Marketing-Newa Edition 2_Dec. 2019

THE SAYERLACK AND OECE WORLDS ON SOCIAL MEDIA | PU-Platform | NEW MARKETING ORGANISATIon | Product News | Sherwin-Williams Achieves KOMO CertifiCation for exterior window sYstems | Staff News

MARKETING NEWS #02

december 2019

Fo r us in e ter on n ly al

Sherwin-Williams Industrial Wood Division EMEAI

THE SAYERLACK AND OECE WORLDS ON SOCIAL MEDIA For brands that make innovation their mission, social media is a great opportunity. For four years the goal of our presence in social networks has been to create a community, an ideal space to get to know our company and our many innovations. To walk together with the customers, with the subjects that outline the design trends, trying to enlarge the audience of our followers.

Sayerlack World and OECE World are on Facebook, Twitter and YouTube. Sayerlack World you can also find on Instragram.

Sherwin-Williams, Sayerlack and OECE are also to be found on LinkedIn.

“Follow our social media pages and become a fan of Sayerlack and OECE: day by day you will discover more and more about our worlds of innovation!�

Dear colleagues, 2019 is soon to an end and I believe we are all in need of a well-deserved break before we enter into the new year. We have a lot in front of us and we will have to set the bar high, work hard and stay focused to reach our set Mission 2020 goals. With the right commitment, cooperation and team spirit, I know we can succeed and overcome our challenges.

In this years’ final edition of Marketing News we will present the new Marketing Organisation, presenting our visions and future goals. We will also highlight some of our products that we hope will come in good use for your customers as well as for upcoming sales.

Introducing Sayerlack water-based oil for decking and a peelable waterbased coating to obtain a protective film among others. Arti is presenting a black insulating filler and a new colourless PUR-system. Or why don’t you try out Sherwin-Williams waterborne product with good hand cream resistance or the disinfection resistant 1-comp suitable for hospitals.

You will also learn more about the Oece water-based system offering exceptional resistance to stains, like coffee, as well as improved resistance to buffing and metal marking.

Sherwin-Williams exterior teams are also proud to announce that we have achieved KOMO concept II certification for our exterior WB primer.

If you want to know more about the PU platform, take this opportunity to read the interview with Roberto Gamberi, Product Manager Distribution.

With only a few days to go before the annual leave I take this opportunity to wish you all a Merry Christmas and a prosperous and successful 2020!

Marie-Louise Eklund Marketing Communications Manager EMEAI

Roberto Gamberi interview

“This photo makes the complexity and diversity of our products visible.�

PU PLATFORM!? What is it?

More and more often we hear about PU platform: what is it?

It is a project to consolidate the range of polyurethane products offered by Sherwin-Williams Italy. It started as a revision of white polyurethane products, but has now been extended to other products.

Why was this consolidation necessary?

Sayerlack and OECE have developed many solutions over the years; in some cases the innovations have not been adequately shared, in other cases old recipes have not been updated with the new research findings. We are review the range keeping in considerations all the last develop, sales networks will be informed by proposing the most up-to-date and innovative solutions, allowing them to be present on the market with the best, most competitive solutions.

When will the project come to light?

It is already happening: the project started in July of this year and led to a review of white polyurethane products in November. There will soon be a review of the clear products, then of the rest of the range. The various business functions involved are operating as much as possible on different time schedules, and this allows optimizing the time required for project development.

What benefits will be perceived in our daily work?

This huge business effort will simplify everyone’s work. The collective effort will make our product range more up-to-date and efficient, easier to manage in warehouses, therefore more available to all our customers. In short, we will be more competitive.

Who is involved?

The product managers leads this project to which all business functions contribute: IT, R&D, Sales, Finance, GSC and CRM. How do the various company functions contribute to this project?

IT provides the indispensable support to analyze the process and R&D evaluates and compares the thousands of formulas developed in more than 120 years of joint history; Finance evaluates, simulates and provides forecasts of the result of our actions; Sales proposes checks with the customers; GSC optimizes processes and improves processing times and product availability; CRM manages the logistics of this operation; Marketing is the oil that ensures that none of these gears get jammed.

“This huge business effort will simplify everyone’s work. In short, we will be more competitive!”

Dear All, As most of you already know we have a new Marketing and Business Dev. Orginisation in EMEAI as of October 1st, 2019.

The new orginisation is EMEAI/ONE REGION focused. All employees in the Marketing Team have EMEAI wide responsibilities.

The new orginisation is to reflect what we believe is important, to support and drive the business forward. Our long term ambition is to become “The Driving strategic Partner to sales�. Our Marketing department is becoming more fact based, sales focused and strategic.

We need to be able to justify our business decisions supported by facts.

Product Management Is becoming increasingly important to support the business. The need to have a competitive product portfolio in line with the market demand is higher than ever. This does not mean that we want to sell everything to everybody. It means that we want to sell the right products to the right customers and to the right price. In order to do so, we are working on putting a core product range together. The right core product range will help us to become more efficient in production, being able to produce in larger batches. It will provide a faster service with faster deliveries to our customers and also support in offering the right products to a competitive price.

Rationalization To rationalize MRs and SKUs is an important part in creating the core product assortment. In order to do this we will launch different rationalization projects. Today we are mainly working on the PU platform project in Pianoro where we are working on reducing MRs to become more efficient regarding our product assortment but also regarding our RM usage.

In the orginisation chart you can see that we have appointed Martin Seabrook to be our Sr. Prod Mgr. EMEAI. Martin has a long history with the company and has been employed some 32 years, having held positions in Lab, Prod Mgmt and Sales.

Market Communications Is divided in External and Internal communications, Marie-Louise our Market Communications Mgr for EMEAI is responsible for all information that goes out from our company, internally and externally. This is a major task since it includes, texts, graphics, logotypes, social media, websites, exhibitions, events and more. Market communications will support our Sales teams, Segment and Product Mgrs in implementing the product and segment strategies. It will also support our Channel/Brand function in positioning the brands and supporting events and customer related activities through our distribution networks and end customers. We are also aiming for future communications to become more accessible and user-friendly.

Marie-Louise has been appointed as our Market Communications Mgr EMEAI and has been in the company 30 years and has extensive experience from the Market communications field.

Channel/Brand Is a totally new position. As you know we have several brands in EMEAI and it is important that we make good use of our brands. We will analyse the structure and positioning of our brands on the market to better understand the value we get and how these brands are important for our business development. Brands can be very powerful if positioned correctly.

The other part referring to Channel Mgmt is to decide in cooperation with sales how to further develop our business both in terms of Distribution and Direct customers (OEM).

These are important and strategic decisions where Maria-Teresa will be part of analyzing and making recommendations to the business/ sales on the strategic direction. She will also be part of the approval process for new and renewed Distributor agreements to ensure that we promote the right Distribution partners.

Maria Teresa has been in the company 15 years, working mostly in Marketing Communication until now and has a solid understanding of our business.

Carlos Johansson Marketing and Business Development Director EMEAI

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Product News

Introducing SAYERLACK water-based oil for thermo modified wood decking AOL3867/00 Sayerlack presents the next generation multicoat water-based oil for exterior application. AOL3867/00 exterior oil provides the best durability performance, with versatile end-use application suitable for garden furniture, decking and poolside. Performance testing to date has shown AOL3867/00 to have exceptional outdoor durability and adhesion properties. The multicoat application means a single product for all coats. The high performance and penetration of the new oil make it suitable for modified wood decking, but it is also ideal for modified woods such as thermowood and composite bamboo due to the high adhesion properties. AOL3867/00 has been specifically developed for adhesion on difficult substrates and extends and compliments the Sayerlack range of oils for exterior use. Application can be made by brush, spray, dip and mop and AOL3867/00 can be re-applied for regular annual maintenance providing protection against UV and water that will last for many years.

AOL3867/00 can be tinted with XA4034 to further increase the UV protection.

ARTI insulating filler now available in black Interior fittings, furniture and kitchen construction have long used the ARTI Insulating Filler White TF3005-9001K for the best possible preparation of MDF boards This powerful, pigmented twocomponent spraying filler with high hiding power has soon developed into an ARTI top seller. In response to many requests, ARTI® now also offers this well-established insulating filler in black. ARTI® has responded to the wish of many users from industry and trade to adapt the colour of the insulating filler for use under dark paints by adding the ARTI Insulating Filler Black TF3005-7001K to its product range. The black pigmented filler provides better long-term colour

fastness under dark paintwork, so scratches, for example, remain almost invisible. ARTI insulating fillers are characterized by very short drying times, fast and very good powder sandability and excellent edge stability. Particularly user-friendly is the use of only one hardener for the complete build-up (primer-colour lacquerclear lacquer) and the ideal compatibility with the various ARTI® lacquer systems. Due to the simple processing and the excellent insulating properties, production steps are saved, which are reflected in both, lower direct and lower variable production costs and provide the user with competitive advantages.

ATL3869/00 from SAYERLACK, a new formulated water-based tixotropic topcoat for interiors

ATL3869/00 is a clear water-based topcoat for vertical applications. The new formulation, in the 30 gloss version, increases hiding power of the coating system, improving the aesthetic characteristics of the finished item. It is suitable for the chairs sector where a high covering power product is to be used after staining, or for the coffins sector where a very vertical topcoat is required with a reduced shrinkage therefore a high completed system coverage. The new formulation has an excellent air releasing, making the coating film more transparent once dried also with weight near to 300 micron wet. ATL3869/00 maintains an excellent verticality and flowing, guaranteeing an excellent transfer by electrostatic application. The viscosity of the product is stable over time. Ready to use, the application can be carried out by manual and automatic spraying, also with electrostatic equipment, on bare o pre-treated supports, in hardwood and softwood. It can be tinted with pastes of the XA2006/XX series.

ATL3869/00 can be applied directly on already stained wood, or over clear water-based basecoats for interiors. The chemical composition of the product meets the requirements of the IKEA IOS-MAT-0066 standard.

Product News continued

Introducing Sherwin-Williams 1-comp WB Disinfection resistant Alcogel is probably one of the toughest liquids to resist for conventional WB binders. It contains softeners and together with Ethanol, which WB products usually are sensitive for, makes it into a very aggressive mixture for WB system.

This product is especially suitable for hospitals and other places where they use a lot of alcogel to disinfect surfaces.

EM1293 has following properties: • Alcogel resistant • Disinfectant resistant • Hand cream resistant • Very good water resistance It will be available in a low viscosity (LV) version for flat surfaces and a high viscosity (HV) version for edges.

Waterborne products with good hand cream resistance Most of all waterborne products are very sensitive to hand cream.

Cured films become very soft and have poor mechanical properties if exposed to hand cream under a longer time.

We have now a new range of clear WB and WB UV products that have very good resistance against hand cream.

The clear systems are for use on furniture predominantly like chairs, edge coatings and other surfaces with regular hand contact.

Substrates are mainly solid wood but could also be used on veneer.

Later has to be carefully tested to check compatibility with glue to avoid cracking of laminations.

Following products are available:

WB UV

WM1607: Highest resistance product to alcohol and hand cream.

Needs careful drying to avoid blisters. Best is a drying time of at least 7 min, 4 min 30-35ºC and then 3 min at 55ºC. WM1621: Resistance lower than WM1607 but with a faster drying of 3-4 min. Easy to process in Ikea lines where you need fast drying and stacking. Best allround choice.

2k WB PU

EM1581: Very good resistance. 20% hardener V66VUS520.

Drying time 4-5h at 30-40ºC.

1k WB

EM1152: Our best 1k WB clear lacquer, with a good hand cream resistance but a little weak on alcohol.

New fire retardent coating system

New solvent based fire retardant coating system with not ISO PU technology upgrades the fire protection to class B S2 in accordance with European Class EN13501 Extensive research and development by the Sherwin-Williams Italy laboratories has resulted in a new quality system for fire protection.

The new system goes further than just maintaining the substrate rating by raising or upgrading surfaces with lower rating.

For example this coating system will upgrade D-s2 d0 classified wood surfaces to obtain class B-s2 d0 furniture.

Application Product codes Hardeners Application rate Drying

The coating system, if correctly applied, has the typical harmonizing appearance and clarity of an “unpainted” effect but is able to upgrade the fire reaction rate of the substrates – we have tested chipboard and fir – from “D-s2 d0” to “B-s2 d0”.

Product Specifications Airless, airmix spray and conventional spray, curtain coater Topcoat FZ1003/00 Basecoat FU0101/00 FH0004/00 FH0102/00 90-110 g/m²ZFH0102/00 2 x 200-250 g/m² 3 hours at 20°C

Characteristic Fire protection upgrade system NISO technology (isocyanate/aromatic free) Natural finish PU performance

Benefit Reach class B with many substrates Environmental and safer than PU Absolute matt, superb smoothness and touch

Product News continued

OECE water-based pigmented one-pack coating-system for interiors with exceptional resistance to stains and chemical agents

The contemporary design requires to the coated surfaces to withstand the multiple stresses and to transmit tangible elegance and style through an exceptional softness to the touch. This innovative water-based pigmented coating system, easy to apply, consists of one-pack products with a high level of chemical resistance that offers exceptional opposition even to the worst stains, like coffee, as well as improved resistance to buffing and metal marking. Hardness, high thixotropic level and silky, matt finish: all together, ready to use. These products are ideal to coat MDF or melamine panels for lounge, bedroom, kitchen, and bathroom furniture, doors and flat parts. This high performance coating system consists of the water-based basecoat 435-9016/2 and the water-based topcoat 415-XX36/XX. Available in both clear and white versions, can be pigmented with water-based pastes of 445XX60 series. 435-9016/2 is a one-pack white pigmented basecoat

that can be sprayed directly onto MDF or masonite panels, and has a high colour content, a solid residue and spreads well even with low application ratios. 435-9016/2 is specifically designed to make MDF panels waterproof: thanks to its special formula it stops water from reaching the MDF fibers and thereby stopping it from swelling.

The water based one-pack 415-XX36/XX matt topcoat offers an extremely hard finish and is highly resistant to chemicals, especially coffee, which means it can be used for surfaces in kitchens and bathrooms too. Available clear and white in the 10 and 30 gloss versions, 415-XX36/XX is made of highly technological resins and has a higher level of chemical resistance than traditional one and two-pack water-based converters. Thanks to its innovative matt coating system, the product’s scratch and metal marking resistance is exceptional and the finish looks silky and smooth.

SAYERLACK AXL3892/00 Peelable water-based coating AXL3892/00 is a peelable water-based coating based on special resins, specially modified to obtain a protective film on polyurethane and polyester topcoats, melamine papers, easily removable from the coated substrates on which it was applied. AXL3892/00 is applicable by spray and brush and touch-dryness occurs through a physical film-forming process after water evaporation. Once dried, the film exhibits a high resistance to solvents, excellent hardness, elasticity and good adhesion; as such it is particularly suitable to protect flat panels before processing on the edges.

It ensures a time saving since it enables to avoid the burdensome phase of manual protection of panel edges. Unlike other peelable on the market, AXL3892/00 has a high water resistance. This does not mean that it is impermeable, it is not recommended to use and store products placed outside. Despite these intrinsic characteristic, ease of removal may vary according to the kind of topcoat and/or substrate used. We therefore recommend a preliminary test before use.

ARTI launches new colourless PUR-System of the latest generation: ARTITOP-SE*, SM3300-00XX *SE = flame retardant

Transparent coating system, ideal for kitchen, bathroom and office furniture as well as for public buildings.

ARTITOP-SE is easy to apply and can be applied by all spraying methods as well as for curtain coating. Further advantages are its good stability even on vertical surfaces and a pot life of 8 hours.

The painted parts can already be stacked overnight after drying! ARTITOP-SE achieves a discreet, comfortable and resistant surface and is ideally suited for mechanically stressed products such as office furniture, tables, counters and chairs.

Selected raw materials guarantee excellent light resistance, so that even light and nonstained wood surfaces can be finished. ARTITOP-SE is available in five different gloss levels and meets the following test criteria: TÜV-Proof, DIN 53160 and DIN 4102 Part 1.

Product News continued

Sherwin-Williams achieves KOMO certification for exterior window systems Sherwin-Williams exterior teams are proud to announce that we have achieved KOMO concept II certification for our exterior WB primer.

KOMO is an exterior coatings performance specification, originating in the Netherlands, which is now widely recognised within the EMEA exterior joinery industry as a mark of high performance.

Consisting of critical drying coupled with accelerated and natural weathering, KOMO can be regarded as an EN927+ rating system.

Following extensive product development, Sherwin-Williams has passed the requirements for KOMO Concept II: Factory Finished Midcoat System for site refinishing within 18 months of installation.

Performance to Concept II also means that our primer conforms to KOMO Concept I: Factory Finished Primer System for site refinishing within 6 months of installation.

Work continues in our exterior laboratory towards KOMO Concept III: Factory Finished Topcoat System for 6 years maintenance ‘free’ performance rating, and we expect to submit samples for testing during Q1 2020.

The new KOMO rated primer is available in both Sherwin-Williams and Sayerlack brands with the following codes: ED1404-9001 Laqvin Prime KOMO White ED1404-0001 Laqvin Prime KOMO Neutral AM0476/13 Hydroplus Basecoat for Exterior KOMO White AM0476/N0 Hydroplus Basecoat for Exterior KOMO Neutral

Marketing material Dear colleagues, all marketing material is available on Connections under Industrial Wood Coatings – Sales Tools. We will present and highlight important brochures and marketing material news in this section. For more information please contact: marie-louise.eklund@sherwin.com Guidelines

Brochures

For enquiries regarding marketing materials please contact: Marie-Louise Eklund – Sherwin-Williams brand / Sara Benni – Sayerlack and OECE brands / Iris Polifka – Arti brand

Thomas Kroon Johanna Lindström Afroz Shaikh Stefan Madsen Staff News Sherwin-Williams Wood Division Operations Manager Sweden Sales Representative Sweden EMEAI Sales Representative Industrial India Sales Representative Denmark Franciszek Per Vindelev Lars Nordgren, Senior Commercial Director EMEAI Fiedorowicz Sales Representative Poland Sales Representative Denmark Per-Egil Salicath, Commercial Director North Giovanni Battaglia, Sr. Commercial Director South Bartosz Gorka Heikki Ukkola Carl-Johan Segeman,Finland Commercial Director East Sales Representative Poland Sales Representative Graham Buchan, Commercial Director West Niklas Sjöblom Puneet Sehgal Commercial Director Klaus Mikkelsen, Central Sales Manager Global Accounts Sales Representative India Magnus Tornqvist, Strategic Accounts Director Martin Andersson, Global Account Director IKEA Madelene Kärvin Nilsson, Finance Director, EMEAI, Sweden

(Nässjö, Bellö) Andreas Ehn Rakesh Kulkarni, Sales Rep. Tech., India Lisa Andersson Stenered Sales Manager GI Nordic Manuela Magnanini, Sales Adm., Italy Customer Service Supervisor Karolina Bervidyte, Fin. Accountant, Litauen Sweden Tony Andersson Sales Orle, Representative GILitauen Sweden Meelis Sales Rep., Shankar Goyal, Sales Rep. Tech., India Andreas Wikström Area Director of Operations (Pianoro, Mariano, Märsta, Nässjö, Bellö, Wuppertal, Ballinamore)

Sherwin-Williams Sweden AB Industrigatan 5 | SE-195 60 Arlandastad | Sweden Phone +46 (0)381 261 00 | Fax +46 (0)381 261 99 www.sherwin-williams.eu

Sherwin-Williams Italy S.r.l.

Via del Fiffo 12 | 40065 Pianoro (BO) | Italy Phone +39 051 770673 | Fax +39 051 770528 www.sherwin-williams.eu

Contacts Sara Benni Marketing Specialist sbenni@sherwin.com, +39 051 770511

Pär Ottosson Kalm Product Manager Interior EMEAI par.ottossonkalm@sherwin.com, +46 381 26265

Pascal Dieckmann Business Development Manager Foil EMEAI Pascal.Dieckmann@sherwin.com, +49 1705715085

Jacek Krolikowski Product Manager Flooring EMEAI jacek.krolikowski@sherwin.com, +48 609 605516

Marie-Louise Eklund Market Communication Manager EMEAI marie-louise.eklund@sherwin.com, +46 381 26224

Marco Nascetti Marketing Specialist mnascetti@sherwin.com, +39 051 770718

Roberto Gamberi Product Manager Distribution EMEAI rgamberi@sherwin.com, +39 051 770511

Iris Polifka Marketing Specialist iris.polifka@sherwin.com, +49 202 57 47 154

Carlos Johansson Marketing and Business Development Director EMEAI carlos.johansson@sherwin.com, +39 349 2295447

Maria Teresa Ruzzi Brand & Channel Manager EMEAI mtruzzi@sherwin.com, +39 051 770673

Martin Seabrook Senior Product Manager EMEAI Exterior Wood & Building Products martin.seabrook@sherwin.com, +44 7803626465 Frank von Ameln R&D Manager Arti frank.vonameln@sherwin.com, +49 202 57 47 230

Coming up EMEAI Coatings Exhibitions & Trainings and other events

Event/Exhibition Date EMEAI Sales Meeting Barcelona, Spain

3-5 February, 2020

ZOW Bad Salzuflen, Germany

4-6 february, 2020

FEnsterbau frontale Nürnberg, Germany

18-21 March, 2020

Holz-handwerk Nürnberg, Germany

18-21 March, 2020

Wood products & technology Gothenburg, Sweden

8-11 SEPTEMBER, 2020

houtPro Hertogenbosch, Niederlande

3-6 November, 2020

Furniture of Ukraine Business Expo 2020 Kiev, Ukrainian

7-9 APRIL, 2020