general finishes

Leader in Professional Water Based Products – General Finishes

Whether you are painting a whole house or just redoing your kitchen, Neu’s is the place for all your paint needs.

Invented and Manufactured right here in Wisconsin, General Finishes is the leader in professional water based products, and we at Neu’s pride ourselves in being the largest General Finishes distributor in the Milwaukee area, as well as the only factory tinting center in the state.

With the new Ready to Match System, one can turn 10 simple base concentrations into an endless color pallet of over 90 colors! Besides having a variety of color options to choose from, all of the stains and finishes are water and oil based which means they are non flammable, don’t have an odor, are super easy to clean up, and are very user-friendly!

Below are some of our Favorite Products


General Finishes Milk Paint

Available in 26 colors, General Finishes Milk Paint is a high quality interior/exterior pre-mixed paint. Not a true “casein based milk paint” but a modern version of old world paint with a strong mineral base. It is adaptable and UV resistant. It may be applied via brush or spray and possesses excellent flow and leveling properties.


High Performance Top Coat

Winner of Fine Woodworking’s Best Overall Choice Award, High Performance Topcoat was voted as the hardest, most durable consumer polyurethane topcoat.


Water Based Wood Stain

Water Based Wood Stains have all the advantages of oil based stains: they spread easily, can be repaired, blend effortlessly and have plenty of open time. The thicker formula allows controlled penetration, which will reduce blotching on softer woods such as Aspen, Pine and Maple.