Our Story

The founder

The founding president, Martin Asselin, had many jobs before leaving his concrete coating company. In addition, he was a cabinetmaker and had his poured concrete counter company. After some time with his company, he realized that poured concrete had many limitations: it was heavy, brittle, fragile and expensive. In 2018, his company closed due to financial difficulties. Martin was then in a difficult period of his life and no longer had any assets.  Despite this difficult situation, Martin picked himself up just as quickly and set about a new project.  THE PROJECT of his life, ”Les Enduits Art Béton”. 

The success of the product

As he was closing his company and emptying his premises, he got his hands on a porcelain sink that he had coated with concrete a few years earlier when he had made a recipe error. When he realized that the concrete coating was perfectly bonded, hard and similar to a real poured concrete countertop. His idea was to create a decorative concrete coating to cover surfaces. He started doing tests and research and development on the product in question. He has done several concrete coating projects for customers to test the product in order to improve his way of doing things. His friends then asked him to do the concrete plastering themselves. He therefore guided them in the installation of the concrete. They told him it was very easy to install, and the end result was magnificent. Another idea arose, that of manufacturing concrete coatings to distribute to customers rather than doing the installation himself. He experimented for several months before arriving at a final product to present to customers and distributors. He would visit the owner of a nearby hardware store every Thursday with samples for almost a year before he agreed to distribute them. So he started selling the products to a few distributors, including a well-known paint and decorating company in Quebec City. Then he found other distributors like Colobar in Laval, Décoration Paré in Trois-Rivières and Info Peinture in Gatineau. It was then that he was able to show and sell his products to customers.

Marie-Claude, an external employee at Communicateurs Volants, then found the products at Juneau et Frères and fell in love with them, but contacted Martin to tell him that his labels and marketing were inadequate. A long collaboration was born, and she redesigned the labels and built the website.

Business success

In 2019, Martin had been looking for a partner and representative for several months. In December 2019, Marie-Eve Martineau, who was then a representative at Peinture Laurentide, was introduced to Mr. Asselin.  She then made the difficult choice to leave her good job to jump into the adventure.  She started as a representative and then as a director after a while. With the onset of the pandemic, it was difficult to find new distributors willing to distribute the products. The strategy was to deploy a lot of energy in marketing, among other things on the Facebook page and the Instagram page to introduce the products. The Facebook page has gained notoriety with its beautiful images of customer projects and announcements. What’s more, with the introduction of the Shopping Cart, an online sales platform, on the website, sales have increased at breakneck speed. Around the same time, collaboration with a chemist enabled us to develop recipes and improve our products.

Today

Number 1 in the concrete coating industry in Quebec

Since then, the products can be found throughout the province of Quebec at retailers, in Ontario and New Brunswick. The production of the products is done at the factory in Quebec City. Sealants, urethane, varnish and concrete are produced in the manufacturing plant, and several other products will follow shortly. The company sells the products needed to rectify a multitude of concrete surfaces. Since the company’s inception, we’ve gone from strength to strength, with several new employees joining the team, and we’re still in the hiring process to keep the business growing.

Projects

A number of exciting projects are underway, including Venetian concrete and cementitious resin.

Our Team

Marie-Eve Martineau

Director, co-owner

Marie-Eve is the director and co-owner of Enduits Art Béton.  She has been Martin’s ally since February 2020 in this great entrepreneurial adventure. Self-taught, she is involved in the company’s major decisions and in all functions, including marketing, customer service, human resources and business development. Her tenderness and determination make her an excellent manager. She always listens to people, understanding her employees and customers.