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America's Leading Manufacturer of Innovative Water-based Finishes
Enduro Professional Water-Based White Poly
Enduro White Poly is a professional high-solids, pigmented water-based wood finish engineered for cabinets and millwork. White Poly is a PFAS-free coating, and as General Finishes strives for a cleaner and healthier environment, all future product development will be free of “Forever Chemicals."
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Enduro Stain Blocker Primer
Newly formulated Enduro Stain Blocker is General Finishes' revolutionary water-based stain-blocking primer that now provides improved sandability and advanced performance for interior AND exterior projects. It can protect pigmented finishes from stains, dyes, and wood tannin bleed-through.
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Arm-R-Seal Urethane Wipe-On Topcoat
Arm-R-Seal Oil-Based Topcoats are made with the highest-quality urethane resin, making them extremely durable and long-lasting. Formulated to be wiped on with a cloth or applied with a foam brush, this ambering finish penetrates to provide deep-down protection for that "natural" look.
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Enduro Water-Based Pro Series Clear Polyurethane
General Finishes Enduro Pro Series Clear Polyurethane is a single-component, self-cross linking polyurethane/acrylic topcoat designed for fast build with excellent flow and leveling. Priced competitively for the professional and industrial markets, Pro Series Clear is tintable and meets or exceeds KCMA standards.
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Enduro Professional Water-Based White Undercoat
General Finishes Professional Enduro White Undercoat is similar to General Finishes Sanding Sealer with the addition of white colorant to provide a primer undercoat for white/off-white wood finishes. This sturdy primer is EXTERIOR rated, and the high solids, heavy-bodied formula facilitates a fast film build and easy sanding. Use as a basecoat for pigmented acrylic finishes. It dries tack-free in 10-20 minutes. Particularly effective on MDF.
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Enduro Professional Water-Based Tintable 2K White Poly
Water-based Tintable 2K White Polyurethane is engineered to prevent the biggest frustrations for today's professional, industrial and OEM users providing ultimate durability for interior/exterior use. Key features are easy application, fast film build & production time, excellent adhesion, plus optimum water and & chemical resistance.
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Enduro Professional Water-Based Sanding Sealer
Enduro Professional Water-Base Sanding Sealer is a clear undercoat with strong adhesion properties that forms an easily sandable foundation for your project. This fast-drying pre-catalyzed sealer is designed as a basecoat for General Finishes topcoats. It's larger resin polymer provides for fast build and the lower price point makes it a popular base coat. Engineered for cabinets & millwork, it can be brushed, rolled, or sprayed.
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The Story Of General Finishes
General Finishes was founded in 1928 by a Milwaukee lumber company to make finishes for their cabinet-shop customers. When I bought the company in 1984, sales were $200,000 and our plant was a 2000-square-foot dry cleaning storefront in a residential neighborhood of West Allis.
We started with two employees: Rob made the product one can at a time, and I sold the products one store at a time. By 1988 we had moved into a real plant and added a six-head pour machine with an automatic lidder (wow!). We bought a used forklift (called her Elle ... she was gorgeous) and our ranks swelled to six.
General Finishes Plant
General Finishes West Allis, WI 1985
By 1992 we had again outgrown our facility and built a new 7000-square-foot plant; two years later we doubled the facility's size and added two more automatic pour machines, an automatic labeling machine, and larger and more sophisticated mixing equipment. And the number of employees reached double digits. But the best was yet to come.
For several years we were still just another solvent finish company with a limited future, but in 1992 we made the decision that changed GF forever by irrevocably committing to water-based finishes, something few manufacturers were interested in at the time. With dogged persistence through some tough times and a product recall, we created a diverse product line of great water-based stains and finishes. Four years later we won the first of three major water-based competitions against national manufacturers, and by 2000 we were recognized as a leading innovator in the development of water-based stains and finishes.
In 2006 we built a new, 30,000-square-foot facility in East Troy, Wisconsin, and added another 25,000 square feet in 2014. As of 2017, the GF gang has grown to more than 40 people. Although not a big manufacturer by size, we have the deepest and broadest line of water based and oil based products in the country. General Finishes is sophisticated enough to tackle all your needs and small enough to give you service the big guys don't have time for.
General Finishes has come a long way since 1984. We are now versatile and sophisticated enough to meet a wide range of water-based finishing needs, yet small enough to provide the kind of personalized service the larger manufacturers cannot.
George C. Adams
President
General Finishes Corporation
