brush & trowel
Brush & Trowel is a privately held, owner-operated specialty retailer in Portland, Oregon that curates and distributes premium architectural and decorative finishes — including plasters, paints, microcement, and sealers from seven partner brands — to homeowners, designers, and contractors via a single showroom and nationwide e-commerce.
- Company typePrivate
- Founded2004
- HeadquartersPortland, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What brush & trowel does
Brush & Trowel is a privately held, owner-operated specialty retailer of architectural and decorative finishes headquartered at a single showroom in Southwest Portland, Oregon (8425 SW Terwilliger Blvd), established in 2004 and active for over 20 years. The company curates and distributes premium plasters, paints, sealers, microcement systems, and application tools from seven partner brands — Meoded, Farrow & Ball, Firmolux, SkimStone, Golden Paintworks, Modern Masters, and Faux Effects — across an online catalog of approximately 496 SKUs, with nationwide shipping in addition to local pickup.
Its core technology offering is not software but specialty building materials expertise: lime plasters (Italian and American), acrylic plasters, limewash, the SkimStone microcement system, the Concretta water-resistant plaster, metallic finishes, sealers and protective coatings, and plaster application tools. Differentiated in-house services include custom plaster color tinting done by eye (2-3 day turnaround) and monthly hands-on demonstration workshops. The company operates as one of only a few authorized Farrow & Ball stockists in Oregon.
Brush & Trowel's revenue model combines one-time product sales (price points ranging from under $2 masking paper to $400+ fireplace kits and premium Italian lime plasters), $50 per-person workshop fees, and service fees for custom tinting. It serves three horizontal customer segments — homeowners and DIY enthusiasts, interior designers and architects, and contractors/applicators — through a hybrid distribution model that pairs the physical showroom with a Shopify-based e-commerce storefront. The business has no disclosed external funding, no parent company, and operates with a four-person team.
brush & trowel firmographics
Firmographics- Name
- brush & trowel
- Legal name
- Brush & Trowel
- Website
- https://brushandtrowel.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Brush & Trowel is a privately held, owner-operated specialty retailer in Portland, Oregon that curates and distributes premium architectural and decorative finishes — including plasters, paints, microcement, and sealers from seven partner brands — to homeowners, designers, and contractors via a single showroom and nationwide e-commerce.
- Ownership category
- akta.pro rank
brush & trowel industry classification
Industry- Product category
- Architectural Decorative Finishes Retail
- NAICS
- Paint and Wallpaper Retailers (444120), Building Material and Garden Equipment and Supplies Dealers (444)
- SIC
- Retail-Lumber & Other Building Materials Dealers (5211)
- akta.pro primary industry
- Adhesives, Sealants, Caulks & Tapes Retail (CRAIADAL)
- akta.pro secondary industry
- Tile, Natural Stone & Porcelain Surface Care (Non-Grout Focus) (HSAEAOAI)
Keywords
Where brush & trowel is headquartered
LocationHeadquarters
- HQ city
- Portland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
brush & trowel business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: Retail sale of architectural and decorative finishes including plasters, paints, sealers, tools, and supplies. Products range from budget-friendly masking paper ($1.50-$6.00) to premium Italian lime plasters ($40+) and specialty kits (fireplace kits $400, kitchen hood kits $145).
- Workshop Fees: Monthly hands-on demonstration workshops at $50 per person, includes materials and refreshments.
- Custom Services: Custom color tinting services for plasters and finishes with a service fee. Matches take 2-3 days.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Monthly Workshop - $50 per person |
| Unit Pricing | Pay-as-you-go | Product pricing varies by item |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
brush & trowel product offering
Product offeringCore offering
Brush & Trowel is a retail decorative finishes store that curates and sells premium architectural plasters, lime plasters, acrylic plasters, limewash, microcement systems, Venetian plasters, metallic paints, sealers, application tools, and specialty kits from leading brands such as Meoded, Farrow & Ball, Firmolux, SkimStone, Golden Paintworks, Modern Masters, and Faux Effects. The company sells through an online Shopify storefront with nationwide U.S. shipping and a physical showroom in Southwest Portland, Oregon, and offers custom plaster tinting services and monthly hands-on demonstration workshops.
Product overview
Brush & Trowel is a retail decorative finishes store offering a curated portfolio of architectural and finishing products, not a unified software platform. The core offerings center on premium plasters (lime plasters, acrylic plasters, Concretta water resistant plaster), limewash, decorative paints (Farrow & Ball, Meoded, Golden Paintworks, Modern Masters, Faux Effects), and Italian plasters (Firmolux, Meoded). These are complemented by the SkimStone microcement system, sealers and protective coatings, metallic paints, tools and application supplies, and specialty kits (plaster kitchen hood kits, fireplace kits). Services include custom plaster tinting and monthly hands-on demo workshops. The company operates as both an e-commerce platform and physical showroom in Southwest Portland, shipping nationwide.
Differentiator
Problem solved
Functional benefit
Products and services
- Meoded Lime Plasters Premium U.S.-made natural lime plasters and decorative paints including Venetian plasters, Stucco Lamundo, Marmorino Intonaco, Marmorino Tintoretto, and Tonachino Firenze, sold to designers, contractors, and homeowners for interior decorative wall finishes.
- Farrow & Ball Paint & Wallpaper Handcrafted British premium paints and wallpapers with over 130 colors, sold to homeowners, interior designers, and contractors for premium interior painting projects, with free shipping offered on all Farrow & Ball paints.
- Firmolux Italian Plasters Authentic Italian lime-based Venetian plasters including Grassello (Fine Veneziano), Marmorino Berlina, Marmorino Piatto, Intonaco Mezzo, and Milano metallic finishes in Gold, Silver, and Bronze, for designers and applicators seeking authentic Italian lime plaster finishes.
- SkimStone Microcement System Decorative concrete finishing system applied over existing surfaces, eliminating the need for structural concrete, including bonding primer, white powder cement, and Milestone Fusion liquid acrylic solution, for use by contractors and DIY homeowners seeking concrete-look finishes.
- Concretta Water Resistant Plaster Water resistant microcement-based plaster system designed for humid areas including bathrooms, kitchens, and high-moisture environments, providing seamless durable surfaces with industrial elegance for residential and commercial interior projects.
- Lime Plasters Timeless and versatile lime plasters offering Old World elegance and modern sophistication with refined texture and natural beauty, for decorative interior wall finishes in residential and commercial projects.
- Acrylic Plasters Modern alternative to traditional plasters offering versatility in texture and finish for contemporary decorative surfaces, ranging from sleek contemporary looks to bold decorative effects in interior applications.
- Limewash Soft matte finish with gentle color variations offering the charm of plaster at a more accessible price point with easier application, suitable for both classic and contemporary interior spaces.
- Sealers & Protective Coatings Professional-grade sealers and protective coatings including water-based, solvent-based, catalyst sealers, waxes, and acrylic sealers to enhance durability and maintain decorative finishes.
- Acrylic Textures & Glazes Versatile acrylic-based finishes combining traditional aesthetics with modern durability and performance for contemporary decorative projects.
- Metallic Paints Premium decorative metallic finishes featuring real metallic particles creating authentic shimmer, depth, and reflection in gold, silver, copper, bronze, pewter, platinum, and aged patinas.
- Tools & Application Supplies Professional tools including trowels, brushes, sponges, masking paper, rollers, and specialty application tools required for applying decorative plasters, limewash, and specialty finishes.
- Plaster Sample Boards Sample boards showcasing various plaster finishes including Meoded Golmex, Firmolux Berlina, Grassello, Milano Metallic Gold, Mezzo, and Piatto for designers, contractors, and homeowners to evaluate finishes before purchase.
- Plaster Kitchen Hood Kits Complete kits for creating custom plaster range hoods covering 30 square feet, including Firmolux Piatto, quartz primer, and Hydrowax, designed for homeowners and contractors building plaster kitchen features.
- Plaster Fireplace Kits Complete kits for creating plaster fireplaces covering 90 square feet, including Firmolux Anchor Primer, Piatto, Hydrowax, and spreader tool, designed for homeowners and contractors building decorative plaster fireplaces.
- Custom Plaster Tinting Custom color matching service for plasters, textures, and finishes done by eye with care and precision rather than scanners, with a 2-3 day turnaround and a service fee, for designers and homeowners needing bespoke color matches.
- Monthly Demo Workshops Hands-on product demonstration workshops held monthly on the first Wednesday from 4-6 PM at the Southwest Portland showroom at $50 per person including materials and refreshments, covering limewash, acrylic plaster, and Italian lime plasters application techniques for beginners and professionals.
Companies that use brush & trowel
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
brush & trowel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
brush & trowel partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Meoded Paint & PlastercorePrimary brand partnership - Meoded is described as the U.S. leader in natural lime plasters and decorative paints. Brush & Trowel stocks the full Meoded product line including authentic lime plasters, limewash, Concretta water-resistant plaster, cement plasters, and decorative paints.
- Farrow & BallcoreBrush & Trowel is one of the few Farrow & Ball stockists in Oregon. Offers the full range of British handcrafted paints (130+ colors) and wallpapers. Provides free shipping on all Farrow & Ball paints.
- FirmoluxcoreStocks authentic Italian plasters and decorative finishes including Grassello, Marmorino Berlina, Marmorino Piatto, Intonaco Mezzo, Milano Metallic plasters, and specialty primers (MicroPrimer, AnchorPrimer). Also offers Firmolux plaster kits for kitchen hoods and fireplaces.
- SkimStonecoreAuthorized retailer of SkimStone microcement finishing system. Stocks the complete SkimStone product line including bonding primer, white powder cement, and Milestone Fusion liquid acrylic solution.
- Golden PaintworksminorStocks artist-quality acrylic mediums and textures for decorative finishing applications.
- Modern MastersminorStocks contemporary decorative finishes including metallic paint systems and specialty coatings for modern luxury finishes.
- Faux EffectsminorStocks innovative specialty finishes and decorative coatings for creative decorative applications.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
brush & trowel competitors and assessment
Company assessmentEmerging players
- Backdrop: Direct-to-consumer premium paint brand with designer-led positioning and online-only sales. Emerging competitor in the same premium designer paint segment as Brush & Trowel's Farrow & Ball offering, but without a showroom or specialty plaster range.
- Clare: Direct-to-consumer premium paint brand selling designer-curated colors online. Targets the same high-end homeowner and design-adjacent customer as Brush & Trowel but competes via convenience and digital merchandising rather than curated specialty finishes.
Direct peers
- Portola Paints & Glazes: Los Angeles-based manufacturer-retailer of premium lime washes, plasters, and decorative paints with showrooms and online sales. Directly comparable to Brush & Trowel as a curated specialty decorative finishes destination serving designers and homeowners in a regional market.
- Royal Design Studio: Online specialty retailer of decorative painting supplies, plasters, and finishes with strong designer education content. Comparable to Brush & Trowel as a specialty decorative finishes retailer but without a physical showroom.
- Colorhouse: Portland-based premium paint brand with a designer-friendly aesthetic and online sales. Directly comparable as a regional Portland-area decorative paint competitor serving the same interior designer and homeowner base.
- Pure & Original: International premium decorative paint and plaster brand with U.S. direct sales. Comparable to Brush & Trowel in product category (Italian/Dutch lime paints, plasters, mineral finishes) and target market (designers and high-end residential), but operates a manufacturer-DTC model without a regional showroom.
- Homestead House: Canadian specialty retailer of decorative paints, plasters, and finishing supplies targeting designers and homeowners. Closely comparable business model to Brush & Trowel: curated multi-brand decorative finishes, online ordering, workshops, and custom color services for a regional design-focused market.
Others
- Farrow & Ball: British premium paint and wallpaper brand with company-owned showrooms in major U.S. markets plus authorized stockists like Brush & Trowel. Comparable as a supplier and occasional competitor to its own resellers; relevant because Farrow & Ball's direct retail expansion shapes Brush & Trowel's exclusivity value.
- Meoded Paint & Plaster: Brush & Trowel's primary brand partner and the self-described U.S. leader in natural lime plasters, with its own direct-to-consumer e-commerce and applicator network. Comparable as a competing sales channel for the same product category; relevant because Meoded's direct push directly affects Brush & Trowel's reseller economics.
Broad incumbents
- Benjamin Moore: Major premium paint manufacturer with a national independent retailer network. Comparable as a competing paint brand and retailer ecosystem for designers and contractors, but offers a much broader, mass-market product line than Brush & Trowel's curated specialty finishes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
brush & trowel social profiles
Digital presencebrush & trowel financial estimates
Financial estimateRevenue estimate
Valuation estimate
brush & trowel leadership team
Management profileNumber of profiles
Profiles4 records
brush & trowel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
brush & trowel 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 brush & trowel
What does brush & trowel do?
Brush & Trowel is a retail decorative finishes store that curates and sells premium architectural plasters, lime plasters, acrylic plasters, limewash, microcement systems, Venetian plasters, metallic paints, sealers, application tools, and specialty kits from leading brands such as Meoded, Farrow & Ball, Firmolux, SkimStone, Golden Paintworks, Modern Masters, and Faux Effects. The company sells through an online Shopify storefront with nationwide U.S. shipping and a physical showroom in Southwest Portland, Oregon, and offers custom plaster tinting services and monthly hands-on demonstration workshops.
Is brush & trowel a public or private company?
brush & trowel is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was brush & trowel founded?
brush & trowel was founded in 2004. It employs 11 to 50 people.
Where is brush & trowel based?
brush & trowel is headquartered in Portland, United States, in the North America region.
How does brush & trowel make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are workshop Fees and custom Services.
Who are brush & trowel's main competitors?
Emerging players on record are Backdrop and Clare. Direct peers are Portola Paints & Glazes, Royal Design Studio, Colorhouse, Pure & Original and Homestead House. Others are Farrow & Ball and Meoded Paint & Plaster. Benjamin Moore is listed as a broad incumbent.
Does brush & trowel have an API?
No public API is recorded for brush & trowel.
What industry is brush & trowel in?
brush & trowel's product category is Architectural Decorative Finishes Retail. Its primary akta.pro industry code is CRAIADAL, Adhesives, Sealants, Caulks & Tapes Retail, with a secondary code of HSAEAOAI, Tile, Natural Stone & Porcelain Surface Care (Non-Grout Focus). Its NAICS code is 444120 and its SIC code is 5211.