Media, Certifications & Exhibitions

A snapshot of where Star Hentzen shows up — in the press, on the certification register, and on the exhibition floor.

Founder’s History

Two Brothers, One Chemistry

Hentzen Coatings traces back to brothers Herbert D. Hentzen, Sr. and Erwin A. Hentzen, who graduated from UW–Madison with degrees in chemistry and chemical engineering before beginning their careers in the paint industry. In 1923, with his father Albert L. Hentzen, Sr. backing him as financial advisor and investor, Erwin struck out on his own — starting a paint business in rented space in a Milwaukee toy factory. A year later Herbert joined him, and the two formed Wisconsin Paint Manufacturing under the trade name WISCO-Hentzen.

By 1926 the growing business had outgrown its first home, moving into a larger facility built at 3710 N. Richards Street with room for offices, R&D and production. Its first industrial customers — the Milwaukee Trunk Works and a major diesel engine manufacturer — signed on in 1929, setting the company on the path that, decades later, would lead to its joint venture with Star Paint & Oil Industry in India.

The chemistry that eventually reached India began in a Milwaukee toy factory — with two brothers, a father’s backing and a single rented room.

The Early Years

1919–1922Herbert & Erwin Hentzen graduate and begin their paint-industry careers

1923Erwin founds his own paint business in Milwaukee

1924Wisconsin Paint Manufacturing (WISCO-Hentzen) is formed

1926–1929New Richards Street facility; first industrial customers signed

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