About Color Putty Company
Based in Monroe, Wisconsin, Color Putty Company is a long-standing, family-owned manufacturer of high-quality wood filler products used by flooring installers, contractors, and woodworking professionals across the United States.
For decades, the Color Putty brand has been known for product reliability, consistent color matching, and craftsmanship — earning a loyal following throughout the construction, repair, and remodeling markets.
The Challenge
As the owners began planning for a transition of the business, they wanted to ensure the next chapter of Color Putty would preserve the company’s heritage, product quality, and customer relationships.
The priority was clear: find a buyer who would not only continue the legacy of the brand, but also provide the scale and resources needed to support future growth.
Chris was introduced to the Company’s owners by a Madison-based law firm. Promontory was then engaged to lead the sale process and help identify the right long-term partner for the business.
The Approach
Promontory worked closely with the ownership group to prepare a targeted go-to-market strategy that positioned Color Putty’s brand strength, product performance, and distribution relationships.
A focused buyer outreach effort generated meaningful interest, and Promontory guided negotiations through a competitive process that aligned valuation, structure, and cultural fit.
Throughout diligence, Chris and Promontory remained hands-on — anticipating buyer requests, coordinating financial and operational materials, and keeping the process moving efficiently through closing.
The result: a successful transition to new ownership that honored the Company’s legacy while creating a clear path for continued growth.
Client Reflection
“We had the great pleasure of working with Promontory and highly recommend their services. Every aspect of the sale of Color Putty Company was made smoother with the professionalism exhibited by Chris and Promontory.
Working with Chris was such a rewarding experience; his immense knowledge and expertise guided us through the sale of our Company with ease. Always available, Chris focused on our specific needs in a timely and efficient manner to get the deal closed.
Chris delivered the results we expected and went beyond in every aspect of the process. We couldn’t have asked for a better outcome. It is with gratitude that we were able to find a perfect fit so our Company can continue to grow with its new owners.”
— Toney Priewe, President, Color Putty Co., Inc.
Why This Matters
The Color Putty transaction highlights the importance of thoughtful stewardship when transitioning a trusted, legacy brand to new ownership.
For many privately held businesses, success is not only measured in financial terms — but in continuity, care for employees, and confidence that the next owner will carry the mission forward.
Riegg Insight
Niche manufacturers with strong brand equity and long-term customer relationships often require a buyer who values more than EBITDA — they need a partner who respects the legacy behind the product.
The right advisory process doesn’t just find a buyer — it finds the right buyer.
Interested in exploring your company’s next chapter?
By Christopher Riegg
Christopher Riegg is an investment banking professional with over three decades of experience providing strategic and financial guidance to business owners and executives. As a partner at Promontory Point Capital, Christopher Riegg has worked with over 200 companies across various industries, including manufacturing, distribution, technology, and services. His focus areas include mergers and acquisitions, debt restructuring, recapitalization, and private equity capital.
