P.O.R. Products is a leader in rust preventive and metal specialty coatings. Founded in 1923 as Wood Finishing Products Co, the company produced shellac coatings and related products under the Absolute brand name, catering to a large market for shellac that existed before the introduction of alkyd paints. The company focused on using shellac, lacquer, varnishes, and polyurethanes for floor finishes for almost 95 years, and its founders were dedicated to producing the best products possible. The company later changed its name to Absolute Coatings to reflect the growth in its product line.
In the early days, the company faced several challenges, including tough times during the Depression and World War II. Nevertheless, the founders persevered and continued to grow the business by selling to retailers, specialty distributors, and large contractors. They began with a garage in Hunts Point, a section of the Bronx, NY, and quickly moved to a larger facility in the East Bronx. The company introduced polyurethane varnishes under the Last-n-Last brand name, which became one of the most successful product lines on the market.
The company attributes much of its success to the personal relationships it has built with its customers over the years, valuing their trust and loyalty. Private label business has also been important to POR Products, which has earned the trust of some of the largest paint companies in the country.
In the 1990s, the company moved to a larger facility in New Rochelle, NY, with +/- 50,000 sq. ft. of manufacturing and office space on two acres of land. It became the producer of POR-15, a specialty paint designed to protect rusted metal surfaces, marketed to automotive customers as a restoration and corrosion prevention coating. POR-15 has grown to become a leader in the restoration market.
In 2016, the wood flooring side of the business was sold, along with the Absolute Coatings brand name. The company was renamed Paint Over Rust Products, LLC (P.O.R. Products) to reflect its focus on specialty metal coatings for heavy industrial equipment, agricultural machines, and automotive restorations. The company continues to adapt to changing markets and recently launched its Auto Refinish division and American Icon Finishes brand, focusing on clear coats and primers for the automotive refinish market.
In 2023, the company will celebrate its 100th year as a coating manufacturer in the metro New York area. It remains proud to continue the traditions laid out by its founders and provide world-class products for its customers.