON's textured wall-finish and Venetian plaster product lines.
• Faux Effects International: Faux Effects makes decorative plasters, metallic finishes, and textured wall coatings aimed at designers and contractors, comparable to ART BÉTON's Venetian plaster and decorative concrete lines.
• Daich Coatings: Daich Coatings manufactures real-concrete decorative coatings, sealers, and mineral-based wall finishes for residential and commercial applications, directly comparable to ART BÉTON's real-concrete microtopping system.

Regional players

• Solito Marmorino: Solito is a Canadian/Italian supplier of Italian Venetian plasters, lime finishes, and decorative wall coatings, directly comparable to ART BÉTON's newly launched Venetian Plaster Marrakech and Lime Paint product lines in the same Canadian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LesEnduitsArtBeton
• Instagraminstagram.com/les_enduits_art_beton_inc_/?hl=fr

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 ART BÉTON