DULUX: Canada’s fastest-growing paint brand?
Getting pro painters to switch paint brands is a tough task. But Dulux Paints seems to making headway - when it was barely recognized in Canada only five years ago.
April 1, 2015 by Steve Payne
Editor’s Note: Today I attended the opening of the 250th Dulux Paints store in Canada, in Vaughan, Ontario – north of Toronto. I also was given a tour of the nearby PPG Architectural Coatings paint factory. PPG operate the Dulux brand in Canada.
How many Canadian consumers and paint contractors knew about the Dulux brand, as recently as five years ago? Not too many, it seems. But since that time, the brand awareness of Dulux has shot up, according to a recent study, from 8th in 2013, to 4th (last year), to a reported 3rd, at last report.
The change in Dulux’s fortunes as a Canadian brand began in 2011, when former well-known brands such as ICI Paints, Glidden, Color Your World and Betonel (in Quebec), were rebranded as Dulux.
Earlier today, when Dulux opened its 250th paint store in Canada, Vaughan, Ont., the company had another store surrounded by miles and miles of new homes – many in model-home white – awaiting their first brush strokes of real colour.
“Every year, we’re gaining ground in the industry,” said Vince Rea, who runs the Dulux stores across Canada. “We were almost non-existent in 2011, and now our goal is to be No. 1,” he said.
Rea said that target is definitely within reach, with seven more Dulux stores set to open in different provinces this year. “Our stores are thriving – we’re the fastest-growing paint store brand in Canada, averaging 12 new stores per year since 2010,” he said.
PHOTO BELOW: In honour of Dulux Paints’ 250th Canadian store opening – in Vaughan, Ontario – Vaughan mayor Maurizio Bevilacqua (second from right) presented a certificate to Vince Rea, director of Dulux Stores Canada (far right). Looking on are Vaughan regional councillor Michael Diabase and councillor Roseanna DeFrancesca.