AkzoNobel makes unprecedented investment in trade brands

AkzoNobel has announced a record investment in its trade paint brands, as part of its commitment to reinvigorating the painting and decorating industry. The £12 million investment will include a striking new appearance for Dulux Trade, including new look metal packaging, and a series of product and service innovations to drive the industry into the fore of craftsmanship, quality and professionalism.

The first change customers will see is an overhaul of Dulux Trade packaging to give the brand a more professional look and help decorators to demonstrate the quality, performance and value of trade coatings to their customers.

In addition, AkzoNobel will launch its new trade paint brand Armstead Trade, which will replace Glidden Trade. Available from mid-May this year, Armstead Trade is formulated to give a reliable finish at a great price, complementing the Dulux Trade offer.

Jenny Hall, Marketing Director for the UK Professional Brands at AkzoNobel explained:

“Our decision to make a landmark investment across our trade paints range was borne out of the company’s ongoing focus on improving customer support. This year, our approach is twofold – with Armstead Trade we want to ensure our customers get the right product for the job, at the right price, and with Dulux Trade our focus is professionalism in every aspect.

“Following extensive research, we uncovered the need to improve people’s perceptions of the professional decorating industry and as market leader, we have a key role to play in driving this change. We want to stimulate the market to encourage more homeowners to want to use a decorator and to get commercial specifiers to reappraise the role of decorative paints, and then in turn, re-establish the reputation for high levels of professionalism across the industry.”

Going beyond the new look for Dulux Trade, 2014 will see the brand retain its focus on quality products and services, as well as sustainability, with key improvements across its core emulsion range and new product launches in water-based trim solutions.