In 1998, Gene Neumann had a chance encounter with a retired paint store owner that led his family to open Neumann Paint & Supply. Since then, he and his team of employees, most of whom are family members, have become the go-to paint and sundries resources for their community of Payson, Arizona. In this article, Paint & Decorating Retailer spoke to Neumann to learn about his love of the business, his insights in the paint industry and more.
Sticking to Quality
Manufacturers have made advancements in tape and masking products in many ways, but they all agree on one thing: quality makes the difference. Learn from several manufacturers in the category to find out how you can be prepared to sell your customers the product that will help them achieve clean edges and professional results, every time.
Going Green
The paint and coatings industry is regularly impacted by environmental regulations and consumer feedback, even more than other home improvement sectors. In the eighth annual exploration of eco-conscious trends, Paint & Decorating Retailer takes a look at green building trends and paint recycling programs that can help your eco-friendly reputation blossom.
Behind the Scenes
Benjamin Moore developed a new forward-looking strategy in 2014. Over the last four years, the company has expanded its footprint by adding independent retail stores and reaching out to the consumer. This year, the company is continuing on its path with a renewed focus on bringing professionals into Benjamin Moore stores across the country.
Departments
6 Viewpoint
Dan Tratensek thinks about what has changed for green-minded consumers.
8 Industry News
Independent We Stand embarks on its annual road trip, visiting independent businesses from Minnesota to Louisiana along the Mississippi River. PPG Paints stores will be among the stops.
12 Product News
Achieve a smooth finish and remain eco-friendly with the latest from Fine Paints of Europe, Eco Satin. Discover more green products in honor of the eighth annual green issue.
16 The Big Picture
It’s not every day that stirring paint creates a media circus, but for Triangle True Value Hardware in Greenwood, South Carolina, a simple Facebook video put the business in the headlines.
52 Coverage
Staying tuned in to industry trends can help stay ahead of the competition. Check out what niches are just around the corner that could help boost your bottom line.
56 PDRA Now
The Paint and Decorating Retailers Association invites you to connect on Facebook for a chance to win!
60 Industry Profile: Premier Paint Roller
Premier Paint Roller is celebrating a half-century of dedication to sundries by getting back into the paintbrush game.
64 Calendar
It will get hot in here at the NACE Bring on the Heat® Conference in June. Book your calendar for this and other events this summer.
66 Finish
For this country music star, being an artist sometimes means laying down his guitar to pick up a paintbrush.
On the Cover
In Payson, Arizona, Gene Neumann, owner of Neumann Paint & Supply approaches business with a friendly smile and an eye for color.
(Available in 4 tintable bases: Gold, Pearl, Copper, Bronze)
Glass Bead Texture
(Available in Regular and XL)
Lifestyle Finishes
3 Foot Display includes product, dried product samples with holder, application tools, brochures, signage and shelf tags.
Classic to contemporary, Lifestyle Finishes™ from GOLDEN Paintworks offers the expression, individuality AND EASE your customers are looking for. These 16 new and exciting decorative finishes are:
•100% Acrylic with low odor. Soap and water clean-up.
•Tintable, for a full range of color options.
•Easy to apply. Each product offers many different looks.
•Supported with extras, including dried and wet samples, collateral, digital assets and one-on-one phone support.
It’s coming up on 30 years since I last attended college, but I distinctly remember a few things about those formative years. (There are a few things I don’t quite remember either.)
One experience that stands out was being able to attend conferences in different cities. I remember booking airline tickets with my friends for one of those trips. While I wasn’t a smoker, my friends were, and they insisted we sit in the smoking section on the plane.
Today, of course, the thought of a smoking section on an airplane is unfathomable considering you might just face the wrath of an air marshal if you so much as crack open a bag of peanuts without permission.
At the time, however, lighting up at 32,000 feet was just a way of life. Times change.
It’s not too different from how, just about a decade or so ago, journalists like myself were writing articles about this new “green trend” that was impacting households across the country. Now, so many of the products that were exciting and new during that first wave of eco-consciousness are just standard fare in the current product mix.
But today’s consumers aren’t just concerned about whether a product is environmentally friendly or safe to use around family and pets; they demand to have access to these options.
Just like today’s consumers have certain expectations for retailers, like good customer service, in-stock products and competitive pricing, they also expect the products they bring into their homes to meet their expectations. But today’s consumers aren’t just concerned about whether a product is environmentally friendly or safe to use around family and pets; they demand to have access to these options.
That’s exactly why we cast the spotlight once again on eco-friendly products in this issue of Paint and Decorating Retailer. Turn to Page 32 to learn more about the offerings that fall into this category.
It’s also worth noting that, as an independent retailer, being up to date on the latest in environmentally friendly products is another way you can stand out from big boxes and online competition.
We hope you enjoy this issue, and if you just happen to be reading it while traveling, I also hope you enjoy flying the friendly, smoke-free skies.
Dan Tratensek DanT@nrha.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
Diane Franklin
Heather Kauffman-Peters
Karon Warren
EDITORIAL, DESIGN & PRODUCTION
Features Editor
Melanie Moul
Jesse Carleton
Renee Changnon
Lynnea Chom
Whitney Daulton
Graeme Haase
Chad Husted Liz Lichtenberger
Todd Taber
Kelsey Truex Nancy Vondersaar
Association Coordinator Tina Sullivan tina@pdra.org
ADVERTISING
Account Executive
Brandi Hemmer brandi@pdra.org
Phone: 636-680-2785, Fax: 636-229-4750
PDRA EXECUTIVE LEADERSHIP
Chief Executive Officer LeAnn Day
OFFICERS
Craig Bond Chairman of the Board Tommy’s Paint Pot, Eugene, Oregon 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
Hitting the Road
Independent We Stand Makes Its Way Down the Mississippi
Earlier this year, PPG Paints renewed its sponsorship of Independent We Stand, a movement that celebrates small businesses around the country. The group will follow the Mississippi River this month, visiting small businesses from Minneapolis to New Orleans, including several PPG Paints stores.
The shop local movement, Independent We Stand, embarks on its annual road trip on March 12 in Minneapolis. Each year, the movement chooses a region of the country and spends five days stopping to visit locally owned small businesses on its route.
The 2018 Great American River Road Trip follows the Mississippi River from Minneapolis to New Orleans, with stops in Davenport, Iowa; Cape Girardeau, Missouri; Memphis, Tennessee; and Baton Rouge, Louisiana, along the way.
“The goal of this trip is for Independent We Stand to promote the unique experiences and the economic impact of America’s Main Streets on local economies,” says Bill Brunelle, co-founder of Independent We Stand.
“Our theme this year is ‘Local Memories. Lasting Impact.’ which we see exhibited year after year as we travel the country visiting unique Main Streets and the growing desire by consumers to support them through the buy local movement.”
PPG Paints stores will be among the stops in several cities on the trip. The company renewed its sponsorship of the movement earlier this year.
“We are thrilled to continue our sponsorship of Independent We Stand as we have a joint passion for building relationships with independent retailers to help them grow their businesses and to service their customers,” says John Trenta, senior marketing manager for PPG.
Look for a recap of the road trip in an upcoming issue of Paint & Decorating Retailer. Learn more about the movement at independentwestand.org .
Celerant Named Top Retail Software Provider
Celerant Technology, a leading provider of omnichannel retail solutions, has been ranked the No. 1 retail software provider in the 2017 RIS Software LeaderBoard, the retail industry’s most prestigious annual ranking of retail technology software vendors. This year marks the company’s 14th year on the LeaderBoard.
Celerant Technology’s retail management solution, Stratus Retail, allows omnichannel retailers to manage and expand their businesses in store and online. Celerant also designs custom e-commerce sites built on a single database with the company’s POS software. This platform integrates multiple online marketplaces and digital marketing services with SEO and email automation that draws from customer relationship management and sales data.
Celerant Technology was voted the No. 1 retail software vendor in categories including overall performance; leaders in ROI; ease of installation; and quality of support.
Technology was named the top retail software provider in nearly 30 categories in the 2017 RIS Software LeaderBoard.
Celerant
Green Is the Thing
American Company Brings European Flair to U.S.
When it comes to Fine Paints of Europe, the name really does say it all.
The Woodstock, Vermont-based company has built its business on the standards of European paint systems, offering a full lineup of paints, varnishes, primers and sundries designed to meet standards of European markets. The company believes those to be stricter than the domestic markets. Fine Paints of Europe is pushing for quality, and that extends to its ECO line.
The odorless, water-thinnable urethane-alkyd emulsion combines the advantages of both modern acrylic and traditional oil formulations. It is low-VOC and is also available in a brilliant finish along with satin.
Applications include windows, doors, trim, siding, cabinets, shutters and garden furniture. Fine Paints of Europe recommends ECO be used on surfaces which previously would have been coated with brilliant or satin enamel. When used with Fine Paints of Europe primer and painted according to instructions, the company boasts about 20 years of life for the paint.
Eco Satin is available in white, 10,000 Fine Paints of Europe colors, 3,000 Pantone colors and can also be custom tinted.
Fine Paints of Europe uses the longevity of European households as one of its calling cards for quality. The company believes European families are more likely to remain in a structure for the long term, while Americans tend to move around more often. This commitment to a structure means expectations for paint are higher, according to the company website. Fine Paints of Europe looks to meet that kind of expectation with its products.
For more information about Fine Paints of Europe, call 800-332-1556 or visit finepaintsofeurope.com .
The ECO line of paint, made by Fine Paints of Europe, is an eco-friendly product that is available in brilliant and satin finishes.
Brush and Roller Cover Cleaner
Krud Kutter Brush-Wash Cleaner & Renewer is designed to clean and recondition synthetic bristle brushes and roller covers. This biodegradable, water-based formula is effective on oil, latex and enamel paints, varnish, lacquer, shellac and polyurethane. It removes dried paint from most types of paint applicators. The cleaner is a safe alternative to solvent-based brush cleaners.
Rust-Oleum 877-385-8155 or rustoleum.com
Insect Repellent Additive
Outlast NBS 30® is an additive for exterior stains and paints designed to repel most ants, cockroaches, beetles, mites, spiders, fleas, ticks, silverfish, dirt daubers, wasps, ladybugs and carpenter bees. It is an all-natural repellent that is safe for use around children and pets and will not harm plants. The repellent can also be mixed with water and applied to bare wood.
CTA Products Group 877-536-1446 or chemtech.com
Milk Paint
Old Fashioned Milk Paint is designed to bring an authentic finish to antiques and in the production of antique furniture. It comes in 20 colors as well as a base with no pigment, which the user can add color to. The paint is biodegradeable, nontoxic and odor-free when dry. It is best used on porous surfaces such as bare wood and stone masonry.
The Old Fashioned Milk Paint Co. 866-350-6455 or milkpaint.com
The Big Picture
A Stirring Result
When he decided to upload a 20-second video to Facebook, Triangle True Value Hardware store manager Will Thompson never dreamed the video would garner nearly two million views and catapult his Greenwood, South Carolina, hardware store into the international spotlight.
“The craziest thing for me has been seeing our store get messages from people in different countries. We’ve had comments from Costa Rica, Japan, just all over,” Thompson says. “That’s a big deal for a South Carolina hardware store!”
Thompson says he was inspired by a new product that had arrived: Rust-Oleum’s Interior Glitter Paint. He had his camera rolling as he opened a can and swirled a paint stick through the paint, letting thousands of specks of glitter catch the light and attention from viewers all over the world.
Thompson says the video has increased foot traffic and sales at Triangle True Value and he hopes it will encourage people to shop local and explore unique products their neighborhood retailers offer.
As for the actual paint stick he used in the video? Thompson says he has it hanging on his store’s wall, a sign that inspiration can come from almost anywhere.
By Diane Franklin
WNeatness Counts
Quality Tape and Masking Products Are Key for High-End Results
hen you sell quality painter’s tape and masking products, you’re doing much more than selling add-ons to a paint sale. In many cases, you’re providing customers with the products that will ultimately ensure the success of their painting project.
Quality tape and masking products do much more than keep the paint from splotching or splattering onto unintended surfaces.
They also provide the sharp, clean lines that are indicative of a professional painting job.
As an independent retailer, you should understand the benefits that each kind of tape and masking product can offer a customer based on their project. It’s important to always suggest quality products to avoid angry customers returning to the store with myriad complaints—anything from bleed-through to tape that falls down in the middle of a job.
Photo courtesy of Trimaco
Conversely, suggesting the appropriate tape and masking products for the job before customers begin their construction or renovation projects will result in diminishing complaints. Professional painters will be able to work quickly and efficiently with a reliable product. Consumers will be happy, too, because quality masking products will hide errant paint strokes far better than any inferior product. By recommending the highest quality products, you can be sure you’re always selling your customers a product that is worth what they pay for—and then some.
Advancements in Paint and Masking
Painter’s tape and masking products have continually advanced in quality and performance significantly over the past several decades. Tape and masking product manufacturers have made improvements to these types of products, which allow them to continue to enhance end results and improve user satisfaction.
“The need for crisp lines, painting on delicate surfaces, exterior painting and more will all exhibit better end results if the correct painter’s tape is used.”
—Brandon Paas, Intertape Polymer Group Inc.
“Masking tape enables professional painters to achieve the best possible results and have satisfied clients,” says Lisa Molinaro, brand communications manager for 3M Construction & Home Improvement Markets Division.
The advancements many manufacturers have made in adhesion, release, UV protection, flat tapes and straight lines allow users to achieve the clean finish they’re looking for, says David May, principal with Trimaco.
“There is old-school technology in adhesive and release coatings and there is new-school,” May says. “Flat tapes and straight lines are a big focus of ours. Painters can rely on Easy Mask® KleenEdge® Painting Tapes for good application and release, no bleedthrough and clean sharp lines.”
Not all painter’s tape and masking products are created equal, and it’s important for retailers to know the difference in order to address customers’ needs. Not only are there different quality levels in the products, but there are also varying types of tape to address the many tasks and end results that the customer wants to achieve.
“Differentiation is still a major focus in painter’s masking tapes,” says Brandon Paas, consumer marketing manager for Intertape Polymer Group Inc. “Depending on what type of painting projects you’re attempting, a specific tape should be utilized to maximize your results. The need for crisp lines, painting on delicate surfaces, exterior painting and more will all exhibit better end results if the correct painter’s tape is used.”
In keeping with that focus on differentiation, IPG ™ offers an extensive line of masking tape products featuring unique formulations designed to meet the specific needs of customers.
Pro Mask Blue® with Bloc-It™ Technology features IPG’s patented clean-line technology designed to keep paint out and create crisp, clean lines.
It also features IPG’s Hand Mask Film, a durable film that resists tearing while clinging to your surface, which helps prevent overspray.
Helping on the Job
For professional painters, one of the most important trends that is growing in the tape and masking category is a larger selection of products that enhance productivity.
“On the professional side, the ‘time equals money’ equation continues to dominate,” says Kacie Baon, painting tape category manager for FrogTape Brand. “Labor shortages in the industry and other similar challenges have made that even more of an issue. Therefore, there has been a renewed focus on developing products that can save time without compromising the consistency of results.”
Using high-quality masking tape allows painters of all types to achieve a professional, clean edge.
Photo courtesy of Intertape Polymer Group
Baon adds that DIYers are continuing to purchase crossover products that can help them achieve professional results at home.
“They want tape and masking products that create impressively clean, sharp paint lines, saving them time, money and headaches,” Baon says.
Paas, meanwhile, has seen a trend of companies marketing their lines of premium masking products that have been developed with different formulations and new technologies.
“The tape industry is constantly looking for innovative ways to help make contractor and DIY jobs easier and more efficient, all while producing the best possible end result,” he says.
Product trends also are bringing about alternatives to traditional painter’s tape and masking products. For instance, Trimaco cites the emerging use of masking plastic due to many desirable properties.
“Many consumers are moving from masking paper to masking plastic due to its nonporous, bleed-through resistance properties to ensure the surface is protected.”
—Benny Cato, Trimaco
“Many consumers are moving from masking paper to masking plastic due to its nonporous, bleed-through resistance properties to ensure the surface is protected,” says Benny Cato, Trimaco’s national sales manager. “Masking plastic is also easier to wrap around objects and is translucent, allowing light transfer when masking windows. Price per square foot is comparable to paper considering the length per roll is twice as long.”
Trimaco addresses this trend with the introduction of Easy Mask® Premium Masking Plastic. This embossed masking plastic is specially treated to attract paint overspray with no flaking.
“The strong film makes painting trim and molding easier and faster,” says Nicola Rushin, Trimaco marketing manager, adding that the durable 1 mil plastic is clear to let light in and provides great bleed-through protection. “It can be used with most hand-masking devices, including Easy Mask® QM5000 PRO™.”
Since masking is a significant portion of a paint project, finding a faster way to achieve the task will appeal to professional customers. Paas sees masking film as an up-and-coming trend in the category.
“The use of masking film is gaining a lot of traction with painters as people are realizing its ease of use and time-saving efficiencies,” Paas says. “IPG’s Hand Mask Film clings to any surface, which eliminates the need for taping to the surface as masking paper requires.”
Continued on Page 26
Manufacturers are seeing customers turn to masking plastic more often than masking paper because it offers coverage that is res istant to bleed-through. Clear plastic also allows light into the room when windows are covered.
Photo courtesy of Trimaco
REINTRODUCE OURSELVES
Red Devil Equipment Co., the industry-leading mixer, shaker and mixing equipment manufacturer, is now RADIA. A small change perhaps. But after 25 years in the mixing business, we’ve built a reputation as the equipment that lasts with unmatched customer support. And that’s not about to change. Between its longevity and reliability, there a list of reasons RADIA mixers mix more. CALL TODAY
10 Tips for Selling Painter’s Tape and Masking Products
Don’t limit yourself to carrying painter’s tape and a small assortment of masking products. Having a variety of products, such as masking paper, masking film, masking plastic, maskers and more can boost your sales.
If you have in-store digital advertising with a flat-screen TV, use that to give greater prominence to your project supplies reminder list. Customers’ eyes will likely be drawn to the screen as you mix their paint.
Technology in the category is improving all the time. The latest products will ensure you are taking advantage of innovations to ensure clean, sharp lines, no bleed-through, better application and release.
Make sure you have a well-designed company website to promote the various products in your store, including tape and masking products. Use social media to tout the advantages of using quality painter’s tape and masking products.
The painter’s tape and masking products category is diverse for a reason—to cover a variety of tasks and suit the surface being painted. Ask questions about your customers’ projects to ensure they leave the store with the right product.
Inferior products will lead to inferior results. Educate your customers about why quality products are worth the extra cost, and be sure they know that different paints and coatings require different tape products.
Display photos of various faux finishing projects in your store and share ideas on social media. When consumers see what effects can be achieved, chances are you will sell more tape. Merchandise tape with your faux finish paints and coatings.
While tape and masking products are essential products for a painting project, an infrequent painter may overlook them. Put the products in your customer’s line of sight, so they won’t forget to purchase them.
Use your products so you can speak from experience when telling customers what will work best for them. To help your newer employees learn the ropes and to give your veteran employees a refresher, give the Paint and Decorating Retailers Association training a try. Visit pdra.org/education for more.
Provide a reminder list of products that customers need for their painting projects. Suggesting not only painter’s tape and masking products but also roller frames, roller covers, mini-rollers, angled sash paintbrushes, tray liners and drop cloths can boost your overall sales.
Photo courtesy of Intertape Polymer Group
Continued from Page 22
Another trend that has had a major impact on the paint and masking category is the use of tape to create unique patterns on the wall. This use of tape is popular with DIYers and painters looking to create a unique faux finish look. Because of the intricacy of these patterns, having tape that provides clean, sharp lines is especially important, Baon says.
“A continued demand for complex patterns, stripes and other designs means that when consumers do hire a pro, they are demanding absolute perfection,” she says. “Therefore, they require supplies—especially tape and masking products—that help them deliver top-notch results.”
A Diverse Selection
Because manufacturers are continually investing in diverse innovations, new products are coming on the market all the time. These products are intended to improve the painting experience for professionals and DIYers alike.
3M, for instance, recently added another product to its ScotchBlue line.
“ScotchBlue Platinum Interior Painter’s Tape is made with a conformable poly-material that removes easily in one long pull without slivering or tearing for faster prep and removal, compared to 3M paper-backed masking tapes,” Molinaro says.
“It provides ultra-sharp paint lines on baseboards, trim, glass and metal for professional results.”
Tape can be used to protect a variety of surfaces, whether users want to protect trim from a dark wall color or the wall from a fresh coat on baseboards. When painting trim, covering the edge that meets flooring protects against drips.
Photo courtesy of 3M
Photo courtesy of FrogTape Brand
Baon points to the quality of FrogTape as providing what end users are looking for in terms of quality.
“FrogTape in general saves consumers and professionals time and ultimately money,” she says. “Our products ensure that users of any skill level can get consistently clean and sharp paint lines—especially the high-quality job that customers expect from a professional.”
Trimaco has a variety of professional-grade masking tapes that are designed to make paint jobs easy. These tapes are appropriate for a wide variety of applications, especially for painters who are working on a fine-line tape job. The company offers crepe paper tapes for general-purpose usage and flat paper tapes for use where sharp, clean lines are required.
You can maximize your success in the painter’s tape and masking tapes category by displaying the products prominently. Endcaps serve as another salesperson on the floor.
Its brown paper tape with a pressure-sensitive adhesive edge makes masking quick and easy, catching paint splatters.
Easy Mask® Premium Masking Plastic, the latest addition to the Easy Mask line, joins a lineup that also includes Easy Mask® KleenEdge® Perfect Edge™ and Easy Mask® KleenEdge® Low Tack™ Painting Tapes— flat-paper tapes specifically designed to help create a clean straight line and no bleed-through.
“They allow a clean release up to 14 days, which means no residue left behind to clean up at the end of the job,” Rushin says. “KleenEdge® Perfect Edge™ Painting Tape is for use on a variety of surfaces and KleenEdge® Low Tack™ Painting Tape is specially designed for delicate surfaces. Both tapes can be used with Easy Mask® Masking Films, Masking Plastic, Masking Papers and Maskers.”
KleenEdge® Perfect Edge™ Painting Tape is also used on various sizes of the Easy Mask® Tape & Drape, a pretaped masking film that can be used for areas that end users wish to protect during their paint jobs.
“The high-density film is treated with a unique formula that helps create cling to the protected surface, attracts overspray and reduces flaking,
allowing the film to be used through multiple applications,” Rushin says.
Other variations in tape are also available from Trimaco, including KleenEdge ® Painting Tape, a masking paper with an adhesive edge and an uncoated portion to catch spills. “It helps the painter create straight lines while providing extra protection from paint splatters and drips,” Rushin says. “It comes in widths from 2 inches up to 6 inches so the right size can be selected for the job at hand. It is quick and easy to apply and remove.”
Another product from Trimaco is BluEdge® Professional Painting Masking Tape, a 14-day crepe paper tape for indoor or outdoor use. The tape is best for primed or painted drywall, the product removes cleanly and easily, even if exposed to direct sunlight, and it can be left on the wall up to 14 days.
Succeeding in the Category
You can maximize your success in the painter’s tape and masking tapes category by displaying the products prominently. Endcaps serve as another salesperson on the floor because they put products in the line of sight of the customer.
High-quality tape and masking products save users time and money because they don’t spend as much time putting up tape and touching up problem areas.
Photo courtesy of FrogTape
There are enough options and varieties of tape and masking products that users can find just what they need for interior or exterior painting projects.
You should also set up displays near the cash register and include signage reminding customers of the products they will need to complete their project. If you use digital advertising in the store, you should make sure those reminders are displayed on monitors throughout the store.
However, an even more basic recommendation for succeeding in the category is to make sure you are carrying the variety of products necessary to meet the full spectrum of needs for your customer base. As noted, not every taping or masking situation is alike. You can’t use a one-size-fits-all approach and expect to satisfy all customers.
“Paint retailers should carry a wide assortment of tapes that will provide optimal results for any project a painter may encounter,” Molinaro says. “The product assortment should offer tapes that can be applied on delicate surfaces, rough surfaces and every surface in between.”
Keep in mind that to fully address the category, you will need to carry products that go beyond painter’s tape into masking products and accessories that are often needed on a job site.
“When consumers buy masking tapes, they will often be shopping for other masking products at the same time,” Rushin says. “Many retailers sell other masking products in addition to tapes, so everything needed to mask a job can be purchased in their store. In addition to a selection of tapes, the Easy Mask line offered by Trimaco includes maskers, blades, paper, masking plastic, film, plastic sheeting and pretaped masking film.”
Rushin also points out the advantage of selling masking tape and associated products as a kit to make collecting all the right products easier for customers. “For example, the Easy Mask® QM5000 PRO Starter Kit provides everything needed to get started masking,” she says. “After this initial purchase, a customer can then purchase rolls of tape, film and paper as needed.”
Photo courtesy of Trimaco
“Tape and masking products are a small investment that can make a huge difference in the quality and profitability of a paint project.”
—Kacie Baon, FrogTape Brand
While displaying the products prominently is important, you can also start promoting the products before your customer ever steps foot in the store. Be sure your website includes the categories and types of products you carry. You can also use social media platforms to announce new products, sales and other promotions so customers know you are a resource.
“As consumers are researching and continuously becoming more educated, it’s critical to have an online presence,” Intertape Polymer Group’s Paas says. “Posting helpful tips and techniques on social media demonstrates your level of expertise.”
Bottom Line: Emphasize Quality
Especially in the case of DIYers, your customers won’t necessarily know why a particular product costs more unless you take the time to educate them.
Once they understand the role that a quality masking product can play in the success of a project, any price objections will become minimal.
“Tape and masking products are a small investment that can make a huge difference in the quality and profitability of a paint project,” Baon says. “Choosing a premium tape like FrogTape adds very little to the cost of the materials while saving time in labor and ensuring the clean, sharp lines that are the sign of a professional. The same effect is true for the everyday DIYer. We encourage them to pay a small premium for a superior tape, as it will lead to fewer headaches and a more successful outcome.”
Investing in high-quality tape products can protect some of the most precious surfaces throughout the home.
Photo courtesy of FrogTape Brand
By Melanie Moul and Todd Taber
The Green Lifecycle
Eco-Consciousness, From New Construction to Paint Disposal
Discovering trends that connect with customers is at the heart of the home improvement industry. As paint colors and faux finishes transition from muted and matte to bright and bronzed, it’s important for retailers to stay ahead of every curve.
One trend that is transforming into a way of life for consumers, rather than being a passing fad, is green living. From LED lightbulbs and low-VOC paints to all-natural wallcoverings and plant-based cleaning products, more consumers are choosing products that have a smaller impact on the planet.
According to a 2017 international Unilever study, one-third of consumers opt for brands that they believe have a positive social or environmental impact. Additionally, 20 percent of respondents in the study said they would choose brands that publicize their connections to sustainable causes.
In this article, Paint & Decorating Retailer explores the changes that are occurring in the home improvement industry, from the beginning to the end of a project. We spoke to the U.S. Green Building Council for insight into green building trends, and we touched base with PaintCare, a nonprofit that manages paint stewardship programs in the U.S.
For further insight into how these eco-friendly trends are impacting independent retailers, we spoke to Clement’s Paint in Austin, Texas.
Building Green
Across the country, homeowners, builders and retailers are seeing the benefits of green building.
The U.S. Green Building Council, founded in 1993 to promote sustainable building practices, oversees the Leadership in Energy and Environmental Design
rating system. This system develops internationally recognized eco-friendly building standards. Currently, 1.6 million residential units are registered or certified with LEED and 2.2 million more square feet is certified to LEED standards each day.
Asa Foss, director of residential technical solutions for the USGBC, says data proves green building is increasingly popular and has a direct economic impact. The USGBC forecasts that green construction spending has grown 15.1 percent year over year since 2015 and will reach $224.4 billion this year.
Foss says green building growth has a few key drivers. Green manufacturers are strengthening their marketing while cities and states are adopting more stringent building codes. Foss says green building also coincides with an increasing number of Americans shifting to healthier lifestyles, which includes improving their living and working environments.
“Human health, energy and water are all intertwined. Anything you’re doing to improve those fronts will relatively impact the other one,” Foss says. “That’s one of the cool things about green building—it’s not about building one thing or improving one factor. Having a more comfortable and healthy base for people to work and live in has all these other economic and environmental benefits.”
Foss says it’s important to note that “green” building has no clear definition; the term simply implies that builders and contractors have made some effort to be environmentally conscious.
Foss says that business owners don’t have to completely renovate their stores to operate to green or LEED standards. There are many things retailers can do to be more eco-conscious. He recommends retailers track their monthly energy usage and then
compare that data against similar operations through the Environmental Protection Agency’s Energy Star® Portfolio Manager and other available resources.
For retailers who want to market their eco-friendly products to contractors who can receive grants for building to LEED standards, Foss recommends having product-specific information ready at a moment’s notice. He also says training staff members on the certifications and awards that certain products are granted could help contractors view your operation as a trusted partner in green building.
Green Building’s Deep Roots
The University of Texas at Austin and the USGBC recently released data that showed the benefits homeowners in Austin gained when they adopted green and LEED home construction practices.
Homeowners who built new residential units to green or LEED standards saw an increased home value when they sold their properties, the study finds. Homeowners who adopted green building standards saw a 6 percent home value increase on average. For those who built to certified LEED standards, an 8 percent increase was the average, which could translate to nearly $25,000 in added value.
Clement Ebbo, president of Austin-based Clement’s Paint, says offering a full selection of eco-friendly products at his stores is critical. Ebbo’s operation has sold low-VOC paints for years, but also expanded inventory to include eco-friendly caulking, water-based urethanes and recycled paint sundries.
“People in Austin are very aware of the problems our planet is facing. Eco-friendly paints are some of the best-sellers at our stores,” Ebbo says.
Ebbo finds that customers are often willing to spend more to ensure their project has as little impact on the environment as possible. But he says his community’s preference for eco-friendly paint and sundries goes far deeper than home resale values.
“People aren’t buying green products thinking about investments down the road. For a lot of our customers, it’s their families’ health they’re considering,” Ebbo says.
Ebbo believes manufacturers should keep retailers directly informed on advances in eco-friendly paints by releasing key product information and offering in-store training to help salespeople fully explain the benefits of green products.
He says his staff often fields questions from DIY painters about how they can mitigate environmental damage as they tackle painting projects. That’s no surprise to Foss, who says these customers will become increasingly knowledgeable about green building standards.
“I do see a tidal wave coming. It would certainly behoove retailers and manufacturers to stay ahead of the green building curve,” Foss says. “You’re going to have customers coming at you with much more information, asking much more detailed questions.”
Foss says the growing availability and accuracy of products like indoor air sensors will give customers concrete data as they work to build or upgrade their spaces to green or even LEED living standards.
“It’s a much more sophisticated customer because they’re going to point to actual results from a device that’s in their own spaces, and there’s no fooling that,” Foss says.
Taking Care of Paint
Consumers sometimes have leftover supplies after completing home renovation projects. Discarding or recycling wallpaper scraps or bits of lumber is as simple as walking the can to the curb for pickup.
But properly disposing of paint presents a challenge for many homeowners. Although latex paint isn’t considered hazardous waste by the U.S. EPA, it needs to be disposed of responsibly to prevent contamination of groundwater and other potential negative results of improper disposal. Consumers in many states have options to recycle, reuse or donate unused or extra paint. (See the map on Page 36 for an overview of the paint disposal programs in the U.S.)
However, eight states and the District of Columbia have passed legislation that requires paint manufacturers to manage leftover paint through a product stewardship program. These states and D.C. work with a nonprofit organization called PaintCare® to manage the stewardship programs.
Continued on Page 38
Paint stewardship program legislation has been introduced in the state.
In some cases, collection sites accept oil-based products, but not latex paints. *
Sources: PaintCare.org ; state Departments of Environmental Quality; U.S. Green Building Council
Where Green Calls Home
PaintCare Program
Oregon was the first state to pass a paint stewardship law in 2009, and its PaintCare program launched in 2010. Since then, seven other states and Washington, D.C. have passed similar legislation and have started their own programs.
State-Managed HHW Disposal Programs
Some states require communities and municipalities to run household hazardous waste disposal programs, and other states manage the programs from the top.
Other or Municipal HHW Disposal Programs*
The majority of states in the U.S. leave household hazardous waste disposal up to municipalities or private companies. Not all sites accept paint products.
Green Construction
Green construction projects are becoming more popular as Americans shift to healthier lifestyles and cities and states adopt more eco-friendly building standards.
Continued from Page 34
Manufacturers that sell architectural paint in an area with a paint stewardship program must include a fee in the wholesale cost of the paint when selling to retailers. Retailers who sell paint must pass that cost onto consumers for all paint sold. The fees go toward operating a network of drop-off locations, collecting and processing paint and educating the public, which PaintCare manages in each community.
Retailers can opt in to being paint collection sites, and since the launch of the program in Oregon in 2010, PaintCare has helped facilitate more than 1,750 drop-off sites in eight states and D.C., and 77 percent of them are paint retailers.
If your state operates a PaintCare stewardship program, getting started as a collection site is simple, says PaintCare director of communications Brett Rodgers.
“We contract with retail sites to set them up as a drop-off point,” Rodgers says. “We have a staff person in each state or region where these programs operate, and they’re available to help set up new sites and help existing sites.”
Rodgers says the benefits of being a drop-off point include added convenience for consumers to drop off unwanted paint, supporting the paint industry’s effort to lead the way in being responsible for end-of-life management of its products, promoting the store as environmentally responsible and helping prevent improper disposal of paint.
“We set retailers up with a bin or carton for paint collection, and consumers can bring in leftover
architectural paint in quantities smaller than 5 gallons,” Rodgers says. “The sealed paint cans are put in our bins and are collected by our haulers.”
PaintCare representatives also provide literature for retailers to share with customers.
“From our point of view, there is value in businesses publicizing their participation in the program,” he says. “We touch base with everyone to make sure we’ve mailed the right information to all retailers to provide them whatever they need to share information about the program.”
Paint can be recycled or reused in many ways, Rodgers says, but the organization tries to recycle paint as much as possible. More than half the paint that is received at PaintCare drop-off sites is able to be recycled into new paint. The organization also has close ties to Habitat for Humanity, and often leftover paint is sent to Habitat’s ReStores, which are retail locations that sell second-hand home improvement products.
For retailers who operate in paint stewardship states but don’t serve as drop-off sites, Rodgers says the concept circles back to service.
“You’re helping customers do something they want to do, which is recycle paint responsibly,” he says. “The idea that you can just hand it back to the paint store and something good will come of it, that’s a good feeling.”
Rodgers says paint retailers could also benefit from repeat business by serving as drop-off sites. If customers are returning to the store to drop off paint, they may end up making a purchase.
PaintCare also promotes the businesses that participate through its site locator on its website, which Rodgers says is its most popular tool online.
“We want to point consumers where to go to recycle,” he says. “However, PaintCare is also about connecting retailers and consumers who have a shared interest.”
There is currently pending paint stewardship legislation in Massachusetts, New Hampshire, New Jersey, New York and Washington state. If retailers are interested in starting a paint stewardship program in their area, Rodgers recommends reaching out to legislators.
Some states may be interested in the cost savings that come out of starting a program, as the fees added to paint sales generate the funds needed to run the program, and it may take the place of state or local household hazardous waste collection facilities.
PaintCare representatives are interested in speaking to retailers, too.
“We would certainly like to hear from them,” Rodgers says. “We’d be interested in talking more about their program ideas.”
By Renee Changnon
Family Business Is a True Blessing
Neumann Paint & Supply Serves Arizona Community for 20 Years
The town of Payson, Arizona, is home to about 15,000 people, ranging from young families to retirees escaping harsh winter weather in other states. Located in the center of the state, Payson is known for having the world’s oldest continuous rodeo, a plethora of outdoor activities and businesses that serve both the community members and tourists passing through. Neumann Paint & Supply is one of the businesses Payson shoppers trust.
The paint and supply business has been a valued resource for professionals and DIYers since opening in 1998, says owner and operator Gene Neumann. Yet the community staple was only possible due to perfect timing. When the chance to open his own business presented itself, Neumann says it was a miracle.
“If you live in Payson, you know about Neumann Paint & Supply,” he says. “Whether you discover us through friends or based on our reputation in town, I believe we’ve remained successful for a variety of reasons. As we celebrate our 20th anniversary, I am certain the conversation that led to opening our business was truly divine intervention.”
An Entrepreneurial Dream Come True
Even before opening his own paint business, Neumann says he had firsthand experience in the home improvement industry. Managing a big lumberyard helped him lay the foundation for his future independent retail endeavor.
“I know the building industry and all the aspects of construction and painting,” Neumann says. “Within the home improvement industry, I felt there was a strong paint market in our area. If the opportunity presented itself, I wanted to become my own boss by running a paint business.”
While working as an outside sales representative for a building materials company, Neumann was talking to a prospective customer when his prayers were about to be answered. The man said he had just closed his paint store and was looking for someone to sell his equipment and paint to. Neumann expressed his own interest and he says what happened next was fate.
“Crossing paths with that man was meant to be,” he says. “The price of his equipment and some of his inventory was such a good deal that my wife Betty and I decided to go for it, and that’s when Neumann Paint & Supply was born.”
“To work in our store, an employee must be able to work the equipment and know the technical side of the business to best serve our customers.”
—Gene Neumann, Neumann Paint & Supply
According to Neumann, he and his wife were eager to own and operate a paint business as they were raising their kids Matt, Robert and Nikki. He says they felt it would give them the flexibility to be active in their children’s lives, an opportunity that operating other business types may prevent.
The 3,000-square-foot-store has become the go-to resource for contractors and homeowners in Payson, with about 60 percent of the business coming from professionals, Neumann says. The loyal customers the business has accrued over the years are due largely to the knowledge and service Neumann and the rest of team bring to the table.
In addition to Neumann, the store has become a well-oiled machine with a team that includes his wife Betty, their oldest son Matt, Neumann’s sister Sally and part-time employee Kalob, who Neumann says is practically part of the family.
“People come to our store, not because we are designers, but because we have an eye for color,” he says. “They rely on Matt, Sally and myself to give them an understanding of how a specific color will turn out in different application settings.”
Neumann Paint & Supply’s workforce is made up mostly of family members, and Neumann says finding qualified employees poses a challenge.
“Hiring people in this industry requires a large investment in training and education,” Neumann says. “To work in our store, an employee must be able to work the equipment and know the technical side of the business to best serve our customers.”
Quality Products and Manufacturer Resources
When a customer enters Neumann Paint & Supply, they have a wide selection of paint products and brands to choose from.
The No. 1 paint line the business offers is Kelly-Moore, which Neumann says is popular among DIYers and pros because the brand offers high-quality products at a fair price.
In addition to Kelly-Moore, the store also sells products from companies including PPG, Gemini Lacquers, International Paint, the ZAR ® product line from UGL, Tri-Tech, Sashco, Graco, Abatron, Messmers, 3M and more, Neumann says.
When he is looking for new paint and sundries to stock the shelves, Neumann says he keeps the Payson community’s needs in mind.
“A large percentage of new construction and restoration is dedicated to log homes,” he says.
Gene Neumann (left) and his oldest son Matt work together in the family business. His son Robert worked in the business too, but now he is a paint contractor in town.
“I recommend customers paint a color on the wall and look at it during different times of the day. Even if something looks dark on a paint chip, it likely won’t be dark enough in the Arizona sun.”
—Gene Neumann, Neumann Paint & Supply
“That’s a strong market for our customers. We stock products from Sashco because the company offers items a customer needs to keep a log home looking great. Having a log home in Arizona requires a commitment to maintenance. Every three to five years homeowners need to redo the project because the sun is very brutal.”
Another way the business caters to local customers is by ensuring their color consultation services take the local elements into account.
“Paint chips can be extremely deceiving, especially in Arizona, where the sun is brighter than other parts of the country,” he says. “I recommend customers paint a color on the wall and look at it during different times of the day. Even if something looks dark on a paint chip, it likely won’t be dark enough in the Arizona sun.”
To stay on top of the industry, Neumann says he makes sure to utilize the resources provided to him from the manufacturers he sources.
“I work with our manufacturers to make sure they’re keeping us knowledgeable on the products we sell,” he says. “For example, in 2015, we had our Gemini Coatings sales rep come to the store and provide a seminar to train, stain and lacquer with their products. We invited our customers to attend and used it to help train our team. These sessions escalate sales and provide educational opportunities for customers and staff.”
To keep up with consumer trends, Neumann says attending industry trade shows is another key to their success. Team members attend events like the Lancaster Buying Show, regional paint shows and the National Hardware Show® in Las Vegas. Industry events offer opportunities to talk to manufacturers in person and get an update on new products and noteworthy trends, he says.
However, Neumann says being aware of the trends that impact his audience is where his focus lies.
“I follow trends as they relate to our market,” he says. “If there is a trend seen in Phoenix, we know that residents in Payson will be asking for it as well. For example, concrete stain on floors has become extremely popular in Arizona. People building new houses are staining concrete flooring throughout the entire home as it costs less and is easy to maintain.”
To ensure Neumann Paint & Supply has repeat customers, the store offers a wide array of quality products.
The business offers products that best serve paint pros and DIYers alike. And under the Arizona sun, paint projects often require updates.
To ensure the team can properly sell a product, they are encouraged to test products away from the store.
“I think it’s very important to go through training when we can, but to also test out the products on our own away from the store,” he says. “My daughter Nikki bought a new house a few years ago, and Matt wanted to test out a new tinted lacquer on her cabinets for her. With that experience, he can give our customers firsthand knowledge on how to apply the product successfully.”
A Community Spirit
As the business looks to the future, Neumann says its involvement in the community will continue. Running a business requires a lot of time and effort, and creating a solid reputation comes from more than just quality service and products; it also takes a generous spirit to help the community.
“We try to help in our community wherever we can,” he says. “If I see a need for something, I am the first person to coordinate with others in town to complete that project.”
Some of the different projects Neumann has spearheaded over the years include painting the Payson chamber of commerce building, the senior center in town and even the local rodeo grounds.
Neumann Paint & Supply usually donates the paint and sundries items needed for these types of projects and then contractors Neumann knows will donate their time to complete the job.
“We’ve built a strong reputation and our community supports our business in large part because of our focus on giving back,” he says.
Being located in a small town also means that his fellow independent business owners work together and support one another, often beyond their businesses, he says.
“The independent stores in town we support are owned by people we know,” Neumann says. “Getting to know each other at kids’ sporting events or through our church makes our relationships in business even stronger.”
For customers visiting the store, Neumann says the company slogan “Go Where the Paint Pros Go” is an accurate description of their service.
“My oldest son, Matt, can match anything,” he says. “He has extensive knowledge from the hands-on experience and education he’s received from Graco on paint sprayer training and Sashco’s program for contractors.”
Through it all, Neumann says Neumann Paint & Supply will remain laser focused on its purpose.
“As a family, we have been blessed beyond belief,” Neumann says. “My wife and I have prayed about all decisions we have made over the years. By doing that and focusing on providing the best products and prices to help our customers get the job done, they’ll continue supporting our business.”
As the family celebrates 20 years of business in town, Neumann says the opportunity was a true blessing for the family.
Matt Neumann has become an expert in color matching and he tests products outside of the store to provide the best advice to customers.
Building a Stronger Channel
Benjamin Moore Invests in Independents and Their Customers
There are a wealth of resources available to you as an independent paint retailer to help you improve your business, create stronger teams and better serve your customers. The Paint and Decorating Retailers Association forms relationships with vendors, manufacturers and other groups to create a smoother delivery system of those resources.
Dan Calkins was recently named president and chief operating officer of Benjamin Moore, which has been serving independent paint retailers for 135 years. In his new role, Calkins says he is looking forward to building on the vision Benjamin Moore set forth in early 2014. Paint & Decorating Retailer spoke to Calkins to learn more about the company’s progress on its strategies and how it plans to continue delivering to its retailers, their customers and end users of Benjamin Moore products.
Paint & Decorating Retailer (PDR): What strategic goals is Benjamin Moore working toward in 2018?
Dan Calkins (DC): We’ve had good success with the new strategy we developed in 2014 that we’ve been executing over the last several years. The core of that strategy is focusing on maintaining the health of the independent channel; expansion of the Benjamin Moore brand; end-user engagement; and ensuring the ease of doing business for retailers.
There are multiple tactics under each of those pillars we’ve been using. We’ll be doing more of the same this year, but we’ll be working more aggressively in some areas. In 2018, we’ll be working hard to be more aggressive in professional and architectural areas. We’re still going to focus on our independent retailer network, but we’ll be branching out to focus on the people who visit our retailers.
We’re trying to get the professional user in the doors of our paint and decorating stores through our marketing efforts.
This focus on contractors and professionals is part of the Benjamin Moore expansion plan that we launched about three years ago, and now we’re planning to branch out the program. We have worked with our existing retailer base to grow their storefronts, and we’ve opened close to 700 new outlets, which allows us to reach new customers.
Over the course of the last three years, Benjamin Moore has spent millions of dollars to support the growth of the retailer network and the company, and this focus on bringing professionals into the stores is another part of that.
Another area that’s important is developing a competitive sundries program.
We’re trying to find ways to add bottom-line profit for our retailers. We have 5,000 stores out there, and if we can leverage the buying power of that group, we believe there’s a real benefit there.
We’re currently working with a third party to develop the sundries program, and we’ll be piloting that in a few stores. Hopefully the pilot goes well and we’ll be able to roll it out across North America.
This program is really about finding an affordable way for our retailers to buy their sundries. A large percentage of their overall sales is in that category, and they’ve asked for us to find ways to drive sales. We’re looking to be much more comprehensive in our approach.
Benjamin Moore launched its Store of the Future upgrade program to update its retail outlets, like Village Paint & Hardware in Wisconsin.
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-
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
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. Join
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.
We’re also looking to support the independent channel this year by helping to subsidize the cost of outside sales. We’ve spent millions subsidizing the efforts to grow the professional sales business, and we’ll continue to do so.
Lastly, we’ve put together some educational and best practice tools that are focused on product and business acumen to help retailers compete. Training has been a focus area on multiple levels to help independents be more successful going forward.
At the end of the day, we’re fortunate. We have great ownership, great employees, great products, and we have a great network of independent dealers. We’re really in a great spot as we get further into 2018.
PDR: Why is training so important for independent paint retailers?
DC: You’re working in a specialty store, so people have higher expectations. They’re looking for a better product and more support. Having the best trained people in your store enables you to compete. We already have the advantage of the entrepreneurial spirit, and that combined with knowledge is really a strong equation for success.
Benjamin Moore offers traditional classroom style training and shorter training opportunities that retailers can complete in the store. We call it “Tips in Ten”
Which is the Correct Drywall Sanding Tool For You?
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Available as the Full Circle Dust-Free Sanding System, both vacuum extracted drywall sanding tools: the round Radius360°Air®, and the rectagular FlexAir® Sanding Tools are included for a total sanding experience.
Dan Calkins, president and chief operating officer of Benjamin Moore, is leading the company through a renewed focus on bringing professionals into Benjamin Moore retail stores.
because a store associate can go on a computer and in 10 minutes, learn the benefits and the selling proposition of our products.
Retailers can contact their sales representatives for a full schedule of training opportunities. We have a training plan already created for 2018, whether they’re looking for management training or product training.
We also have the capability to address large groups if there’s a need in a specific market. As long as retailers are interested in participating, we’re all in with training.
PDR: How can retailers who sell Benjamin Moore products meet the needs of eco-conscious customers?
DC: It’s important that retailers share with their customers that Benjamin Moore has always been a good corporate citizen. Even before regulations required us to make changes to our formulations, we viewed it as just part of doing the right thing. That’s part of our strategy. Our products are very environmentally friendly by all accounts. We don’t sacrifice performance for environmental reasons, but we’re very cognizant of that.
PDR: What is the value of companies like Benjamin Moore working with industry groups like the PDRA?
DC: I think it’s important that we at Benjamin Moore be good listeners and understand the needs of customers, both from a retailer and end-user perspective. Being a part of the PDRA allows us to be with customers and other industry participants and understand what’s going on compared to what we think is happening in the marketplace and in the environment. From a retailer standpoint, working with industry associations allows you to have a better understanding of the industry and be able to share. You have the opportunity to learn from other retailers, participate in conversations and up your game because you’re part of a bigger group.
“From a retailer standpoint, working with industry associations allows you to have a better understanding of the industry and be able to share.”
—Dan Calkins, Benjamin Moore
PROTECTOR
Staying on Top of the Trends
4 Developing Niches You Need to Know About
Trends are fluid. Developing a niche based on a trend that could disappear in a year is risky. For that reason, most stable niches grow out of a store operator’s passion or local consumer demand. However, trends can and should influence a store’s niches. If a business has developed a reputation for being cutting-edge or eco-friendly or has employees who are experts in a specific design style or product line, the latest trends should be incorporated into the business to help it stand out.
This article overviews four important trends for 2018 that can be incorporated into existing niches or used as a launching point to develop new ones.
Add a Little Feeling
Textured walls have always fluctuated in and out of popularity, but this year they’ve reached a new dimension, with cutting-edge beaded and flocked options.
Joining Venetian plaster, weathered granite, metallic and pearl finishes, the new beaded wall coverings, available in both paint and wallpaper, add sparkle and sophistication to traditionally flat surfaces. Beaded paints like those from Golden Paintworks® can be added over any paint color, pairing especially well with metallic paints like those from Modern Masters. American wallpaper manufacturer York Wallcoverings uses recycled glass and sand to make their flexible beaded wallpaper, available in full glittering fields, stripes or popular patterns, including butterflies and art deco.
Spend Some Time Away
Consumers suffering from social media overload and 24/7 work connectivity are seeking to unplug by creating tech-free sanctuaries in their home. Whether it’s a window seat or an extra bedroom, they’re using soothing paint colors like blues or greens to designate places for unwinding,
Coverage
mediating, reading or just relaxing. Retailers can help consumers forget about the stresses of the outside world by displaying soothing palettes that inspire tranquility and creating inviting in-store sanctuaries.
Go Green
Driven by regulations and consumer demand, manufacturers have prioritized research and development into new ingredients that lower VOCs and are better for the environment while maintaining the same performance properties.
The challenge for retailers is highlighting something that is basically a change in the ingredients list for products that consumers commonly use. Yet, promoting eco-friendly products through displays, signage and community outreach can have a significant impact on the bottom line as millennials become homeowners. Study after study has shown that millennials prefer green products.
Thanks to the almost daily release of eco-friendly products into the paint and decor marketplace, retailers have an opportunity to set themselves apart from the competition by highlighting the changes and advantages of these products, from organic and water-based paints to innovative stains like Benjamin Moore’s ARBORCOAT ® Waterborne Translucent stain.
Farm Sweet Farm
The farmhouse style isn’t going away any time soon. This look, with its painted cabinets, whitewashed accents and natural decor elements, is popular at home shows and in entertainment, such as HGTV’s “Fixer Upper.”
Retailers can promote the style using in-store displays or hosting classes to teach customers how to get the right finish on trim, cabinets and furniture. To get the right feel for the style, incorporate muted and neutral accessories into displays.
We Have a Winner!
Washington State Retailer Wins PDRA Facebook Contest
There’s a new look for the Paint and Decorating Retailers Association on Facebook. The association launched a new page earlier this year, and it’s the spot where followers can find association news, training and networking opportunities and magazine articles.
To help spread the word about the new page, the association ran a contest: Like the page and be entered to win a $100 Visa gift card!
Many people liked the page, but there could only be one winner. The follower who liked and won is Casey Gordziel, who is manager and co-owner of Marysville Paint and Stockton’s Paint in northwestern Washington state.
PDRA Now Is Sponsored by Santint
“We use social media to connect with our customers,”
Gordziel says. “On Facebook, we post secret sales that aren’t advertised in the store to offer insider appeal to customers, and we share photos of customers’ completed projects.”
Gordziel says the company also uses Pinterest to gather inspiration on decorating trends.
The PDRA is running another contest for followers this month. Simply like the PDRA page and share it with your friends to be entered to win another $100 Visa gift card.
The winner will be selected on March 31.
Find the new page by clicking the Facebook icon at the bottom of pdra.org
Santint specializes in manufacturing and distributing paint mixing and tinting machinery. For more information about Santint, visit santintusa.com or call 847-350-6911.
THE SAFER REMOVER
UGL® has developed a fast-acting and chemically safe alternative to traditional paint and varnish removers. The new ZAR® Paint and Varnish Remover proves that it can be both eco-friendly and effective. This new formula contains biodegradable, neutral, non-corrosive ingredients that have tested to remove 3 and 4 layers of aged paints, stains and polyurethanes in under 30 minutes.
ZAR® Paint and Varnish Remover semi-paste has excellent non-drip characteristics which make it ideal for the removal of all types of paints, polyurethanes, two-component epoxy coatings, light industrial and marine grade finishes. This heavy-duty remover can be used, horizontally and vertically, on a variety of interior and exterior surfaces including wood, metal, fiberglass, glass, masonry brick and concrete.
Thank You for Applying!
All applications for the 10th annual PDRA scholarship have been received. The PDRA thanks all of the applicants and it is impressed with this year’s selection.
“Reviewing the scholarship applications gives us a great look into the heart of the paint and decorating industry,” PDRA CEO LeAnn Day says. “We appreciate the time it takes to compile the applications, and we look forward to selecting the winner out of so many qualified candidates every year.”
The winner of the scholarship will be able to use the $5,000 award toward tuition or training that relates back to the paint and decorating industry. The winner will be announced at the National Hardware Show ® in Las Vegas, May 8-10.
Be sure you are registered to attend the show to see the scholarship recipient announced in person. If you’re not able to attend, follow the PDRA on Facebook for instant updates throughout the event.
Hello, New Friends
The PDRA welcomes new members throughout the year. These paint and decorating businesses join the PDRA to access training and networking opportunities that are specific to the industry.
The members listed here are the businesses from the U.S., Canada and the Caribbean that have joined since November. For more information about the many opportunities that a PDRA membership offers, visit pdra.org/membership.
Centerpoint Paint & Decorating
Contact: Michelle Wang Toronto
Countryside Home Center
Contact: Harry Huber
Quakertown, Pennsylvania
Lenawee Paint
Contact: Kevin Stricker Wayne, Michigan
The Paint Spot
Contact: Grace Webb Placerville, California
Robinson’s Paint & Wallpaper
Contact: Mark Robinson Collingwood, Ontario
Spectrum Paints Ltd.
Contact: Thomas Bates Freeport, Grand Bahama, The Bahamas
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
By Karon Warren
Return on Investment
Premier Paint Roller Revisits a Sundries Classic
When Harry Leichter founded Premier Paint Roller Co. LLC in 1968, he sought to create quality paint rollers. As the industry evolved, the company moved with it, shifting to synthetic roller fabrics and adapting to polyesters and wovens. One area of the business where Premier Paint Roller never wavered was in its commitment to working with independents.
“My grandfather started the business focused on the independent channel, and that continued when my father Morty took over after him,” says Kevin Leichter, CEO of the Richmond Hill, New York-based company. “Our business was built on the distribution model and independent retailers throughout North America. We’re continuing to focus on growing that channel.”
Today, through direct relationships and distribution groups, Premier Paint Roller supplies thousands of independent retailers and other industry retailers. In addition to a full line of rollers, the company now offers brushes, roller frames, extension poles, drop cloths, prep tools and more. To assist
retailers, the company provides product catalogs and in-store displays that can be customized for larger customers.
As the company has expanded its product line, it also has expanded its facilities. In addition to the corporate headquarters in Richmond Hill, the company operates an office in Shanghai along with facilities in Phoenix and Mexico City.
The Richmond Hill facility exceeds 200,000 square feet in total real estate.
This year, the company celebrates its 50th year producing applicator products. Helmed by the third generation of family ownership, Premier Paint Roller is embarking on a new expansion in its line to mark its longevity in the industry.
The business is reinvesting in manufacturing in order to bring a new line of products to market. In the past, Premier Paint Roller offered its own line of paintbrushes, but the company decided to shift away from that business segment. However, Leichter believes the company’s success with rollers can be focused on other applicators going forward.
Premier Paint Roller founder Harry Leichter (right) packages the company’s iconic roller covers in 1979. The company is now run by Harry’s grandchildren, Kevin Leichter and Sari Nathan.
By offering new products and investing capital into manufacturing, Leichter hopes to make Premier Paint Roller a more comprehensive source for his customers.
“I said, ‘If we’re offering these independent dealers very high-quality and very competitively priced roller covers, why can’t we do it for them with a 100 percent DuPont™ Chinex® brush or a DuPont™ nylon poly paintbrush as well?’” Leichter says. “This is an over seven-figure investment with the newest and best equipment available from around the world. I’m confident we have a global team in place to execute this over the next few months, and we plan on growing this part of the business and offering the independent channel and our contractors a very high-quality brush at a very competitive price.”
Premier Paint Roller isn’t taking this investment lightly, Leichter says. As a U.S. manufacturer, he knows the paint and decorating industry is a competitive market. By offering new products and investing capital into manufacturing, Leichter hopes to make Premier Paint Roller a more comprehensive source for his customers.
Over the past five decades, Premier Paint Roller has experienced a lot of growth and change, something Leichter expects to continue for the next five decades and beyond. He and his sister, Sari Nathan, who serves as COO, are committed to growing the business.
As the third generation of the family to run Premier Paint Roller, Leichter and Nathan believe the investment in new products will help continue the business’s growth and ensure it remains as committed to retailers’ success in the future.
“Everything Sari and I do is always in the best interests of the company in terms of the long-term outlook,” he says. “There’s nothing we’d do for our business that is on a short-term horizon. It’s a very different model than a larger company that is publicly traded.”
That independent mindset is something Premier Paint Roller has in common with its independent customers. “Many paint and hardware retailers are family-owned businesses just like ourselves,” Leichter says. “There aren’t too many family-owned manufacturers left in the U.S. It’s very important to us.”
Premier Paint Roller CEO Kevin Leichter (top) and COO Sari Nathan (bottom) have kept the family business rolling.
JUNE 5-7
NACE Bring on the Heat ® Conference
Sponsored by NACE International, The Worldwide Corrosion Authority, the NACE Bring on the Heat ® Conference calls together inspectors, manufacturers, distributors and other industry experts in the world of high-temperature coatings.
Attendees will have the opportunity to learn from presentations, case studies and forum discussions on coatings topics, including passive fire protection, coatings under insulation and more.
This year’s event will take place at The Westin Houston, Memorial City in Houston. Visit both.nace.org for more information and to register.
APRIL 9-11
American Coatings Show and Conference
Indianapolis Convention Center
Indianapolis american-coatings-show.com
MAY 8-10
PDRA Paint and Accessories Show at the National Hardware Show ®
Las Vegas Convention Center
Las Vegas pdra.org/trade-show
MAY 9-10
Lancaster Buying Show at the National Hardware Show ®
Westgate Las Vegas Resort & Casino
Las Vegas lancasterco.com/events
MAY 18-21
Do it Best Spring Market
Indianapolis Convention Center
Indianapolis doitbestcorp.com/market
SEPTEMBER 8-9
PACOA Fall Dealer Market
Queens College
Fitzgerald Gymnasium Flushing, New York pacoa.com
OCTOBER 1-5
ArtFusion Event
YMCA of the Rockies Estes Park, Colorado artfusionevent.com
If you would like your event included in this list, email Melanie Moul at mmoul@nrha.org with the date, location and a brief overview of your event.
Grammy Award-winning musician Brad Paisley is a man of many talents. He’s published two books, released 11 studio albums, and recently, he revealed an eye-catching mural at Bridgestone Arena in Nashville, Tennessee.
Paisley painted the mural in partnership with Rob Hendon, an artist known for his colorful paintings of guitars, Nashville radio station KSON reports. The mural features bright depictions of Nashville staples, including guitars, a cowboy hat and the city’s iconic
Batman-esque AT&T Building. It also features the logo of the Nashville Predators, the city’s ice hockey team.
In a video posted on the Predators’ website, Paisley explains that he has drawn since he was young and even once painted graffiti over a blank wall on his farm.
Paisley and Hendon worked quickly, finishing the mural in just five hours, KSON reports. After unveiling the scene to fans at the arena, Paisley and Hendon put the finishing touch on their artwork by carefully signing their names in the mural’s guitar, cementing their mark on Music City.
Photos courtesy of Nashville Predators/Bridgestone Arena
