Coating Connections Podcast: Alcea Coatings

Coating Connections: A Collaborative Visit from Alcea Coatings

At Superfici America, we’re all about partnership, innovation, and pushing boundaries to better serve our customers. Recently, we had the pleasure of welcoming Bill Fiorillo from Alcea Coatings to our lab for a collaborative hands-on session—and it was a productive and insightful few days.

View the full episode on YouTube

A Partnership Built on Expertise

Alcea Coatings brings nearly 90 years of experience in the coatings industry, and while their global portfolio includes tint manufacturing, powder coatings, and metal finishes, their focus in North America—particularly in partnership with Superfici—is all about wood.

As Bret Johnson, Lab Manager at Superfici America, puts it:

“The product can be great, but without the application parameters being dialed in, the customer doesn’t enjoy that great experience.”

That’s where the synergy between Superfici’s equipment and Alcea’s chemistry shines. Our teams worked closely to fine-tune application parameters, ensuring optimal performance of the coatings using a variety of technologies and techniques.

Testing the Limits—and Learning from It

Over the course of the visit, we ran several of Alcea’s solvent and water-based coatings on our Compact3 two-arm reciprocating spray machine, using high-pressure guns and pumps. This included:

• Pigmented and clear conversion varnishes

• A standout black topcoat over white primer—demonstrating impressive coverage with a single coat

• Waterborne topcoats that held up beautifully to aggressive drying schedules

The results were impressive. In one test, waterborne topcoats were subjected to a rapid cycle—moving from a short flash in our laminar oven directly into our catalytic IR oven. Despite the intense conditions, the coatings emerged smooth, dry, and free from defects like mud cracking.

As Bill noted:

“Some customers want to push the envelope with speed, and we want to understand where those breaking points are… As much as you want to dial in the ideal parameters, it's also about finding the limits.”

Adapting to Real-World Challenges

Another focus of our collaboration was testing how coatings perform under varying environmental conditions—whether it's hot and humid at 100°F or a cold 32°F. These variables can drastically impact how a coating behaves, so understanding that performance upfront helps ensure our customers avoid surprises later on.

With evolving demands in the market—like shorter processing times or the need for greener solutions—it's more important than ever to offer coatings that are versatile, reliable, and efficient.

A Comprehensive Product Line

While our sessions focused heavily on water-based solutions, Alcea Coatings offers a full range of technologies including:

• Urethanes

• Acrylics

• Polyesters

• Conversion varnishes

• Water-based systems (1K, 2K, ISO and ISO-free catalyst options)

Alcea’s commitment to innovation and sustainability means they’re constantly evolving to meet market needs—like introducing isocyanate-free catalysts for customers seeking eco-friendlier alternatives.

Looking Ahead

This visit was more than just a product test—it was a demonstration of what happens when two teams align on service, performance, and innovation. We’re proud of the progress we made and excited about the possibilities ahead.

As Bret summed it up:

“You’ve got a great product, a great team, and it was a pleasure working together.”

If you're interested in learning more about our equipment, lab services, or how Superfici America can support your finishing needs, visit our website: superficiamerica.com or contact your local sales representative.