The Paint Shop
The Paint Shop is a privately held Canadian home decorating retailer operating 40+ retail locations across Atlantic Canada, selling Benjamin Moore paints, flooring, blinds, and industrial coatings to homeowners, contractors, and industrial clients since 1975.
- Company typePrivate
- Founded1975
- HeadquartersSt. John's, Canada
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What The Paint Shop does
The Paint Shop is a privately held Canadian home decorating retailer founded in 1975 in downtown St. John's, Newfoundland and Labrador, and operating today as Atlantic Canada's largest home decorating network with 40+ retail locations spanning Newfoundland and Labrador, Nova Scotia, and New Brunswick. The company employs over 150 Atlantic Canadians and runs a franchise model alongside company-owned stores, supported by centralized branding, training, and purchasing.
The business spans four primary product categories: architectural coatings (anchored by the Benjamin Moore partnership, including Aura, Regal Select, ben, SCUFF-X, and Ultra Spec lines); flooring (hardwood, laminate, luxury vinyl, tile, and carpet via Quickstyle and Beckham Bros partnerships); window treatments (Hunter Douglas, Alta, Maxmar, Graber); and industrial/marine protective coatings (International, Corotech, Carboline). Supporting services include in-store interior decorator consultations, color-matching technology with microscope analysis for faded paint samples, and an online paint calculator tool.
Revenue is generated primarily through one-time retail sales of physical products with unit-based promotional pricing, supplemented by a dedicated industrial sales division serving heavy-industry, marine, oil and gas, and infrastructure clients across Atlantic Canada. Distribution is predominantly physical retail with a supporting e-commerce platform and digital marketing channels including a Tips & Ideas content blog, MailChimp newsletter with postal-code segmentation, and monthly flyers. In 2025 the company publicly committed to reducing American-made product dependency and expanding Canadian-made offerings in response to trade conditions.
The Paint Shop firmographics
Firmographics- Name
- The Paint Shop
- Legal name
- The Paint Shop
- Website
- https://thepaintshop.ca
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Short description
- The Paint Shop is a privately held Canadian home decorating retailer operating 40+ retail locations across Atlantic Canada, selling Benjamin Moore paints, flooring, blinds, and industrial coatings to homeowners, contractors, and industrial clients since 1975.
- Ownership category
- akta.pro rank
The Paint Shop industry classification
Industry- Product category
- Paint and Home Decorating Retail
- NAICS
- Paint and Wallpaper Retailers (444120), Home Centers (444110)
- SIC
- Retail-Lumber & Other Building Materials Dealers (5211), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)
- akta.pro secondary industries
- Architectural & Decorative Paints (IMADAKAA), Exterior Painting & Surface Coatings (HSAPAKAF), Architectural & Decorative Painting (Interior/Exterior) (IMAIAKAA)
Keywords
Where The Paint Shop is headquartered
LocationHeadquarters
- HQ city
- St. John's
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
The Paint Shop business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Paint and Coatings Sales: Retail sale of interior and exterior paints, stains, primers, and specialty coatings from Benjamin Moore and other brands
- Flooring Products: Sale of hardwood, laminate, vinyl, tile, and carpet flooring solutions for residential and commercial projects
- Window Treatments: Custom blinds, shades, and window coverings including cellular shades, roller shades, roman shades, and wallpaper
- Industrial Coatings: High-performance industrial and marine protective coatings for heavy industries, marine vessels, and commercial equipment
- Decorator Services: Professional interior decorating advice and consultation services to help customers select colors, flooring, and window treatments
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Element Guard Exterior Paint - sale price |
| Unit Pricing | Pay-as-you-go | HP COMMAND Interior/Exterior Paint |
| Unit Pricing | Pay-as-you-go | ben Interior Paint and Primer |
| Unit Pricing | Pay-as-you-go | Woodluxe Stains |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
The Paint Shop product offering
Product offeringCore offering
The Paint Shop is a multi-category home decorating retailer selling Benjamin Moore interior and exterior paints, stains, primers, and specialty coatings, complemented by flooring (hardwood, laminate, luxury vinyl, tile, carpet), custom window treatments (cellular shades, roller shades, roman shades), wallpaper, and Graco commercial paint equipment. It also distributes industrial and marine protective coatings (Corotech, International, Carboline) for heavy industry, mining, oil and gas, marine, transportation, water and waste, and wind power sectors. Supporting the retail product offering are in-store professional interior decorator consultation, on-site colour matching technology, and an online paint calculator tool.
Product overview
The Paint Shop is Atlantic Canada's largest home decorating retailer, operating as a multi-category home improvement platform offering paints, stains, flooring, window treatments, wallcoverings, and industrial coatings. The core offering centers on Benjamin Moore premium paints and stains (including Aura, Regal Select, ben, and Ultra Spec product lines) complemented by industrial protective coatings (Corotech, International brands for marine, mining, oil & gas, and infrastructure applications), extensive flooring solutions (hardwood, laminate, luxury vinyl, tile, carpet), custom window coverings (Hunter Douglas, Alta, Maxmar, Graber), and wallpaper. The business model combines physical retail locations (40+ stores) with an e-commerce platform, supported by decorator services, paint calculator tools, and color consultation services. The company positions itself as the largest Benjamin Moore retailer in Canada and the largest custom blinds retailer east of Montreal.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 3,500+ colors available through Benjamin Moore partnership
- +3 more outcomes
Companies that use The Paint Shop
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
The Paint Shop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
The Paint Shop partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Benjamin MoorecorePrimary brand partnership as the largest Benjamin Moore retailer in Canada. Paint Shop offers Benjamin Moore's full line of interior and exterior paints, stains, primers, and specialty coatings including Aura, Regal Select, ben, SCUFF-X, and Element Guard product lines. The partnership includes access to 3,500+ colors and Benjamin Moore's proprietary Colour Lock and Gennex Color Technologies.
- QuickstyleminorFlooring brand partnership featuring Quickstyle flooring products in Paint Shop retail locations.
- Beckham BrosminorFlooring brand partnership featuring Beckham Bros laminate and luxury vinyl plank products.
- Hunter DouglascorePremier window treatment brand carried in Paint Shop stores. Hunter Douglas offers premium blinds and shades including cellular shades, roller shades, and more.
- Alta Window FashionscoreWindow fashion brand partnership offering a variety of blind and shade styles.
- MaxxmarminorWindow covering brand partnership for custom blinds and shades.
- International CoatingscoreAuthorized distributor of International industrial protective coatings for buildings, mining, offshore and onshore oil & gas, thermal power, transportation & pipeline, water & waste, and wind power applications.
- CorotechcoreHigh-performance industrial coatings brand from Benjamin Moore offering aliphatic urethanes, epoxy floor coatings, and DTM (direct-to-metal) mastic urethanes for industrial applications.
- CarbolineminorIndustrial protective coatings brand partnership serving the industrial coatings market.
- GracominorCommercial and industrial paint equipment supplier offering Graco paint sprayers and application equipment.
- Heritage NLminorPartnership with Heritage NL to present Historic Paint Colours of Newfoundland and Labrador, documenting and preserving traditional paint colors from the region.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
The Paint Shop competitors and assessment
Company assessmentDirect peers
- Cloverdale Paint: Western Canada-based paint manufacturer and retailer with company-owned and dealer stores. Directly comparable as a vertically integrated paint retailer serving both consumer and contractor segments in regional Canadian markets.
- Benjamin Moore (Independent Retailer Network): Other large Benjamin Moore independent retailers in Canada (e.g., major multi-store BM dealers). Direct competitors selling the same flagship brand with comparable decorator-service positioning.
- Home Hardware: Canada's largest dealer-owned home improvement retailer with thousands of stores nationwide. Directly comparable as a multi-category home improvement retailer serving DIY homeowners and contractors, with paint and décor as core categories.
- Castle Building Centres Group: Canadian dealer-owned building materials cooperative with locations across Canada, including Atlantic Canada. Comparable as an independent home improvement retailer carrying paint, flooring, and décor for DIY and contractor customers.
- CIL Paint / Sico: Canadian-owned paint brands (PPG) sold through hardware and home improvement retailers across Canada. Comparable as competing premium and value paint products targeting the same DIY and contractor customers.
- Dulux (PPG) Paints Retailers: Dulux-branded paint dealer network (PPG-owned) across Canada. Directly comparable as paint-specialty retailers selling a competing premium paint brand with similar contractor and DIY customer base.
Broad incumbents
- Lowe's Canada: Major U.S./Canadian home-improvement chain (Rona parent). Overlaps with Paint Shop across paint, flooring, and décor categories with similar DIY and contractor customer mix.
- Home Depot Canada: Canadian arm of the U.S. home-improvement giant, with big-box stores nationwide. Comparable in product breadth (paint, flooring, window treatments) and DIY/contractor customer overlap.
- RONA: Canadian home improvement retailer (owned by Lowe's) operating hundreds of corporate and affiliate stores across Canada. Comparable as a broad-line home center offering paint, flooring, and décor with overlapping customer base.
Regional players
- Kent Building Supplies: Atlantic Canadian home improvement retailer (part of J.D. Irving). Direct regional competitor in the same NL/NB/NS geography, with overlapping paint, flooring, and décor categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Paint Shop financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Paint Shop leadership team
Management profileNumber of profiles
The Paint Shop funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Paint Shop 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 The Paint Shop
What does The Paint Shop do?
The Paint Shop is a multi-category home decorating retailer selling Benjamin Moore interior and exterior paints, stains, primers, and specialty coatings, complemented by flooring (hardwood, laminate, luxury vinyl, tile, carpet), custom window treatments (cellular shades, roller shades, roman shades), wallpaper, and Graco commercial paint equipment. It also distributes industrial and marine protective coatings (Corotech, International, Carboline) for heavy industry, mining, oil and gas, marine, transportation, water and waste, and wind power sectors. Supporting the retail product offering are in-store professional interior decorator consultation, on-site colour matching technology, and an online paint calculator tool.
Is The Paint Shop a public or private company?
The Paint Shop is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Paint Shop founded?
The Paint Shop was founded in 1975.
Where is The Paint Shop based?
The Paint Shop is headquartered in St. John's, Canada, in the North America region.
How does The Paint Shop make money?
Five revenue lines are on record. Paint and Coatings Sales are the primary driver. The others are flooring Products, window Treatments, industrial Coatings and decorator Services.
Who are The Paint Shop's main competitors?
Direct peers on record are Cloverdale Paint, Benjamin Moore (Independent Retailer Network), Home Hardware, Castle Building Centres Group, CIL Paint / Sico and Dulux (PPG) Paints Retailers. Broad incumbents are Lowe's Canada, Home Depot Canada and RONA. Kent Building Supplies is listed as a regional player.
Does The Paint Shop have an API?
No public API is recorded for The Paint Shop.
What industry is The Paint Shop in?
The Paint Shop's product category is Paint and Home Decorating Retail. Its primary akta.pro industry code is CRAIADAF, Paint, Stain & Finishes Retail (Coatings, Sundries), with a secondary code of IMADAKAA, Architectural & Decorative Paints. Its NAICS code is 444120 and its SIC code is 5211.