Portola Paints And Glazes

What Portola Paints And Glazes does

Portola Paints And Glazes, operating as a DBA of Casetta Bay Paint Company, is a Los Angeles-based manufacturer of architectural paints and specialty finishes founded in 1998 by brothers Jamie and Casey Davis in North Hollywood. The company formulates and hand-blends a portfolio spanning specialty finishes (Lime Wash, a lime-based brush-applied finish with zero VOCs and fungicidal properties; Roman Clay, a clay-based plaster applied with a trowel) and traditional coatings (zero VOC acrylics in four sheens, elastomeric exterior paint, and water-based hybrid alkyd enamels), supported by proprietary primers, sealers, application tools, and sample products. Its proprietary technology is centered on traditional formulation chemistry and hand color-matching by trained colorists rather than computer systems, with all production occurring in small batches at the LA headquarters using natural pigments and zero or low VOC inputs.

The business operates a hybrid go-to-market model: direct-to-consumer e-commerce through portolapaints.com, a flagship showroom at 5066 Lankershim Boulevard in North Hollywood, a dedicated Trade Program for interior designers and architects, and an authorized dealer network concentrated in Southern California (six Catalina Paints locations), the New York City metropolitan area (Janovic and other independents), and Vancouver, British Columbia. Revenue is generated through one-time purchase transactions across sample jars ($10), fan decks ($120–125), color card sets ($22), specialty finish by weight, and paint in quarts through 5-gallon containers, plus branded merchandise. Recent strategic activity includes an exclusive collaboration with Lulu and Georgia and extension of online ordering to full custom paint purchases domestically.

Name

Portola Paints And Glazes

Legal name

Casetta Bay Paint Company

Website

https://www.portolapaints.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Portola Paints And Glazes is a Los Angeles-based, family-owned manufacturer of hand-blended decorative paints and specialty finishes (Lime Wash, Roman Clay, acrylics, enamels), selling direct-to-consumer, through trade accounts, and via authorized dealers in California, New York, and Canada.

Ownership category

akta.pro rank

Product category

Architectural Paints and Specialty Finishes

NAICS

Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (44412)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Adhesives & Sealants (2891)

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

Keywords

• Architectural paints
• Specialty finishes
• Lime wash coatings
• Decorative plaster finishes
• Eco-friendly paint manufacturing

Headquarters

HQ city

North Hollywood

HQ country

United States

HQ region

North America

Offices15 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and Specialty Finishes Sales: Revenue from selling architectural paints including Lime Wash, Roman Clay, acrylics, enamels, and exterior coatings. Products sold in various sizes (sample jars, quarts, gallons, 5-gallon, and larger quantities). Custom color matching available.
2. Primers and Sealers: Sales of complementary products including All Purpose Base Coat, Limeproof Undercoat, Matte Wall Sealer, and Roman Clay Topcoat.
3. Samples and Tools: Revenue from 4oz sample jars ($10), color card sets ($22), fan decks, chip sets ($45), and application tools (brushes, knives, pro sets).
4. Apparel and Accessories: Branded merchandise including t-shirts, hats, and painter's totes, often through collaborations like Portola x SKU and Portola x Free & Easy.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Portola Paints And Glazes manufactures and sells hand-blended, eco-friendly architectural paints and specialty finishes, including proprietary Lime Wash and Roman Clay textured finishes, a zero-VOC Acrylic Series, an elastomeric Exterior Series, and a hybrid alkyd Enamel Series. The company sells sample jars, fan decks, color card sets, primers, sealers, and application tools to homeowners, interior designers, architects, and custom home builders. Products are sold directly through a flagship North Hollywood showroom, the company's e-commerce site, and an authorized dealer network across California, New York, and Canada.

Product overview

Portola Paints is a Los Angeles-based manufacturer of architectural paints and specialty finishes, offering a comprehensive portfolio of products designed for both interior and exterior applications. The company operates two main product categories: Specialty Finishes (Lime Wash Series and Roman Clay Series) and Traditional Coatings (Acrylic Series, Exterior Series, and Enamel Series). Specialty finishes include the Lime-based Lime Wash finish and clay-based Roman Clay plaster, while traditional coatings span zero VOC acrylic paints in multiple sheens, elastomeric exterior paint, and hybrid alkyd enamels. The product line is complemented by primers, sealers, professional application tools, and sample products. All products are hand-blended in small batches at their L.A. headquarters with an emphasis on eco-friendly, zero to low VOC formulations.

Differentiator

Problem solved

Functional benefit

Brands

• Portola x Lulu and Georgia: A collaborative line of wall paints inspired by Lulu and Georgia's spring collection, featuring six curated shades (Aberdeen, Casa Forma, Costa, Havana, Patisserie, Terra) available in Roman Clay, Lime Wash, and Acrylic finishes.

Products and services

• Lime Wash Series A traditional lime-based, brush-applied finish that creates a weathered patina with subtle movement and natural color variation. Eco-friendly with zero VOCs, acts as a mild fungicide, and is highly breathable, making it ideal for historic restorations, interior and exterior masonry, and drywall applications.
• Roman Clay An eco-friendly clay-based plaster finish applied with a putty knife, ideal for smooth interior walls. Provides versatile stone, stucco, and marble-like effects with a subtle modern/rustic aesthetic, comparable to Venetian plasters but with more organic appeal. Available in 66 standard colors.
• Acrylic Series (Ultra Flat, Eggshell, Low Sheen, Semi-Gloss) Water-based, zero VOC eco-friendly paints for interior walls. Available in four sheens: Ultra Flat (dead-flat finish for ceilings/walls), Eggshell (durable with slight sheen for high traffic areas), Low Sheen (satin finish for trim and high traffic areas), and Semi-Gloss (pop of sheen for doors and moldings).
• Exterior Series (5/60 Flat) Elastomeric paint specifically designed for outdoor use, providing flex that prevents cracking and chipping for long-lasting exterior house paint. Suitable for exterior walls and trim.
• Enamel Series (Satin Enamel, Gloss Enamel) Low VOC, water-based hybrid alkyd paints perfect for woodwork and surfaces requiring a hard finish. Satin Enamel creates an extremely durable satin finish for trim, doors, cabinetry, and metal. Gloss Enamel provides a traditional high gloss finish for dramatic pops on doors, trim, and metal.
• Primers & Sealers Preparation products including Limeproof Undercoat (for Lime Wash to achieve a consistent appearance), All Purpose Base Coat (100% acrylic resin primer), Matte Wall Sealer (non-toxic durable sealer for adding a protective layer to Lime Wash), and Roman Clay Topcoat (water-based sealer that adds sheen and protection to Roman Clay).
• Application Tools Professional-grade application tools including Roman Clay Knives (Plastic and Steel), Lime Wash Brushes (Standard and Pro Series), and Pro Sets with short and long sleeves for professional application of specialty finishes.
• Specialty Finishes Color Card Set A curated color card set including both complete Lime Wash and Roman Clay color ranges (75 colors each) in an accordion-style format, featuring two large color samples applied with actual finishes per card.
• Samples & Fan Decks Sample jars and fan decks for color selection, including Roman Clay Sample Jars, Lime Wash Sample Jars, Acrylic Sample Jars, Specialty Finishes Fan Deck Set, New Standard Fan Decks, Specialty Finishes Chip Set, and Paint Can Opener.
• Portola x Lulu and Georgia Collaboration An exclusive collaboration with Lulu and Georgia featuring six curated wall paint colors inspired by their spring collection. Colors include Aberdeen (washed sage), Casa Forma (sunbaked earth), Costa (sun-faded coastal), Havana (warm timeworn), Patisserie (soft buttery), and Terra (rich rust), available in Roman Clay, Lime Wash, and Acrylic finishes (Ultra Flat, Eggshell, and Semi Gloss).
• Apparel and Accessories Branded merchandise including t-shirts, hats, and painter's totes, often through collaborations like Portola x SKU and Portola x Free & Easy.

Quantifiable outcome

• Lime Wash coverage: 150-200 sq ft per gallon (2 coats)
• +2 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.

• Lulu and GeorgiacoreStrategic or Co-development Partner · 20 February 2025Exclusive collaboration bringing together Portola Paints' artisanal finishes and Lulu and Georgia's design-forward perspective. Created six curated paint colors inspired by Lulu and Georgia's spring collection. Colors include Aberdeen (washed sage), Casa Forma (sunbaked earth), Costa (sun-faded coastal), Havana (warm timeworn), Patisserie (soft buttery), and Terra (rich rust). Each color available in Roman Clay, Lime Wash, and Acrylic finishes (Ultra Flat, Eggshell, and Semi Gloss).

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• Clare: DTC paint startup with curated color palettes and direct-to-consumer sample ordering. Targets the same modern residential and designer-adjacent customer as Portola with a similar sample-first purchase model.
• Backdrop: DTC-first premium paint brand launched with venture funding to modernize paint buying. Competes with Portola for design-conscious consumers, with overlapping color-card/sample-driven discovery and online ordering.

Broad incumbents

• Benjamin Moore: Major US paint manufacturer with deep trade professional channel and premium positioning (e.g., Aura, Regal). Competes with Portola across the design professional and custom home builder segments and has begun introducing more textured/specialty finishes.
• Sherwin-Williams: Largest US paint company, broad architectural and industrial coatings portfolio (including Emerald, Anew specialty lines). Competes indirectly via dealer channel, trade accounts, and ongoing expansion into designer-focused finishes.
• Behr: Mass-market architectural paint brand owned by Masco, sold primarily through Home Depot. Competes indirectly via price-point pressure on Portola's DIY-adjacent customers and Home Depot's trade pro program.

Direct peers

• Farrow & Ball: UK-based luxury paint brand famous for richly pigmented colors and artisanal finishes. Most direct comparable to Portola in positioning, aesthetic focus, and designer-driven go-to-market; competes for the same high-end residential and trade professional customer.
• Bauwerk Lime Wash: Australian maker of natural lime-based and clay-based paints, with a strong specialty-finish portfolio. Closest functional peer to Portola's Lime Wash and Roman Clay products and competes in the same eco-friendly, design-conscious segment.
• Annie Sloan: Specialty paint brand best known for chalk paint and decorative finishes. Comparable in positioning as an artisanal, designer-targeted paint company with proprietary specialty finishes and a small-batch manufacturing ethos.

Regional players

• Dunn-Edwards: California-headquartered paint manufacturer with strong regional dealer footprint in the western US. Most relevant geographically comparable peer for Portola's California dealer channel and West Coast design community.
• Kelly-Moore Paints: Historically California-based paint manufacturer serving Western US professional contractors and dealers. Regional incumbent with comparable West Coast distribution and trade channel that intersects with Portola's designer/specifier audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

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 Portola Paints And Glazes