It’s hard enough for a company to make it to its 50th anniversary. To make it to 100 years is an extremely rare accomplishment, one that requires excellent products, service and leadership. This year, Diamond Vogel is celebrating its 100^th anniversary, and that it remains a fourth-generation family-owned company with family values is a testament to the whole team at the company.

From its start, producing five gallons of paint at a time, to today, as the 52^nd largest paint company in the world, with $250 million in annual sales, Diamond Vogel has focused on doing things right in terms of quality and serving its customers. As the company heads into its second century, there are no plans to change that successful approach.

History of Diamond Vogel

Diamond Vogel began in 1926 in Orange City, Iowa, when founder Andrew “Pop” Vogel, a Dutch immigrant, started the Vogel Paint & Wax Company. He had learned paint-making in his family’s paint shop in the Netherlands, and believed he could produce a higher quality, more durable paint than what was available in the Midwest at the time.

“In the early days, it was a small operation,” Drew Vogel, chairman of Diamond Vogel and third-generation owner, says. “Andrew, my grandfather, used two grinding machines that could produce only about five gallons of paint at a time. Even then, the focus was on craftsmanship, performance, and making products that would hold up.”

Over the next 100 years, Diamond Vogel grew from that small workshop into a multi-facility, fourth-generation, family-owned coatings manufacturer serving customers across North America. That growth came through innovation, close relationships with customers, and strategic acquisitions. 

“One of the most important milestones was the 1967 purchase of Diamond Products Manufacturing in Marshalltown, Iowa, which helped shape the Diamond Vogel name,” Vogel says. “When you look at the company’s history, it really comes down to doing things the right way and building long-term relationships, not chasing short-term gains.”

The Evolution of Diamond Vogel

Diamond Vogel has grown over the years. In the beginning, Diamond Vogel focused on practical coatings for rural customers. Andrew Vogel initially produced red barn paint and white house paint for local customers in northwest Iowa.

“One of his early technical challenges was developing coatings for dairy creameries,” Vogel says. “These environments were demanding, with high humidity and constant cleaning. The coatings he developed held up better than what had been used before, and that helped the company build a strong reputation.”

After World War II, Diamond Vogel evolved alongside the Midwest’s growing agricultural and manufacturing economy. The company expanded into industrial coatings for farm and short-line equipment manufacturers, while also serving architectural, government, and traffic-marking markets. Over time, acquisitions such as Old Masters and Van Sickle expanded both product offerings and geographic reach.

“Today, Diamond Vogel serves a wide range of industrial and professional markets, but the philosophy has not changed. The company still focuses on performance, quality, and taking care of customers,” Jeff Powell, CEO of Diamond Vogel, notes.

Diamond Vogel’s diverse product mix has been one of the company’s strengths for decades. A major part of the business is industrial liquid and powder coatings for agricultural, construction, trailer, work-truck, and metal fabrication manufacturers.

The company also manufactures architectural coatings for professional contractors and independent retailers, along with traffic and pavement-marking coatings for municipalities and contractors. That mix helps Diamond Vogel remain resilient through changing economic cycles.

In addition, Diamond Vogel has built strong positions in aerosol and touch-up coatings and toll and contract manufacturing. While the company has recently shifted away from owning retail stores, it continues to manufacture architectural coatings that are sold through trusted partners. This allows Diamond Vogel to stay focused on manufacturing excellence while still supporting long-standing customer segments.

Key Highlights Over the Years

One of Diamond Vogel’s defining strengths has been continuity. The company has remained family-owned across four generations, and leadership has been built on hands-on experience and a long-term commitment to quality.

“Founder Andrew ‘Pop’ Vogel established the foundation, setting the tone for craftsmanship and performance,” Powell says. “The second generation, especially Frank Vogel, helped guide post-war growth and expanded the company’s presence in industrial coatings as manufacturing grew across the Midwest.

“The third generation was led by Drew Vogel, who played a key role in building on that momentum and modernizing the business while staying true to the company’s values.,” he adds. “Under his leadership, Diamond Vogel strengthened its position as a manufacturing company, expanded its capabilities, and continued investing in the people and processes that support long-term customer relationships.”

In more recent years, leadership expanded beyond the family. Jeff Powell became the first non-family president and CEO, followed by Seth Hulst’s appointment as president in 2025. These transitions reflect a company that respects its heritage while continuing to evolve its leadership model to support long-term growth.

Differentiating Itself from Competitors

In order to succeed for any long period of time, a company has to have the right people, products and service. Diamond Vogel is differentiated by deep manufacturing expertise and customer-driven problem-solving. The company has built its reputation on developing coatings that meet specific performance requirements, often in demanding environments such as agricultural equipment, industrial fabrication, and traffic applications.

“Rather than competing purely on size or mass retail scale, Diamond Vogel focuses on performance and partnership,” says Hulst. “That technical strength is supported by in-house formulation, testing, and close collaboration with customers to solve real coating challenges.

“Equally important is the company’s long-term mindset,” Hulst continues. “Being family-owned for nearly 100 years shapes how decisions are made. Diamond Vogel has prioritized relationships with employees, customers, suppliers, and communities over short-term returns. That approach has allowed steady investment in people, facilities, and innovation, creating trust and loyalty that many competitors struggle to replicate.”

Present Day and Future Plans

Diamond Vogel continues to experience healthy and strategic growth, especially in its core manufacturing markets.

“In recent years, the company has invested in aerosol capabilities, industrial service centers, and innovation infrastructure, all designed to better support manufacturers nationwide. These moves reflect strong demand for customized, high-performance coatings and value-added services,” Powell notes.

The company has also taken deliberate steps to sharpen its focus.

“Exiting company-owned retail operations allows Diamond Vogel to reinvest in manufacturing, technical support, and product development,” he adds. “This strategy aligns resources with the company’s strengths and positions it well for long-term growth alongside industrial and professional customers who value consistency, responsiveness, and technical expertise.”

Looking ahead, Diamond Vogel’s outlook is defined by steady growth, continued innovation, and continuity. The company is committed to evolving with customer needs while staying true to its manufacturing roots. That includes investing in technology, product development, and workforce development to remain competitive in a changing coatings landscape.

“As Diamond Vogel enters its second century, the focus remains simple,” Hulst concludes. “The company will continue building durable coatings and durable partnerships. With fourth-generation family involvement, experienced executive leadership, and a clear manufacturing strategy, Diamond Vogel sees the future as a continuation of its past, solving real-world problems, supporting American manufacturing, and producing coatings that protect and endure.”