POWERFUL DUST EXTRACTION
FOR A BREATH OF FRESH AIR
Designed for virtually dust-free sanding, Norton MeshPower ceramic discs provide for a cleaner and healthier working environment, a better finish, and a much more comfortable sanding experience.
https://nortonsga.us/meshdiy
https://nortonsga.us/psclamshell
The new retail friendly clamshell packaging for Norton ProSand 5" Multi-Air Cyclonic and UVH discs provides a secure ,rugged, durable, highly-visible package that allows customers to see, touch, and feel the disc. It also provides retailers a variety of display options including sitting, standing, stacking, or hanging the package of discs.
On the Cover
Leading Through Repair
As your DIY customers have been spending more time in their homes this year, they may have come across more repair projects—or caused the need for repair. Lead them through their restoration and repair projects with products and tops from leading manufacturers.
Walling Off
What’s trending in the wallcovering category this season and what will stick around after the new year? See new patterns and products from the category’s top brands.
Make Mixing Manageable
One of the most significant investments you make in your operation is in mixing and tinting equipment. Find out how technology is driving innovation in this mandatory machinery category.
New Beginnings
Welcome to the North American Hardware and Paint Association. Find out what programs, resources and opportunities await with the development of this new industry association that is committed to making your operation better and more profitable.
PAINT & DECORATING RETAILER
(ISSN 1096-6927): Published monthly except December by the North American Hardware and Paint Association, 136 N. Delaware St. #200, Indianapolis, IN 46204. Phone: 800-737-0107. Subscription rates: January through November issues, $50 in U.S., payable in advance. Canada $75 per year. All other countries $100 per year. Single copy $7, except July issue, $25. Periodicals postage paid at St. Peters, Missouri, and additional mailing offices. Postmaster: Send address changes to Paint & Decorating Retailer, P.O. Box 16709, St. Louis, MO 63105-1209. Returns (Canada): Return undeliverable magazines to P.O. Box 2600, Mississauga, Ontario L4T 0A8. PM# 41450540. Copyright © North American Hardware and Paint Association, 2020.
Viewpoint
Welcome to NHPA
You may have heard the news by now that the Paint and Decorating Retailers Association closed operations in early September. At the same time, the North American Retail Hardware Association expanded its membership to include paint and decorating retailers. We are now in the midst of finalizing the transition of becoming the North American Hardware and Paint Association, an organization that serves the entire independent home improvement channel.
The PDRA served its industry retailers for more than 75 years, and the decision they made to close was certainly difficult. We worked closely with them during this time to expand our organization to also offer services to this channel. We found the opportunity to expand our membership would both fulfill our mission and make our alliances with independent retailers even stronger.
We found the opportunity to expand our membership would both fulfill our mission and make our alliances with independent retailers even stronger.
As the CEO of this organization, my responsibilities and duties just became greater by a factor of about 10,000 members. I take this role seriously, and I want you to know we are committed to helping you make your operations better and more profitable, as it is in our mission statement. With this monumental expansion, you will have access to the same services and benefits you’re accustomed to, and you will also have a wealth of new opportunities of resources at your disposal.
Undoubtedly, while each of these individual business segments serve their home improvement customers in slightly different ways, there are so many things that all locally owned and operated businesses have in common that adding to the “independent family” can only yield positive results.
We know this is just the beginning of all the new and exciting things that will be coming your way. Please stay tuned for more communications in the coming weeks about this exciting new era for your association.
I look forward to the opportunities that await, and I can say with greater confidence than ever that your association is well positioned to provide you with support and services for generations to come whether you sell hardware, lumber, paint or wallpaper. And remember, we are stronger together!
Bob Cutter President & CEO, NHPA bcutter@nrha.org
NHPA MEMBER SERVICES
800-772-4424 | nrha@nrha.org
LeAnn Day lday@nrha.org
Executive Director, Paint & Decorating Programs
Jesse Carleton jcarleton@nrha.org
Training Manager & Editor
Renee Changnon rchangnon@nrha.org
Retail Outreach Coordinator
Katie McHone-Jones kmchone-jones@nrha.org
Event Manager & Retail Support
NHPA EXECUTIVE STAFF
Bob Cutter President & CEO
David Gowan Vice President of Finance & Business Services
EDITORIAL, DESIGN & PRODUCTION
Dan Tratensek Executive Vice President & Executive Editor dant@nrha.org
Melanie Moul Managing Editor mmoul@nrha.org
Kate Klein Profiles Editor kklein@nrha.org
Todd Taber Trends Editor ttaber@nrha.org
Hans Cummings Production Editor hcummings@nrha.org
Aubrey Smith Senior Designer
Autumn Ricketts Graphic Designer
Nancy Vondersaar Production Manager
Freda Creech Sales & Production Assistant
Kevin Trehan Digital Media Specialist
Natalie Harris Editorial & Research Production Coordinator
Diane Franklin, Graeme Haase, Heather Kauffman-Peters, Jerry Rabushka, Karon Warren Issue Contributors
MARKETING & COMMUNICATIONS
Whitney Daulton Director of Marketing & Communications
Julie Leinwand Corporate Communications Manager & Editor
ADVERTISING
LeAnn Day Publisher
Dan Simon Magazine Sales 800-737-0107 | dan@pdra.org
RETAIL LEADERSHIP INSTITUTE
Scott Wright swright@nrha.org Executive Director
The Big Picture
WPainting the Perfect Pickets
hite picket fences may have represented small-town America in the past, but during 2020—which has been a difficult year for many people—mixing in a little color with a community paint project is much more uplifting than a dull whitewash.
For over two months, hundreds of citizens from Mentone, a small, mountain town in northeast Alabama, came out in small groups to paint people, animals, places, inspirational words and flowers on wooden pickets. The final pickets will become a fence that will line a walking trail on the grounds of the Mentone Educational Resources Foundation, a nonprofit organization that is dedicated to enhancing the quality of life in the community.
“The goal of the project was to enhance the walking track and to strengthen our sense of community,” says MERF executive director Sarah Wilcox. “The fence artwork was to be bright, colorful and community oriented.”
The project was funded by a “Big Idea” grant from the Community Foundation of Northeast Alabama. The money was used to provide participants with pickets and water-based acrylic exterior paint.
Over the course of about a month, around 275 people came out to paint pickets in socially distanced small groups. The fence pieces were installed in early September, and the final product certainly met the goal of the project: bright, colorful and community oriented.
Product News
Quiet Coverings
Soundproof Rooms With York Quietwall Acoustical Wallcoverings
Many homeowners have been taking advantage of more at-home time to tackle renovation projects. York Wallcoverings offers a new type of wallcovering that soundproofs and reduces ambient noise: Quietwall Acoustical Wallcoverings. These wallcoverings feature Fosshield ® antimicrobial technology to inhibit the growth of mold, mildew, fungus and bacteria. They are colorfast and can be vacuumed or maintained with gentle detergents. They’re also cleanable with bleach solutions as outlined by the Centers for Disease Control for disinfecting walls. The wallcoverings are created with 100 percent recycled BPA-free plastic drinking bottles. They’re available in several stylish patterns and colors designed specifically for the residential market.
“Professional-grade soundproofing and effective noise control have become immensely important to consumers,” says DeAnna Hain, executive director of marketing for York Wallcoverings. “Our goal in developing this soundproofing solution was to enhance quality of life for the millions whose homes are now multifunctional dwellings where work, play, childrearing, education, entertainment, physical fitness, leisure and quietude must co-exist as harmoniously as possible. QuietWall addresses these needs with attractive, wonderfully tactile wallcoverings that also optimize sound quality in home theaters and music rooms.”
York Wallcoverings is America’s oldest and largest wallcovering manufacturer. Headquartered in York, Pennsylvania, York creates residential and commercial wallcoverings under several brands and licenses.
Replacement Spray Equipment Parts
Sponsored Product
Since 1965, Bedford Precision Parts has provided a profit-boosting source of quality, affordable repair parts and accessories for most major brands of paint spraying and pump equipment. Made in the U.S. and sold only through a global dealer network, every Bedford Precision part is guaranteed to fit and perform. Bedford parts are shipped in a matter of hours, not days, from the company’s extensive inventory.
Bedford Precision Parts sales@bedfordprecision.com or 914-241-2211
Peel and Stick Wallpaper
This removable and repositionable wallpaper is suitable for DIY projects, making over a dresser, creating custom laptop covers and more. RoomMate’s peel and stick wallpapers are made with a proprietary adhesive that removes without sticky residue or damage to surfaces. They are designed and manufactured in the U.S. RoomMates Decor roommatesdecor.com or 800-236-4520
Product News
Cast Iron Drawer Pull
This scoop handle drawer pull is a solid piece of cast iron, suitable for the heaviest drawers. The cast iron texture is both gritty and smooth and pairs well with stone, wood or steel surfaces. Mounting screws are included. The pulls are 4 19/32 inches long, 3 25/32 inches on center. They have a 1 3/32-inch projection. Doug Mockett & Co. mockett.com or 800-523-1269
Vinyl Cutter
The MARSHALLTOWN Vinyl Ripper makes accurate, repeatable rip-scores on vinyl products up to 9 ½ inches wide. Its adjustable blade depth cuts materials up to 5/16 inches thick, including MARSHALLTOWN
marshalltown.com or 800-888-0127
MARSHALLTOWN makes accurate, on up to 9 ½ inches blade cuts materials up to LVT, LVP and WPC. or
Industry News
Colors on the Horizon
PPG Unveils 2021 Palette of the Year
Instead of a single color of the year, PPG has unveiled a 2021 color palette called “Be Well.” The calming collection includes three main hues: Transcend; Big Cypress and Misty Aqua.
“With the world sheltering in place for the better part of the year, we have begun to crave human connection and embrace simple activities, including walking, hiking, baking and gardening,” says Dee Schlotter, PPG senior color marketing manager of architectural and industrial coatings. “This organic and hopeful palette represents what we have been longing for after decades of overstimulation and overconsumption—simplicity and restfulness.”
The Be Well palette is intended for customers who seek to embrace mindfulness and intention by showcasing natural hues that are restorative, compassionate and optimistic, Schlotter says.
The palette comprises three shades that are sure to appeal to a broad audience. Transcend is a midtone oatmeal-colored hue that is reminiscent of earthy colors. Big Cypress, a robust ginger color with persimmon undertones and Misty Aqua, a cerulean blue, provide an unexpected pairing that denotes freshness against warm, natural tones.
For more information on the 2021 Be Well color palette, visit PPG online at PPG.com
The professional’s choice for paint and drywall tools
Innovation developed from real world needs
Committed to providing outstanding products, value and service
Setting the quality standards for the industry
Rust-Oleum Acquires Sandpaper Manufacturer
Rust-Oleum has acquired Ali Industries, a leading manufacturer of sandpaper and other abrasives.
Specific details of the transaction have not been released, but Ali is expected to remain a free-standing entity under Rust-Oleum. The three brothers who currently lead Alie Industries will remain in executive roles within the company.
Ali manufactures abrasives under the Gator brand, including products for power sanding, hand sanding, cutting and grinding. Its products can be used on wood, metal and paint.
“We are very excited to add Ali Industries to our group of leading brands and companies,” says Bill Spaulding, Rust-Oleum president. “At Rust-Oleum, we focus on problem-solving products for professionals and DIYers, with many of their projects requiring surface prep including sanding, this makes for a perfect partnership.”
Analyzing Recent Paint DIY Activity
In the 2020 Retail Selector Study from market research firms The Farnsworth Group and the Home Improvement Research Institute, more than 42 percent of people who shopped home improvement products from January to May bought paint and accessories.
The study compiles data from 2,000 DIYers across the U.S., shedding light on how prevalent home painting projects were during the first few months of COVID-19 restrictions.
More than 60 percent of all DIYers who bought paint products visited a physical store to do so. The average amount spent on a single paint and accessories product was $90 and the average on a complete shop was $420. The top-selling products for this category included paint brushes and rollers, painters tape and caulk.
Arm Your Customers With Smart Technology
Give your customers total control over color for increased efficiency. With the Benjamin Moore Color Portfolio™ app + ColorReader, they can accurately measure a color and find the closest paint color match instantly.
Place an order today and boost your bottom line
Contact Susan Mack at bminfo@datacolor.com to learn more about offering the Benjamin Moore Color Porfolio™ App + ColorReader in your store.
Benjamin Moore Color PortfolioTM App + ColorReader
• Get a precise color match instantly
• Match to Benjamin Moore’s paint colors and color palettes of other paint brands
• Browse digital fan decks and save colors
• Save and share room renderings with your clients
• Help your clients imagine spaces through virtual reality
Tracking Home Improvement Sales
In the first seven months of the year, nonadjusted home improvement retail sales have totaled $251.6 billion, up 11.3 percent from the same period in 2019.
In July, NAICS 444 sales hit $40.3 billion alone, which was down slightly from June, but still nearly 16 percent above 2019 levels. Sales for this sector peaked in May with $43.3 billion in total nonadjusted sales.
DIYers’ interest in renovating their homes has led to sales spikes across the industry. In August, big-box home improvement chain Home Depot reported $38.1 billion in second-quarter sales, while Lowe’s achieved $27.3 billion in sales during the second quarter.
PPG Begins Manufacturing Disinfectant
PPG has announced it will manufacture Disinfectant 20R (D20R), an antiviral and antibacterial disinfectant developed specifically to help PPG customers and their employees return to business safely during the COVID-19 pandemic.
“PPG has introduced D20R to proactively support our customers and help them protect their employees and businesses during these uncertain times.”
—Ram Vadlamannati, PPG
D20R is a water-based, odorless, noncorrosive disinfectant for hard surfaces, including floors, handrails, plastic surfaces, furniture, and bathroom fixtures.
“PPG has introduced D20R to proactively support our customers and help them protect their employees and businesses during these uncertain times,” says Ram Vadlamannati, PPG senior vice president, protective and marine coatings, and president, Europe, Middle East and Africa
The company plans to begin manufacturing D20R in Europe and gradually roll it out to other markets across the world.
Photo courtesy of @sarahbezansoninteriors. “This dresser was brightened up with Benjamin Moore's Woodlawn Blue. The fronts were freshened up with Restor-A-Finish in mahogany.”
By Jerry Rabushka
Shaken and Stirred
See the Highlights of Advanced Technology in Mixers and Tinters
Mixing and tinting equipment is a big investment, and a lot depends on it running smoothly. If it doesn’t work right, all the time you spent selling a job and all the effort someone spent painting can push you back to square one. Fortunately, the manufacturers of this equipment are utilizing the latest technology to give you quieter, smaller and more accurate machines. Even if the initial investment is greater, the money and time you save in repair can add up quickly—just like buying better paint now saves the customer later.
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Innovations that streamline processes; an expanded ergonomic counter base; an automatic lid press; two new products designed for your paint department.
Radia. The definition of performance.
Closing Time
RADIA has addressed two industry concerns. First, to keep your can closed during mixing, the company has added an automatic lid press to its manual version, taking the risk of human error out of the equation. Any paint retailer will tell you that one time is far too many if the lid pops off in mid-mix.
“It is designed to close metal, hybrid and all plastic cans; it also eliminates splattering commonly associated when sealing containers with rubber mallets as well as paint spills in your mixers from improperly sealed cans,” says Mark Basham, inside sales representative at RADIA.
The second update is a space-saving ergonomic base for 1-gallon mixers: You can now store two or four of them under a countertop.
“Usable counter space is increased by 25 percent and workflow can be from the left or right,” says Basham. “Having the machine below and forward allows for better ergonomics and less stress on employees.”
Locally sourced and manufactured parts and products help give RADIA equipment its trademark durability and reliability, Basham says.
“We back all of our machines with a two-year parts-and-labor warranty,” he says. “Retailers are still able to call our technical support or customer service lines and get a live person within three rings to get their questions answered and order replacement parts. We have several customers who still use mixers built in the 1960s and 1970s as a part of their daily operation.”
RADIA’s line of paint mixers is designed to close metal, hybrid and all plastic paint cans.
New paint mixing machines are designed to save space in stores by fitting up to four machines under the counter.
As Smart As You Are
From small samples to high-volume output, ALFA has worked on improving precision. Its machines can now dispense as little as 1/3840 fluid ounce, a tenth of the current standard. The dispensers are smaller as well.
“The new version of the ALFA Thor produces from 4-ounce samples up to 5-gallon buckets in just 5 square feet of floor space,” says CEO Marco Rossetti.
“Another unique feature of our sample technology is that our pumps can dispense both colorants and bases, meaning samples are produced starting from empty cans, which drastically reduces your store’s stock.”
While you might pay more up front, you’ll see significant savings behind the scenes.
“ALFA pumps are not affected by wear and tear, so they very rarely require replacement after the initial setup. This is why we are the only company on the market to offer a 36-month warranty on our pumps.” says Rossetti. “Also, our dispensers are smart units, meaning that any device with a browser can operate the dispenser, reducing the initial investment on external devices.”
An ALFA dispenser also has the smarts to alert its service company if it senses a problem.
“In our experience, 70 percent of issues can be solved remotely, reducing downtime and maintenance costs,” says Rossetti. “The ALFA Thor pump does not require calibration, purges or cleaning, while the vending machine ALFA Color Tester is equipped with a patented ultrasonic humidifier that keeps it constantly ready to use.”
And it forgives if you need to step away for a while.
“Due to the COVID-19, we have customers who have left ALFA dispensers unattended for many weeks and found them perfectly functioning with the same precision on their return,” Rosetti says.
ALFA machines can be operated from any external device that can connect to the internet.
One key benefit of ALFA machines is their ability to dispense both colorants and bases at once, saving retailers valuable stock.
Keep Your Equipment Humming
4 Tips for Managing Mixer and Tinter Maintenance
“Even if you own a Ferrari, you still need to change the oil or risk having engine trouble,” says Juan Duyn at Italtinto.
Perhaps you can’t afford that second Ferrari, but if you can save money by doing your own equipment maintenance, you might fill that empty space in your garage that much sooner.
Dispensers today are designed to last up to a decade in some cases, but they aren’t going to stay that way without regular checkups, says Duyn. “Don’t be afraid to maintain the equipment on your own; it’s not as hard as it might sound.”
Read on to get tips on how to keep your machines operating at peak performance.
“Don’t be afraid to maintain the equipment on your own; it’s not as hard as it might sound.”
—Juan Duyn, Italtinto
Save by fitting your own nozzle sponges.
“Nozzle management is important in order to keep colorant from drying at the tip of the nozzle,” says Duyn. “Keeping the humidification system well hydrated is important, because if you have no liquid in the system the nozzles will crust over.”
Most manufacturers employ a nozzle humidification system using a wet sponge. Companies may also offer “sponge packs,” but Duyn says you can save significant money over the life of your tinter by cutting a dish sponge to fit your hydration system. It will work just as effectively.
Check your agitation paddles.
While you’re inspecting your canister, check the agitation paddle as well. Clumping colorant can slow it down and even grow mold if it’s clumping on a paddle exposed to air.
“You can fix this by removing the agitation paddles and cleaning them with water and mild soap,” Duyn says.
Call in for calibration.
“Most manufacturers have a quick calibration that can be done over the phone and generally takes about 30 minutes,” says Duyn. “A retailer should not be worried about calibrating a dispenser on their own. Through internet support, a trained technician can see in real time how your calibration is going and provide guidance based on what they observe.”
When in doubt, watch a video.
A lot of maintenance tips and procedures can be found online, so check your manufacturer’s website for some easy tutorials.
“The ALFA Technical Hub supports our customers maintaining the dispenser and carrying out troubleshooting procedures in the easiest way possible,” says Marco Rosetti.
“The program includes videos on practical use of the dispenser, as well as the resolution of the most common issues, resulting in an increase in overall equipment effectiveness.”
Change Your Morning Routine
COROB company president Jack Walsh says the biggest change with their equipment is the elimination of the need to purge the machine before use.
“Our biggest recent advancement is the introduction of integrated nozzle valve technology, which eliminates the need for operators to purge their tinters in the morning as part of the standard startup process,” he says. “Depending on the colorant and frequency of purges, a tinter can waste as much as $1,500 annually in colorant.”
“Most COROB systems in the field are well over 10 years old and have paid for themselves several times over.”
—Jack Walsh, COROB
The new design also allows your tinter to dispense as little as 1/768 of a fluid ounce more consistently, providing more accurate color matches.
You can manage the technology remotely, too.
“COROB’s 5G technology, coupled with our EVOSERVICE package, enables you to manage your tinting operations from the cloud,” says Walsh. “In addition, 5G provides complete control over every circuit, from stirring time and frequency to pump speeds.”
One of the best ways to keep your machine running efficiently and economically is to bring in a technician once a year.
“A COROB technician will clean and replace filters and run a diagnostic check on all major components to ensure everything is functioning properly,” says Walsh. “The cost of this is easily recouped by avoiding mistints and returns—or worse, losing a valuable customer.”
Purchasing a quality machine lets you set it in place and trust it will deliver on its promises.
“Most COROB systems in the field are well over 10 years old and have paid for themselves several times over,” Walsh says.
Top: COROB has introduced special nozzle valve technology that eliminates the need to purge a machine before use. Bottom: Retailers can offer precise color matches using COROB’s tint-dispensing technology.
Warranties That Work for You
People talk about taking the pain out of painting, and Italtinto has decided to take the pain out of pumping by including a limited lifetime warranty on its most popular line of dispensers.
“We know retailers will appreciate not having to worry about the bill after a pump goes down,” says Juan Duyn, the company’s vice president of sales for the Americas.
There are also changes on the tech side to help retailers preserve their investments.
“Italtinto has introduced a simultaneous gravimetric solution that virtually eliminates scale fluctuation by inserting the container in an enclosed tint chamber,” he says.
Other benefits include larger canisters, faster throughput and technology designed to help when your store is busiest.
One of the company’s biggest innovations, Duyn says, is to take customer service even beyond 24/7 phone and internet support.
“Our mission is to offer an innovative service approach that makes sense in today’s reality, by using technology to help rather than confuse,” he says.
No matter how big or small your investment, it’s important to take care of it—but you have to go deep.
“Check the canister by using a tool to feel around the bottom,” says Duyn. “If colorant clumps and accumulates on the bottom part of the canister it will eventually find its way into the pump. Also, if you are willing to purchase a low-cost pocket scale, it’s a good practice to check your calibration once a year.”
For mixers and shakers, regular lubrication of bearings and lead screws is key.
“Check the tension on your shaker and mixer belts by using a tension tool. Replacing a can pressure or dampening pad every five years will also help keep your mixers and shakers working efficiently,” says Duyn.
More Life in Your Equipment
Investing in high-quality machines and committing to regular preventative maintenance can ensure the longevity of your mixing and tinting equipment.
“Quality equates to longevity and reduced downtime, providing a better return on your investment.”
—Chris Kosmala, HERO
HERO’s improvements are designed to keep your total cost of ownership to a minimum.
“We have recently improved the performance and longevity of our automatic dispenser pumps to keep up with the ongoing developments occurring within the pigment and colorant industry,” says HERO’s vice president of sales and marketing Chris Kosmala. “HERO also offers high quality at a very competitive price by manufacturing in an ISO-9001–approved facility with rigorous testing and quality control processes, as well as by offering the same patented progressive cavity pump technology in all of our automatic dispensers. Quality equates to longevity and
reduced downtime, providing a better return on your investment.”
The company has also made adjustments to its 1-gallon mixers.
“We have also deepened the buckets to accept taller gallon containers,” Kosmala says.
Still, a few maintenance procedures will keep your reds, blues, and yellows flowing freely. According to Kosmala, manual dispensers require daily purges and keeping the nozzles clean and free from any dried colorant blockage.
“In respect to automatic dispensers, check that the agitation paddles are in good condition and are spinning to ensure the colorant is homogenizing,” Kosmala says. “It is important to keep the humidification cap moist by adding water. Also, check the agitation motors on a regular basis to ensure they are working.”
When it comes to remembering to conduct regular maintenance, HERO’s TintWise dispensing software reminds you when maintenance is needed. A preventative maintenance checkup every three to five years can give your tinter a longer and better quality of life.
Gain Extra Hours in Your Day
Carl Clemenson, marketing services coordinator at Fluid Management, says its machines can add time back to your day.
“Retailers can now run their paint shakers for up to 8 minutes at a time,” Clemenson says. “This is important because many of today’s low-VOC products require longer shake times.”
Speaking of time, when it’s time for new equipment, be sure you take into consideration where your company will be in the future.
“It’s important to invest in not just what you need right now, but to look at a machine that offers you the features and flexibility in line with what you will need five years from now, as well as the reliability to serve you and your customers for years to come,” he says.
Mixing and tinting machines from Fluid Management can be run for up to 8 minutes.
By Diane Franklin
Selling Restoration and Repair
Help Customers Achieve Stellar Results for Their Less-Than-Perfect Surfaces
DIY painters like nothing better than painting or staining on a perfectly smooth, pristine wall or surface. In the real world, however, many surfaces are imperfect and require patching, repair or restoration before painting can proceed. Paint retailers can help customers achieve better results by providing advice on how to tackle the repair and restoration aspects of their projects—not only by selling them the right products but also by educating them on the right techniques.
Wall Repair Products
When undertaking a painting project of an older wall, consumers are likely to face repair issues, such as damage from nail holes, doorknobs and the inevitable dings that occur from moving furniture and everyday living. Products available for fixing these imperfections abound in the paint industry.
DAP Inc. is well known for having a full line of wall repair products. Recently the company launched a revolutionary product—Eclipse™ Rapid Wall Repair Patch—which makes patching and repairing drywall easier than ever. Available in 2-inch, 4-inch and 6-inch patch sizes, the product offers a permanent repair that won’t peel or lose adhesion over time. Specifically designed for easy blending, DAP Eclipse provides a smooth finished repair that won’t flash once painted for a superior and flawless finish.
DAP wants drywall repair to be simple for DIYers, which is at the core of its entire repair line of products. A fast dry time paired with a strong hold makes the line an easy solution.
“Whether the damage is a small hole from a picture frame or anchor or as large as doorknob damage, DAP’s new innovative Eclipse Rapid Wall Repair Patches make completing repairs so simple and fast, anyone can repair drywall damage in minutes,” says Laura Carter, product marketing manager for DAP.
Stronger than the drywall itself, DAP Eclipse offers superior doorknob impact resistance. It is a specially formulated all-in-one drywall repair solution that requires no spackling, sanding or additional tools for completely mess-free repair.
Other notable products in the DAP lineup include Premium Wood Filler, featuring Chameleon Technology, an easy-to-use solution to protect and rejuvenate wood surfaces or customize any woodworking project, and DAP® Fast Dry Premium Spackling, a ready-to-use, low-odor product that is paint-ready in as little as 15 minutes.
“DAP Fast Dry Premium Spackling is a professional-grade hybrid spackling compound providing the best of both worlds—fast dry time of a lightweight and the durability of a heavyweight,” Carter says. “Users can finish substantial drywall repairs eight times faster when compared to other heavyweight spackling compounds.”
PPG has also carved a niche in the repair market with several products, marketed under the popular PERMA-CRETE® PITT-FLEX® and Homax® brand names.
“PERMA-CRETE® PITT-FLEX® Elastomeric Patching Compound is a high technology product formulated for patching larger cracks (between 1/16 inch to ¼ inch) in masonry and stucco surfaces,” says Brian Osterried, PPG senior product marketing manager. “It can help DIYers and pro painters both seal and waterproof between masonry, wood, glass, wallboard and brick.”
Key offerings under the Homax label include Homax Wall Patch, a galvanized steel and reinforced fiberglass mesh patch that offers superior strength and a self-adhesive component for easy repair of damaged walls and ceilings, and Homax Spray Spackling, featuring an innovative dispensing system that allows for even spray and easy build of spackling material for a smooth drywall paint and repair.
Another innovative product from the brand is Homax Pro Grade ® Wall Texture Orange Peel Water-based with Dual Control ® technology.
Ethan Schneider, PPG marketing manager for the Homax brand, describes it as the brand’s best aerosol texture system.
“This professional tool features adjustment of both pattern and pressure—similar to that of a hopper gun,” Schneider says. “The advanced water-based formula saves time with a no-prime, easy clean-up technology. This aerosol spray provides portable and convenient delivery of a full range of interior orange peel textures, allowing users to achieve an invisible repair on interior wall surfaces.”
Diamond Hard RePurpose Paint
Nourishing the Thriving Niche
Do your customers need to refinish their bedroom dresser? Paint the aged brick on their fireplace? Prepare their outdoor chairs for evenings around the firepit? Maybe they want to paint a birdhouse for a fun craft with their kids? Look no further than Diamond Hard RePurpose paint to meet your customers’ needs.
RePurpose is an all-in-one paint and primer perfect for any repurpose project. More versatile than chalk paint, which is marketed strictly for furniture, RePurpose can be used on a variety of hard-to-paint surfaces including brick, wood, glass, plastic, tile and more. It can even be used over epoxy, lacquer, latex paint, oil enamel and factory finishes. This complete one-step process sticks to almost any surface without sanding or priming.
RePurpose Paint is available through select hardware and paint sundry distributors or directly from Yenkin-Majestic Paint. It allows dealers to reach a different niche of customers: DIYers, hobby-holders, crafters and artists. The current pandemic has led to an increase in the amount of people staying home, looking for projects to start, crafts to do and hobbies to pass the time. With colder weather not far off, your customers will be spending even more time inside, looking for things to do. The versatile nature of this product paired with
the concise, hand-selected color palette is the perfect solution for this rising niche.
These customers are a collaborative community, eager to share inspiration and support each other in their projects and crafts. As a retailer, you have the opportunity to create and foster online interactions with your customers. Refinishing an old piece of furniture or updating a part of your home or office is something you want to boast about. And what better place to do that than on social media? The potential for online interaction and social media buzz makes this product line a great choice for any retailer. Check out our collaborative community at creativity-unleashed.com
As a specialty product, RePurpose doesn’t have to fight for center stage with other name-brand products; it already has it. Available in quarts, pints and sprays, this product results in a higher profit margin, while incorporating a growing niche into your clientele. Help your current and new customers unleash their creativity by using RePurpose paint!
Wood Repair and Restoration
An important aspect of the repair and restoration market centers on furniture and other wood surfaces such as cabinets, trim and floors.
Howard Products Inc. addresses this market with a wide variety of wood care products, with its three most essential products being Restor-A-Finish, Feed-N-Wax and Orange Oil.
“We have been making high-quality wood care products that save people time and money since 1969,” says Justine Evans, the company’s national sales manager. “Restor-A-Finish, our flagship product, quickly restores wood finishes to its original color and luster, without removing any of the existing finish.”
Staining previously stained wood—whether cabinets, wood trim or flooring—can be a difficult proposition unless you have the right product. SamaN addresses this need with its One Step Seal, Stain and Varnish, one product that allows users to stain over previously finished wood.
“SamaN’s Seal, Stain and Varnish is a fast, easy way to change the stain color on kitchen cabinets, wood trim, stairwell banisters and window sills,” says Ashley Fleming,vice president of U.S. sales and marketing. “When contractors or homeowners install new floors, they don’t want to spend days matching all of the trim. SamaN’s Seal, Stain and Varnish can be used to upgrade the previous color trim to match the new floor color. It already includes a topcoat, too, so after one to two coats, you are totally finished.”
The SamaN product appeals to DIYers by offering easy prep, water clean-up, low odor, fast dry times and superior adhesion for slick refinished surfaces. It’s a great choice for cabinets because consumers can change the color without losing the visual beauty of the wood grain.
Old Masters also has a line of products that fits the consumer desire to restore and beautify wood. Old Masters Gel Stain is a highly pigmented oil-based stain that allows the end user to achieve intense colors on interior or exterior wood and other surfaces as well. Its thick formula makes it an excellent choice for vertical surfaces like kitchen cabinets.
In addition, Old Masters offers products for repairing flaws in wood finishes. Old Masters Putty Stick covers and fills nail holes and mitered joints quickly and easily on any wood project, while Old Masters Scratchide is a touch-up pen that disguises unsightly scratches on doors, woodwork, wood floors, kitchen cabinets and more. The product line also includes Paste Wax, formulated with imported carnauba to add richness and luster to wood surfaces, and lemon oil, which restores the moisture and beauty to interior wood surfaces.
Top: Howard Products’ Restor-A-Finish can bring new life to wood without removing the existing finish.
Bottom: SamaN’s Seal, Stain and Varnish lets users direct the outcome of the finish in one easy-to-use product.
Quick Tips for Tackling Repair and Restoration
With the assistance of knowledgeable personnel at their local paint store, consumers don’t need to see repair or restoration as a daunting task.
Mike Mundwiller, field development manager from Benjamin Moore, recommends consumers start their repair or restoration project by creating a plan of action.
Mundwiller advises consumers to tap into the knowledge of their local retailers, since these experts will help direct them to the right products for the job at hand. Retailers also have important resources, such as color cards and brochures, that can provide inspiration to consumers as they complete their projects.
“Benjamin Moore has an extensive library of information and how-to guidance on the Benjamin Moore website,” Mundwiller says. “From how to choose color to how to prep a wall to how to restore furniture, there is a broad depth of information that retailers can direct customers to explore.”
The final step is to use a quality paint to ensure quality results.
“Benjamin Moore products are suitable for a variety of projects, and determining which product to use for your specific need is critical,” Mundwiller says. “Benjamin Moore ADVANCE could be a great option when you’re looking to add a hard and durable furniture-like finish to a dresser or cabinets you may be repainting, but the proper prep work would be important to ensure the best results.”
Selling the Category
A key to selling the repair and restoration category is to use effective merchandising to help consumers navigate the myriad product choices and to educate them on how to use the products correctly.
“Generally, we like to see retailers utilizing merchandising systems with relevant information to help consumers make the best selection for their job requirements,” Carter says. “This includes everything from project color-coding systems to signage for rack systems.”
Carter adds that DIYers typically shop by project. Guiding customers to the right project category will enable them to compare products based on the features that are most important to them, such as fast drying time for a painting project or mildew resistance for a bathroom sealant.
PPG, meanwhile, places strong emphasis on product packaging as a means of guiding customers to the right products in this category.
“While many consumers tend to rely on the expertise of in-store sales associates, professionals or their own experience with products, they still look to the packaging to clearly and effectively communicate product attributes,” says Osterried. “The language on product packaging has become increasingly more concise and simplified, a trend that is continuing to help consumers better understand product features.”
PPG also helps guide DIYers to the right products through the resources on its website, including product data and safety data sheets, how-to guides, color resources and more.
In addition to selling the right products for repair and restoration, paint retailers also need to sell the right techniques. Carter says DAP produces a variety of materials and online resources that assist in customer education. The company’s training and education materials include how-to videos showing application scenarios and tips, product brochures highlighting features and benefits, and product FAQs to answer common customer questions.
In the wood care and furniture restoration category, Evans recommends retailers get creative to promote product sales. For instance, she notes that some retailers have had success with DIY Days or Ladies’ Night events, which allow consumers to see how easy it is to accomplish projects that might initially have looked intimidating.
“We also tell our retailers to be sure to carry all the colors of Restor-A-Finish so customers have a good selection to choose from,” Evans says. “Our looped demonstration DVD, that is also viewable online, can be easily displayed on a shelf or endcap.”
Before-and-after demonstrations are another great way to sell the wood restoration category,
since they allow consumers to see for themselves how specific products can beautify the wood. This is a product strategy that works well with SamaN’s Seal, Stain and Varnish.
“To better sell this product, retailers can apply our Seal, Stain and Varnish over half of a cabinet front, revealing a before and after that customers can visually relate to,” Fleming says. “SamaN also offers pop displays, color chips, fan decks and staff training.”
Meanwhile, Old Masters strives to educate consumers with videos on such topics as how to change the color of kitchen cabinets, how to create aged and layered finishes, and how to fix blemishes on finished wood.
Evans points out that the popularity of DIY shows and interior design influencers and bloggers has changed the way people buy furniture, fueling sales in this category.
“Instead of buying new, more and more consumers are searching second hand stores and antique shops, looking for affordable used furniture that can easily be restored to match their taste,” she says. “Today’s consumer is also having fun with garage sale finds that are of high-quality wood—restored with a little work and for under $20.”
With the recent popularity of consumers buying old furniture and making it new again, its important to have the right product displays and knowledgeable teams.
By Melanie Moul
Fall Up the Wall
This Season’s Wallcoverings Trends and How to Sell Them
Knowing the upcoming trends can be key to selling certain categories. When it comes to updating their homes’ interiors, DIYers are tuned into what’s popular, and if they’re paying attention, wallpaper is a viable option. Over the last decade or more, wallcoverings have surged back into popularity. According to the Home Improvement Research Institute’s (HIRI) Retail Selector 2020 Survey , wallcovering sales have been on the up and up for the last four to six years. In the most recent survey of consumers, conducted in July, 49 percent of respondents said they purchased wallcoverings on their most recent shopping trip. In 2018, only 26 percent of respondents reported the same, an 88 percent increase.
While this significant rise in wallcoverings sales this year can likely be attributed to more people creating office spaces at home and wanting to enjoy their homes, there have also been advancements in the products themselves over the last decade that can’t be ignored. Enhanced ease of installation, the availability of modern patterns and the trend of focal walls in rooms like bedrooms and dining rooms have also contributed to the rise in sales in this versatile decor option.
On the following pages, get insights into this season’s wallcovering trends and learn how to help your customers put up a new look on their walls.
Photo courtesy of Brewster Home Fashions
Arthouse Ltd.
Getting insights on trends from U.K.-based Arthouse can give you an edge on other retailers as trends tend to move from east to west.
Arthouse marketplace manager Adrian Wilkinson says tropical florals are still popular, and now more greenery is coming into the designs.
“We still see the classics like florals, but now they are starting to incorporate tropical leaves like palm leaves,” Wilkinson says. “Our Pindorama and Tropical Palm design are proving to be popular.”
Wilkinson also says bringing in wallcoverings that mimic traditional building materials like brick and wood paneling offer another layer to the design.
“These 3D wallcoverings are great for giving your home a rustic feel and are the perfect background this time of year,” he says.
When it comes to selling and offering tips for installation, Wilkinson says focusing on ease of use is key.
Arthouse’s peel-and-stick ArtiStick line allows users to apply with very little equipment, and it’s easy to reposition if needed.
“It’s that easy, and with nearly 20 feet in a roll, you have more than enough to decorate your walls, cover your arts-and-craft projects or even upcycle furniture,” he says. “The variety of ways wallpaper can be applied from peel and stick to paste the wall shows just how much wallcoverings have developed over time. Decorating is a good investment as homes can look a bit tired over time, and a small change can lead to big changes in how you feel when you’re there.”
Top: Tropical-inspired prints like Pindorama from Arthouse bring a sense of retreat to homes and can serve as the focal point in a space.
Bottom: Prints featuring building material patterns like brick or wood paneling are becoming a popular option, like Urban Brick in red.
Handcrafted Brushes
Brewster Home Fashions
One thing Brewster Home Fashions knows is family business. The Massachusetts company has been family owned and operated for 1935, and the fifth generation currently leads the business. With wallcoverings at its root, the company has thrived over five generations by staying on top of design trends.
Studio director George Bolger says current trends have transitioned to include large-scale florals, which are making a comeback after being overshadowed by geometric prints.
“These retro prints are full of color, which makes them perfect for feature walls,” Bolger says.
Another key trend that works well as features include pastoral prints with flora and fauna themes, Bolger says.
“These prints have a touch of whimsy and carefree look to them,” he says. “There is almost a storytelling charm to these prints with hidden images, and they are playful with scale and layout.”
Bolger says selling wallcoverings is different from other components of a redesign project because the other pieces of a design process are centered around utility.
“When selling wallcoverings, I always think about how adding a wallpaper to a room elevates the design project to a new level. It is the moment to shine when decorating,” he says. “The wall is the place to make the statement.”
Helping in making that statement are the advancements the industry has made in recent years. Bolger says the products that are available now are the most exciting he’s seen in more than 30 years in the industry.
“With the advances in digital printing, and peel-and-stick products such as NuWall, the options have exploded for the consumer,” he says. “New technologies in printing and in ink formulations have created looks that are more tactile and embellished than ever before.”
Bolger says if there is any time to choose wallpaper, it’s now.
“The pandemic has given us an opportunity to take a good long look at our surroundings. We need a boost in spirit,” he says. “I truly believe when someone is ‘house proud,’ it affects all other aspects of their life. Although I am biased, I believe that adding wallpaper—a top-tier decorating tool—adds that extra level of refinement to any room. It stands out and shows you went that extra step in addressing the feeling you have for your home.”
Whimsical themed wallcovering prints are becoming a popular options for people who are looking for a bold feature wall or add interest to otherwise neutral decor.
When the Wallcoverings Need to Come Down
While trends indicate wallcoverings will continue to be an option for many consumers in the near future, there are still homes that boast wallpapers of yore that don’t coincide with today’s designs. And it’s often rather stuck on.
You can help consumers start fresh by offering wallcovering removal solutions in your department.
There are a variety of tools and products that make wallpaper removal easier, ranging from sponges and putty knives to tools designed specifically for wallpaper and glue removal like these popular products.
Hands-on Removal
The Piranha ™ Scoring Tool wallpaper perforator has a soft grip and is designed to roll easily while the four steel blades lift wallpaper from the wall without gouging the drywall.
Solution-Based Removal
Once mixed with warm water, the enzyme-based solution in Zinsser® DIF Wallpaper Stripper Concentrate soaks in to break down tough wallpaper paste. It can be applied with a sprayer, roller or sponge. Available in 22-ounce or 1-gallon containers.
Equipment Removal
The 1-gallon tank in the Wagner 715 Power Steamer offers up to 70 minutes of steam from one fill. The steamer comes with two steamplates, an 8-by-11-inch steamplate for covering large work areas and a 3-by-6-inch steamplate for small work areas.
Once the wallpaper is removed, walls will need to be prepped for either new paper or paint application, giving you the opportunity for add-on sales, including sandpaper, spackle, floor protectors, drywall repair kits and more.
See Page 30 for the latest trends and options in restoration and repair.
Piranha ™ Scoring Tool
Zinsser ® DIF Wallpaper Stripper Concentrate
Wagner 715 Power Steamer
York Wallcoverings
Pennsylvania-based York Wallcoverings has more than a century in the industry, and that means the company has seen the gamut of trends.
DeAnna Hain, executive director of marketing, says current trends honor the history that comes with a product as classic as wallcoverings.
“Natural or nature-inspired patterns and specialties remain a constant, with florals moving toward wildflowers and prairie looks that incorporate vintage and heritage patterns,” she says. “We also see the ever-present color combination of black and white playing a role in many of the trends today, as it moves fluidly from classic to modern and everything in between.”
As the next generation of homeowners and renters who aren’t afraid to make permanent changes to their living spaces discover the benefits and opportunities in wallcoverings, they are adapting traditional patterns to fit a modern lifestyle, Hain says.
“Wallpaper is nothing short of personality defining and a great way to get to know the customer better through their pattern and color choices”
—DeAnna Hain, York Wallcoverings
“Antique tapestries, damasks, chinoiserie and murals are all being embraced and revived in a modern mix of fresh color for Bohemian, traditional and eclectic decor,” she says. “Incredibly popular Scandinavian and farmhouse looks are now incorporating industrial fixtures and finishes such as concrete for a more urban approach with a meld of loft living with rural warmth.”
Knowing the product is as key to selling this category as any other in your business. Hain says customers often need to pair wallcoverings with existing features in their living spaces, so being able to make recommendations that complement what’s already in the room is a crucial part of the sale.
“Wallpaper is nothing short of personality defining and a great way to get to know the customer better through their pattern and color choices,” she says. “It is a fundamental building block within a space, so treat it as you would paint or fabric, and learn about ordering, measuring and installation basics. Once you are comfortable with the product basics, the consumer will be also.”
Top: Today’s wallcovering trends incorporate classic and traditional patterns into modern spaces.
Bottom: Black and white combined with traditional prints helps smooth the combination of modern and classic decor.
Protect Your Employees’ Health
Are you looking for ways to help protect and support your employees amid COVID-19?
Affordable group health insurance is a valuable asset for both employers and employees. The NHPA Health Insurance Plan offers great benefits with low group rates and the flexibility to choose your plan design.
“Many independent business owners struggle with the high costs of health insurance. The NHPA
Health Insurance Plan provides retailers with a realistic solution to offer benefits to employees.”
Bob Chiesa |
President
& CEO | Custom Benefits Insurance Group Inc.
Stronger Than Ever
NRHA Expands Membership to Paint and Decorating Retailers
Effective this fall, the North American Retail Hardware Association (NRHA) has officially broadened the reach of its membership to include independent paint and decorating store operators and has changed the association’s name to reflect this new era.
From this point forward, the association will be known as the North American Hardware and Paint Association (NHPA), and it will represent the interests of all independently operated hardware stores, home centers, lumberyards and paint and decorating outlets throughout North America.
The change comes following the closure of the Paint and Decorating Retailers Association (PDRA). PDRA worked closely with NRHA for many years.
“Independent hardware stores and home centers share so much common DNA with independent paint and decorating retailers that this expansion of our membership can only benefit the industry as a whole,” says association president and CEO Bob Cutter. “We are excited to offer paint and decorating retailers an expanded breadth of resources, and we are also excited to combine all of their ideas and insights with the already strong pool of retail thought leaders from the hardware side of the channel.”
A New Era
Since 1900, NRHA has served independent retailers in the hardware and home improvement channel by providing them with a range of educational tools, industry advocacy and opportunities to come together and share ideas and best practices.
Throughout its history, NRHA has evolved to meet the changing needs of its members, and this recent decision to expand membership to paint and decorating retailers seemed like a logical extension to the association, according to current board chairman Dan Harris, owner of Palos Ace Hardware in Palos Heights, Illinois.
“We already have so much in common with independent paint and decorating retailers and we have already had paint and decorating retailers engage with our programs and services, so we saw this as a win-win opportunity for all the retailers involved and for the association as well,” Harris says.
As part of this expansion, independent paint and decorating store owners will immediately have access to all of the free programs and services available through the newly named NHPA.
Retailers who were paid training members of PDRA will have their membership transferred to NHPA and have access to the complete range of paid training services NHPA offers.
Additionally, NHPA is immediately assembling an advisory committee made up of key retailers from the paint and decorating industry to provide guidance in the future development of programs.
“We saw this as a win-win opportunity for all the retailers involved and for the association as well.”
—Dan Harris, Palos Ace Hardware
“Getting all these fantastic independent retailers under one umbrella will create so many opportunities that just make sense for the channel.”
NHPA will also be reserving a seat on its board of directors for a paint and decorating retailer beginning in 2021.
“PDRA served the paint and decorating retail channel for more than 75 years, and while I am sorry to see this chapter close, I am encouraged by the opportunities that await with NHPA,” says Craig Bond, former PDRA chairman and owner of three Tommy’s Paint Pot locations in Oregon. “Gaining an additional 35,000 independent peers who are ready to welcome us into this storied association speaks to the strength and camaraderie we have always known about this channel.”
Former PDRA CEO LeAnn Day will be serving as NHPA’s newly created executive director for NHPA paint and decorating programs.
“I am truly looking forward to the new opportunities this association will offer the channel,” Day says. “Getting all these fantastic independent retailers from the home improvement side and the paint and decorating side under one umbrella will create so many opportunities that just make sense for the channel.”
Continuity and Enhancements
While paint and decorating retailers will immediately have access to all the same NHPA programs and services as home improvement retailers, they won’t miss out on some of the most popular resources they enjoyed from PDRA.
NHPA will continue to publish the monthly Paint & Decorating Retailer magazine, a monthly publication
that includes new products, how-to management information, retail and manufacturer profiles and more.
NHPA will also continue to offer paint and decorating retailers targeted social media support, industry-specific newsletters and the opportunity to participate in annual research projects like the Cost of Doing Business Study.
—LeAnn Day, executive director, NHPA “ For years we have preached that independent retailers are so much stronger when they come together through their association, and now we are stronger than ever. ”
“We want to make sure paint and decorating retailers have access to the programs and information they have come to rely on to run their businesses better and more efficiently, but also have them realize they are now part of a larger community with a broader range of resources and programs available to them,” Cutter says.
What the Future Holds
When it comes to the future opportunities for independent retailers, the new, expanded NHPA has a number of dynamic projects on tap for 2021.
“In the coming months, we will be sharing some of the new programs and services we have in store for retailers, but one of the most exciting things that will mark the new year is the new pool of best practices, great ideas and thought leadership we will be able to draw from with the addition of nearly 10,000 paint and decorating retailers to our membership,” Cutter says. “For years we have preached that independent retailers are so much stronger when they come together through their association, and now we are stronger than ever.”
—Bob Cutter, president and CEO, NHPA
By Jerry Rabushka
When Paint Comes With Perks
Fine Paints of Europe Puts Retailers First
Fine Paints of Europe founder John Lahey Sr. was confident he had a superior quality product—paint imported from the Netherlands—and he wasn’t afraid to ask what they were worth.
His son, John Lahey Jr., remembers the early days of trying to convince retailers to take on the line.
“Here’s a brand no one’s heard of that’s five times more expensive,” says Lahey Jr., who took over as president after his father died in 2012.
If you’re new to the brand, the company website shares this introduction: “Since 1987, when Fine Paints of Europe introduced Dutch enamels to America, we have presented homeowners with beautiful, practical, cost-effective alternatives to conventional domestic paints. Our paints are formulated from the finest ingredients to the high standards which have established the Netherlands as the world leader in coatings.”
Since the startup days, the price differential has narrowed and the company’s reputation for high-quality
products has broadened. Fine Paints has held the line on cost while other companies have come up to meet it.
“We’ve gone from being five times to only twice as expensive now,” says Lahey. “In many instances our wall paint is the same price per square foot as domestics.”
Lahey says it’s possible Fine Paints has helped inspire an overall increase in the quality of paint across the board—the type of quality many Europeans have taken for granted long before the paint was available in America.
Territory Ownership
Once you are an established Fine Paints retailer, you won’t see another down the street or anywhere in your territory.
“Once we start a relationship with a retailer, all that area’s business becomes theirs,” Lahey says. “The future of Fine Paints is through our retailers, and we don’t want to compromise that.”
There are a few basic requirements Fine Paints of Europe requests of new retailers: Represent the brand positively, make the effort to grow, and of course, purchase the paint.
Just like you do your research before you take on a line, Fine Paints has done theirs.
“Retailers call about the line, and if it’s not the retailer I really want, I wait until that retailer—hopefully—is ready. We had great retailers who broke my heart when we couldn’t open them up,” he says. “I want to be a true partner. I want Fine Paints to be everything you’d want from a paint supplier like it used to be back in the day. I don’t look to set up 20 new retailers a year. We open up six or eight if that’s what we think we can do properly, and we take the time educating and training them.”
Personalized Attention
Getting a company president on the line can be quite an accomplishment, but it’s commonplace at this smaller company, which is based in Woodstock, Vermont.
“Any of my retailers know they can get me on the phone when they have a problem,” Lahey says. “We like to think of ourselves as concierge-level paint people. Whether you’re a retailer, or painter or Fine Paints Certified Contractor, we’re always available.”
Plus, the Woodstock office is a good place to work; just like they’re picky with retailers, they make sure before they hire someone that it’s a good fit into the company culture.
“We love working with each other. The shortest-termed employee here is 10 years. People don’t leave,” says Lahey. “We try to hire as few people as possible and pay them as much as possible; I don’t look to pay people ‘just enough.’ That was something my dad instilled in me.”
Alternative Solutions
Fine Paints lays claim to two unique products, Lahey says. The first is Brushing Putty, which helps fill in the open grain often found in kitchen cabinets.
“To get rid of open grain of the wood, just use one or two coats of Brushing Putty and you’re done,” he says. “There’s nothing like that anywhere.”
Second is Swedish Putty, which Lahey says is more akin to plaster. It’s famous for laying the foundation for ultra-high gloss finishes.
“It consists of crushed stones in a marine yacht varnish resin,” he says. “If you see crazy high-gloss walls or ceilings, that’s what is always underneath it. The paint job is only going to look as good as what’s going over the top of it, so you need the perfect foundation.”
And there’s more on the way: the company has just introduced a fully tintable acrylic version of its popular Eurolux Universal Primer, that Lahey says is a true universal primer as it’s suitable for almost all interior and exterior applications and works under all Fine Paints products. This low-VOC primer can be tinted 100 percent to any desired finish color and can be re-coated after four hours. It’s already in high demand.
“The soft roll out for September sold out quickly and the shipment slated to arrive in November has had a steady influx of preorders and is edging toward being sold out as well,” he says.
Better Than Homemade
Fine Paints of Europe uses cutting-edge European technology for putting colorant in a can, the result being you get the equivalent of a factory-tinted product without having to set up a factory. While most paints ground stateside can accept six percent colorant before being fully saturated, the Fine Paints system ups the ante to 20 percent. If you’re going to stay ahead of the game, says Lahey, you’ve got to look overseas.
“Every advancement in the paint industry has come from Europe, specifically the Netherlands,” he says. “The colorant here is making the paint better: more washable, scrubbable and durable.”
Due to this, in some cases the product costs less to apply even if it costs more per gallon to buy.
“Take a color like a red, where it’s difficult to get covering power,” says Lahey. “With another manufacturer, you might need five coats. With Fine Paints you’ll need two, so in many instances it’ll be less expensive for the client to use our product than another line. Since most of the cost is labor, now they are benefiting from spending less while at the same time getting a better quality paint on their home. One of our jobs is to explain that to retailers and get that message across.”
Sometimes, painters just use it and keep quiet about it.
“It’s less work and using better paint,” he says. “The contractor is thrilled because he’s making money. He can do the wall in a day as opposed to two. It’s fun when you see a contractor’s eyes really open. That’s what keeps Fine Paints growing and moving forward—and setting up new retailers every year.”
Inspired by Dutch paint, Fine Paints of Europe has been raising the stakes for high-quality paint in the U.S. since 1987.
Fresh Coat
2 Tips to Protect Your Email Marketing Campaigns
Maintaining your email lists is essential to ongoing campaign success. Once your brand loses its reputation, your deliverability rates can be negatively impacted along with your business. According to the top two email marketing software companies, an easy way to avoid deliverability issues is by starting with these basic steps.
Sweep Emails Frequently
Emails can bounce for many reasons, but they often fall into two basic categories—the soft bounce and hard bounce.
Your email campaign may receive soft bounces when emails were successfully delivered but bounced in the end because the recipients’ mailboxes were full, the servers were down, mailboxes were set to autoreply or vacation mode or the message you sent was too large.
Hard bounces happen when emails can’t be delivered because they are nonexistent, have been mistyped, are fake, are outdated or were blocked by the receiving servers.
To protect the success of your email campaigns and prevent them from being marked as spam, Constant Contact recommends monitoring bounces closely and when addresses continually bounce, they recommend reaching out to the contact to verify it is accurate.
Get Permission Every Time
Permission in marketing is vital when it comes to establishing solid email lists, and the best way to avoid hard bounces is by using the right opt-in method from the beginning.
Generally, signup options include single opt-in or double opt-in. A single opt-in is a one-step process, such as a signup box on a website, that only requires potential customers to enter their email addresses to immediately become subscribers. This option is less hassle for subscribers, but can be easily misused. The double opt-in involves a two-step process where potential customers enter their emails in the signup box and then receive confirmation emails they must click to confirm before being added to your list.
Mailchimp recommends using a double opt-in method for new signups, so you will have proof that each contact gave express permission to send them emails.
Guest Column Customer Service
Approaching Color
Help Your DIY Customers Find Comfort This Holiday Season
This year has been one like no other. As many families continue to spend more time at home, DIY projects are on the rise nationwide. Bank of America polled more than 1,000 Americans about their shopping habits during the pandemic and found that more than 70 percent of respondents have recently completed home improvement projects, with many already making plans to tackle additional projects in 2021.
As a result of the pandemic, Americans are hyper-aware of how their home functions. For many, homes are taking on the role of living environment, gym, classroom and office. So it’s important to create a home that is both emotionally restorative and work-friendly.
At PPG, we believe walls are the heroes of any DIY project, as they can have the most influence on a room’s overall look and feel. If your customers are interested in creating a serene space, consider recommending a color from PPG’s 2021 Palette of the Year “Be Well,” intended for those who want to embrace optimism, compassion and comfort. The palette includes Transcend, a calming and modern oatmeal-colored hue that draws on earthy influences. Or advise them to try Big Cypress, a shaded ginger hue that is the equivalent of a comforting hug for your home. Misty Aqua, is a cerulean blue that provides an unexpected freshness when paired with Transcend or Big Cypress.
If customers ask how to design with the colors they choose for their spaces, recommend the 60-30-10 design rule—60 percent of a room should be the dominant color, 30 percent as the secondary color and 10 percent as the accent color. Transcend, Big Cypress and Misty Aqua all pair well with greenery, blonde or natural brown-toned woods, as well as layers of texture such as linen, velvet and woven textiles like pillows and rugs.
While color and decor are top of mind for homeowners, so are easy-clean surfaces. If a customer is searching for a product that will allow them to spend less time cleaning their walls and more time actually enjoying them this holiday season, PPG ULTRALAST™ paint + primer with PPG CLEAN SURFACE TECHNOLOGY™ is a great solution. PPG UltraLast paint holds more of a stain at the surface of the paint film, where it can be washed away easily with gentle all-purpose cleaners and without damaging the finish. It is ideal for high-use family spaces like kitchens, bathrooms and playrooms. PPG UltraLast paint delivers excellent coverage and a beautiful, long-lasting, freshly painted look.
This upcoming season, customers will look toward their local paint and decorating retailers for painting advice, tips and tricks. Going above the call of duty with color collateral, product recommendations for specific spaces or a follow up email or call about a project will go a long way and likely increase the chances of that customer returning to your store for future project needs.
Amy Donato
As PPG’s senior marketing manager for color and creative assets, Donato leads the strategy, production, merchandising, palette development and color trends forecasting for PPG’s consumer paint brands in the U.S. and Canada. She is also a member of PPG’s Global Color Styling Team.
PDRA EDUCATION INITIATIVE
Opening Doors to Hope
Painted doors are bringing awareness to an important cause in St. Louis. As part of a campaign to relocate and renovate Hope Lodge, a facility that provides free lodging for cancer patients traveling more than 40 miles for treatment, the American Cancer Society launched 42 Doors of Hope, an art installation that is meant to bring awareness and funding to the project.
On display since June in a variety of locations across St. Louis, including Busch Stadium and the Alton Riverfront, the doors, representative of the 42 new family-friendly suites that will be available in the new facility, showcase local artists’ interpretations of cancer patients’ journeys.
“We did a blanket search for local artists and asked them to submit their concepts for a door,” says Missouri area communications director for American Cancer Society Christine Winter. “It became clear that many artists had unfortunately been touched by cancer, and their art showed the personal journey of themselves or a family member. Many of the doors have awesome stories behind the art.”
Artists were provided blank steel-framed doors, scouring pads and primer. Each artist then chose their own paint medium. According to Winter, artists used acrylic paints, spray paints and exterior house paints. One artist even added 20 to 30 layers of paint to his door to create a special effect.
The public is encouraged to visit all 42 doors and vote on their favorite. The winning door will become a permanent art installation at the new Hope Lodge facility. The doors will be on display through the end of October.
“It’s a great, free social distancing activity,” says Winters. “We’re halfway through the campaign and the awareness is high but we’re looking for donations. No donation is too small.”
A map of the doors is available at 42doorsofhope.org, along with information about each art installation and the artist who brought it to life, as well as opportunities to make donations.
The 42 Doors of Hope art project is a community-sourced fundraiser and awareness campaign that is raising money to relocated Hope Lodge, a facility that houses patients who are undergoing treatment for cancer in St. Louis.
