What AkzoNobel Paints does

AkzoNobel Paints, operating in Ireland through the Dulux Paints Ireland Limited entity (AkzoNobel Decorative Coatings B.V.), manufactures and distributes decorative paints, varnishes, and coatings for the Republic of Ireland market. The portfolio spans interior emulsions (Dulux Easycare with proprietary hydrophobic technology, Vinyl Matt, Vinyl Silk), exterior solutions (Weathershield with UV-resistant flexible film), woodwork finishes (Satinwood, Non-Drip Gloss, Once Gloss, Aquamax water-based range), and a dedicated trade range (Dulux Trade Diamond series). Sub-brands MODA (premium designer-led capsules) and Dulux Heritage (period-authentic palettes) extend the line into higher-AOV and design-led segments. Technology differentiation rests on biomimicry-inspired hydrophobic formulations that create surfaces where liquids bead and roll off, positioning Easycare as twenty times tougher than standard paint, combined with UV-resistant exterior coatings and a water-based, low-VOC product philosophy that supports vegan-certified formulations.

The company runs a dual-track go-to-market: a consumer track targeting DIY homeowners through the dulux.ie e-commerce storefront, a nationwide stockist network, free 30-minute Let's Chat Colour consultations, and digital tools (Visualizer app, Colour Play), and a trade track serving professional painters and decorators through the dedicated Dulux Trade Paint Expert portal. Revenue is generated through one-time product sales (paint cans priced by unit, testers at €2.50 per 30ml pot, accessories such as brushes and roller sets) plus delivery charges from €6.00. The annual Colour of the Year programme (2026: The Rhythm of Blues; 2025: True Joy; 2023: Wild Wonder; 2022: Bright Skies; 2020: Tranquil Dawn; 2019: Spiced Honey) functions as both a marketing event and recurring product refresh. Distribution is restricted to the Republic of Ireland, with the parent AkzoNobel N.V. — a Euronext Amsterdam-listed global coatings major — providing R&D, formulation platforms, and brand capital.

Name

AkzoNobel Paints

Legal name

AkzoNobel Decorative Coatings B.V.

Website

https://dulux.ie

Company type

Public

Founded year

1987

Operating status

Operating

Short description

Dulux Paints Ireland manufactures and distributes decorative paints, varnishes, and coatings across the Republic of Ireland, serving DIY consumers through e-commerce and retail stockists and professional painters through a dedicated trade portal, with a portfolio spanning interior, exterior, and woodwork finishes.

Ownership category

akta.pro rank

Product category

Decorative Paints & Coatings

NAICS

Paint and Coating Manufacturing (32551), Paint and Wallpaper Retailers (444120), Paint, Coating, and Adhesive Manufacturing (3255)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Architectural & Decorative Paints (IMADAKAA)

akta.pro secondary industries

Architectural & Decorative Paints (IMAEAHAA), Architectural & Decorative Coatings (IMAEAGAA), Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

Keywords

• Decorative paints
• Interior coatings
• Exterior paint
• Wood finishes
• Paint manufacturing

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and Coating Products: Dulux generates revenue through the sale of interior and exterior paints, wood stains, primers, and specialty coatings to consumers and trade professionals through retail and direct channels.
2. Painting Accessories: Sale of painting tools and accessories including brushes, rollers, tester pots, and application equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

AkzoNobel Paints manufactures and supplies decorative paints, varnishes, and coatings for interior and exterior surfaces under the Dulux brand. The portfolio spans consumer-grade emulsions (Easycare, Vinyl Matt/Silk), exterior paints (Weathershield), woodcare finishes (Aquamax, Satinwood, Non-Drip Gloss), and a separate trade-grade range (Dulux Trade Diamond series) accessed through a dedicated trade portal. Complementary services include the Dulux Visualizer app, Colour Play tool, and free colour consultation.

Product overview

AkzoNobel Paints operates primarily through its Dulux brand, offering a comprehensive range of decorative paints and coatings for consumers and trade professionals. The portfolio includes core interior emulsions (Dulux Easycare with hydrophobic technology, Vinyl Matt, Vinyl Silk), woodwork finishes (Dulux Satinwood, Non-Drip Gloss, Once Gloss), and exterior solutions (Dulux Weathershield). The trade range includes Dulux Trade Diamond series with professional-grade scrabble finishes. Digital tools include the Dulux Visualizer App for colour previewing and Colour Play for interactive palette recommendations. The Colour of the Year programme (now at 2026 with Rhythm of Blues) drives seasonal trends. MODA by Dulux serves the premium design segment. All products are vegan and water-based formulations are prioritised for lower environmental impact.

Differentiator

Problem solved

Functional benefit

Brands

• MODA: Premium interior paint collection by Dulux featuring capsule color collections such as Atlantic Dune, Midnight Dream, Pure Chemistry, Wild Elements, and Romance Blossoms.
• Let's Colour

Products and services

• Dulux Easycare Washable & Tough Interior emulsion paint with proprietary hydrophobic technology that causes liquids to bead up and roll off; 20 times tougher than standard Dulux paint. Stain-repellent and washable, aimed at high-traffic rooms.
• Dulux Easycare Bathroom Moisture and steam resistant paint formulated for bathroom environments with the Easycare tough finish.
• Dulux Easycare Kitchen Grease and stain resistant paint specifically formulated for kitchen environments with Easycare tough finish.
• Dulux Aquamax Satinwood Water-based satinwood paint for woodwork inside and out; smooth application with fast-drying formula.
• Dulux Aquamax Water-Based Primer Undercoat Water-based primer undercoat for use before Aquamax topcoats on woodwork.
• Dulux Weathershield Exterior paint range with UV resistance and flexible paint film that prevents surfaces from developing cracks; provides all-weather protection for exterior masonry and woodwork.
• Dulux Trade Diamond Matt Premium trade-quality matt emulsion with scrubbable finish for high-traffic commercial and residential areas.
• Dulux Trade Diamond Satinwood Premium trade-quality satinwood finish for woodwork with durable scrubbable properties for professional results.
• Dulux Trade Diamond Eggshell Premium trade-quality eggshell finish for interior woodwork and metal surfaces with durable scrubbable properties.
• Dulux Trade Vinyl Matt Trade-quality vinyl matt emulsion for walls and ceilings sold via the Dulux Trade portal.
• Dulux Trade Vinyl Soft Sheen Trade-quality vinyl soft sheen finish for walls, sold through the Dulux Trade portal.
• Dulux Trade Satinwood Trade-quality satinwood for interior and exterior woodwork, sold through the Dulux Trade portal.
• Dulux Trade High Gloss Trade-quality high gloss finish for woodwork and metal surfaces, sold through the Dulux Trade portal.
• Dulux Trade Eggshell Trade-quality eggshell finish for interior woodwork, sold through the Dulux Trade portal.
• Dulux Trade Undercoat Primer undercoat for use before trade topcoat paints on new or previously painted surfaces.
• Dulux Trade Aqua Uniprimer Water-based trade primer suitable for multiple surfaces, sold through the Dulux Trade portal.
• Dulux Vinyl Matt Standard vinyl matt emulsion for interior walls and ceilings in the consumer range.
• Dulux Vinyl Silk Vinyl silk finish for interior walls with a subtle sheen.
• Dulux Satinwood Consumer-grade satinwood finish for interior woodwork surfaces.
• Dulux Ceiling Paint Specialised paint formulated for ceiling application with minimal spatter.
• Dulux Non-Drip Gloss Non-drip formulation for high gloss finish on woodwork and metal.
• Dulux Once Gloss One-coat gloss finish for woodwork.
• Dulux Clear Varnish Gloss Clear varnish with gloss finish for wood protection.
• Dulux Clear Varnish Satin Clear satin varnish for wood surfaces.
• Woodsheen Wood stain product for enhancing natural wood grain.
• Dulux Undercoat General purpose undercoat for preparing surfaces before topcoat application.
• Dulux Exterior Satinwood Satinwood finish specifically formulated for exterior woodwork.
• Dulux Colour Tester 30ml mini roller tester paint that applies like a decorating roller for mess-free colour testing on walls; priced at €2.50 per tester pot.
• Dulux Tester Bundle Bundle of multiple colour testers (roller or A4 Signature samples) for trying multiple colours before committing.
• Dulux Roller and Tray Set Paint roller and tray set for efficient wall and ceiling painting.
• Dulux Perfect Finish Brushes Professional-quality paint brushes for smooth finish application.
• MODA by Dulux Premium interior design-focused paint collection featuring curated colour capsules (Atlantic Dune, Midnight Dream, Pure Chemistry, Wild Elements, Romance Blossoms) for sophisticated decorating.
• Dulux Heritage Traditional paint range inspired by historical colour palettes and period-appropriate finishes.
• Dulux Aquamax High Gloss High gloss finish paint for woodwork surfaces, providing durable protection.

Quantifiable outcome

• Dulux Easycare is twenty times tougher than standard Dulux paint
• +1 more outcomes

Segments2 records

Ideal customer profiles2 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.

• SOS Children's VillagescoreStrategic or Co-development PartnerGlobal partnership through the Let's Colour initiative, transforming community spaces for vulnerable children. Projects include SOS Children's Villages in Nigeria, Indonesia, South Africa, Brazil, and China, as well as community painting projects in Ireland, Rotterdam, London, Karachi, and Thailand.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Benjamin Moore: Benjamin Moore is a premium North American decorative paint brand with a strong independent retailer network and designer following. It is comparable to Dulux in the premium decorative segment with similar brand-led, colour-expert positioning, though primarily US-focused.
• Rust-Oleum: Rust-Oleum specialises in protective and specialty coatings including woodcare and exterior finishes that partially overlap with Dulux Weathershield and woodcare ranges. It is comparable as an adjacent coatings player competing for share in the DIY protective and exterior paint categories.

Direct peers

• Farrow & Ball: Farrow & Ball is a premium decorative paint brand known for heritage colour palettes and designer positioning. It is comparable to Dulux's MODA sub-brand and competes in the premium decorator segment with comparable trade and direct-to-consumer channels.
• Colourtrend: Colourtrend is an Irish-owned paint brand with a focus on designer-led colour palettes and premium interior emulsions. It competes with Dulux in the Irish decorative paint segment, particularly among style-conscious consumers and interior designers.
• Crown Paints: Crown Paints is a direct competitor in the Irish and UK decorative paints market, offering interior and exterior emulsions, wood finishes, and trade-grade products through similar retail and trade channels. It competes head-to-head with Dulux on price-positioned mainstream ranges.
• Fleetwood Paints: Fleetwood Paints is an Irish-based decorative paint manufacturer offering premium interior and exterior paints with a strong trade and designer following. It is directly comparable as a domestically-positioned competitor in the Irish decorative paint market.

Broad incumbents

• Sherwin-Williams: Sherwin-Williams is one of the largest global coatings companies with a major decorative paints business (including Dulux-branded products in some markets through its historical acquisition of ICI/Dulux outside of AkzoNobel territories). It is comparable as a broad decorative and architectural coatings incumbent.
• Jotun: Jotun is a global coatings manufacturer with a decorative paints segment alongside protective and marine coatings. It is comparable to Dulux as a broad coatings incumbent with overlapping interior/exterior paint product lines, though its primary scale is outside Ireland.
• Hempel: Hempel is a global coatings company producing decorative paints alongside protective and marine coatings. It is comparable to Dulux as a broader coatings portfolio player with decorative segment overlap, though its footprint skews toward industrial and professional channels.
• Tikkurila: Tikkurila is a major Nordic decorative paints manufacturer with broad portfolios across interior, exterior, and wood finishes. It is comparable as a regional decorative paints incumbent with similar product breadth, though operating in a different geography than the Irish entity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/DuluxIreland
• Facebookfacebook.com/DuluxIreland
• Instagraminstagram.com/duluxirl

Revenue estimate

Valuation estimate

Number of profiles

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 AkzoNobel Paints