Each year, the December issue of Paint & Decorating Retailer magazine revisits the suppliers that are highlighted in Industry Profiles during the rest of the year. The companies featured in the Supplier Showcase recognize the hard work independent retailers put in to be successful, as many of them are independent businesses themselves. See the list on Page 4 for more about each supplier in this year’s issue.
Supporting Your Suppliers
In his Viewpoint to send off the year, Dan Simon discusses the value that the suppliers featured in this issue provide to the independent paint and decorating industry. Simon encourages paint and decorating retailers to learn more about the opportunities that are available with these reliable industry partners.
Investing in Training
The Paint and Decorating Retailers Association is on a mission to support retailers like you through education and training opportunities into 2018 and beyond. Learn about the new training resources launching next year that will help you create an industry-specific in-store training program.
Painting a Difference
Being a part of the community often means creating opportunities for the community to come together. In Richmond, California, community organization Richmond Love Your Block recently brought together a group of more than 30 volunteers to help repaint a local market and deli to revitalize the neighborhood.
Contents
Supplier Showcase On the Cover
10 Comfortex
Window Treatments
In the January issue, we profiled Comfortex Window Fashions. This company tries to take the guesswork out of matching paint and window treatments.
16 Meoded
Venetian Plaster, Decorative Finishes
The February issue highlighted Meoded, a company that specializes in Venetian plasters and decorative finishes.
22 Tower Sealants
Caulk and Sealants
In the April issue, we talked to Tower Sealants, which manufactures caulking and sealing products, to learn more about how they cater to professional customers.
24 ALLPRO
Co-op
We got to know ALLPRO’s new executive vice president Mike Beaudoin in the May issue. He’s new to the team, but he’s not new to the independent game.
26
Lancaster
Buying Group
This South Carolina-based buying group launched a new social media game plan for retailers, and we shared the details in the June issue.
28 Faux Effects
Decorative Finishes
In July, Faux Effects took center stage to talk about the strength and value of independent manufacturers and retailers in the paint and decorating industry.
30 Wooster
Applicators
We got an inside look at what it’s like to work at Wooster Brush Company in August, which celebrated 165 years of business in 2016.
32 Heirloom Traditions Paint
Chalk Paint
A new chalk paint option entered the scene in the September issue. We learned how Heirloom Traditions Paint’s Heritage Collection is connecting with customers in-store and online.
34 Benjamin Moore
Paint and Coatings
Also in September, we explored how Benjamin Moore & Co. has been supporting independent retailers for more than 130 years and how it’s planning for the future of independent retailing.
36 Gemini
Specialty Coatings
The October issue showed how Gemini Industries has evolved with technology and customers’ needs to find success in over 50 years of operation.
38 Corona
Applicators
The commitment to making handcrafted tools was the focus of our profile on Corona brushes in the October issue.
40 Golden
Decorative Finishes
We capped off the year with an inside look at Golden Artist Colors Inc. and how the company reinvented itself to adapt to changes in the decorative finishing market.
The annual Supplier Showcase highlights the companies that keep the paint and decorating industry on the forefront of technology and innovation.
Ican hardly believe it’s December and that the year is almost over. And what an exciting year it’s been for Paint & Decorating Retailer magazine! We have a great new group of writers, and we’ve have brought back other writers who wrote with us many years ago and have a wealth of knowledge in the paint and decorating retail industry. Thank you for your feedback during the year. We appreciate your thoughts on how we can enhance the magazine’s value for you. After all, this is your magazine. We are here because of you.
With 2018 coming up, start making your plans to attend the PDRA Paint & Accessories Show at the National Hardware Show ® in Las Vegas, May 8-10.
The Supplier Showcase is a montage of some of the Industry Profiles we published throughout the year. This issue gives you the opportunity to look at suppliers in a more personal way. Who knows, you might pick up a new supplier after reading this issue that could make a difference to your bottom line in 2018. Be sure to read each and every article in the issue to learn something about a company that will make a difference for you.
With 2018 coming up, start making plans to attend the PDRA Paint & Accessories Show at the National Hardware Show® in Las Vegas, May 8-10. The Vegas show is an event that is truly open to the entire paint industry. Everyone is welcome to attend. Single store owners, buying group members, distributors, manufacturers. Plan on staying all three days, and be sure to venture outside the paint section. I know paint store owners are always looking for that one unique product, and there are hundreds of booths waiting for you in Las Vegas.
Another great part of the Vegas show is the chance to network with fellow retailers and to connect with your association. I look forward to seeing you and listening to you in Vegas.
As always, see you on the road and stay fired up!
Dan Simon Publisher and Director of Sales dan@pdra.org
Publisher/Director of Sales
Dan Simon dan@pdra.org
Phone: 800-737-0107, Fax: 636-229-4750
Editor-in-Chief
Dan Tratensek dant@nrha.org
Contributing Editors
Tammy Adamson-McMullen
Diane Franklin Karon Warren
EDITORIAL, DESIGN & PRODUCTION
Features Editor Melanie Moul
Carleton
Graeme Haase
Chad Husted Liz Lichtenberger
Todd Taber Kelsey Truex Nancy Vondersaar
Production Director
Jo Ann Ray jo@pdra.org
Circulation Manager/Directories Editor Lori Goad lori@prda.org
Director of Finance/Human Resources
Renée Nolte renee@pdra.org
Association Coordinator Tina Sullivan tina@pdra.org
ADVERTISING
Account Executives
Richard Bright rbright@brightconcepts.net
Phone: 410-869-3253, Fax: 530-452-2266
Brandi Hemmer brandi@pdra.org
Phone: 636-680-2785, Fax: 636-229-4750
PDRA EXECUTIVE LEADERSHIP
Executive Director
LeAnn Day
OFFICERS
Craig Bond
President and Western Region Director
Tommy’s Paint Pot, Eugene, Oregon
Mike Fleck
Vice President/Treasurer and Eastern Region Director Fleck’s Paint Spot, Toms River, New Jersey
DIRECTORS
Robert Mueller Director at Large
Benjamin Moore Kelowna, Kelowna, B.C., Canada
Jay Donnelly
Midwestern Region Director
Flanagan Paint & Supply, St. Louis, Missouri
Lesley Davies-Baptista
Southern Region Director Paint Fair Ltd., Freeport, Grand Bahama, Bahamas
PDRA ADVISORY COMMITTEE
Dori Marks, PPG Industries
Thomas Hill, The Coatings Alliance
Eugene Andreassi, Benjamin Moore
Joe Jankoski, Hunter Douglas
Bob Clemence, Hyde Tools
John Shingledecker, Allpro Corp.
Richard Russo, Reed Exhibitions
Mike Dube, Lancaster
We have two new ways to experience the Purdy® advantage. Our redesigned prep tools include everything a painter needs to get the job done, with the increased quality you expect from a Purdy®. But we didn’t stop there. The all-new NEST™ portable tray system offers incremental paint capacity, a heightened painting surface, and even works as tool storage. Visit purdy.com/pro to learn more.
The annual Supplier Showcase highlights the relationships that make independence in the paint and decorating retailing industry possible.
It takes a specific type of person to run a successful independent business. From managing people, whether employees, customers or vendors, to crunching numbers, the independent retail industry is about keeping dozens of moving parts in good, well-oiled condition.
While “independent” means you are your own boss, it definitely doesn’t mean you’re going it alone. With the support of customers, family and friends, distributors, manufacturers and many others, independent paint and decorating retailers understand that building and maintaining relationships is what keeps a business going. Without each crucial part, some aspect of the business may get stuck or rusty, which calls for a little more oil.
In this special issue of Paint & Decorating Retailer magazine, we highlight the distributors and manufacturers that continue to show their support for the independent paint and decorating channel. These companies develop products that meet the needs of independent retailers’ customers. They create training programs to ensure retailers and their staff know how to sell the products. And they continue to engage with independent retailers in their stores and at markets to keep retailers on the cutting edge with new technologies and new opportunities.
The annual Supplier Showcase includes the Industry Profiles published in Paint & Decorating Retailer throughout 2017. As you read through these profiles, consider how these companies help retailers like you grow in your independence.
Less time climbing
Over the past 25+ years, the Sherlock brand has earned its place on the top rung. Wooster achieved what is possibly the most respected name in extension poles because of engineering and features that are like no others: true secure lock, overall strength, and amazing resistance to corrosion, bending, and impact. Sherlock poles are so reliable, your ladders might feel a bit lonely.
Sherlock poles are available in paint stores, hardware stores, and home centers everywhere.
Extension Poles
Special Section: Supplier Showcase
By Karon Warren
Comfortex Window Fashions
The New Jersey company puts the concept of color front and center in the window treatment category.
Founded in 1986 by Thomas J. Marusak and John Schenebly, Comfortex Window Fashions, in Maplewood, New Jersey, originally created window coverings for greenhouse windows. After noticing that people were using these greenhouse window treatments in their homes, the company created a double honeycomb cellular shade that would insulate an interior space from intense heat. Afterward, as John C. Fitzgerald, executive vice president of Comfortex puts it, “We really began to take off from there.”
In the ensuing years, Comfortex says it acquired several companies in its efforts to grow. “We went from being a honeycomb company to a multiproduct company,” Fitzgerald says. Today, the company offers a varied selection of custom window shades and blinds that includes cellular shades, pleated shades, roller and solar shades, roman shades, sheer horizontal shadings, vertical sheer shading, panel track shades, wood and wood alloy blinds, Woodwinds plantation shutters, cordless shades, motorized shades and the Highlights cornice valance.
Special Section: Supplier Showcase
In 2008, due to the recession, many of Comfortex’s competitors stopped making shades, the company says. During this same time, Comfortex says it developed technology to produce shades on demand, using high-tech manufacturing equipment to produce and digitally print fabric. Comfortex says the technology allows the company to offer custom colors to its customers. “We have the capability of matching more than 30,000 paint colors right now,” Fitzgerald says.
Comfortex developed a tool recently to help paint dealers cross-promote paint and window shades. This tool became the foundation for Color Lux, a retail program Comfortex created for independent paint and decorating retailers. Through the program, paint and decorating retailers can offer linen-weave window shades in 800 colors in any quantity, even if it’s just one shade. For every one of those 800 paint colors, Color Lux offers a matching color as well as three harmonizing colors from which customers can choose their preferred shade. “We are empowering retailers to cross-sell shades and paint, based on color,” Fitzgerald says. “People want a choice of color and then a choice within a color. We try to take the guesswork out of it.”
Right now, nearly a thousand retailers carry the Color Lux program in their stores, including Clinton Paint & Decorating in Clinton, Connecticut, where business manager Travis Brestelli says customers are responding to the program. “Customers love the idea of having so many colors to coordinate or accent their window treatments with the walls,” he says. “Purchasing window treatments has traditionally been a much more intimidating process. Comfortex, through the innovative Color Lux line, has offered customers a simple and less intimidating experience while decorating their homes with window treatments.”
Implementing a successful Color Lux program is just the start for Comfortex, the company says. It is focused on getting the word out and expanding the number of dealers who carry the program. Currently, according to Fitzgerald, approximately 35,000 paint dealers sell window shades, and Comfortex has just less than 1,000 of them. As he says, “We have a sliver of that base,” and the company wants that number to grow.
“We have made it easy for independent retailers who are selling paint to cross-market window shades,” he says. “They are paint people first, and some sell window shades.
Special Section: Supplier Showcase
With a little work and investment, they could sell window shades that coordinate with paint and make more money. We make our dealers more successful when competing against home centers and online outlets. The more they sell, the more money they make, and consumers can’t shop for this online because it’s only found at independent retailers.”
At Clinton Paint & Decorating, Brestelli says he’s seeing direct results from Color Lux.
“Comfortex gives the paint and decorating retailer so many more tools to incorporate window treatments and paint sales,” he says. “Comfortex helps our business stay competitive within our market by offering reasonable pricing and excellent, personal customer service. They also stand behind their product and are constantly looking for ways to be pioneers in the window-covering industry.”
For its part, Comfortex seems to want to be a pioneer. “We want to keep developing this color platform, because color is not going away,” Fitzgerald says. “We’re the only company in the window-shade category that can do this. It’s our proprietary manufacturing technology that enables us to cost-effectively market window shades in thousands of colors. We are on a journey of establishing our company as leaders in window shades based on color.”
NEWMODELS
to
By Karon Warren
Special Section: Supplier Showcase Meoded Paints
Artistic finishes are on the rise, as is this California-based company that specializes in Venetian plasters and decorative paints.
Four decades ago, Meoded Paint founder and CEO Shlomo Meoded helped his father run the family paint store in Europe, where Meoded learned the various techniques and applications of decorative finishes. Fifteen years ago, he realized the U.S. had an untapped market for decorative finishes, so he moved to Los Angeles, set up his own showroom and began offering classes to teach painters about decorative paints, plasters and finishes.
When Meoded started in Los Angeles, he imported product from Italy, but it didn’t take him long to realize that he could provide his own products to the paint and decorating industry. He started manufacturing his own line of decorative finishes, and today Meoded Paints offers a variety of Venetian plasters, low-VOC glitter and metallic paints, suede paints and even a concrete-finish mix. In fact, the company is the only manufacturer of lime-based plasters in the U.S.
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Special Section: Supplier Showcase
The decision appears to have been a good one, with Meoded Paints continuing to experience strong growth in the marketplace. “As the popularity of unique wall finishes continues to gain traction, we have adopted new products to meet the trends that designers are asking for,” Meoded says. “What initially started out as a company that sold Venetian plaster has now become the sole manufacturer of limebased plasters in the U.S., and we also provide a full line of decorative paints to complete any specialty paint project.”
As part of the company’s growth, Meoded Paints invested in a manufacturing plant and a 15,000-square-foot retail showroom. “Our walk-in traffic has improved tremendously from the build-out of our upper-floor showroom,” Meoded says. “We offer a state-of-the-art decorative space that is host to our monthly decorative paint training classes and to interior designers who invite their clients to visit and choose their own wall finishes.”
However, Meoded Paints is not content to settle for the success of its own showroom. This year, the company’s goals include expanding its dealer base in the U.S. and finishing its video instruction gallery that will demonstrate the unique quality of the company’s products. “In addition to developing our video series, we are concentrating on social media campaigns that will draw more consumers, designers,
painters and contractors to our website and stores,” Meoded says. “As more customers become aware of the power and beauty of artistic finishes and the ease with which they can be applied, the easier it will be for us to build out our U.S. and international distribution channels.”
To achieve those goals, Meoded Paints is already working with new dealers across the country, such as Janovic Paints in New York, Tru-Tone Paint in Southern California and Gray’s Paint in Northern California. Meoded says those dealers have reputations that are in line with his goals to provide customers with high-quality alternatives to standard paint.
As for that aforementioned video series, the company enlisted the aid of a Hollywood videographer to put the finishing touches on the online videos and display kiosks that soon will appear at the company’s dealer locations. “There are big plans for the first quarter of 2017, with a new ad and media campaign aimed toward building out our dealer distribution network,” Meoded says.
While these tools could go a long way in assisting paint and decorating retailers in selling more Meoded Paints products, Carl Babolcsay, of The Paint Place of Woodside, in Woodside, New York, says his customers already come in asking for Meoded Paints because they know about its quality.
Special Section: Supplier Showcase
“There are so many different artistic finishes that can be accomplished with decorative paints, it boggles the mind.”
—Shlomo Meoded, founder and CEO, Meoded Paint
“The customers really like the product,” he says. “They’re not new to Venetian plasters, and they are happy with the quality because the product is made authentically. Shlomo really knows the material very well. He understands as a manufacturer how to produce a quality product.”
In addition, Babolcsay says he likes that Meoded Paints is based in California because he doesn’t have to go through the added expense or time waiting for an imported product, plus he receives better customer support. “Availability is a big, big plus for us,” Babolcsay says.
With feedback like this, Meoded Paints is certainly encouraged about the potential for company growth in the coming year. “The future looks promising with the improved economy,” Meoded says. “We are seeing lots of sample requests from major building supply companies for plaster finishes in high-end hospitality businesses and corporate chain stores. There are so many different artistic finishes that can be accomplished with decorative paints, it boggles the mind. We see us continuing to fine-tune our products and finishes to adapt to an evolving market and dominate the specialty paint industry.”
Special Section: Supplier Showcase
By Liz Lichtenberger
Serving the Pros
Tower Sealants Provides Solutions for Contractors
When Tower Sealants was founded just over a decade ago, the company was looking to expand its presence in the DIY market.
But its executives quickly realized a change in focus might be required.
The market for consumer caulking and sealing products was already pretty well saturated, says Ray Heck, vice president of marketing. Entering another brand into this crowded field might prove to be an uphill climb.
The Tower Sealants team realized there was room for growth on the professional contractor side of the market, so they began shifting their focus to this lucrative opportunity. And Heck says it has made all the difference.
“The day we said we are better serving the pros was the day that changed everything for us,” he says. “Our growth has been in the double digits ever since. We are filling a void. And I think our competitors do a great job servicing retailers and their DIY customers.”
Some of Tower Sealants’ biggest customers include independent paint stores, such as Benjamin Moore and PPG.
The company spends plenty of time developing its unique formulations and focuses on water-based caulking technology. It has partnered with DuPont, and as a result, has been able to incorporate DuPont’s Kevlar fibers into many of its products.
Tower Sealants also uses Teflon surface protector in many of its interior caulking products. “Kitchens and bathrooms may be prone to mold and mildew growth,” Heck says. “Teflon products are stain-resistant and easy to maintain. They are FDA-compliant to be used in kitchens and bathrooms.”
The company offers plenty of services to help its customers sell its products. “We come up with planograms, and we give our customers racks and signage and everything they need to get their store set,” he says. “We customize the display stackouts based on what their needs are. We offer POP or graphics that fit their brand.”
Clients with their own in-store marketing teams benefit from the same services. “We collaborate with those teams to develop programs that fit their goals,” he says.
Tower Sealants can then help retailers educate their customers. “If we educate their salespeople about our products, they can better sell those products,” he says.
The company offers items across a variety of price points, but a lower price doesn’t mean a sacrifice in quality. “Regardless, you are going to have the same application attribute and characteristics,” Heck says.
Tower Sealants continues to research, grow and look toward the next generation of products. “This year, we’ll be launching products for stucco and masonry repair, as well as a water-based acrylic that can be used on floors,” he says. The company is also working on its selection of hybrid sealants.
Quality products and strong customer relationships are two of the company’s top priorities. “It’s really been fun over the past 10 years,” Heck says. “We know where our fit is in the market and we continue to grow there. The people who work every day to make our products are committed to that quality.”
Need Cash
Special Section: Supplier Showcase
By Diane Franklin
Local From the Start
Independents Look to ALLPRO for Bright Future
Sparked from a conversation about manufacturer-owned storefronts and concern for the future of independent paint and decorating retailers, ALLPRO Corp. was born with an identity intertwined with that of the locally owned business. Fifty-seven years later, ALLPRO continues to be a champion for its members.
Established in 1960 as the industry’s first buying cooperative, ALLPRO currently has 280 members representing more than 1,900 retail locations. While the primary advantage of being an ALLPRO member is improved buying power, other advantages include centralized billing, marketing support, networking opportunities and professional training. The group also has made inroads in procuring lower health insurance rates for its members.
“Our rationale is if we can save our members money, that’s huge,” says Michael Beaudoin, ALLPRO’s executive vice president. “If we can help them become more successful, that’s even better.”
Beaudoin assumed the role of executive vice president in August 2015, succeeding Joe Poliseo, who remains with ALLPRO as vice president of merchandising. Beaudoin has a diverse background, having held top sales positions with a manufacturer’s rep agency, a major paintbrush manufacturer, a national paint manufacturer and a two-step distributor.
“When this position came open, I was able to offer a unique skill set, having lived and worked in the East, West and Midwest and also having experienced ALLPRO as both a vendor and a member,” Beaudoin says.
Beaudoin came on board at ALLPRO during a period of growth for the group and its members, resulting in more members investing in their businesses with new store openings, remodelings and increased inventory, he says. As a result, ALLPRO has seen its annual purchases steadily increase.
“Our collective volume is approaching $1 billion,” Beaudoin says. “Presently we’re opening up our third distribution warehouse on the West Coast and a fourth right after in the Midwest.”
Most members are located in the U.S. and Canada, but the company also has member locations in Mexico, Bermuda and Ireland. The buying advantage members have through ALLPRO is significant, according to Beaudoin, plus they have the advantage of selling the exclusive ALLPRO brand. Exceeding 1,700 products,
“Members make money from selling the ALLPRO brand, and contractors save money when they buy it.”
the brand encompasses such items as paint applicators, caulks and sealants, clear wood finishes and more.
“Members make money from selling the ALLPRO brand, and contractors save money when they buy it,” Beaudoin says.
ALLPRO members are looking forward to a strong future, with many bringing family members into their stores, he says.
In support of this new generation of ownership, ALLPRO will be hosting a next-generation summit in early 2018.
ALLPRO has stepped up its marketing efforts on behalf of its members with the launch of a new consumer magazine that will help its members sell their decorating expertise and attract customers beyond their core market of painting contractors.
Michael Beaudoin, executive vice president of ALLPRO, addresses attendees of the ALLPRO Spring Show in Hollywood, Florida.
Prove Paint Quality Right Before Your Customer’s Eyes
Drawdown kits now available from the PDRA
Use these kits for making draw down paint sample cards from fresh paint using draw down paint sample cards. Kit includes 8” metal drawdown bar (machined to deposit precisely three mils of paint), 10” x 12” Clipboard and 50 drawdown cards. Join PDRA today and save! For more information or to order this product, contact Tina Sullivan at 800.737.0107 or email tina@pdra.org
Special Section: Supplier Showcase
By Chad Husted
Turnkey Technology Solutions
Lancaster Marketing Program Designed to Help Dealers Grow
As technology becomes even more integral to our lives, consumers are expecting their shopping experiences to be enhanced by loyalty programs, easy-to-use discounts and other features available through mobile devices. For independent paint and decorating retailers, these kinds of advancements can certainly help enhance a customer’s shopping experience, but they can also be challenging to implement and maintain.
This is exactly why South Carolina-based distributor Lancaster created a resource that can help paint and decorating retailers harness the power of technology to improve their customers’ experiences.
With its Impact Marketing program, Lancaster is hoping to open the door to the kind of targeted marketing tools and customer retention programs that are often out of reach for smaller retailers.
For Geff Lynch, Lancaster’s senior vice president of sales and marketing, it was the rise of social media as a business tool that spurred the development of Impact Marketing.
“With independent dealers, the challenge is finding the time and resources to stay on top of the many aspects that social media requires,” Lynch says. “We’re committed to helping our dealers build their customer database and provide a turnkey program.”
Lancaster partnered with PrintTek, a company in Greer, South Carolina, to build Impact Marketing into a tool any store can use. The program will focus on ease of use for retail locations and improving customer connections for the stores, says PrintTek vice president of strategy and marketing Adam Dost.
Impact Marketing will allow retailers to set up customer loyalty programs while simultaneously developing a confidential database of contact information. Retailers then select which products to promote during each two-month
“We think it is very important that we offer tools and programs that help dealers compete in the dot-com arena.”
—Geff Lynch, senior vice president of sales and marketing, Lancaster
promotion cycle. Impact Marketing will use store-branded social media posts, email and text messages to communicate these promotions to customers.
Retailers will be able to select two tiers of service with Impact Marketing. The base level features social media, email and text message promotions, while the next level of service includes social media ads and in-store signage, Dost says.
“Everything through the platforms will be automatically branded to each individual store. Retailers get to take advantage of these marketing tools without the increased workload of them,” Dost says.
The marketing program isn’t Lancaster’s only new rollout for 2017, as the paint and sundries distributor is moving forward with an initiative to grow its flooring product lines. Combined with more turnkey programs to help dealers with websites and e-commerce advancements, Lancaster is continuing its efforts to grow the business of its retail customers, Lynch says.
“We think it is very important that we offer tools and programs that help dealers compete in the dot-com arena,” Lynch says.
For more information about Impact Marketing and Lancaster, visit impact.lancasterco.com/impactmarketing
STEP
SHOW LOCATION & HOST HOTEL
Gaylord Palms Resort & Convention Center 6000 W Osceola Pkwy • Kissimmee, FL 34746
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Cash Spiffs
Deep Discounts
Delayed Shipping & Extended Payment Terms
Travel & Stay Reimbursements
Prize Giveaways
Networking
FRIDAY, FEBRUARY 16TH
Seminar 1 • 2:00pm - 2:45pm
Lancaster Flooring - Expand Profits Without Expanding Inventory
Seminar 2 • 3:00pm - 3:45pm
Impact Marketing - Digital Communication & Advertising
Seminar 3 • 4:00pm - 5:00pm
PDRA - Roundtable Best Practices Discussion
SATURDAY, FEBRUARY 17TH
Lancaster Buying Show • 9:00am - 5:00pm
Cirque de Lancaster Dinner & Entertainment • 6:30pm - 9:30pm
SUNDAY, FEBRUARY 18TH
Lancaster Buying Show • 9:00am - 12:00pm
Special Section: Supplier Showcase
By Tammy Adamson-McMullen
Shared Values
Faux Effects International Uses Time-Honored Beliefs to Gain Industry Edge
Since its founding, Faux Effects has focused on maintaining three core values to find success in the faux painting and decorative finishes industry: hard work, selling quality products and providing guidance on the correct way to use its products to achieve a desired result. As an independent paint and decorating retailer, you likely prioritize similar values in your business.
Faux Effects’ extensive line of products includes decorative paints, plasters, glazing mediums, colorants, wood and stain finishes, marble and stone finishes, textures, oxidized finishes and more. All of the company’s products are environmentally safe and are water-based.
Sandor developed workshops at the company’s facility in Vero Beach, Florida, which eventually led to training opportunities around the country.
But Faux Effects doesn’t just manufacture decorative finishes. As part of its commitment to quality and supporting end users, company president Raymond Sandor himself is an active participant in product development.
“I still work in the lab,” he says. “I might come up with as many as three ideas in a day. If the idea doesn’t measure up, it’s noted and set aside for further review, and perhaps it’s used as a base for a future product.”
Sandor also recognized early on that decorative finishes were only as good as the training that accompanied them. As a result, Faux Effects has offered instruction in techniques ranging from trompe l’oeil and Old World frescoes, to coatings for metallics and exotic-wood finishes.
An Independent Streak
Sandor founded Faux Effects in 1989 after a previous career in furniture refinishing. He grew up in his father’s furniture-making business, where he learned fine finishing and later formed his own furniture-refinishing business. But as water-based technologies improved in the 1980s, customer demand pushed the entrepreneur in a different direction.
“People wanted low-odor material, especially on large projects where the smell of varnishes, lacquers, turpentine and similar products was problematic,” says Sandor. In response, Sandor began envisioning a line of water-based finishing products to sell to other furniture refinishers and cabinet shops.
“But then I heard requests from many people who wanted water-based decorative finishes for walls and other surfaces,” he says. “So I shifted focus.”
That shift led to Faux Effects and high-performance finishes for all sorts of applications. But Sandor soon ran into a snag.
“I thought, ‘Why don’t people buy my products?’ The answer was that people didn’t know how to use them,” Sandor says.
“I discovered that there were very few people in the country at the time who really understood decorative finishing.”
From this discovery, Sandor set Faux Effects on an educational trajectory that boosted sales and took the industry by storm. Sandor developed workshops at the company’s facility in Vero Beach, Florida, which eventually led to training opportunities around the country. Since then, the company has trained tens of thousands of people in the art of decorative finishing.
Raymond Sandor, president of Faux Effects, focuses on quality decorative finishing products and comprehensive education on how to use them.
Specialist Course, your staff can get the paint product and sales training they need online. They can take the course at your store, in their homes or on their smartphones. Anywhere, anytime.
For greater flexibility and convenience, the eight-
to-12 hour course can be taken in multiple settings over days or even weeks. It’s available to PDRA members and to nonmembers.
An exam is given at the end of the course, and those with a passing score receive a certificate, lapel pin and press release for your local newspapers.
Course topiCs inClude how to:
• Guide customers to the right coating
• Give instructions on prep and application
• Ensure customers have the tools and sundries they need
• Demonstrate the value of using quality products
• Recognize and resolve common coatings problems
• Advise customers on color and decorating
• Sell more paint!
For more information about the PDRA and to save money registering for this course, contact Tina Sullivan at 800.737.0107 or email tina@pdra.org.
Special Section: Supplier Showcase
By Karon Warren
Feeding on Feedback
The Wooster Brush Company Improves and Grows From Customer Comments
Not surprisingly, The Wooster Brush Company of Wooster, Ohio, remains strong after 166 years in the paint and decorating industry, in no small part due to responding to customer feedback for new, improved and innovative products.
This approach is in keeping with the company’s mindset to remain flexible and adaptable to the marketplace and its expectations along with changes in paints and coatings. “Our goals for Wooster Brush are to continue to provide the highest quality and most desirable painting tools in the industry,” Wooster vice president of marketing Scott Rutledge says. “Whether that is through complete innovation or in the formulation of the components of a tool, our aim is to make painting easier and more rewarding for whoever holds a Wooster product. We are constantly looking at the changes occurring in the marketplace and what opportunities present themselves as good fits for Wooster and the philosophy by which we operate our business.”
The company’s employees are a key component to achieving these goals at Wooster. “The people and the
longevity of the people working here has been a standout point in our company’s history,” says Jon Rose, vice president of sales for Wooster. “Our employees genuinely care about the company, and that attitude is reflected in our product quality and consistency, as well as the service levels we provide. Our sales force is the best in the industry; they use their experience and knowledge to provide the very best support for our customers.”
Looking to the future, the company hopes customers see Wooster as a recognizable brand name by everyone who wants to paint, whether it is a professional or a consumer. “A product with the Wooster name on it is a product that they can trust will deliver the performance they expect every time,” Rutledge says. “Wouldn’t you like to buy something and have it really deliver what you expect it to deliver, performance-wise? At The Wooster Brush Company, that’s exactly what we’re after, and we work very hard to deliver it every day.”
For more information about The Wooster Brush Company, visit woosterbrush.com.
The Wooster Brush Company, headquartered in Wooster, Ohio, celebrated its 165th anniversary with its employees in 2016. The company is one of the oldest paint applicator manufacturers in the U.S. and is credited with developing the angle sash and being the first to use synthetics for roller covers.
Decorating
Be a Specialist.
Increase sales with PDRA’s in-store digital signage!
PDRA’S digital signage program is a powerful marketing tool that positions your staff as the go-to experts for decorating questions. It will encourage customers to purchase sundries they forgot or didn’t know existed in order to complete their decorating
PRESENTATION INCLUDES SUCH TOPICS AS:
• Supplies and sundries
• Painting trim
• Remembering prep items
• Painting latex over oil/alkyd
• Reasons to buy quality paint
project. The program may be personalized by adding still image files to the drive to loop with existing files, although the movie file included cannot be edited. Easy-to-use plug andplay program is available for USB-equipped TVs. Only $99 for PDRA Members ($199 for non-members). Join
• Color quiz
• Choosing color and sheen
• Staining decks
• Color schemes
• U.S. and Canadian versions available
For more information to order, contact Tina Sullivan at 800.737.0107 or email tina@pdra.org
Paula Blankenship has dedicated her life to creative pursuits. After achieving success as a clothing designer for country music entertainers and later as a commercial designer in New York City, Blankenship has taken her considerable talents in a new direction—reinventing the concept of chalk paint as a simple all-in-one product.
Blankenship is the creative director at Heirloom Traditions Paint, which recently launched the Heritage Collection, a revolutionary chalk paint that features a built-in bonding primer and built-in wax. The collection was specifically designed for the novice painter who might otherwise become confused by the numerous paints, primers, waxes and topcoats already available in the category.
“It’s above and beyond a standard chalk-type paint, with everything you need in one jar,” Blankenship says.
“It’s a self-priming, self-leveling, no-guesswork paint. It doesn’t require wax, but has the look and feel of a chalk paint that’s been waxed.”
Using this paint is a great way to save on labor, Blankenship says. But customers are also sure to pick it up because it is more cost effective and they only have to buy one product versus buying a wax, a paint and a topcoat.
The Heritage Collection comes in 12 European-influenced colors and will soon be available in three tintable bases to expand the color variety. There is also an optional antiquing gel. Products are sold separately, but are also available in a kit that includes a quart of paint, a brush applicator and the antiquing gel. The paint can be used on a variety of surfaces—everything from furniture and cabinets to front doors, garage doors and shutters.
The creation of the Heritage Collection represents the latest achievement in Blankenship’s creative career. “My parents were in the furniture business for 50 years, and I grew up around the industry with a desire to be a creative person,” she says. “Colors and texture have always been a big part of my life.”
When she worked as a clothing designer, Blankenship specialized in creating leather stagewear for country music stars such as Tanya Tucker, Louise Mandrell, Hank Williams Jr. and Dwight Yoakam. She traveled on the road with Tucker for seven years, and they have remained friends for 25 years. “I even did a painting party at Tanya’s home in Nashville,” Blankenship says.
During her career as a commercial designer, Blankenship worked for a large company designing high-rises in New York City. She also worked for a billionaire developer, most notably participating in a massive project in Danbury, Connecticut, that at 2.5 million square feet was the largest commercial building on the East Coast.
Blankenship left the commercial design field to form Heirloom Traditions. Her initial goal was to create an innovative chalk paint to use on a line of furniture. To manufacture the paint, she approached Lanning Chemical Co. As the previous owner of a floor-covering store, Blankenship knew many of the Lanning Chemical executives from their
days at Gray Seal Paint when they were her paint supplier. These talented chemists were able to achieve Blankenship’s vision for creating superior products in the chalk paint category.
Blankenship has built sales for the Heritage Collection through a strong social media presence. She has hosted Facebook Live demonstrations to show the capabilities of Heritage Collection products to hundreds of thousands of viewers. She has also developed relationships with home decorating bloggers whose audiences number in the millions.
While social media is important, Blankenship also stresses the importance of having a brick-and-mortar connection. “We’re giving discounts and doing our best to drive consumers to their hometown retailer so they can see, touch and feel the product and also make a connection with someone in the store who is there to help,” she says.
The Heritage Collection is sold throughout the United States, and it recently launched internationally in such countries as Barbados and Grenada. The collection is available in Do it Best independent home improvement stores, but the company is looking to expand into additional paint and hardware stores.
To learn more, visit heirloomtraditionspaint.com.
Special Section: Supplier Showcase
By Karon Warren
Help From the Top
Programs Spearhead Benjamin Moore’s Support for Retailers
With an independent retailer network of approximately 3,000 owners operating approximately 5,000 stores, Benjamin Moore clearly needs a strong support system to give its retailers what they need to succeed. But the company takes it a step further, deploying a trio of support programs designed to bolster retailer confidence and develop strong businesses into the future.
The first support program is Benjamin Moore’s Marketing Access Center, an online portal filled with marketing materials for print media, TV and radio, as well as digital and social media outlets. Some of these materials include ready-made advertisements, offers and social media materials like Benjamin Moore-branded YouTube videos and messages for Twitter and Facebook.
The Marketing Access Center also contains information for marketing programs, including ideas for direct mail campaigns and digital marketing ventures.
“There are assets available 24/7 on our portal that retailers can use for their local marketing efforts,” says Dan Calkins, president of global sales for Benjamin Moore.
In addition, there is a digital team working in conjunction with the Marketing Access Center that is available to work with retailers in any area where they don’t have a lot of experience or are looking for some added support, Calkins says. “Our digital marketing team is here and ready to help in any way they can,” he says.
Another endeavor in place is the Store of the Future program, wherein Benjamin Moore is working to redesign and remerchandise its independent stores throughout North America. The company started with 400 outlets in 2016, is on track to complete 500 stores in 2017 and plans to add another 500 units in 2018.
“It’s a major spend and our first store experience improvement plan in over 10 years,” Calkins says.
“We’re spending millions and millions of dollars in an effort to upgrade the look, feel and experience of retail stores across North America. Feedback early on from our retailers, consumers and contractors has been very, very positive.” (For more information about the Store of the Future program and to see before and after photos of stores that have gone through it, read the interview with Benjamin Moore’s vice president of retail services Eugene Andreassi in the July issue of Paint & Decorating Retailer.)
Retailers who have participated in the program compared to those who haven’t are seeing a stronger sales increase in those stores, Calkins says.
The third program, the New Entrepreneur Program, seeks to bring new people into the independent network.
Rolled out in late 2015, the program is gaining traction this year, Calkins says. It entails finding people interested in owning their own businesses, providing a low cost of entry and providing plenty of training, store setup, product education and marketing.
There are no mandatory requirements for the program, but an ideal candidate usually has industry experience, strong credit history, a college degree or equivalent business experience and is located in an available market or is willing to relocate.
“All the different key aspects of running a small business are accounted for in the program,” Calkins says.
These programs are key to not only Benjamin Moore’s success, but also the success of its independent retailers. “We have a singular focus on the independent retailer channel,” Calkins says. “We believe the independent channel is the best place for Benjamin Moore products to be sold because we are the premium paint manufacturer in North America, and partnering with the independent retailer who is providing the best level of service and support to consumers and contractors is a great place to be and is a very mutually beneficial relationship from our perspective.”
Through the Store of the Future program, Benjamin Moore is embarking on its first companywide store redesign and remerchandising initiative in a decade. The company plans to implement the program at 500 stores in 2018.
Special Section: Supplier Showcase
Challenge Accepted
Gemini Industries Continues to Innovate in the Finishes Market
By Karon Warren
Back in 1964, when Bill Smith first launched Gemini Lacquers in Oklahoma City, Oklahoma, his goal was to produce high-quality woodfinishing systems for architectural and industrial applications. Since then, Smith has seen the company grow into Gemini Industries, employing 170 people with six facilities across North America, including its corporate headquarters and manufacturing facility in El Reno, Oklahoma. Gemini also runs manufacturing facilities in Grand Prairie, Texas, and Pacific, Missouri.
During this period of growth, Gemini Industries’ technology offerings have expanded and now include conversion varnishes, lacquers, acrylic systems, urethanes, aerosols, low-VOC solvent systems, touch-up and repair systems, stains, glazes, exterior wood preservatives, metal coatings, UV technologies and waterborne systems.
Along with its technology offerings, the company has evolved in its approach to the coatings industry. As technology evolved and the demands on its products increased, Gemini was able to meet the challenge by highlighting its service options to its retailers as well as the range of its products. Today, Gemini’s employees produce coating options that would have been impossible when the company was founded.
“The biggest change we’ve seen has been embracing new technology and cutting-edge coatings we didn’t originally envision,” says David Warren, president and CEO for Gemini Industries. “This change has driven our ability to grow as we embraced the challenge.”
In rising to this test, Gemini Industries assembled what Warren calls “the best technical support team in the industry, made up of artisans and craftsmen who live and breathe these coatings and know how to fine-tune these coatings to make them really perform.” By doing so, the company provides top-quality products to retailers, who, in turn, benefit by being able to provide their customers with high-end service and product assortments.
Currently, the company is working on developing a full range of eco-friendly products in solvent systems, more high-end waterborne systems and an ever-evolving low-VOC stain and glaze family of products. “Color is very popular right now,” Warren says. “This is an industry where you have to stay very tuned in to the latest trends.”
Although Gemini Industries currently offers exterior wood coatings, the company plans to expand those products going forward, with its recent acquisition of Amteco, which manufacturers the wood preservation coating, TWP ® . “TWP has been in the product mix for more than 10 years, but we’re putting more focus on it now to grow that market,” Warren says. “The expansion into exterior could expand into coatings for other materials.”
Accomplishing these goals will go a long way in helping Gemini Industries expand as an even larger provider and manufacturer of coatings, Warren says. “Gemini Industries is really going to grow in the business of coatings,” he says. “We’re expanding with research and development and sending our salesforce into other areas of coatings.”
To further strengthen its position in the industry, Gemini Industries has partnered with Sirca, a European coatings company. “European standards are like the gold standard,” Warren says. “It felt like they were a good fit. They truly are a partner.”
Right now, the company has revenues of $60 million per year, and Warren says Gemini is on track to double that number by the 2020s. “We’ve been on this course for a while,” he says.
Gemini Industries is an employee-owned company, something Warren takes pride in. “When you talk to anyone here, you’re talking to an owner,” he says.
Gemini Industries is an employee-owned company producing stains and finishes for a variety of purposes and uses. The company headquarters is located in El Reno, Oklahoma.
Special Section: Supplier Showcase
By Diane Franklin
Tradition of Quality
Corona Continues Its History of Handcrafting Superior Paint Applicators
Corona Brushes Inc. is a great American success story that has unfolded over four generations. The company got its start in Havana, Cuba, before relocating to Tampa, Florida, where it became one of the most significant manufacturers in the U.S. paint applicator market.
In an environment of intense competition and industry consolidation, Corona has had a consistent presence that has thrived based on a commitment to making quality handmade painting tools and serving its customers well. In fact, the company has recently undertaken an expansion that will ensure its growth for years to come.
Corona’s reputation comes from a tradition of excellence established by the Waksman family and passed down from generation to generation. It began with the vision of company founder Jude Waksman, who learned the brushmaking trade in post-World War I Russia before immigrating to Cuba. It continued in America, where Jude’s sons, David and Gregory, adapted to a new market and forged a connection with the independent dealer market. Today, Gregory’s sons, Ben and Albert, serve as managing partners to continue their grandfather’s legacy. Ben’s son, Michael, has joined the company to aid in that cause.
“We are proud to be a fourth-generation family company,” says Ben Waksman, Corona’s president. He recalls how he and his brother Albert learned important values in their early days with the business. And it was all grounded in their quest to produce the best brushes and rollers possible.
“The basic tenets were simple, in a way, but the gist is to try to be better than you have to be,” Waksman says. “Try to make the product better than just good.”
Corona achieves this excellence through careful selection of materials, processing and construction with the ultimate goal of making a product that works better for the user over a longer period of time.
“Without the retailers and the painters, there is no Corona. We work hard to earn their trust in our brand.”
—Ben Waksman, president, Corona Brushes Inc.
“With changes in paint and construction styles, we are constantly working on ways to update our blends of materials and processes to ensure top performance characteristics, ease of flow, cutting-in, coverage and application,” Waksman says.
“There are always changes and new ideas, but it is nice to have the traditions and heritage of four generations to always be there for us.”
Corona could not retain its tradition of excellence without the dedication of its employees, many of whom have been with the company for 20 or even 30 years. “We consider our employees as all part of the Corona family,” Waksman says.
He also gives credit for Corona’s success to many people outside the plant. “This includes our suppliers, the retailers who resell our products, the painters who buy and use Corona handmade painting tools to earn their livelihoods
and everyone else who comes in contact with the process or the result of our quality tools. Without the retailers and the painters, there is no Corona. We work hard to earn their trust in our brand.”
Corona is undergoing an expansion, which it expects to complete by early 2018. The project will add a total of 85,000 square feet to accommodate both present volume and future growth. “We will be able to significantly increase our production of both paintbrushes and paint rollers,” Waksman says. “Part of the expansion will allow us to enlarge our marketing and administrative forces.”
In anticipation of increased production, Corona has already started hiring new employees and training them in the craft of making quality applicators by hand. “We’re developing a crop of new brush-makers and roller-makers, and it takes time to train them well,” Waksman says.
Thus, the vision of Jude Waksman continues, nearly a century after he first learned how to make a quality handmade paintbrush in a small Russian village. His grandson, Ben, affirms this: “While we innovate constantly, the basic way of building our products has remained the same, by hand.”
Corona brush-makers handcraft each tool with care and precision.
Special Section: Supplier Showcase
By Diane Franklin
A Golden Opportunity
Golden Artist Colors Inc. Revitalizes the Decorative Painting Market
Golden Artist Colors Inc. has pulled off the perfect transformation to meet the needs of today’s professional decorative painters and finishers.
Founded in 1980, GOLDEN was originally known for fine artist paints. About a quartercentury later, the company saw an opportunity to serve the growing decorative finishing market and launched the Proceed® Professional Decorative Painting System of high-performance products.
Shortly after the launch, however, the decorative painting industry experienced the one-two punch of a housing bust in 2007 and a collapsing economy in 2008. While the products themselves received rave reviews,
the market to support them was no longer sufficient to sustain the line.
GOLDEN faced a choice: Discontinue the Proceed line entirely or make improvements and relaunch the products to appeal to a wider market. Believing in the products and the people who were using them, the company chose option No. 2, introducing two new lines— Lifestyle Finishes™ and GOLDEN® Pro Finishes—with an eye toward providing the professional decorative painting market with unique products at attractive margins.
“Both of these lines are available to independent paint and decorating retail stores,” says Dana Rice, market development specialist for Golden Paintworks,
the company’s commercial coatings division.
“We’re concentrating on Lifestyle Finishes with a 3-foot planogram, making it a complete package for the paint and decorating store environment.”
Earlier this year, ALLPRO recognized the value that the Lifestyle Finishes line offers the decorative finishing market and accepted Golden Paintworks as a vendor member.
Golden Paintworks launched Lifestyle Finishes earlier this year to align with today’s freshest trends. The line includes 18 decorative finishing products featuring tintable metallic paints and natural-looking textures. The target audiences for Lifestyle Finishes are professional decorative painters and finishers, professional painting contractors, architects, designers and specifiers.
“What we’re trying to accomplish with the line is to dial in on the idea of home as sanctuary,” says Rice.
“We’re offering a full range of finishes—everything from natural and earthy to sophisticated and even a bit of ‘bling’ in the form of a glass bead texture that beautifully catches the light.”
GOLDEN Pro Finishes is likewise targeting this market with such products as glazing mediums, slow-dry fluid acrylics, tinting dispersions, cracking size and clear topcoats in both gloss and matte finishes.
Lifestyle Finishes features a glazing medium and improved formulas for all of its metallic colors, which include bronze, copper, gold and pearl. The line also encompasses a variety of acrylic textures, emulating such looks as weathered granite, fresco, adobe and Venetian plaster.
The Lifestyle Finishes 3-foot planogram includes attractive signage, inspirational images, printed brochures with a holder, handpainted decorative samples of all the products and an accompanying line of professional tools.
“Handpainted samples are one of the big things we do as a company,” Rice says. “We feel it’s important to provide the handpainted materials so people can see and touch the real thing.”
GOLDEN is supporting the relaunch with online content that is accessible on the Golden Paintworks website (goldenpaints.com), through social media on Facebook and Pinterest and with application videos and downloadable content, such as step-by-step application guides.
Throughout its history, GOLDEN has developed a reputation for working with artists to make product improvements to better serve their needs. The GOLDEN Custom Lab is the only facility of its kind dedicated to creating products to the unique specifications of individual artists, conservators, designers, architects, manufacturing companies and other creative clients.
GOLDEN also has a dedicated staff of material and application specialists who can answer questions about any GOLDEN products and how they are used. These knowledgeable people are available by phone or email
five days a week during regular business hours to serve retailers, artists and other creative individuals.
What makes the 200 employees of Golden Artist Colors particularly attentive to customers’ needs is that they are also owners of the company. GOLDEN implemented an employee stock ownership plan about 15 years ago, and the company is now majority-owned by its employees.
“One of the things that makes GOLDEN strong is that we have a company culture of working together,” Rice says. “We’re like a family. We take pride in what we do. Our product has quality and consistency when it goes out the door, and our fulfillment rates are high. It’s a win for the customer, and it’s a win for us.”
The planogram for Golden Paintworks’ Lifestyle Finishes line showcases the limitless possibilities it offers.
Learning and Leading
The PDRA to Launch New Training Tools
An ongoing commitment from the Paint and Decorating Retailers Association is bringing relevant, industry-specific training tools to its members. As part of the PDRA’s alliance with the North American Retail Hardware Association, this commitment will be fulfilled in a big way in 2018.
In the new year, the PDRA will be launching more than a dozen training resources geared toward helping independent retailers develop, implement and maintain a training program.
The first resource, the Train the Trainer guide, explains why training is vital. It walks retailers through setting up a training program, shows how to train on the job, addresses training
long-time employees and more. This thorough guide can be the starting point for any retailer who is looking to start a program or refresh their current one. Provide the Train the Trainer guide to employees who are looking to take on more responsibility— like assistant store managers or other up-and-coming leaders— and ask them to use the guide to create a store-specific program. The other training resource is the Trainer’s Toolbox, which includes dozens of operations, merchandising and selling skills worksheets and other tools trainers and managers can use for quick lessons or during store meetings. Check out the overview of these comprehensive programs on the next page and visit pdra.org/education for more information.
PDRA Now is Sponsored by Santint
Trainer’s Toolbox Overview
The Trainer’s Toolbox is a well-rounded kit of training materials, guides and other resources that are designed specifically with independent paint, decorating and home improvement retailers in mind.
The resources in the Trainer’s Toolbox include a variety of components such as videos, PowerPoint presentations and worksheets so trainers can segment training into quick lessons or trainees can navigate some lessons on their own. Each lesson includes Trainer’s Notes, to help the trainer understand how the lesson should be presented.
New lessons are always in development and will be added to the Toolbox as they are released throughout next year. For more information about the training that is available through the PDRA, email info@pdra.org or call 800-737-0107.
Here is an overview of the lessons that are included in the Trainer’s Toolbox.
Sales and Customer Training
Lessons in this category teach employees how they can increase transaction sizes.
• Engaging the Customer and Starting the Sale
• Making a Good First Impression
• Add-On Sales
• Project-Based Selling
• Closing the Sale
• Setting Selling Skills Goals
• Dealing With Difficult Customers
• Keeping Customers Safe
Merchandising Training
Lessons in this category include best practices for improving the look of an operation.
• Building Endcaps
• Building Effective Counter Displays
• Keeping a Cleaner Store
• Creating Effective Stack Displays
• Creating Effective Dump Bins
• Effective Cross-Merchandising
• Merchandising Tips From a Small Store
• Maintaining Your Merchandising
Operations Training
Lessons in this category cover a variety of topics to teach employees the basics of the many components that go into running a business.
• Basic Pricing
• Introduction to the Inventory Cycle
• Inventory Management
• Managing Inventory in a Small Store
• Staying Safe on the Job
• Loss Prevention Checklist
• Getting Ready for a Special Event
• During and After a Special Event
• The Impact of Shopping Local
• Team Communication Exercise
Tell Us Your Story Today
Your association’s magazine will continue highlighting independent paint and decorating retailers in its pages in 2018, which means we want you!
If you recently hosted a unique event that went off without a hitch, if you have found success selling a new product or category or if you just think your business has a story to tell, let us help you talk about it.
Send an email to features editor Melanie Moul at mmoul@nrha.org with your business name and your title, where you are located and some background information about your business, your event or your sales success. Links to social media posts or news coverage are helpful, and so are photos.
Contact us today, and you may see yourself in the pages of Paint & Decorating Retailer . We look forward to showcasing everything you do for your communities, your customers and our industry.
Celebrate Your Scholars
If you haven’t yet nominated a deserving student for the ninth annual PDRA $5,000 Scholarship Award, now is the time!
Eligible candidates are at least high school seniors who plan to use the award toward vocational, college or post-college studies. The application should include the student’s name, institution or program of higher learning where the student is enrolled or accepted (if known) and a statement from the nominator explaining why the student is deserving of the award. In addition, two letters of recommendation and an essay from the student about how the award would impact their careers should be included. Candidates must be nominated by a PDRA member in good standing. (Not a member? Visit pdra.org/membership to learn more.)
The deadline for all application materials to be submitted to the PDRA is March 2, 2018.
The winner of the ninth annual PDRA Scholarship will receive their award at a ceremony at the PDRA Paint and Accessories Show at the National Hardware Show ® in Las Vegas, May 8-10, 2018.
Download the application at pdra.org/education or contact the PDRA for more information at info@pdra.org or 800-737-0107.
Before After
Teaming Up for a Clean Slate
The neighborhood of North Richmond, California, has made headlines in recent years for crime and violence. But the Office of Contra Costa County Supervisor, the Community Housing Development Corp., a neighborhood enrichment group Richmond Love Your Block (LYB) and a team of volunteers recently worked to change the news by repainting a local market.
“The market is in a prominent location, so a lot of cars pass by, and it gets a lot of customers because there aren’t many markets in North Richmond,” says Stephanie Ny, LYB program manager. “Children who participate in the Safe Routes to School program stop by the market for snacks every day on their walk from school to the community center.”
Prior to the event, the group consulted Kelly-Moore Paints and other retailers for technical guidance. The San Pablo Kelly-Moore Paints location donated 20 gallons of paint for the project. In addition, the group secured donations to complete the project, including a power-washing service, snacks and beverages for volunteers, loaned tools and paint sundries.
Ny says projects like this encourage residents to take care of community spaces, and they help foster trust among residents and local businesses, organizations and government.
“Activities like painting produce visible, tangible results,” she says. “Volunteers gain a sense of ownership of their neighborhood. They’re able to walk by the space and say, ‘I helped paint that.’”
