Rustoleum Corporation
Rust-Oleum Corporation, a subsidiary of RPM International, manufactures paints, spray paints, primers, floor coatings, cleaners, and automotive finishes under brands such as Stops Rust, Zinsser, and Krud Kutter. It serves DIY consumers and professional contractors globally through hardware, mass, specialty, and e-commerce retail channels.
- Company typePrivate
- Founded1921
- HeadquartersVernon Hills, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rustoleum Corporation does
Rust-Oleum Corporation is a US-incorporated (Delaware) specialty coatings manufacturer founded in 1921 by sea captain Robert Fergusson, who discovered that fish oil prevented rust on metal ship decks. Operating as a wholly-owned subsidiary of RPM International Inc. (NYSE: RPM) within its Consumer Group, the company manufactures and markets paints, primers, spray paints, floor coatings, cleaning solutions, and automotive finishes under a portfolio of sub-brands including Stops Rust, 2X Ultra Cover, Universal, Zinsser, Krud Kutter, Concrobium, Chalked, LeakSeal, Rust-Oleum HOME, and Transformations. The company's proprietary technologies include a fish oil-based rust-preventive formula, Double Coverage Technology for 2X faster project completion, and the Custom Spray 5-in-1 dial-controlled spray pattern system.
Rust-Oleum serves two primary customer segments: DIY consumers undertaking home improvement, furniture refinishing, automotive touch-up, and surface protection projects, and professional contractors requiring durable coatings for facility maintenance and commercial applications. The company distributes globally through hardware chains (Bunnings, Mitre 10), mass merchants, specialty paint retailers (Dulux Trade Centres, Inspirations Paint, Wattyl, Haymes), automotive parts retailers (Repco, AutoBarn, Auto One), and e-commerce platforms (Amazon, rustoleum.com.au), with a new Sacramento, California fulfillment center serving 13 western US states for the professional segment. Marketing is product-led through DIY inspiration galleries, color visualizer tools, how-to video libraries, and the annual Colour Watch color forecasting program.
The business model is fundamentally a packaged consumer goods model: unit-priced retail sales of physical coatings products through multi-tier distribution, supported by content marketing and brand-building. Recent strategic moves include the pending acquisition of Star Brands Group (maker of The Pink Stuff, ~£150M 2024 sales) announced April 2025 to expand into consumer cleaning, and continued product line extensions across floor coatings, automotive, and specialty applications. Revenue is not separately disclosed as Rust-Oleum is consolidated within RPM International, but its scale as a global sub-brand portfolio spanning 7+ regions and 20+ product lines places it as a flagship consumer asset within RPM's specialty chemicals conglomerate.
Rustoleum Corporation firmographics
Firmographics- Name
- Rustoleum Corporation
- Legal name
- Rust-Oleum Corporation
- Website
- https://rustoleum.com.au
- Company type
- Private
- Founded year
- 1921
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Rust-Oleum Corporation, a subsidiary of RPM International, manufactures paints, spray paints, primers, floor coatings, cleaners, and automotive finishes under brands such as Stops Rust, Zinsser, and Krud Kutter. It serves DIY consumers and professional contractors globally through hardware, mass, specialty, and e-commerce retail channels.
- Ownership category
- akta.pro rank
Rustoleum Corporation industry classification
Industry- Product category
- Protective Coatings and Paints
- NAICS
- Paint and Coating Manufacturing (325510), Paint, Coating, and Adhesive Manufacturing (3255)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Industrial Protective Coatings (IMAEAHAB)
- akta.pro secondary industries
- Industrial & Protective Coatings (IMAEAGAB), Specialty & Functional Coatings (Anti-microbial/Anti-slip/Insulating) (IMAIAKAM)
Keywords
Where Rustoleum Corporation is headquartered
LocationHeadquarters
- HQ city
- Vernon Hills
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Rustoleum Corporation business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Consumer Paints and Coatings: Rust-Oleum generates revenue through the sale of consumer paints, stains, primers, spray paints, and specialty coatings through retail distribution channels. Products are sold through hardware stores, mass merchants, and specialty retailers globally.
- Professional/Industrial Coatings: Sale of industrial-grade coatings including High Performance Industrial ROC coatings, Sierra Performance low-VOC coatings, and commercial products like The MULE multi-surface coating for contractors and professionals.
- Acquired Brand Portfolio: RPM International acquired Star Brands Group (maker of The Pink Stuff) for Rust-Oleum subsidiary, expanding the consumer cleaning product portfolio with estimated sales of around £150 million.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer Spray Paint Products |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels8 records
Rustoleum Corporation product offering
Product offeringCore offering
Rust-Oleum manufactures and sells protective coatings including spray paints, primers, floor coatings, cleaners, and automotive finishes. The company develops rust-preventive paints and specialty coatings for both DIY consumers and professional contractors, with products sold globally through hardware stores, mass merchants, specialty retailers, and e-commerce platforms. Its portfolio spans sub-brands such as Stops Rust, 2X Ultra Cover, Universal, Zinsser, Krud Kutter, Concrobium, LeakSeal, and Rust-Oleum HOME.
Product overview
Rust-Oleum Corporation offers a diversified portfolio of coating and paint products organized around multiple sub-brands. The core product categories include spray paints (Stops Rust, 2X Ultra Cover, Universal Premium Spray Paint), wall and floor paints (Rust-Oleum HOME Floor Coating System), specialty paints (glitter, appliance, marine, high-heat coatings), primers (Zinsser line including Bulls Eye 1-2-3 and Cover-Stain), and cleaning solutions (Krud Kutter and Concrobium brands). The company operates under parent company RPM International Inc. with key sub-brands including Stops Rust for rust-preventive coatings, 2X Ultra Cover for double-coverage spray paints, Zinsser for professional primers, Krud Kutter for cleaners and degreasers, and Concrobium for mould control products. The product portfolio serves both consumer DIY and professional contractor segments with solutions for metal protection, concrete floors, tile refinishing, automotive, and household cleaning.
Differentiator
Problem solved
Functional benefit
Brands
- Stops Rust: Rust-preventive spray paint and brush-on paint delivering tough protection against the elements for outdoor objects.
- Zinsser
- Krud Kutter
- 2X Ultra Cover
- Universal
- Concrobium
- Chalked
- LeakSeal
- Transformations
- Rust-Oleum HOME
Products and services
- Rust-Oleum Spray Paint Versatile spray paint available in multiple finishes including flat, gloss, satin, semi-gloss, and metallic for wood, plastic, metal, concrete, and other surfaces. Targets DIY consumers and professionals for home improvement, refinishing, and restoration projects.
- Rust-Oleum Wall Paint Interior and exterior wall paint available in all colors and sheens, including tintable and pre-mixed formulas for residential and commercial applications. Targets homeowners, contractors, and property managers seeking wall refinishing solutions.
- Rust-Oleum Concrete, Garage and Floor Paint Epoxy floor coatings, concrete coatings, and garage floor paints that transform and protect concrete surfaces with durable finishes. Targets homeowners with garages and contractors handling commercial flooring.
Quantifiable outcome
- 2x faster project completion with 2X Ultra Cover Double Coverage Technology compared to standard Rust-Oleum general purpose paints
- +1 more outcomes
Companies that use Rustoleum Corporation
Customer profileSegments3 records
Ideal customer profiles2 records
Rustoleum Corporation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Rustoleum Corporation partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Star Brands GroupcoreRPM International Inc. announced acquisition of UK-based Star Brands Group, maker of The Pink Stuff cleaning products, for its Rust-Oleum subsidiary. The acquisition expands Rust-Oleum's Consumer Group with a fast-growing brand targeting a combined U.S.-Europe market valued at approximately $12 billion, with estimated 2024 sales of around £150 million. Star Brands' leadership team will remain in place. Transaction expected to close late Q4 fiscal 2025 or early Q1 fiscal 2026.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Rustoleum Corporation competitors and assessment
Company assessmentBroad incumbents
- AkzoNobel (Dulux): AkzoNobel, owner of the Dulux brand, is a global coatings major competing with Rust-Oleum in decorative paints, specialty coatings, and consumer DIY segments across Europe, Asia, and Australia.
- PPG Industries: PPG is a global paints and coatings major serving industrial, architectural, and consumer markets. It competes with Rust-Oleum in protective and decorative coatings and has substantially larger R&D and global manufacturing scale.
- Sherwin-Williams: Sherwin-Williams is the largest US paint and coatings manufacturer and parent of Krylon. It overlaps with Rust-Oleum across architectural, industrial, and consumer spray paint categories but operates a far broader portfolio across professional paint stores.
- Behr: Behr is a major architectural paint brand sold through Home Depot, competing with Rust-Oleum's wall paint, floor coatings, and specialty paint categories in the US DIY and professional segments.
Direct peers
- Krylon: Krylon is a leading US spray paint brand owned by Sherwin-Williams, directly competing with Rust-Oleum across general-purpose and specialty aerosol coatings for DIY and professional users. Highly comparable on product format, retail channel, and target customer.
- Dupli-Color: Dupli-Color specializes in automotive touch-up, trim, and coating products, directly comparable to Rust-Oleum's Automotive product line including truck bed coatings, undercoating, and rust inhibitors.
- KILZ: KILZ is a leading brand in primers and sealers directly comparable to Rust-Oleum's Zinsser primer line, serving DIY consumers and contractors through home center and hardware retailers.
- Benjamin Moore: Benjamin Moore is a premium architectural paint brand competing with Rust-Oleum's wall paint and specialty paint lines in the US consumer and professional markets, with overlapping DIY and contractor channels.
- PlastiKote: PlastiKote is a focused spray paint manufacturer with a similar DIY and industrial aerosol coating portfolio to Rust-Oleum, including rust-preventive and general-purpose sprays sold through hardware and automotive retail.
- Montana Colors (MTN): Montana Colors is a global spray paint brand originating in graffiti and art applications but increasingly competing with Rust-Oleum in the DIY decorative and craft spray paint segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Rustoleum Corporation social profiles
Digital presenceRustoleum Corporation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rustoleum Corporation leadership team
Management profileNumber of profiles
Profiles5 records
Rustoleum Corporation subsidiaries and ownership
Company hierarchySubsidiaries1 record
Rustoleum Corporation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rustoleum Corporation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rustoleum Corporation
What does Rustoleum Corporation do?
Rust-Oleum manufactures and sells protective coatings including spray paints, primers, floor coatings, cleaners, and automotive finishes. The company develops rust-preventive paints and specialty coatings for both DIY consumers and professional contractors, with products sold globally through hardware stores, mass merchants, specialty retailers, and e-commerce platforms. Its portfolio spans sub-brands such as Stops Rust, 2X Ultra Cover, Universal, Zinsser, Krud Kutter, Concrobium, LeakSeal, and Rust-Oleum HOME.
Is Rustoleum Corporation a public or private company?
Rustoleum Corporation is a private company. It is classified as corporate owned and is currently operating.
When was Rustoleum Corporation founded?
Rustoleum Corporation was founded in 1921. It employs 1 to 10 people.
Where is Rustoleum Corporation based?
Rustoleum Corporation is headquartered in Vernon Hills, United States, in the North America region.
How does Rustoleum Corporation make money?
Three revenue lines are on record. Consumer Paints and Coatings are the primary driver. The others are professional/Industrial Coatings and acquired Brand Portfolio.
Who are Rustoleum Corporation's main competitors?
Broad incumbents on record are AkzoNobel (Dulux), PPG Industries, Sherwin-Williams and Behr. Direct peers are Krylon, Dupli-Color, KILZ, Benjamin Moore, PlastiKote and Montana Colors (MTN).
Does Rustoleum Corporation have an API?
No public API is recorded for Rustoleum Corporation.
What industry is Rustoleum Corporation in?
Rustoleum Corporation's product category is Protective Coatings and Paints. Its primary akta.pro industry code is IMAEAHAB, Industrial Protective Coatings, with a secondary code of IMAEAGAB, Industrial & Protective Coatings. Its NAICS code is 325510 and its SIC code is 2851.