Insights

Sustainable Niche Premium water-based finishes with a long track record and a growing product line including hard wax oil offerings presents an opportunity to upsell to current cabinet shops, millwork clients, and flooring installers seeking eco-friendly, high-performance options.

Flooring Expansion Recent launch of Water Based Pro Wood Floor Stain System and 2024 Hard Wax Oil products indicate strategic expansion into hardwood flooring. Target flooring manufacturers and contractors for partnerships, certified applicator programs, and bulk distributor arrangements.

Regional Footprint Strong U.S., UK, and Canada distribution alongside a specialized finish portfolio allows cross-border sales campaigns and channel partnerships with dealers serving cabinetry, millwork, and flooring markets.

Industry Leadership Brand positioned as premier water-based finish expert with education resources and application courses. Leverage thought leadership, partner with trade schools, and offer certified training to drive adoption in professional shops.

Financial Readiness Mid-sized revenue bracket with room to scale; pursue larger wholesale accounts and bulk purchasing programs, while highlighting efficiency and environmental benefits to justify higher-margin, long-term contracts.

Similar companies to General Finishes

General Finishes Tech Stack

General Finishes uses 8 technology products and services including Twitter Ads, Linkedin Insight Tag, Drupal, and more. Explore General Finishes's tech stack below.

Twitter Ads
Advertising
Linkedin Insight Tag
Analytics
Drupal
Content Management System
Office 365
Office Suites
Typeform
Online Form Builders
New Relic
Real User Monitoring
Cloudflare Bot Management
Security
Google Search Console
Web Analytics

Media & News

General Finishes's Email Address Formats

General Finishes uses at least 1 format(s):

General Finishes Email Formats	Example	Percentage
First@generalfinishes.com	John@generalfinishes.com	84%
FLast@generalfinishes.com	JDoe@generalfinishes.com	8%
First.Last@generalfinishes.com	John.Doe@generalfinishes.com	4%
FirLast@generalfinishes.com	JohDoe@generalfinishes.com	4%

Frequently Asked Questions

What is General Finishes's phone number?

You can contact General Finishes's main corporate office by phone at

+1-414-426-****

. For more prospecting data, LeadIQ has access to up-to-date and accurate contact information within our platform. Find, capture, and sync contact data to your CRM and sales tools in one click.

What is General Finishes's official website and social media links?

General Finishes's official website is generalfinishes.com and has social profiles on LinkedIn.

How much revenue does General Finishes generate?

As of July 2026, General Finishes's annual revenue is estimated to be $50M - $100M.

What is General Finishes's NAICS code?

General Finishes's NAICS code is 42 - Wholesale Trade.

How many employees does General Finishes have currently?

As of July 2026, General Finishes has approximately 26 employees across 2 continents, including North AmericaSouth America. Key team members include Financial Advisor: B. N.Cast Cost Sales: J. M.Consultant: M. S.. Explore General Finishes's employee directory with LeadIQ.

What industry does General Finishes belong to?

General Finishes operates in the Wholesale industry.

What technology does General Finishes use?

General Finishes's tech stack includes Twitter AdsLinkedin Insight TagDrupalOffice 365TypeformNew RelicCloudflare Bot ManagementGoogle Search Console.

What is General Finishes's email format?

General Finishes's email format typically follows the pattern of First@generalfinishes.com. Find more General Finishes email formats with LeadIQ.

When was General Finishes founded?

General Finishes was founded in 1928.

General Finishes

Q: What is General Finishes's official website and social media links?

General Finishes's official website is generalfinishes.com. General Finishes has social profiles on LinkedIn.

Q: How many employees does General Finishes have currently?

General Finishes has approximately 26 employees.

Q: What technology does General Finishes use?

General Finishes's tech stack includes Twitter Ads, Cloudflare Bot Management, Google Analytics, Google Tag Manager, JSON-LD.

Q: What is General Finishes's NAICS code?

General Finishes's NAICS code is 42 (Wholesale Trade).

WholesaleWisconsin, United States11-50 Employees

General Finishes is a wholesale company founded in 1928 by a Milwaukee-area lumber company and is headquartered at 2462 Corporate Circle East Troy, Wisconsin 53120, United States. It specializes in water-based finishes and stains, and manufactures professional water-based finishes, retail water-based finishes, furniture paints and oil-based finishes, including the Java Gel stain. The company serves cabinet-shop and millwork customers and distributes its products across the United States, the United Kingdom, and Canada. In 2013, General Finishes expanded into the wood flooring market with Pro Floor Stain. The company has 11-50 employees and maintains a website at generalfinishes.com; in 2024 it launched Hard Wax Oil in six colors and released a Clear Hard Wax Oil.