AVACE Ltd is an independent, specialist coatings company led by founder and Managing Director Tony Charlesworth, a chemistry graduate of the University of Nottingham with around 45 years’ experience in the global paints and coatings industry. His career spans senior management and leadership roles in complex, multi‑site manufacturing businesses, where he has overseen production, distribution, sales, marketing and technical development for high‑performance coatings across Europe, North America and the Middle East.
An Introduction to AVACE
AVACE Ltd manufactures ecological and sustainable paints and coatings for the long‑term protection and decoration of commercial and residential buildings. The company name AVACE is derived from Tony’s five children – Andrew, Victoria, Alexandra, Catherine and Elizabeth – reflecting a deeply personal commitment to building a business based on integrity, continuity and service. From its base in the heart of the West Midlands; Brierly Hill, AVACE operates an efficient manufacturing facility focused on continuous improvement, low waste and reduced environmental impact. The business remains independently owned and led, allowing decisions to be driven by technical merit, customer needs and sustainability rather than short‑term trends.
Tony Charlesworth’s Experience
Tony brings more than four decades of hands‑on experience in the formulation, manufacture and commercialisation of specialist paints and powder coatings. Over his career he has held senior roles in international coatings groups and industry bodies, contributing to strategy, operations and leadership in demanding industrial environments. He has led teams responsible for multi‑site manufacturing, complex supply chains and cross‑border sales, giving him a practical understanding of what specifiers, contractors and asset owners need from modern coating systems. Tony has also played an active role in the wider coatings community through leadership positions in organisations such as the British Coatings Federation’s powder group, helping to shape best practice and technical standards for the sector.
45+
years of experience
Durable Interior & Exterior Protection
Over 2500 Colours Available
FREE UK Mainland Delivery
5 Star Customer Service
Authentic Expertise in Coatings
Every AVACE formulation is backed by Tony’s technical authorship: he personally writes and validates all of the technical content on the AVACE platform, ensuring that specifications and guidance reflect current best practice rather than generic marketing claims. This direct involvement means customers and specifiers engage with a company where senior leadership is deeply immersed in chemistry, performance testing and regulatory compliance, not just finance or administration. Tony’s long association with major international coatings manufacturers and industry federations informs AVACE’s approach to product development, from architectural powder coatings and decorative air‑quality paints to fire protection, roofing, metal cladding and floor coatings. That combination of board‑level experience and formulation expertise underpins a portfolio designed to meet demanding technical, aesthetic and sustainability requirements on real‑world projects.
Sustainability and Standards
AVACE specialises in high‑performance, high‑design paints that meet leading environmental building standards, including BREEAM, LEED and WELL. Many products are supported by Environmental Product Declarations and are engineered for ultra‑low VOCs and reduced embodied carbon, supporting clients’ net‑zero and indoor‑air‑quality goals. As an appointed ambassador within the West Midlands Net Zero Business Pledge, AVACE actively promotes lower‑impact coatings and best practice across the construction and manufacturing supply chain. The range includes air‑quality and carbon‑reduction paints, architectural powder coatings, heritage and façade systems, waterproofing, steel fire protection and durable floor coatings, giving specifiers a single, expert partner for critical building surfaces.
How we work with Clients
AVACE’s ethos is consultative: projects begin with understanding the substrate, environment, performance targets and sustainability goals before recommending a tailored system. Architects, designers and building owners benefit from direct access to deep technical knowledge, including advice on colour, durability, whole‑life cost and compliance with modern building standards. Whether supporting major commercial developments, heritage restorations or residential projects, AVACE aims to deliver a distinctive customer experience built on responsiveness, technical clarity and long‑term partnership. Every recommendation is shaped by Tony Charlesworth’s decades of leadership in the coatings industry, ensuring that authenticity, accountability and proven expertise sit at the heart of everything AVACE does.
Free UK Mainland Delivery
Orders over £15 or with a DIY/Pro Trade card
We offer free standard delivery to your home or business throughout the UK mainland. Timed deliveries also available on request at additional costs. Northern Island, Islands and some regions in the Scottish highlands, delivery charges will apply to reflect these postcodes. For Pallet rates on large flooring, roofing and fire protection projects email your enquiry to sales@avace.co.uk
Advice & Support
Call our Helpline
If you require advice before you purchase, visit our Colour Showroom in Brierley Hill, DY5 1UT where we will advise on the best products and colour combinations to meet your requirements. View colours in large formats and various lighting. Alternatively, email your enquiry to sales@avace.co.uk or call 01384 400355 and a member of our customer service team will assist you.
Colour Selection
British Standard and AVACE colours
The colours depicted on the site are for guidance only. The displayed colour will depend on your monitor and browser. All products are manufactured on computer controlled tinting machines and matched to the bespoke designer colours for each brand or to the official colour standards for RAL Classic, British Standard and NCS colours. Once manufactured orders cannot be cancelled or refunded.
