What new wave art does

New Wave Art (legal name New Wave Fine Art Products) is a privately held designer and manufacturer of artist palettes, plein air pochade boxes, and painting accessories founded in 2012 by two brothers in Pennsylvania, USA. The company commercializes a proprietary ergonomic 3-point palette design originally developed by their father, producing handcrafted items from maple wood, tempered glass, paper, and plastic. The product portfolio spans four proprietary brands: New Wave Palettes (handheld and tabletop palettes including the Grand View Confidant, Expressionist Confidant, Highland, POSH, Grey Pad, Easy Lift, and Easy View lines), u.go Plein Air (portable pochade boxes, side trays, wet panel carriers, and tripods for outdoor painting), Masterson Art Products (the Sta-Wet airtight palette system and brush care items, continued since 1973), and Portable Painter (ultralight pocket-size watercolor palettes). The company also serves as the exclusive North American distributor for Chelsea Classical Studio fine art materials and Nitram Fine Art Charcoal.

The business operates a hybrid direct-to-consumer and wholesale model. Revenue is generated through one-time unit sales of physical products priced between $4.95 and $269, sold primarily through the company's Shopify storefront at newwaveart.com, which accepts six currencies (USD, CAD, AUD, GBP, EUR, JPY) and offers free US shipping over $125. Distribution extends through brick-and-mortar art supply retailers in 13 countries across North America, Europe, and Oceania. The target customer base is professional artists, plein air painters, and watercolorists, supported by endorsements from named professional artists and a 'Let's Talk Art' content marketing program featuring quarterly artist interviews. All eight proprietary product lines are protected by registered trademarks, and the founders retain full ownership with no disclosed institutional investment.

Name

new wave art

Legal name

New Wave Fine Art Products

Website

https://newwaveart.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

New Wave Art designs and handcrafts ergonomic artist paint palettes, plein air pochade boxes, and painting accessories in Pennsylvania, serving professional artists worldwide via direct e-commerce and international retail distribution across four proprietary brands.

Ownership category

akta.pro rank

Product category

Artist Supplies & Fine Art Materials

SIC

Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

Fine Art Materials Retail (Paint, Canvas, Drawing) (CRALACAB)

Keywords

• Artist palettes
• Plein air equipment
• Painting accessories
• Pochade boxes
• Fine art supplies

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: New Wave Art generates revenue primarily through direct sales of their manufactured artist palettes, pochade boxes, and accessories via their e-commerce website. They also sell Masterson Art Products, Portable Painter watercolor palettes, and distribute Chelsea Classical Studio and Nitram Charcoal products as exclusive North American distributor.
2. Distribution/Resale: Revenue from distribution partnerships where New Wave Art serves as exclusive North American Distributor for Chelsea Classical Studio fine art materials and Nitram Charcoal, earning margin on products sold through their website and retail partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

New Wave Art designs, manufactures, and sells handcrafted artist paint palettes (including maple wood, tempered glass, and plastic/acrylic palettes) along with plein air pochade boxes and related painting accessories under proprietary brands New Wave Palettes, u.go Plein Air, Masterson Art Products, and Portable Painter. The company also distributes Chelsea Classical Studio fine art materials and Nitram Charcoal as the exclusive North American distributor, selling primarily through its Shopify e-commerce storefront and global art supply retailers.

Product overview

New Wave Art is a manufacturer and distributor of artist palettes and fine art materials founded in 2012 by two brothers. The product portfolio consists of four proprietary brands: New Wave Palettes (handcrafted maple wood, glass, and plastic palettes with ergonomic 3-point design), u.go Plein Air (portable pochade boxes, side trays, palettes, wet panel carriers, and tripods for outdoor painting), Masterson Art Products (Sta-Wet airtight palette systems and brush care items, acquired and continued since 1973), and Portable Painter (ultralight pocket-size watercolor palettes). Additionally, New Wave Art serves as the exclusive North American distributor for Chelsea Classical Studio fine art materials (oils, mediums, solvents, varnishes) and Nitram fine art charcoal. Products are sold primarily through their e-commerce platform with international retail distribution across 13 countries.

Differentiator

Problem solved

Functional benefit

Brands

• New Wave Palettes: Handcrafted artist palettes including maple wood hand held palettes, POSH glass palettes, POSH wood table top palettes, paper palettes, and peelable plastic palettes.
• u.go Plein Air
• Masterson Art Products
• Portable Painter
• Chelsea Classical Studio

Products and services

• New Wave Palettes Handcrafted artist palettes including maple wood handheld palettes (Grand View Confidant, Expressionist Confidant, Highland, Salmagundi), POSH tempered glass and wood table top palettes, paper palettes (Grey Pad, White Pad), Easy Lift peelable plastic palettes, and Easy View grey acrylic palettes. Features the ergonomic 3-point design for comfort.
• u.go Plein Air Portable plein air painting system including Anywhere Pochade Boxes (11\"x14.5\", 8.4\"x11.25\", 6\"x8\"), metal and wood side trays, tempered glass and acrylic palettes, wet panel carriers (large and medium), and LCS1 tripod. Designed for outdoor painting from sea to summit.
• Masterson Art Products
• Portable Painter
• Chelsea Classical Studio (CCS) Fine art materials distributed exclusively in North America. Products include cold-pressed linseed and walnut oils, lean and fat painting mediums, lavender spike oil essence, lavender damar varnish, lavender retouch varnish, brush cleaners (lavender and citrus), brush soap, and sampler kits. All products are handmade, natural, and archival.
• Nitram Charcoal Fine art charcoal distributed exclusively in North America. Professional-grade charcoal for artists.
• u.go Tripod LCS1 Lightweight, compact, sturdy tripod specifically designed for u.go Plein Air pochade boxes.
• Palette Storage & Travel Sets Combined New Wave palettes with Masterson airtight storage systems. Sets include New Wave Palette paired with Masterson Palette Seal (12\"x16\"), Sta-Wet Painter's Pal (9\"x12\"), and Handy Palette (6.75\"x8.40\") for paint preservation and transport.
• Palette Accessories Supporting products including Stedi-Rest and Aluminum Mahl Stick for hand steadying, metal and plastic razor blade scrapers, Masterson paint/solvent cups (pack of 10), paint saver keys, palette finish kit, palette seals, and brush care items.

Quantifiable outcome

• Handcrafted in Pennsylvania, USA
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Chelsea Classical StudiocoreChannel Partner/ Reseller/ DistributorNew Wave Art is the exclusive North American distributor for Chelsea Classical Studio Fine Art Materials. Chelsea Classical Studio crafts handmade, natural, archival artist materials including cold-pressed linseed oil, walnut oil, lean and fat mediums, lavender spike oil essence, damar varnish, brush cleaners, and more. Products are formulated without turpentine or petroleum-based mineral spirits. Chelsea Classical Studio was founded by artists including Brandon Soloff who started the company to provide naturally cleaned linseed oil and alternative solvents they couldn't find elsewhere.
• Nitram CharcoalcoreChannel Partner/ Reseller/ DistributorNew Wave Art is the exclusive North American distributor for Nitram Fine Art Charcoal products. Nitram Charcoal is a premium fine art charcoal brand offered through New Wave Art's distribution network and available on their e-commerce platform.
• Masterson Art ProductscoreStrategic or Co-development PartnerNew Wave Art manufactures and distributes Masterson Art Products including the famous Sta-Wet Palette System (since 1973), Sta-Wet acrylic paper refill packs, Sta-Wet sponge refill packs, Fresh Water Rinse Well brush cleaner, Sta-New brush holder, and paint/solvent cups. The Sta-Wet Palette System features an airtight seal that keeps paint wet for extended periods. New Wave combines Masterson products with their own palettes in bundled storage and travel sets.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Guerrilla Painter: Specialist manufacturer of pochade boxes and plein air painting equipment, competing directly with New Wave Art's u.go Plein Air line for outdoor painters seeking portable, lightweight setups.
• Trekell: Manufacturer of artist pochade boxes, easels, and plein air accessories targeting the same outdoor painting segment as New Wave Art's u.go line, with overlapping SKU coverage and customer base.
• Chelsea Classical Studio: Handmade fine art materials maker (oils, mediums, solvents, varnishes) for which New Wave Art is the exclusive NA distributor; comparable as a specialty fine art materials brand serving professional painters.
• Nitram Charcoal: Premium fine art charcoal manufacturer distributed exclusively in North America by New Wave Art; both companies serve the same professional fine art materials customer with complementary product categories.

Broad incumbents

• Jack Richeson & Co. Established US manufacturer of artist supplies including easels, brushes, palettes, and painting accessories; overlaps with New Wave Art's broader product ecosystem and competes for the same pro artist and student segments.
• Sennelier: Premium French manufacturer of professional fine art materials including oils, watercolors, mediums, and accessories; competes with New Wave Art in the high-end professional artist materials segment via shared specialty retail channels.
• Winsor & Newton: Global manufacturer of professional fine art materials (paints, brushes, canvases, surfaces, mediums); competes indirectly with New Wave Art for the same professional artist customer across adjacent categories.
• Blick Art Materials: Largest US art supplies retailer carrying multiple palette, pochade box, and plein air brands that compete with New Wave's products; also a key wholesale channel for many of the same artist brands.
• Jerry's Artarama: US art supplies retailer and private-label manufacturer offering palettes, brushes, and plein air equipment that compete with New Wave Art's product lines across hobbyist and professional segments.
• Royal Talens: Global artist materials manufacturer behind Cobra, Talens, and Van Gogh lines covering paints, brushes, and accessories serving professional and hobbyist painters with overlapping distribution channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/new-wave-art

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 new wave art