Duraline Quality Paints commenced operations in March 2000 in Strand in the Western Cape, focused on producing consistently high quality coatings and delivering them at a value for money price offering. The beginnings were humble enough, the plant consisting of merely an operations floor and limited office space, however, the market responded immediately as Duraline found its niche and delivered on its value proposition, and rapid expansion soon necessitated the purchase of the adjacent building for warehouse space. What can only be described as phenomenal growth ensued as Duraline sales volumes doubled and sometimes almost tripled monthly both from the factory itself and also as more and more of the company's products filled the shelves of ever increasing numbers of Western Cape distributors.

Seizing the opportunity Duraline opened its own stores in Stellenbosch, Fish Hoek, Tableview, Hermanus, Sea Point and Humansdorp. By the latter half of 2000, barely months after inception, Duraline spread its reach to include Gauteng, East London, George, Mossel Bay and Port Elizabeth. That wasn't far enough though, and exports to Namibia and Angola ensued. By 2003, Duraline had totally outgrown her original premises, and in February it was time to move headquarters to the impressive buildings where they are still housed today. Meanwhile revenues from Gauteng had also multiplied exponentially and the building of a distribution centre complete with ultra modern offices, warehouse and conferencing facilities began. In 2004 the Centurion Depot was completed but the demand for Duraline Quality Paints had seemingly only begun, hence a second Distribution Centre in Edenvale, based on the same model was commissioned that same year.

Given the absolute focus of management's joint experience in manufacturing and distribution, Duraline had grown into the largest Paint Manufacture operation in the Western Cape, and one of the top ten paint manufacturers in the country. Searching for new horizons, keen to enter the market in every facet, Duraline entered the retail arena with force via the Just Paint concept. Just Paint stores provide the ultimate, up-market paint & decor, lifestyle shopping experience. At the stores clients can get professional, friendly advice regarding all matters paint, decor and DIY related. The top brands, the right advice and inspiration from expert consultants combine to make every decorating experience a pleasurable one. Large enough to handle major paint contractor accounts and yet also focused on individual customer care, the Just Paint stores have revitalised a flagging industry. Driven in part by the increasing retail footprint provided by Just Paint, the burgeoning demand for Duraline products once again surpassed production and warehousing space. In 2006, Duraline purchased the building adjacent to its Strand headquarters and moved the warehousing and marketing functions to these new premises along with a professional factory outlet, and Capresso's (a Coffee Shop franchise subsidiary of the Duraline group). By this stage Duraline now had 6800 m2 under roof in office space, production and warehouse facilities in the Western Cape, 2200 m2 in Centurion, 1750 m2 in Edenvale and 2000 m2 of retail space countrywide, impressively totaling almost 13 000 m2.

After such an explosive growth phase, the time was right to consolidate Duraline's power in the marketplace, and an astute vertical integration was embarked upon. Downstream subsidiaries Jikeleza Logistics, Imageline Design and Quadro Financial Solutions were established. Based on the same principles of professionalism, honesty, passion and loyalty as Duraline, these new companies are all able to offer their customers a unique and consummate value proposition.Jikeleza Logistics is a dynamic young entrant to the transport industry. Boasting a fleet of vehicles, the company services not only Duraline but several national external clients by rising to the distribution and logistics challenges presented by today's ever-changing markets, Jikeleza provides all aspects of freight forwarding and transport services for companies and individuals, including the most cost-effective routing throughout South Africa.

Imageline Design House is an exciting prospect indeed. This vibrant company offers not only the cutting edge creation, planning and management of advertising, branding, marketing and other promotional activities for its clients, but also strategic marketing analysis and development to either launch new businesses or upgrade the image and pervasiveness of existing ones. This strategic expertise based on years of sound, profitable business practice combined with a creative leadership that speaks of real innovative thought, offers Imageline client's true revenue generating returns on marketing disbursement and makes the company a unique face in the advertising industry.

Quadro Financial Solutions is a broad based, multi functional, business hub aimed at the entrepreneur. The company delivers IT, human resources, investment management, accounting, auditing, legal, training and graphic design and insurance solutions to Duraline.

In February 2006 Duraline officially received her ISO 9001:2000 certification from the South African Bureau of Standards. This internationally recognized and respected mark certifies that Duraline directors and staff are committed and adhere to a quality management system second to none and annual audits performed on the company confirm this dedication. Moreover, several Duraline products individually also carry the SABS mark. The company also boasts accreditation by Thales, SAPMA, and Agrement. Also in the Duraline showcase is 2002 Entrepreneur of Year Award and 2005 Businessman of the Year award, both awarded to CEO Len Hauptfleisch. Duraline has also been an Old Mutual / Rapport Business of the Year finalist and in 2007 awards for both Businessman of and Business of the Year.