Benjamin Moore & Co.

Benjamin Moore & Co. is a paint and coatings manufacturer founded in Brooklyn in 1883 as Moore Brothers and headquartered at 101 Paragon Drive in Montvale, New Jersey. A wholly owned Berkshire Hathaway subsidiary since 2000, it operates as an independent brand and sells through a network of independent dealers rather than big-box retail, which makes it a fixture of the local supply houses contractors buy from. The company runs dedicated contractor and architect and design channels, and its proprietary tint software is integrated into independent retailers’ point-of-sale systems. Its architectural coatings lines cover interior and exterior finishes, primers and specialty industrial products.

The technical claim Benjamin Moore puts in front of contractors is Gennex Color Technology, a waterborne colorant system introduced after the company rebuilt its paint-making process more than a decade ago with new formulas, new tinting machines and new colorants.

The reasoning behind it is specific. Conventional universal tinting colorants rely on surfactants to move pigment and help flow and leveling, but those same chemicals weaken the film, and the problem compounds in deep colors because deep colors need more colorant. Gennex strips out those components, so durability holds at any color depth. The colorant is also zero-VOC, which means a low-VOC base stays low-VOC after tinting. That matters on projects with emissions specifications, where a tinted product can otherwise fail the spec it passed on the shelf. The company also states it tests durability at every color depth rather than on whites alone.

Product lines sorted by job type

Scuff-X is positioned for high-traffic commercial interiors. Advance is aimed at cabinets and trim where a furniture-grade finish is wanted. Regal Select and Ultra Spec cover interior volume work. Aura Exterior handles weather exposure. Corotech is the high-performance and industrial line, INSL-X carries specialty and problem-solving primers including Stix, and Coronado covers interior and exterior architectural paints.

For larger or multi-site buyers there is a National Accounts program. It handles centralized billing, negotiated consistent pricing across North America, online user and order management, order and invoice history, statement access, and real-time visibility into paint usage and spend. It comes with a dedicated project management team, on-demand customer service, local field rep support, color consultation and matching, and fulfillment through thousands of locations. Inside that program the product set includes MPI-compliant options and low- and zero-VOC products that can contribute to LEED credits.

Painting contractors can also be assigned a Benjamin Moore contractor sales representative for product, color and training support. Specification documentation is published centrally, covering safety data sheets, technical data sheets and health product declarations, and the company runs separate channel pages for contractors, designers, architects and retailers. Public-facing tools include the store locator, a paint calculator, virtual color consultation and a color portfolio app.