House of Kolor

What House of Kolor does

House of Kolor monetizes through wholesale product sales to a fragmented authorized distributor and jobber network across North America; pricing is not publicly disclosed and customers are directed to local HOK jobber stores for quotes, with products ordered as separate components and mixed per proprietary formula. Its go-to-market combines three reinforcing motions: (1) a channel-partner model via authorized distributors with a website-based locator and a dedicated technical support line (1-800-844-3691), (2) event-driven activation at major North American custom automotive shows, and (3) a community-led model through the Kustom Krew program featuring workshops, HOK Technical Representatives, and well-known artists at distributor locations. End-customer segments are horizontal and persona/use-case driven: professional custom painters (primary), motorcycle customizers, and automotive artists/builders — none of whom are enterprise-scale, supporting a long-tail revenue base rather than concentrated anchor accounts.

Name

House of Kolor

Legal name

House of Kolor

Website

https://houseofkolor.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

1–10 employees

Short description

House of Kolor is a 70-year-old U.S. specialty brand, owned by Sherwin-Williams, that designs and sells custom automotive paint systems — basecoats, clearcoats, primers, effect pigments, and color-shifting finishes — exclusively through authorized distributors to professional custom painters, motorcycle customizers, and automotive artists.

Ownership category

akta.pro rank

Product category

Custom Automotive Paint and Coatings

NAICS

Paint and Coating Manufacturing (32551), Paint, Coating, and Adhesive Manufacturing (3255), Synthetic Dye and Pigment Manufacturing (325130)

SIC

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

akta.pro primary industry

Automotive & Transportation Coatings (IMAEAHAC)

akta.pro secondary industries

Industrial Protective Coatings (IMAEAHAB), Specialty & Functional Coatings (Anti-microbial/Anti-slip/Insulating) (IMAIAKAM), Color Masterbatches & Dispersions (IMAEAHAK)

Keywords

• Custom automotive paint
• Automotive coatings
• Basecoat systems
• Color-shifting pigments
• Clearcoat finishes

Headquarters

HQ city

Minneapolis

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, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Automotive Paint Products: House of Kolor generates revenue through the sale of custom automotive paint products including basecoats, clearcoats, primers, reducers, catalysts, pearls, flakes, and specialty products. Products are sold through a network of authorized distributors and jobbers.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

House of Kolor manufactures and sells custom automotive paint systems including the Shimrin2 Kolor System (Karrier Bases, Effect Pacs, Kosmic Reducers), the original Shimrin Kolor System, KD3000 primers/sealers, clearcoats, catalysts, reducers, adhesion promoters, and specialty effect products (Kameleon FX, Ice Pearls, Kosmic Krome, Kandy Koncentrates). Products are sold exclusively through authorized distributors and jobbers to professional custom painters, motorcycle builders, and automotive artists.

Product overview

House of Kolor is a custom automotive paint company offering a comprehensive multi-tiered paint system portfolio. The core offerings include the Shimrin2® Kolor System (advanced basecoat technology with Karrier Bases, Effect Pacs including Metalume, Kosamene, Metajuls, Kosmatic Styling Pearl, Kosmic Sparks, and Kameleon) and the original Shimrin® Kolor System (introduced 1982). These systems are complemented by supporting product lines including: Dry Pearls, Flakes & Striping; the KD3000 Series tri-purpose primer surfacer/sealers (Gray, Black, White, Yellow, Red, Blue) plus SS01 Silver Sealer; clearcoats (UC35, UC22, UFC35, USC01 Show Klear, FC21 Flat Klear, URC01 Rokket Klear, UC21 Universal); specialty products including catalysts (KU100, KU150 Exempt, KU152, UA22-24 series, KU200, KUF21), Kosmic Reducers (RU300-315 series), adhesion promoters (AP01 Adhereto); cleaners (KC10, KC20); Kandy Koncentrates (18 colors); and the Ice Pearls II product line. The 2024 Kameleon FX launch introduced dramatic color-shifting technology for the Shimrin2 system.

Differentiator

Problem solved

Functional benefit

Brands

• Shimrin2: Advanced basecoat paint system featuring Karrier Bases, Effect Pacs and Kosmic Reducers for complete color exclusivity.
• Shimrin
• Kameleon FX
• Kosmic Klear

Products and services

• Shimrin2 Kolor System Advanced basecoat paint system featuring Karrier Bases, Effect Pacs (Metalume, Kosamene, Metajuls, Kosmatic Styling Pearl, Kosmic Sparks, Kameleon), and Kosmic Reducers. Offers eye-popping kolor, deep kandy finishes, mind-bending effects, and coast-to-coast VOC compliance for professional custom painters and automotive builders.
• Shimrin Kolor System Universal basecoat system introduced in 1982, rich in transparent and opaque colors. Includes Designer Pearls, Kandy Basecoats, Glamour Metallics, Neons, Kosmic Krome, Marblizer, Urethane Kandys, and Intercoats for custom automotive painters.
• Kameleon FX Packs Color-shifting effect packs part of the Shimrin2 paint system, containing pearls tightly controlled in thickness to create instantaneous, hard-hitting color shifts without gray areas or mottling. Available in five color combinations applied in layers over black paint, designed for painters from beginner to pro.
• KD3000 Series Kustom DTS Foundation Surfacer/Sealers Tri-purpose primer surfacer/sealer usable as high-build, medium-build primer surfacer, or sealer. Formulated with hybrid epoxy and acrylic polymers providing excellent adhesion and corrosion resistance. Available in Gray, Black, White, Yellow, Red, and Blue, plus pre-mixed ratios.
• SS01 Silver Sealer The only silver sealer in the automotive paint industry, considered essential under all metallic basecoats. Built from polyurethane resin for tenacious adhesion and long-term color hold out.
• SP1600 Sprayable Polyester Primer Premium, Low VOC, high-build polyester primer surfacer providing excellent adhesion to fiberglass and primed surfaces such as aluminum and steel.
• Kosmic Klear Clearcoat Line (UC35, UC22, UFC35, USC01, FC21, URC01, UC21) Family of clearcoats including UC35 Kosmic Acrylic Urethane Klear (fast drying, motorcycle-preferred), UC22 (high solids for burying graphics), UFC35 Flo-Klear (high solids, exceptional gloss), USC01 Show Klear (most robust, chemical/fuel/water resistance, highest UV protection), FC21 Flat Klear (low VOC flat finish), URC01 Rokket Klear (fast-drying for small pieces), and UC21 Universal (coast-to-coast compliant, 2:1 mix).
• Kosmic Reducers (RU300-RU315 Series) Proprietary reducer product line including RU300 VOC exempt, RU310 Fast Dry, RU311 Medium Dry, RU312 Slow Dry, RU313 Very Slow Dry, RU301 LV Slow Dry, and RU315 Retarder. The only reducers recommended for use with the House of Kolor System.
• Exempt and Urethane Enamel Catalysts (KU150, KU100, KU152, UA22-24, KDA3000, KU200, KUF21) Catalyst product line including KU150 Exempt Catalyst, KU100 Urethane Enamel Catalyst, KU152 general purpose catalyst, UA22/UA23/UA24 2:1 catalyst series (Fast, Medium, Slow dry), KDA3000 DTS Hardener, KU200 Striping Catalyst, and KUF21 Flat Klear Catalyst.
• AP01 Adhereto Adhesion Promoter Adhesion promoter for use on Polypropylene, TPO, other plastics, aluminum, steel, brass and other metals. Creates bond between substrate and coating or between dried and fresh coating.
• Ice Pearls II Glass flake pigment technology surpassing traditional pearls with more brightness, transparency and reflectivity. Blending creates true multicolor effect. Available in 7 colors including Gold, White, Red, Violet, Blue, Green, and Turquoise.
• Dry Pearls, Sparkles, and Flakes Pearl concentrates and polyester flakes including Dry Pearls (DP and DR series), Standard Flakes (F series), Mini Flakes (MF series), Ultra Mini Flakes (UMF series), and Kameleon color shift flakes. Used to add effects to acrylic lacquers, urethane enamels, Intercoat Clear, or Intercoat Pearl/Flake Karrier.
• Kandy Koncentrates Color intensifying products for tinting bases and sealers, strengthening Kandies for faster coverage. Available in 18 colors including Brandywine, Lime Gold, Wild Cherry, Oriental Blue, Cobalt Blue, Burgundy, and more.
• Striping & Lettering Urethane Enamels High pigment concentration urethanes for striping, lettering, and airbrush artwork. Single application for most strokes with low film build. Available in 28 accent colors.
• Kameleon Pearls Color-shifting pearls that create instantaneous, hard-hitting shift in color without gray area or mottling between colors.
• Cleaners and Degreasers (KC10 Wax & Grease Remover, KC20 Post Sanding Cleaner) KC10 is a quick flashing solvent that removes wax, grease, silicone, adhesives, tar, tree sap, insects, and dirt for surface preparation before sanding and body work. KC20 removes sanding residue, dirt, and light contaminants such as hand oil, and eliminates static electricity during substrate working.

Quantifiable outcome

• Kameleon FX technology provides exceptionally clean color shifts without gray areas or mottling, compared to traditional color-shifting paints from the 1990s

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Sherwin-Williamsparent companyOthersHouse of Kolor is owned by Sherwin-Williams, a major paint and coatings company. Brian Lewis serves as Global Product Manager for House of Kolor under the Sherwin-Williams ownership structure.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• AkzoNobel Automotive & Specialty Coatings: Owner of Sikkens, Lesonal, and Wanda refinish brands serving professional custom and collision shops globally via a distributor model very similar to House of Kolor's authorized jobber network. Overlaps in basecoat technology, clearcoat chemistry, and VOC-compliant formulations.
• PPG Industries: Global automotive coatings leader with the refinish portfolio (PPG, Delfleet, Envirobase) that overlaps with House of Kolor's custom/basecoat systems. Targets professional painters and refinish shops, making it the most direct comparability on automotive coatings technology, distribution, and end-customer.
• Axalta Coating Systems: Pure-play refinish and industrial coatings company (Cromax, Spies Hecker, Standox brands) competing directly for the same custom and restoration painter customers with comparable basecoat, clearcoat, and effect pigment programs distributed through jobber networks in North America.
• BASF Coatings (Glasurit, RM): Major automotive refinish competitor with Glasurit and RM brands offering premium basecoats, clears, and color-matching systems sold through authorized distributors to collision and custom shops — directly comparable technology, business model, and customer base to House of Kolor.
• Alsa Corporation: Boutique manufacturer of custom paints, candy concentrates, and chameleon/color-shift pigments marketed to the hot rod and custom car community. Targets the same custom painter segment with similar proprietary effect pigment technology.
• One Shot (custom enamels): Long-standing custom paint brand focused on striping and lettering enamels used by automotive custom painters and sign artists — overlapping customer segment and a complementary product category inside the same customizer's workflow.
• Createx Auto Air Colors: Maker of custom auto airbrush paints widely used by the same custom automotive artists and airbrush shops that House of Kolor serves, with overlapping pearl, candy, and effect pigment SKUs sold through hobby/specialty and jobber channels in North America.

Emerging players

• Restoration Shop (custom auto paint): Online-focused supplier of custom automotive single-stage paints, clears, and primers often chosen by DIY restoration hobbyists — competes for the lower end of the same custom paint job while House of Kolor plays the premium/professional tier.

Broad incumbents

• Valspar Automotive: Now part of Sherwin-Williams, Valspar Automotive offers refinish basecoats, clears, and primers distributed through jobbers, competing for the same custom and restoration painters as House of Kolor from inside the same parent company.

Others

• Sherwin-Williams Automotive Finishes: Parent company's sister automotive refinish division (including Martin Senour, Dupli-Color, and Premium Brand Distribution). Connected to House of Kolor via shared ownership and shared jobber channels but strategically separate within Sherwin-Williams' portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/house-of-kolor

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 House of Kolor