The 2025 PCI 25: No. 5 Behr Paint Co.
5. Behr Paint Co.
Santa Ana, CA
President: Megan Selby
2024 Coatings Sales: Approx. $2.50 billion
In business since 1947, Behr Paint Co. is one of the largest manufacturers of paints, primers, decorative finishes, stains and surface preparation products for do-it-yourselfers and professionals in North America. Behr is part of the Decorative Architectural Products segment of Masco Corp. Behr produces architectural coatings, including paints, primers, stains and waterproofing products. Products are sold in North America and South America under the brand names BEHR®, KILZ®, WHIZZ®, Elder & Jenks®, and other trademarks to “do-it-yourself” (DIY) and professional customers through home center retailers and other retailers. They are sold to DIY and professional customers through paint stores, home centers and other retailers. Behr is a leader in the DIY market, partnering with The Home Depot to sell paints, decorative finishes, primers, stains and surface-preparation products. The Home Depot is Behr’s largest customer, with brand exclusivity in North America. In 2024, sales from architectural coatings represented $2.50 billion, which is approximately 32% of the 2024 total net sales for Masco Corp. of $7.83 billion. Net sales in the Decorative Architectural Products segment, in which Behr is included, decreased 5% in 2024, primarily due to the divestiture of Kichler, a company specializing in decorative residential and light commercial lighting products, ceiling fans and LED lighting systems, lower net selling prices across the segment and lower sales volume of builders' hardware products, partially offset by higher sales volume of paint and coatings. The company reported that its professional paint sales exceeded $900 million in 2024, marking over 70% growth since 2020.
Parent company: Masco Corp.
Notes: In 2024 Behr's Color of the Year was Cracked Pepper.
In February 2024, Behr became the first paint brand to partner with MattoBoard, a cutting-edge platform for virtual sampling, allowing designers to access over 1,600 BEHR Paint swatches in 3D format.
In April 2024, Behr introduced its second annual Exterior Wood Stain Color of the Year, Tugboat, along with the new Curb Appeal Collection.
In June 2024, Behr debuted its first-ever Commercial Color Forecast, a forward-looking collection of color palettes curated by leading architectural firms.
In August 2024, the company introduced a new low-luster sheen to the BEHR PRO® e600 line, designed for improved sheen uniformity and cold-weather performance. Also in August, Behr announced Rumors as the 2025 Color of the Year.
In September 2024, Behr hosted its first BEHR® Student Design Competition in partnership with MattoBoard to support emerging design talent.
Source: Masco annual report, company contact, press releases, company website
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