benjamin moore uk

What benjamin moore uk does

Benjamin Moore UK Ltd (formerly Shaw Paints Ltd) is the sole UK distributor for the Benjamin Moore paint brand, a private limited company registered in England and Wales and a subsidiary of US-based Benjamin Moore & Co. The company sells a premium portfolio of interior and exterior paints, specialty coatings, primers, and colour tools through a multi-channel footprint that includes its own e-commerce site (benjaminmoorepaint.co.uk), two company-owned showrooms in Slough and Chelsea, a network of authorised independent paint stockists across the UK, telephone ordering, and click-and-collect services.

The product range is anchored by three flagship interior lines — Aura (with Colour Lock technology), Regal Select, and Ben — plus specialty coatings such as Advance Waterborne Alkyd, Scuff-X for high-traffic commercial spaces, Element Guard exterior masonry paint, and Stays Clear protective clearcoat, alongside a comprehensive primer line including Insl-X products. Core technological differentiation rests on the proprietary Gennex waterborne colourant system, developed over a decade and exclusive to Benjamin Moore, which delivers consistent washability and fade resistance across all colour depths. The company offers an extensive 3,500+ colour system organised into curated collections (Classic Colours, Colour Preview, Historical, Affinity, Colour Stories, Favourites, Off-Whites), supported by colour tools including fan decks, designer kits, peel-and-stick samples, the Datacolor-built ColorReader Bluetooth device, and the Color Portfolio mobile application featuring an AR Video Visualizer.

The business operates on a unit-pricing model across one-time purchases (paint gallons and quarts priced £17.92–£114.50 depending on line and size; colour samples at £5.95; fan decks at £12.50–£25; the ColorReader device at £100; designer kits at £216–£240). Revenue is generated from four primary customer segments — homeowners, interior designers, professional painters/decorators, and property managers — with homeowners and interior designers identified as the primary segments. Custom-mixed coloured paints are non-returnable as bespoke products. The company has no external funding rounds as a captive subsidiary of its US parent, and no revenue is publicly disclosed.

Name

benjamin moore uk

Legal name

Benjamin Moore UK Ltd

Website

https://benjaminmoorepaint.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Benjamin Moore UK Ltd is the sole UK distributor of Benjamin Moore premium paints, coatings, primers, and colour tools, serving homeowners, interior designers, and trade professionals through e-commerce, two owned showrooms, and an authorised stockist network across the UK.

Ownership category

akta.pro rank

Product category

Architectural Coatings

NAICS

Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Color Masterbatches & Dispersions (IMAEAHAK)

Keywords

• Premium paints
• Architectural coatings
• Interior exterior primers
• Colour visualization tools
• Designer fan decks

Headquarters

HQ city

Slough

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and Coating Products: Benjamin Moore UK generates revenue through the sale of premium paints, primers, and painting accessories. Products are sold in various sizes (US Gallon, US Quart) with prices ranging from approximately £23 to £120 depending on product line and size. Custom-mixed coloured paints represent a significant portion of sales.
2. Colour Tools and Accessories: Sale of colour sampling tools including fan decks (ranging from £12.50 to £25), colour samples (£5.95 per half pint), peel and stick samples, and the ColorReader device (£100).
3. Designer Kits: Professional designer kits for interior designers providing swatches for mood-boards and client presentations. Designer Kit Classics priced at £240 and Designer Kit Preview at £216.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Benjamin Moore UK distributes and sells premium interior and exterior paints, specialty coatings, and primers formulated with its proprietary Gennex waterborne colourant system and Aura Colour Lock technology. The product range covers 3,500+ colours across curated collections (Classic Colours, Colour Preview, Historical, Affinity, Colour Stories, Favourites, Off-Whites), supported by physical colour sampling tools (fan decks, peel-and-stick samples) and digital tools (Color Portfolio app with ColorReader hardware device). It also sells painting accessories such as brushes, rollers, and paint extender for both residential and professional/commercial applications.

Product overview

Benjamin Moore UK is a premium paint manufacturer and colour solutions provider offering a comprehensive portfolio of interior and exterior paints, specialty coatings, primers, and colour tools. The product range is anchored by the Aura® line featuring proprietary Colour Lock® technology and Gennex waterborne colourants for superior colour durability. Core interior products include Aura® (with Bath & Spa variant), Regal® Select, and ben® lines, while exterior offerings comprise Aura® Exterior and Regal® Select Exterior. Specialty products include Advance Waterborne Alkyd for wood/metal, Scuff-X® for high-traffic commercial spaces, Element Guard® for masonry, and Stays Clear® protective clearcoat. The company offers an extensive colour system with over 3,500 colours across multiple collections (Classic Colours, Colour Preview, Historical, Affinity, Colour Stories, Favourites, Off-Whites), supported by colour visualization tools including the Color Portfolio App with ColorReader hardware device. Professional tools include fan decks, designer kits, colour samples, peel-and-stick samples, and a comprehensive primer range. Benjamin Moore UK distributes through its own stores (Slough and Chelsea showrooms), authorized stockists, and direct online sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Aura Interior
• Aura Exterior
• Aura Bath & Spa
• Regal Select Interior
• Regal Select Exterior
• ben Interior
• Advance Waterborne Interior Alkyd
• Ceiling Paint
• Ultra Spec 500
• Scuff-X
• Element Guard
• Stays Clear
• Insl-X and Benjamin Moore Primer Range
• Colour Samples
• Peel and Stick Paint Samples
• ColorReader Device
• Fan Deck Colour Reference Tools
• Designer Kits
• Brushes, Rollers and Paint Extender

Quantifiable outcome

• Consistent durability regardless of colour depth - Gennex technology maintains washability and fade resistance even in deepest colours
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Material BankcoreChannel Partner/ Reseller/ DistributorMaterial Bank provides a complimentary service for design professionals to order large Paint Colour Sheets (22.9cm x 20.3cm) in all 3,500+ Benjamin Moore colours. Orders placed before 5:30pm receive next working day delivery. This partnership streamlines paint specification for design professionals.
• Fix RadiocoreGTM or Marketing PartnerFix Radio Street Team partners with Benjamin Moore On Tour events across the UK, providing music and entertainment at each event location. This collaboration enhances event appeal and reaches trade professional audiences through Fix Radio's contractor and builder listener base.
• PR FirstminorGTM or Marketing PartnerPR First is Benjamin Moore UK's press and communications agency, handling press enquiries, image requests, and media relations from their London office.
• DatacolorcoreTechnology or IntegrationDatacolor, a leader in colour technology, developed the ColorReader device in partnership with Benjamin Moore. The portable ColorReader pairs via Bluetooth with the Benjamin Moore Color Portfolio app to enable colour matching to materials with 90%+ accuracy.
• Williams Sonoma Family of BrandsminorGTM or Marketing PartnerBenjamin Moore collaborated with Williams Sonoma family of brands (Pottery Barn, Pottery Barn Kids, and West Elm) to create inspiring colour palettes for their product lines, featured in a blog collaboration published January 2026.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Farrow & Ball: UK-based premium decorative paint brand with a curated colour palette and company-owned showrooms. Most directly comparable to Benjamin Moore UK in positioning, colour-driven marketing, and premium pricing tier.
• Crown Paints: Long-established UK paint manufacturer with deep trade and retail presence. Comparable as a domestically-produced decorative paint brand competing in both DIY and professional segments.
• Little Greene: UK-based premium decorative paint and wallpaper brand focused on heritage colour palettes. Comparable as a direct premium-positioning competitor with similar designer and homeowner customer base.
• Mylands: London-based premium decorative paint manufacturer with a heritage story and strong design community ties. Comparable as a UK premium paint brand with curated colour ranges and professional specification focus.
• Sanderson Design Group (Zoffany / Morris & Co): UK heritage brand group with premium paint (Zoffany) and wallpaper lines serving interior designers. Comparable as a premium decorative colour and pattern brand operating in the same specification-driven customer segments.

Broad incumbents

• Dulux (AkzoNobel UK): UK market-leading decorative paint brand owned by AkzoNobel. Comparable as the dominant mass-market UK paint competitor across DIY and trade channels, with broader portfolio and distribution.
• Sherwin-Williams: Global paint manufacturer and Benjamin Moore's principal US peer. Comparable as a parent-level rival with overlapping premium architectural coatings portfolio and similar technology-driven brand positioning.

Emerging players

• Paint & Paper Library: Premium UK decorative paint brand with curated, designer-led colour palettes. Comparable as a niche premium brand competing for the same interior designer and design-aware homeowner segment.

Regional players

• Tikkurila (PPG): Nordic decorative paint brand owned by PPG, serving Northern European markets. Comparable as a premium regional architectural paint brand with technical colour systems, though not directly competing in the UK.

Others

• Decorating Centre Online: UK online retailer of trade paints including Benjamin Moore. Comparable as an indirect channel partner that distributes premium paint via e-commerce, shaping competitive pricing dynamics in the UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BenjaminMooreUK
• YouTubeyoutube.com/user/BenjaminMoorePaints
• Facebookfacebook.com/benjaminmoorepaintsuk
• Instagraminstagram.com/benjaminmooreuk
• Pinterestpinterest.com/benjamin_moore
• LinkedInlinkedin.com/company/benjaminmooreuk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 benjamin moore uk