# Benjamin Moore & Co.

Benjamin Moore & Co., also known as Benjamin Moore, is an American manufacturer of paints, stains, and other architectural coatings. The company was founded in 1883 in New York, N.Y. and is currently headquartered in Montvale, N.J. Benjamin Moore has major manufacturing and distribution operations throughout the United States and Canada, with global sales in more than 75 other countries. Benjamin Moore products are sold through independently owned retailers, including specialized paint-and-decorating centers, hardware stores, and retailers' cooperatives such as Ace Hardware, Do it Best, and True Value.
The company founder, Benjamin Moore, was born in Ballybay, County Monaghan, Ireland, in 1855. In 1872, Moore immigrated to the United States and settled in New York, N.Y. After working in the paint industry, Benjamin and his brother, William, founded Moore Brothers in 1883 with an initial investment of approximately $2,000. The company set up operations in a warehouse on Atlantic Avenue in Brooklyn and sold "Moore's Prepared Calsom Finish." Soon after, William left, and another brother, Robert Moore, joined. The company was incorporated as Benjamin Moore in 1889. Benjamin Moore & Co., Limited was established in Canada in 1906. In 1917, Benjamin Moore stepped down at 62 and named his nephew, L.P. Moore, as his successor. In 2000, Benjamin Moore was acquired by Berkshire Hathaway.

## Innovations

In 1982, Benjamin Moore introduced one of the industry’s first-ever computerized color-matching systems, expanding color choice beyond color chips.
In 1992, Benjamin Moore opened its research and development facility on 90 acres in Flanders, N.J., including a five-acre outdoor test farm housing more than 2,500 test boards of more than 70 different substrate types, systematically coated with both Benjamin Moore and competitor products for long-term, brand-blind observation.
In 2007, Benjamin Moore introduced Gennex Color Technology, a combination of proprietary colorant and proprietary resin systems that work together to remove surfactants, thus enhancing color performance and durability while adding zero volatile organic compounds.

## Accusations of racism

In June 2014 a black former employee, Clinton Tucker, sued the company in New Jersey for discrimination, alleging that he was fired because he had complained multiple times about the names of two shades of brown. The colors are named "Tucker Chocolate", which Benjamin Moore's website claims is named after "the 1798 color requested by St. George Tucker for his home," and "Clinton Brown". The case was later dismissed with prejudice.
Artist Sonya Clark has used a shade of Benjamin Moore's red paint formerly known as "Confederate Red" as a lasting symbol of American racism in her exhibitions centered on legacy of symbols and power of propaganda since 2019. The color, which is also mentioned in Clinton Tucker's lawsuit, has been renamed to "Patriot Red" in 2015.

## Owned properties

Benjamin Moore offers trademarked lines of premium and commercial interior and exterior paints and stains marketed under the Benjamin Moore brand. Its longest-running sub-brand, Regal, was introduced in 1957. Benjamin Moore removed lead from Regal formulations in 1968, ten years before the United States banned lead paint for residential and interior use.
Benjamin Moore currently owns Insl-X and Coronado. In 2008, Benjamin Moore acquired Insl-X, a brand that includes field-marking paint, masonry coatings, specialty primers, swimming pool paint, and traffic paint. Insl-X had already acquired Coronado and Lenmar in 2004. Coronado includes value-driven interior and exterior paint and stain. Lenmar, a wood finishes business, was sold to Gemini Coatings in 2022. Benjamin Moore manufactures and markets commercial-use enamels, epoxies, and other specialty coatings under its Corotech line.

## Awards

* 2020 Awarded Best in Customer Satisfaction among Interior Paints by J.D. Power: #1 in Durability, #1 in Application, #1 in Offerings