Paint & Decorating Retailer January 2018

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DECORATING&

Features

A Splash of Richness

Naming a color of the year is much anticipated, as each color is a commentary on the trends that have come before and those that will emerge in the future. For the 2018 colors of the year, manufacturers went rich and bold, marking a transition away from gray neutral walls, with accessories completing the colorful accents. While gray is still a contender, these shades mean business, and for many retailers, they mean business will be booming.

Making Connections an Ocean Apart

With a culture as rich and varied as that of Hawaii, it stands to reason that Wayne Kato, owner of Painter’s Warehouse, honors tradition and celebrates diversity at his business in Honolulu. Paint & Decorating Retailer learned how Kato has spent the last two decades successfully navigating paint retailing in a competitive market in the middle of the Pacific Ocean. 44

It’s About More Than Bristles

Being a paint and decorating retailer means understanding the differences among applicators on the market. Effectively communicating those differences to customers is another layer of retailing. Everyday Paint & Wallpaper in Indianapolis shared their insights on how they ensure every customer leaves the store with the right tool for the job. 58

Use Your Voice at Lancaster

As part of the PDRA’s renewed focus on the PDRA Education Foundation, the association is teaming up with buying group Lancaster and sponsor PPG to host an industry-focused roundtable at the Lancaster Florida Buying Show. Learn the backstory of how the roundtable came to be and the value that having conversations can offer you and your business.

Departments

6 Viewpoint

Dan Simon reflects on 40 years in the paint and decorating retail industry. Dan Tratensek wants you to know that everything will be all right.

10 Industry News

PPG hosts students at its manufacturing facilities, and Independent We Stand gears up for another road trip.

14 Product News

Let your customers test for fit and shade before they commit with SureSwatch.

22 Column: Connections

Social media expert Crystal Vilkaitis from Social Edge™ talks making connections and sales on social media.

24 The Big Picture

Discover the restoration-in-progress of one of two Civil War-era cycloramas.

68 Trend: Metallic Paints

Learn how to get your customers in on the glam of metallics.

78 Coverage—New!

Coverage now delivers retailing best practices. Learn how to help customers choose the best color for their space.

82 PDRA Now

Check in with CEO LeAnn Day on the PDRA Education Foundation.

88 Industry Profile

Over nearly the last century, Warner Tool has become a household name and strong supporter of the independent channel.

92 Calendar

Book your trip to Las Vegas for the National Hardware Show®, May 8-10.

94 Finish

How much is art worth? Christie’s lands the biggest art sale in history.

On the Cover

Wayne Kato, owner, laughs it up at Painter’s Warehouse in Honolulu, his business of more than 20 years.

PAINT & DECORATING RETAILER (ISSN 1096-6927): Published monthly except December by the Paint and Decorating Retailers Association, 1401 Triad Center Drive, St. Peters, Missouri, 63376-7353. Phone: 800-737-0107. Subscription price, January through November issues, $33.00 in U.S., payable in advance. Canada add $10.00, and foreign countries add $16.00 to above charges. Single copy $5.50, except July issue $15.00. Periodicals postage paid at St. Peters, Missouri, and additional mailing offices. Postmaster: Send address changes to Paint & Decorating Retailer, 1401 Triad Center Drive, St. Peters, Missouri, 63376-7353. Returns (Canada): Return undeliverable magazines to P.O. Box 2600, Mississauga, Ontario L4T 0A8. PM# 41450540. Copyright © Paint & Decorating Retailers Association, 2018.

Always remember that no one can match your service and knowledge of the paint industry.

A Fresh Perspective

It’s an exciting time of the year! Paint store owners are gearing up for the big buying season, manufacturers are shipping out new products and trade show season is getting ready to shift into high gear.

The Paint and Decorating Retailers Association has great things happening as well. LeAnn Day has been promoted to CEO of the association, which is thrilling news for the entire paint industry. LeAnn will continue to move the association and the paint industry forward with an aggressive agenda to create education programs for the PDRA and the paint industry.

When you see LeAnn on the road, be sure to say congratulations and give her feedback on what you would like to see the PDRA doing this year and in the years ahead. She would love to hear from you because this is your association and we are here to serve you.

For more information about LeAnn’s transition into her new role and what it means for the future of the PDRA and the retailers it serves, see the interview with her on Page 82. LeAnn is a good person who will truly represent the independent paint industry in a positive way. Please give her all the support you have given me for so many years when I held the position.

As I am in my 40th year with the PDRA, it’s wonderful for me to know that the association will be in good hands in the future. It’s also energizing to see new paint store owners popping up across the country. Always remember that no one can match your service and knowledge of the paint industry. You are a great group of people, and I am just so honored to know so many of you. Can I ask for 40 more years? There have been lots of laughs throughout my career with the PDRA. Thanks to my wife Deb for putting up with years of me traveling. She’s the greatest!

We look forward to seeing you on the road over the next three or four months at various industry events that culminate with the PDRA Paint & Decorating Show at the National Hardware Show® in Las Vegas, May 8-10. This will be a great year for all!

As always, stay fired up!

Dan Simon Publisher and Director of Sales dan@pdra.org

We’ve got the products that make paint jobs look their best. Any surface, every application. Our approach has been as simple as this...Produce high performance products and provide just-intime delivery to drive bottom line results.

WHAT MAKES A GREAT PAINT JOB?

GREAT PAINT IS THE LEAST OF IT.

Abrasives for sanding, blending and shaping.

Solutions. Start to Finish.

Viewpoint

It’s Not as Dark as You Think

We had our candles ready. We knew it was a silly precaution, but it was a pretty modest bit of paranoia.

Alas, the ball dropped and the world celebrated the new millennium. In the end, 1999 left with a whimper, not a roar.

We never had to use our candles. No one had to climb into their bunkers, and zombie hordes never overran the cities.

It’s hard to believe that we’re 18 years into the new millennium, enough time for a newborn to grow into an adult. It’s easy to laugh at the paranoia people felt about the changes that were speeding toward us as the 20th century ended. Most uncertainty dealt with an underlying fear of technology.

Online retailing is certainly bringing a sea change in how everyone who buys and sells products for a living goes about their work, but in no way do these changes represent the end of days for brick and mortar.

Nearly two decades later, our society has become even more dependent on technology. And for many of us in the retail trade, there is the same sense of techno-dread filling part of our consciousness.

After all, Amazon and the steady march toward online shopping will surely spell the end for brick-and-mortar retailers, won’t it? As we turn the calendar to a new year, I am here to answer that question with a resounding “No!” Online retailing is certainly bringing a sea change in how everyone who buys and sells products for a living goes about their work, but in no way do these changes represent the end of days for brick and mortar.

While it’s sexy to talk about Amazon’s meteoric rise (which is truly impressive), you should note that most research shows that consumers still want brick-and-mortar options. The key is going to be learning exactly what today’s consumer values, both online and in person, and adapt your operations to reflect that.

So, while things definitely changed 18 years ago, and we ushered in an era that was even more closely tied to technology, we never needed those candles. It turns out the threat of darkness was all in our heads.

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

Production Director Jo Ann Ray jo@pdra.org

Circulation Manager/Directories Editor Lori Goad lori@prda.org

Director of Finance/Human Resources

Renée Nolte renee@pdra.org

Association Coordinator Tina Sullivan tina@pdra.org

ADVERTISING

Account Executives

Richard Bright rbright@brightconcepts.net

Phone: 410-869-3253, Fax: 530-452-2266

Brandi Hemmer brandi@pdra.org

Phone: 636-680-2785, Fax: 636-229-4750

PDRA EXECUTIVE LEADERSHIP

Chief Executive Officer

LeAnn Day

OFFICERS

Craig Bond

President and Western Region Director

Tommy’s Paint Pot, Eugene, Oregon

Mike Fleck

Vice President/Treasurer and Eastern Region Director Fleck’s Paint Spot, Toms River, New Jersey

DIRECTORS

Robert Mueller

Director at Large

Benjamin Moore Kelowna, Kelowna, B.C., Canada Jay Donnelly

Midwestern Region Director

Flanagan Paint & Supply, St. Louis, Missouri

Lesley Davies-Baptista

Southern Region Director

Paint Fair Ltd., Freeport, Grand Bahama, Bahamas

PDRA ADVISORY COMMITTEE

Dori Marks, PPG Industries

Thomas Hill, The Coatings Alliance

Eugene Andreassi, Benjamin Moore

Joe Jankoski, Hunter Douglas

Bob Clemence, Hyde Tools

John Shingledecker, Allpro Corp.

Richard Russo, Reed Exhibitions

Mike Dube, Lancaster

Less time climbing

Over the past 25+ years, the Sherlock brand has earned its place on the top rung. Wooster achieved what is possibly the most respected name in extension poles because of engineering and features that are like no others: true secure lock, overall strength, and amazing resistance to corrosion, bending, and impact. Sherlock poles are so reliable, your ladders might feel a bit lonely.

Sherlock poles are available in paint stores, hardware stores, and home centers everywhere.

Extension Poles

Supporting Careers Within Industry

PPG Celebrates National Manufacturing Day With Events and Grants

Last fall, PPG recognized National Manufacturing Day at nine of its facilities in the U.S., and it donated $90,000 in grants to groups and organizations that support science, technology, engineering and mathematics programs throughout the country.

National Manufacturing Day is organized by the National Association of Manufacturers to address the skilled labor shortage, connect with future generations of manufacturers and ensure ongoing success in the manufacturing industry.

“For PPG, National Manufacturing Day is about sharing what we do and who we are with the community to inspire the next generation of manufacturers,” Bryan Iams, PPG vice president of corporate and government affairs, says in a press release.

The PPG facility in Dover, Delaware, welcomed local high school students involved in a program that puts them on a path to careers in manufacturing along with instructors and representatives from the Delaware Manufacturing Extension Partnership.

Attendees received a tour of the facility and heard presentations about the plant’s processes and products, PPG’s global operations and career opportunities in manufacturing. “National Manufacturing Day is exciting for PPG because it presents an opportunity to show students and community members what a manufacturing plant is really like,” Neal Nicastro, PPG plant manager at the Dover facility, says.

INDEPENDENTS

Sedona Paint Center Paints the Town With Partnerships

In 2002, husband-and-wife team Michael and Michelle Lloyd opened Sedona Paint Center in northern Arizona’s Verde Valley. Over the years, the PPG Pittsburgh Paints® dealer has adapted to changing design trends and customer preferences, expanding its inventory to reflect the latest high-quality materials. What hasn’t changed, though, is the Lloyds’ commitment to their local community.

Sedona Paint Center was among the many operations that the small business movement Independent We Stand visited on its Great American Route 66 tour in March 2016.

The annual Independent We Stand road trip promotes the launch of the annual America’s Main Streets Contest and also allows Independent We Stand to interview and engage with independent business owners, their customers, Main Street groups and community advocates. PPG Pittsburgh Paints is a supporting sponsor of both initiatives. The Great American River Road Trip will take place March 12-17 and will cover 1,400+ miles along the Mississippi River from Minneapolis-St. Paul to New Orleans.

Habitat for Humanity Bike & Build

Last year, Sedona Paint Center donated paint for a local Habitat for Humanity rehab project in Sedona. The Lloyds also worked with Habitat’s Bike & Build program, which takes volunteers on a cross-country cycling adventure to various Habitat sites throughout the summer months.

When Bike & Build volunteers stopped in the Verde Valley, they painted the Verde Valley Habitat’s Re-Store showroom, using paint donated by Sedona Paint Center. The partnership between Verde Valley Habitat for Humanity and Sedona Paint Center is still relatively new, but it won’t end anytime soon.

“They’re helping people who have faced such hardships, and it’s so important to support them,” Michelle says. “We’re so thrilled to be their partner, and I know this will be an ongoing relationship.”

For the Lloyds, it’s not just about the end result—it’s also about the work that goes into each project along the way. “The Verde Valley Habitat for Humanity has the most wonderful bunch of people,” Michelle says. “We’re just a small piece of the puzzle, but we are so proud to be in a position to help.”

Product

Guess What?

SureSwatch Makes Paint Decisions Easier

Selecting a paint color can be one of the most difficult decisions a homeowner, contractor or DIYer can make. The path from swatch to wall can be a troublesome one, with lighting conditions, placement and even how a color plays with furniture choices all coming into play.

SureSwatch is attempting to fix that situation. The clear plastic product is designed to allow users to test paint colors before painting the entire project. The 9-by-12-inch pieces are flexible and clear with a low-tack, adhesive backing that applies to walls and removes easily.

“There are no surprises,” says Jamie Peltz, the product’s creator. “The old method of painting a piece of cardboard or plastic material and holding it up to the wall never

really gave the best interpretation of how the exact color would look after you painted the wall.”

With SureSwatch, the wall looks exactly like it will when paint is really applied over the existing wall color. The Primer Decider™ Scale, included with SureSwatch, helps the user test paint for covering power, as well as select the right shade of primer to achieve the best color.

“Many people don’t realize using a gray primer with bright, vibrant colors can cut down on the amount of paint needed to achieve the rich color from the manufacturer’s color chip,” says Robert Golownia, paint scientist and co-inventor.

For more information and product overviews, visit sureswatch.com

Gloss Remover

Sunnyside’s Gloss Remover and Prepaint Cleaner eliminates the need for sanding prior to a recoat. It removes dirt, oil and grease from wood and metal prior to refinishing. It deglosses high-gloss enamel, varnish and marine paint finishes to improve bonding and adhesion of new finishes. Sunnyside 800-323-8611 or sunnysidecorp.com

NEWMODELS

Texture Aerosol Spray

The Zinsser Aerosol Texture Program allows users to repair textured interior walls and ceilings. The Zinsser Orange Peel Texture is available in water- and oil-based forms, while Zinsser Knockdown Texture and Zinsser Ceiling Popcorn Texture are water-based only. Rust-Oleum 888-855-1774 or rustoleum.com

Lead Paint Sealant

ECOBOND®, manufacturer of Lead Defender®, announced a partnership with its newest Canadian distributor, Mission Hills Environmental Services. Lead Defender seals and treats lead dust and lead in paint. It is low-VOC to protect against acid rain and is tintable to offer a wide range of color combinations. ECOBOND

888-520-7132 or ecobondlbp.com

Construction Adhesive

Liquid Nails FUZE*IT® is an all-surface construction adhesive for professional and DIY customers. Its hybrid polymer formula allows it to perform multiple tasks and bond to multiple materials. It will bond from minus 40 to 300 degrees Fahrenheit and on surfaces that are dry, frozen or wet.

PPG

855-219-2083 or ppgpaints.com

Original Oil Based DRYLOK Formula introduced Latex DRYLOK Formula introduced holds back 10 psi

DRYLOK Extreme Formula a brighter white, mildew resistant formula holds back 15 psi

DRYLOK CLEAR introduced as the first waterproofer for floors

DRYLOK® Masonry Waterproofers bring performance and beauty to your masonry surfaces. Whether it is a basement, concrete swimming pool, retaining wall or foundation there is a DRYLOK formula to fit your needs. The Proven Waterproofers with a Proven History.

Dry Erase Paint

Notable™ Dry Erase Paint is designed to transform any surface into a dry erase board. It is made from a two-component formula that is easy to erase on and will not yellow over time or leave ghosting marks after erasing. The paint is available in white or clear, which can be combined with other paint colors for different designs. Benjamin Moore 855-724-6802 or benjaminmoore.com

Roller Storage

The Roller Keeper is designed to keep roller covers fresh and soft. It can store a paint roller for the long term or in between touch-ups. The product allows for multiple uses of roller covers and provides airtight storage. It holds the most common roller cover sizes, from 3/ 8-inch to 1¼-inch. Obvious Solutions 770-951-8355 or rollerkeeper.com

Craft Board

Mighty Boards are flexible like paper while also being tougher than poster board and waterproof. Each board is 18 inches by 24 inches and can be used in the same projects as foam core or posterboard. The matte finish allows it to be used with most coating products, including latex paint, oil paint, faux finishing products, pencils, pens and more.

Faux Like a Pro 617-254-8898 or fauxlikeapro.com

Do you sell a product that your customers can’t get enough of? Let Paint & Decorating Retailer know about it! To submit a product that you would like to see featured in Product News, contact Chad Husted at chusted@nrha.org or 317-275-9402.

BESTSELLERS –BIGGEST SELECTION

• Soft Grip Wire Brushes

• Solvent Proof Handles

• Stainless,Carbon, and Brass Bristles

Patented P.O.P. Blisters Help Protect Your Fingers

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Carbon • Carbon

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• Polypropylene

• Stainless • Brass • Nylon • Stainless

Brass • Nylon

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Guest Column Connections

The Real Value of Social Media

Gain Insights and Forge Deeper Customer Relationships

They say that everything comes at a cost. But when you invest your time and money into a social media strategy, what can you expect to get in return? What can the real value of social media be for your business? As a business owner, you may jump right into facts and figures. If you invest A, you’ll get B. But social media is more complicated than that. Some benefits of a strong social media presence can’t be calculated, but can help you make a deeper connection with customers, create a recognizable brand and even answer customer questions quickly. The most engaging retailers use social media as a platform to tell their stories and share the love they have for their businesses.

Thanks to social media technology, consumer behavior can be measured and tied directly to in-store purchases and interactions as conversions, which helps retailers plan, advertise and track the success of in-store events, special sales and more.

The Facebook Factor

Facebook is the world’s largest social media platform, and many retailers already have an account for their business. If you place a Facebook ad, the easiest way to calculate conversions is through your Facebook Ads and Ad Insights reports. Ads are a must if you want to see results from Facebook, as Facebook’s algorithm only shows your free posts to a small percentage of your page’s fans, making it difficult to create leads.

If you sell products online, Facebook can easily report how many conversions your Facebook ads receive and the price of each purchase they produce.

Even if you don’t sell products online, there are plenty of ways to see the value of your social efforts. One way is to train cashiers to ask customers where they heard about you or what inspired them to stop in that day.

You can also write a post stating that you’ll give a discount to anyone who shows that they follow you on Facebook at checkout or give a code word to provide at checkout. You’ll be able to manually track how many people mention the exclusive offer.

Another option is creating a Facebook Offer for customers to claim and redeem in-store. You’ll have stats on who claimed your offer, but redemptions will need to be tracked manually.

What can you expect to get out of your social media efforts once you’ve mastered your strategy? Retailers I’ve worked with have reported results like throwing the best-attended event in their store’s history, beating last year’s sales quicker than ever before, increased daily foot traffic and even selling out of products completely.

If you put in the work, you will see the real value of social media, both in your inbox and your cash register.

Crystal Vilkaitis

is an expert on social media in the retail industry. As the owner of Social Edge™ (socialedge.co), Crystal has worked with thousands of retailers to help them save time, gain confidence and increase local exposure, foot traffic and sales.

The Big Picture

A Battle to Preserve

History is unfurling foot by foot as the cyclorama painting “The Battle of Atlanta” moves to its new home at the Lloyd and Mary Ann Whitaker Cyclorama Building at the Atlanta History Center.

The 131-year-old painting is one of only two surviving cycloramas in North America and “was the Imax of its day,” senior military historian of the Atlanta History Center Gordon Jones says.

To move the painting, which will be 371 feet in circumference and 49 feet tall, a team of art conservationists, engineers and historians split the canvas into two 45-foot-tall spools and lifted those through a hole in the ceiling at its former location, Jones says.

The spools were unrolled at their new home in February 2017 when restoration efforts began to reverse the buildup of dust and dirt that had accumulated on the cyclorama’s surface after being displayed for nearly 100 years in Atlanta’s Grant Park.

“I think the painting represents a moment in time in terms of how Americans saw what had just happened to them in the Civil War,” Jones says.

When restoration is finished, props, scenery and plaster figures will be added around the cyclorama, giving visitors an immersive, almost 3-D look at the Battle of Atlanta, which was a Union victory during the Civil War. The cyclorama will be officially unveiled at its new home in November 2018.

By Diane Franklin

Going Bold

The 2018 Colors of the Year Bring Dramatic Choices Home

What a difference a year makes. In 2017, gray-influenced colors were dominant. As we enter 2018, gray is still a major player among the top trending colors, but we’re also seeing the emergence of a bolder color palette, with color choices that will enable consumers to express themselves with verve and confidence.

This year’s palette is not about being shy or reticent. It’s about making a statement. Sometimes that statement can be subtle—with colors that are calm and serene and pair well with more saturated hues. Other times that statement is more dramatic—achieved through the use of vibrant reds, deep-based undertones and even black.

There is also a place for whites and neutrals.

The palettes developed by major paint manufacturers are liberating, not limiting. Every color taste and whim is accounted for, but with a shifting direction that will help consumers who are inclined to take the leap into indulging a more adventurous color personality.

Bold Colors Emerging

“In contrast to lighter colors in years past, many homeowners are ready for a bold stroke of color,” says Hannah Yeo, Benjamin Moore color and design expert. And how does Benjamin Moore see this boldness being manifested? Based on its choice of Color of the Year, the answer is with a warm embrace of red.

“Through our research, the red family in particular caught our attention this year,” Yeo reports. “From oxblood red to dusty rose to pinks, the spectrum of the red family dominated in fashion products and in fine arts.”

Red in home decor is a logical progression of the trending role the color is playing in other fashion and cultural venues. “Red today signifies confidence,” Yeo says. “It’s a color of desire and strength. This dramatic yet classic color is echoed today through society, pop culture, art, design and throughout various industries.”

Having identified red as a major main color story, Benjamin Moore went all in by naming a vibrant red, Caliente AF-290, as its Color of the Year. This is an interesting successor to the company’s 2017 choice for Color of the Year—Shadow 2117-30, a gray-influenced amethyst that represented a trend toward an overall palette of deep, saturated hues.

Yeo describes Caliente as a strong, charismatic shade of red that is both timeless and versatile.

“From midcentury modern to a farmhouse, a dash of Caliente makes a notable impression in any styled room. Paint all four walls to create a formal dining room or a study. Adding natural elements such as wood or stone can also help achieve a classic look.”

Some consumers may be hesitant to make red the centerpiece of their decor. For those consumers, Yeo suggests being judicious with its use. “If you’re not sure about using too much red, use it as accents in small doses. I always love a red front door. It’s warm and welcoming, yet adds a little bit of character to a home without overdoing it.”

Keep in mind that bold colors can be used as feature walls or on other surfaces such as painted furniture and accessories. Ron Hutton, director of marketing for Richard’s Paint Manufacturing Co. Inc., sees this limited use of bold hues as a trend for bringing color into a room.

“For 2018, I am predicting a soft neutral base tone but with an added punch of color to accent areas, furniture and accessories,” Hutton says. “Bolder teal, purple, citrine, emerald, reds and fuchsia will all be prominent in the coming year.”

For its 2018 Color of the Year, Richard’s has chosen a rich lavender, Plum Preserve 1256. “The bolder color accents symbolize empowerment, technology advances, ethnic awareness and incorporating natural elements into the palette,” Hutton says.

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PPG

“However, black is not necessarily a negative color; it represents strength and retreat and is considered a power color.”

—Dee Schlotter, PPG

Another emerging color trend that is set to add drama to walls and other surfaces is black. PPG is so certain of this fact that it has named Black Flame as its 2018 Color of the Year. Dee Schlotter, senior color marketing manager at PPG, describes Black Flame as a statement-making black, infused with an undertone of the deepest indigo.

“The blend of two colors makes it incredibly versatile,” says Schlotter, who says the color has many potential use options. “Use it on a statement wall, with a matte finish on a ceiling, with high gloss on a naturally lit staircase, on cabinets, interior and exterior doors, and elsewhere. The versatile hue can also provide strength and a modern luxe vibe to spaces with a lot of whites, blush pinks and soft pastels.”

Schlotter concedes that black may come as a surprising pick for Color of the Year, noting that past years have mostly been characterized by a vibrancy and whimsical annotation to key tones. “But black offers fortitude and provides a feeling of privacy and protection among a current feeling of restlessness,” she says. “It represents consumers’ collective somber mood. However, black is not necessarily a negative color; it represents strength and retreat and is considered a power color.”

The choice is indicative of some of the trends occurring in our society, including the desire for retreating from the very public world that we currently live in, Schlotter adds. “The PPG Paints 2018 Color of the Year, Black Flame, represents our increasing craving for privacy or new beginnings—the more we share in the social media world, the more we crave a little portion of our lives that remains hidden from the public eye.”

Subtle Hues Retain Appeal

While dramatic hues like red and black are gaining prominence, a large portion of the 2018 color palette is dedicated to more subtle paint hues—colors that soothe, that are soft and understated, and that make an inviting backdrop for splashes of bolder color through the room.

Fitting well into this classification is Kelly-Moore’s 2018 Color of the Year—Bahia Grass KM4782, a subtle green that evokes wild grasses swaying in a summer breeze. However, Mary Lawlor, Kelly-Moore’s manager of color marketing, observes that the color works well in any season.

“This atmospheric hue is the epitome of a modern neutral, clearly tinted yet delicately balanced, making it perfect as a fashion statement with a timeless feel,” says Lawlor. “Calm and serene, Bahia Grass is a soft, slightly grayed yellow-green offering a soothing neutrality. It’s a perfect mixer for the saturated colors that have become accepted in today’s interiors.”

Bahia Grass emerged as the top pick of a survey that Kelly-Moore sent to 15,000 designers nationwide certified by the American Society of Interior Designers. They were given a choice of six colors, all of which came from 2018 color forecasts.

The five other contenders were:

• Galleon Blue HLS4288, a dreamy sky blue with a happy vibe.

• Tawny Daylily KM5231, a sunny gold offering optimism and a joyful richness.

• Brazen Orange KM5406, a color reminiscent of the 1970s, which fits in well with the browns, greens and yellows emerging in 2018.

• Peach Temptation KM5425, a version of millennial pink that twists to a pink-tinted peach that will find its way into tranquil and inviting spaces.

• Fruity Licious KM5448, a bright coral with pinky undertones, a cheery and unexpected color that will be popping up more and more in 2018.

While Bahia Grass came out on top in the design community survey, Lawlor expects to see all of these colors trending in 2018. “With the return of a 1970s influence, we begin to see browns become the dominant neutral in 2018; brick red, burnt orange, olive green and golden yellow jump into the palette while coral, bright blue and aqua keep the palette fresh.”

Several colors from the 2017 palette will continue to have an important influence moving forward, according to Daniele Martin, color marketing manager, CMG, of California Paints, a brand of ICP Construction. “Blues and warm grays are still very popular and are being carried over from 2017’s palettes into 2018’s,” she says. “These include California Paints’ Inspirations 0620 Star-Studded, 0539 Place of Dust and 0554 Sparrow. In addition, calming blueish greens, like 0485 North Beach Blue, will become more solidified in the market.”

These colors are a wonderful way for consumers to find solace in their lives. As Martin explains, “People feel the need to look for an escape from the chaos that surrounds them. Colors that evoke balance will dictate the direction for 2018.”

Lifestyle Influences on Color

Color trends typically emerge to address the personality and lifestyle choices of consumers. Paint manufacturers often put together themes or collections that evoke a certain lifestyle that resonates with today’s consumers. This is the case with the 2018 PPG Global Color Trends palettes, which encompass four themes that connect and resonate with current consumer mindsets.

The Retreater palette addresses consumers’ need to withdraw from the pressures, chaos and overstimulation of daily life, embodied by the idea of creating “hygge,” a popular Danish concept that embodies all things comforting and cozy.

Continued on Page 36

The Quest for a Color of the Year

Finding the Color of the Year is like a colorful scavenger hunt—searching for a piece of information here, discovering another piece of information there, until you have everything you need to complete your task. That’s the process that paint manufacturers undertake to determine which hue is worthy of being elevated above all others to Color of the Year status.

Reaching Out for Inspiration

“When Benjamin Moore’s Color & Design team is out on its research quest, the Color of the Year could be anything,” says Hannah Yeo, Benjamin Moore Color & Design Expert. “We visit museums, exhibitions, panel discussions and other shows across different industries to find upcoming design direction. We also take note on social and cultural movements in different regions.”

After months of research and discussions, the team takes this information and looks at color through the lens of paint applied to the wall. “We want to ensure that the Color of the Year and the other supporting 22 colors are relevant across industries and are appropriate colors for interiors,” Yeo says.

In the case of Kelly-Moore, this year’s selection was a result of its Color of the Year 2018 designer survey, sent to members of the American Society of Interior Designers (ASID) and 15,000 ASID-certified interior designers nationwide. The designers had a choice of six colors, derived from 2018 color forecasts.

“The design community’s pick of Bahia Grass as the 2018 Color of the Year is no surprise, as it’s the perfect companion to current and future trending colors,” says Mary Lawlor, Kelly-Moore’s manager of color marketing.

An Annual Colorful Event

PPG’s process to name Black Flame as its Color of the Year began in February 2017, when the company’s 20-plus global color stylists gathered for the eighth consecutive PPG Global Color Forecast workshop. “During the three-day meeting, PPG’s color experts came together and discussed societal and regional trends, as well as overarching consumer insights to determine the following year’s color trends forecast, as well as the 2018 Color of the Year,” Dee Schlotter, senior color marketing manager at PPG, says.

There are a number of important factors that the experts consider when putting together the color forecast. “At this workshop, color experts analyzed the runway, the textile market, the tile, wood and metal markets as well as lifestyles, demographics, geographies and global and cross-cultural societal inspirations to determine what colors would resonate and represent the PPG global color forecast,” Schlotter says. “PPG recognizes that we influence trends as much as trends influence us, and our forecasts represent and connect to current feelings and preferences.”

So how did Black Flame emerge with the title of PPG Paints 2018 Color of the Year? Schlotter says it came out on top based on its ability to represent a variety of different events, consumer personalities and feelings that will dictate 2018 color trends across the automotive, consumer goods, aerospace and architectural coatings industries. “We forecast that this color will resonate with our customers across multiple industries because of its versatility and relatability to current consumer cravings,” she says. “It represents new beginnings, comfort, solace and strength.”

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Continued from Page 32

“It underscores living well, finding quiet time, making space for oneself and creating opportunities for calm, balance and peace,” Schlotter says. “Light, airy tones in the palette—such as the PPG Paints brand’s Warmstone, a barely-there blush; Suntan, the perfect nude; Flagstone, a cool gray; and Cuppa Coffee, a warm, woodlike tone—provide subtle hints of color that can be considered neutrals.”

The Dream Weaver collection is directed at consumers who wish to live a free-spirited lifestyle with an emphasis on creativity. “They are the dreamers who hold the light when others prefer to go dark and retreat, which can be shown by their impossible-to-ignore color choices,” Schlotter says. “Muted and ethereal brights round out the collection, with PPG Paints brand colors including Lovely Lilac, a dreamlike periwinkle; Summer Sunset, a warm coral; Brandy Snaps, a dusty mauve; and Secret Safari, an earthy green.”

The Commoner color palette appeals to consumers who are attracted to minimalist Nordic-inspired designs and going back to basics. “Consumers relating most to this palette aspire to accumulate less yet experience more, serve as guardians of the environment and live with a nomadic spirit,” Schlotter says. “The palette offers unassuming, straightforward PPG Paints brand primary colors such as Mountain Lake, a classic navy; Red Gumball, a deep red; and Grassroots, an organic yellow-green.”

The Brave is a color story that captures consumers’ growing yearning for protection, strength and stability to feel safe during uncertain times. “The palette evokes feelings of elegance and grandeur, which appeal to consumers’ unwillingness to feel small or disregarded in light of current societal landscapes. The deep, rich colors that make up this substantial palette will be certain to turn heads in any space, including PPG Paints brand colors Charcoal Smoke, a rich forest green; Pinot Noir, a luxurious purple; and Black Elegance, a black with just a hint of gray,” Schlotter says.

Each of these palettes is reflective of consumers’ desire to achieve calm in their lives while also taking control, Schlotter says.

“Our state of permanent agitation with texts, emails and social media can bring us to a point where we feel invaded and desire silence,” Schlotter says. “This mindset is revealed in the softened colors included in all of the 2018 PPG Global Color Trends Palettes. There is also a rebelliousness in the world today that is shown in our Brave trends story—darkened, protective colors.”

Schlotter says color trends start in commercial environments and then become popular for consumers. “We have seen these colors in hotels, restaurants and retail over the past couple years; they are now moving into the residential market.”

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Color Pairings for 2018

No color lives in a vacuum, which is why it’s important to understand how colors work in relationship to one another. As Hutton suggests, bold colors are often paired with more neutral or subtle tones. Examples of some harmonious pairings include creamy gold with red, teal with citrine, blush with gray and periwinkle blue and yellow with sapphire blue.

Benjamin Moore, which sees such a strong direction toward red, has given consideration to what pairs well with that bold color choice. “The comfort level with red is different for everyone,” Yeo says. “To some, a red powder room is their favorite spot in the house while others would rather keep it in small anecdotes. The key is to know how comfortable you are with the color and to express your personal style. The beauty of red is that it can be paired with many different hues and can take on many different styles.”

For instance, Yeo says pairing shades of red with the crisp neutral White Opulence OC-69 will create a vibrant focal point in a modern space. When darker colors are needed to set a mood, she recommends using Wolf Gray 2127-40 and dropping in hints of red.

In the case of Caliente, Benjamin Moore’s Color of the Year, the shade has the versatility to work with a number of different colors. “The fact that Caliente has a deep brown, almost black undertone helps it pair well with colors other than the usual white and neutral,” Yeo says. To create beautiful harmony with Caliente, she recommends Silver Marlin 2139-50, Wolf Gray 2127-40 or Incense Stick 2115-20.

The Purple Wave Hasn’t Crashed

In 2017, purple was everywhere, as the royal hue is a strong partner to gray, which has been the neutral trend for the past several years.

The colors of the year for 2018 come from across the spectrum, each one bringing unique

Pantone Goes Ultra Violet

Pantone is considered an authority on color, and each year, its Color of the Year selection speaks to culture. This year, the company, opted for “a dramatically provocative and thoughtful purple shade, Ultra Violet.”

“The Pantone Color of the Year has come to mean so much more than ‘what’s trending’ in the world of design; it’s truly a reflection of what’s needed in our world today,” Laurie Pressman, vice president of the Pantone Color Institute, says in the press release.

See Finish in the October 2017 issue for the hue that Pantone used to honor late musician Prince.

brightness and richness. While red, black and rich teals and some softer shades have taken the spotlight this year, the purple trend is far from over, as is noted with two companies that have selected diverging shades of purple as their color choices for 2018.

The Blue Side of Purple

The 2018 Color of the Year for Diamond Vogel is Atmospheric Pressure (0587), a soft, lavender-infused blue.

“This introspective color represents the transparency we long for and brings mindfulness and peaceful reassurance to an untrusting world,” Sandy Agar-Studelska, Diamond Vogel color marketing manager, says in the press release.

“Atmospheric Pressure is on trend with consumers’ desire to create relaxing and uplifting spaces where they can ‘power-off,’ reenergize, and connect with family,” she says.

PPG’s selection of Black Flame has the advantage of pairing well with many different colors. “As black is a classic hue that adds sophistication to any space, it works well with a variety of trending looks, including copper accents, pale aqua velvet, clean marble, geometric patterns or pale woods,” Schlotter says. “PPG Paints’ Black Flame also serves as a great anchor for trim and doors against trending farmhouse hues like PPG Paints color Burnt Red and soft blues like PPG Paints color Baby’s Breath.”

The creative pairing of colors results in a space that is vibrant and alive. For instance, Lawlor recommends pairing olive and other yellowy greens with aquatic blues, blacks or neutrals. And she also sees some drama being achieved with the inclusion of black. “Black and white are a classic pairing we can expect to be big in 2018,” she says. “They are striking and contemporary.”

Martin likewise predicts some interesting color pairings for 2018. “Look for color combinations that include intriguing colors, like 1221 Charming Violet, 1067 Sweet Baby Rose and 0872 Saffron Valley, as well as combinations with pops of golden yellows—either paired with off whites or with other neutral colors,” she reports. “A good example is 0829 Dandy Lion (a golden yellow) and 0213 Coastal Fog (a dark neutral).”

California Paints offers 30 curated trend colors, available for view on its digital fan deck at californiapaints.com

Grays and Other Neutrals

As we move further into 2018, it’s hard to forget the huge influence that gray had on the palette of 2017. Keeping in mind that color evolves rather than radically departs from what came before, consumers shouldn’t expect that influence of gray to dissipate much this year. Gray is still a major influence, though it is changing.

“Grays have been and will continue to be in the mainstream,” Yeo says. “This is because grays, whites and other neutrals are enablers that are quite essential to create color harmony.”

However, Yeo adds that there is a slight shift in the way that gray is showing up in the palette. “If we’ve seen light grays with ‘no undertones’ in the past, grays that tip toward a color are on the rise. For example, Moonshine 2140-60 is a beautiful neutral that takes on a strong presence of green undertone.”

Martin concurs with that opinion, given her prediction that grays and warm blues will remain popular in 2018. “Grays are not going anywhere; however, they will be gravitating more toward warmer tones, with hints of red.”

“The neutral temperature shift from cool to warm has started, and we’ll start to see grays blend with soft clay colors to create earthier and warmer neutrals.”

—Mary Lawlor, Kelly-Moore

Paints

Lawlor likewise sees the ubiquity of gray continuing. In fact, gray is an element in the hue that was chosen as Kelly-Moore’s Color of the Year, Bahia Grass. But the 1970s influence is already affecting how the hue is evolving.

“Gray will continue to be a strong player in the DIY area for a few more years,” Lawlor says. “However, the neutral temperature shift from cool to warm has started, and we’ll start to see grays blend with soft clay colors to create earthier and warmer neutrals.”

Hutton, meanwhile, sees gray as continuing to be a major neutral and observes that it pairs nicely with other colors, such as fuchsia. Nonetheless, he sees signs that the neutral palette is moving in a new direction. “Although gray is still popular, there seems to be a shift to more of a taupe, creamy neutrals and blush tones.”

Ultimately, Schlotter doesn’t see a great departure in the neutral palette from last year, and thus gray will still have a prominent role. But she says that retailers should be on the lookout for an up-and-comer, a color that’s been previously mentioned and that PPG has taken to heart this year—black.

“Although grays are some of the most popular neutral colors, like PPG Paints color Swirling Smoke, this upcoming year, black is the new neutral that is trending in building materials and interior looks,” Schlotter says.

“We’re already seeing retailers reinventing the classic black hue in the form of building materials, such as wood flooring, black tile, cabinets and window frames, as well as matte black appliances and decor items.”

Black also is making quite a splash in the design community, which is why PPG’s selection of Black Flame as its Color of the Year was so well-received. “They too have seen this color being a strong focus in upcoming project specifications, and we anticipate it to continue through 2018,” Schlotter says.

For more information on using the Colors of the Year and educating your customers, turn to the reimagined Coverage section on Page 78, which now shares retailing best practices. In that section, the color experts talk about the tools and resources that their companies have made available to make the color selection process simpler for retailers and their customers.

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‘I Am What I Am Because of You’

Honolulu Retailer Honors History Through Relationships

The year was 1997, and Wayne Kato was in a jam. What should have been a fun

Fourth of July weekend was instead soured by one of the most difficult circumstances anyone can be saddled with: Kato had been laid off from his position as a sales representative at an independent retail paint store.

With a mortgage to pay and no income, Kato didn’t sit still. He took his years of experience in the industry and put it to good use. With three partners, Kato started Painter’s Warehouse in Honolulu. Last year, the business celebrated 20 years of assisting its customers.

“Several of us who had previously worked in the paint industry banded together, and within three months, we had Painter’s Warehouse up and running. We brought along some of the customers we had with the previous store and worked to add others. We knew we could do it. We just needed a lot of guidance. But we knew we had to be crazy enough to open our own paint shop, and we were just the right amount of crazy,” Kato says. One of those partners, Calvin Chong, is still at the company, which the pair operate as business partners.

Through the years, Kato has built his company on the principles passed down from his ancestors as well as the spirit of the island he calls home. That attitude has helped him not only build a business to assist his community, but partnerships and professional relationships that go far beyond the world of paint.

Starting Out

While Kato and his partners had experience in the paint industry, the success of Painter’s Warehouse was far from a foregone conclusion in its early years. The business needed to build a customer base and find its best market.

To begin that process, Kato was able to bring several customers from his former workplace along as clients for his new enterprise. It didn’t hurt that many of those customers also represented businesses that would prove integral to getting the company on its feet.

“Those relationships were key for us in the early years. The customers played a big role in getting us started. One customer helped us find a warehouse. The bank we work with was also a

customer of ours and helped with the financing,” Kato says. “A lot of customers donated furniture and fixtures for our offices and salesfloor.

To this day, we still have desks that were gifts from customers wanting us to be successful.”

Initial success gradually gave way to sustainability, and within two years of founding Painter’s Warehouse, the business had acquired most of the accounts Kato and his partners had left at their former company. Kato credits his team’s skills and knowledge in paint and coatings for much of that success, but that only goes so far, he says.

Kato believes keeping customer service at the forefront of a business’s model is integral to its success, and that is how he wanted Painter’s Warehouse built from the beginning. As such, he encourages each employee, no matter their designation or responsibilities, to engage with customers and learn about their needs and preferences.

“Everyone on our team understands that, as small as we are, we have to depend on each other. Delivery, purchasing, bookkeeping, outside and inside sales, it doesn’t matter. Everyone shares in our success.”

—Wayne Kato, Painter’s Warehouse

“We’ve gotten where we are through focus and determination. When we first started, our competitors gave us six months. Even the people who liked us gave us nine months to a year, at the most,” Kato says. “Everyone on our team understands that, as small as we are, we have to depend on each other. Delivery, purchasing, bookkeeping, outside and inside sales, it doesn’t matter. Everyone shares in our success.”

Words From the Past

Having been born in Hawaii and being of Japanese descent, Kato has formed his business on the teachings of both cultures. His grandparents made the trip from Japan in search of work and new opportunities for their family, he says, and his business reflects the diverse ancestries found throughout the Hawaiian Islands.

“We have employees who come from very different backgrounds, including Japanese, Chinese, Filipino, Samoan, Hawaiian descent and Nepalese. We even have an employee from the Marshall Islands. That’s what you see in Hawaii, with such an immigrant culture, because families came from all over the world to work the sugar cane and pineapple fields,” Kato says.

That ancestry lives on in Painter’s Warehouse through a phrase harkening back to his family’s Japanese roots: “okage sama de,” which loosely translates to “I am what I am because of you,” Kato says. That honor to family is displayed

in several ways, including shorter work hours than many competitors, closing the store on weekends and an extended period between Christmas and New Year’s Day when the store is also closed.

These policies, as well as events and get-togethers conducted throughout the year, like karaoke for employees and their families, highlight the way Kato feels the business should be run.

“I try to explain to people, like manufacturer reps who visit from the mainland, what the culture here is like. People in Hawaii understand and respond to things like working hard, being honest, being respectful of others and having humility,” he says. “We take a lot of factors into consideration when making decisions for the store. We have a responsibility to give back to the community. That’s important here, and we’ve continued to do that as part of our business plan.”

One example of that plan in action is Painter’s Warehouse’s involvement in a particular community project called Kahauiki Village that is designed to be a permanent facility to help Honolulu’s large homeless population get out of

the cycle of homelessness for good. The facility is based on the concept of a village, much like the kind that many families grew up in while working on sugar cane plantations, Kato says.

The village will not only house families; it will also attempt to negate many of the obstacles that occur when addressing homelessness. Instead of being located far from high-traffic areas where jobs are located, the village will be close to the city center and accessible via public transportation. It will also feature day care for children, which is often unaffordable for the families most affected by homelessness.

Painter’s Warehouse has joined dozens of private businesses, the city and the state in contributing materials and donations to this project, which hits close to home for Kato, given his dedication to contributing in community events.

“My grandparents jumped on a boat to get to Hawaii. That’s what the saying, ‘I am who I am

because of you’ is all about. Their sacrifice has benefited us in the current generation, and it’s our job to do that for the generation to come,” Kato says.

Targeting the Market

In a competitive market like Honolulu, every retailer has to have an edge. While customer loyalty has been a significant factor for Painter’s Warehouse’s success, the business has naturally moved into the commercial maintenance market. It is able to compete through strong customer service and product selection.

This market encompasses a large portion of Painter’s Warehouse customers and includes military, government and private groups that are primarily involved in repainting, repairing and maintaining large operations like schools, apartment buildings, barracks, shopping centers and hospitals.

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“The key is our relationship with these customers. They need someone there when they need help, and they need products right away.”

—Wayne Kato, Painter’s Warehouse

The decision to focus on these accounts wasn’t strategic, Kato says. It just so happened that many of the clients he and Chong worked with before starting Painter’s Warehouse were involved in those areas. However, they’ve maintained their place in the market by focusing not on hunting down new construction and builders, but by improving inventory and boosting his staff’s product knowledge.

“The key is our relationship with these customers. They need someone there when they need help, and they need products right away. On a day-to-day basis, they might not order whole pallet loads, but we’re there when they need us, and we aren’t afraid to spend time with them to buy a few gallons,” Kato says.

Painter’s Warehouse has built a strong following for its wood staining and finishing products, providing both a large variety of products and expert insight on their use.

Painter’s Warehouse has also built a strong following of customers interested in wood-finishing products. By stocking an assortment of products for popular wood items in Hawaii, the business is determined to offer the kind of selection that leaves no project unfinished.

However, it’s the product knowledge that is most important in the wood-finishing category, Kato says. Having retained long-term employees who are constantly trained on the newest offerings and technologies involved has allowed the business to become renowned for its woodfinishing niche.

“Our guys really love those products. Wood is beautiful, but there are very few shortcuts in that lineup. Educating customers on proper application is something we enjoy,” Kato says.

“A lot of our competitors refer customers to us for those products. Lacquer and stains are

available to everyone, but we have committed to the product, with knowledge and inventory on hand. Customers trust our ability to custom match stains, which requires skill, experience and patience.”

The need for quick turnaround and ample stock led to a recent upgrade for Painter’s Warehouse as it moved into a new location, which is less than a mile away from its original storefront. The new spot features a larger warehouse area and more parking for customers, both muchneeded improvements.

“It was just time for us to make the move. We needed to service our customers better.

We deliver a lot of products, but we also have many who need to come into the shop for their purchases, and we didn’t have the space to accommodate them,” Kato says.

Developing Relationships

Being thousands of miles from, well, just about anywhere means Painter’s Warehouse, along with most other retail businesses in Hawaii, must plan ahead for purchases. The need to stock inventory well in advance of an order was another key reason for the new location.

However, the state’s distance from traditional supply lines has also put a focus on Painter’s Warehouse’s ability to make connections with its suppliers. Taking another page from his heritage and the culture of the islands, Kato makes a strong effort to develop bonds with companies that have direct representation on Oahu.

“We like to work with manufacturers that have the top products, but also have local representation. They have more than just a rep that visits twice a year from the mainland,” Kato says.

In pursuit of stronger ties, Kato has visited the mainland facilities for most of the manufacturers that support Painter’s Warehouse. He hasn’t visited all of them, he says, but he wanted to make sure his paint and specialty-coating vendors could, in his words, “at least put a face to a name when thinking about our company.”

“It’s part of our culture, and over the years, it has been very beneficial for both the manufacturer and us. I like to meet with them regularly, even when there’s nothing we needed their help with specifically,” Kato says.

While visits certainly help Painter’s Warehouse get its name in front of decision-makers, they have also opened Kato’s mind when he thinks of the products on his shelves.

“One visit, they had the managers from each department within the company. Accounting, tech services, distribution, manufacturing, marketing— they were all there because it was a unique opportunity for them to interact with a customer face to face,” Kato says. “I walked away thinking about how many people stand behind each gallon of paint. They are all there to support independents like us. We’re so small, and so far away, so these relationships are really what count.”

By Heather Kauffman-Peters

Adding On With Gadgets

How to Use Trends in Paint Tools and Accessories to Boost Add-On Sales

Recommending the right paint accessories and tools for projects can lead to successful outcomes for customers—increasing satisfaction and building repeat business—while also boosting the bottom line at the register through add-on sales. In fact, Eugene Andreassi, the vice president of retail services for Benjamin Moore, says retailers should target a healthy ratio of 20 percent paint tools and accessories to liquid paint.

How can retailers reach this target or even exceed it?

According to one seasoned manager, they can reach their goals in tools and accessories by focusing on key areas, including paint trends and innovations, product knowledge and training and thinking outside the paint can.

Understand the Trends

With 30 years of industry experience, Matthew Buehler, a manager at Everyday Paint & Wallpaper Inc., a Benjamin Moore retailer in Indianapolis, says many accessory sales are driven by new trends—not just in tools, but also in paint.

“Metallic paints have been very popular this year,” says Buehler, whose business comes from 70 percent homeowners and 30 percent contractors. “Our customers are even putting them on ceilings, but they really should be applied by professionals for a quality finish.”

Buehler’s recommendation is based on firsthand knowledge of how tricky applying metallic paints can be.

“When we first got the paints, we decided to paint the store’s entrance with a metallic red. We rolled it on, but it didn’t have the sheen we were expecting,” says Buehler. He initially thought a small-nap roller would work, but he quickly realized that a roller specifically designed for metallic paints was required.

Metallic paint rollers have a deep, shag-like nap that adds texture to the finish, enhancing the sheen of the paint. Buehler steers customers willing to tackle metallic paint projects to the specialty rollers and recommends they let the roller soak up the paint before applying it to surfaces in an up-anddown motion. For more on trends in metallic paints, see the in-depth report on Page 68.

Another popular paint trend Buehler has seen is furniture painting. Whether it’s creating the shabby chic look or repurposing outdated furniture

and cabinets, furniture painting is on trend, especially in online forums like Pinterest. The movement has driven demand for technological advances in latex paints. In response, Buehler recommends Benjamin Moore’s new ADVANCE Interior Paint, a waterborne paint that acts more like traditional oil-based paints, curing to a furniture-quality finish.

According to Benjamin Moore’s online training videos, this unique paint requires the use of foam or microfiber rollers, nylon brushes and 220-grit sandpaper (when applying to wood) for a smooth finish. These tools are easy add-ons for retailers and produce a positive project outcome for customers.

The growing trend in wall graphics has also been driving sales in paint accessories, says Buehler. The trend is gaining popularity as modern decorators seek new, inexpensive ways to decorate walls. Some interior designers have predicted that geometric wall designs will be a major trend in 2018. Buehler explains that the trend is possible due to improvements in painters’ tape products like FrogTape®

“Thirty years ago, we had five different tapes,” says Buehler. “Now we have over 40 different sizes and styles. We strongly recommend FrogTape for wall pattern designs because you can paint over it without paint seeping through. Painters’ tape used to be more of a guide, but now you can get a hard line, and their yellow tape line is so delicate that it can be used on wallpaper and furniture without ruining the finish.”

Paint Accessory Innovations

As many retailers know, innovations and technological advances are selling points that are easy to focus on and highlight. Customers are always seeking the latest and greatest tools for the job. At Everyday Paint & Wallpaper, FrogTape isn’t the only innovative tool driving sales in paint sundries. According to Buehler, his store recently added two paint trays that help make projects run more efficiently for customers.

The Dynamic Infinity Pro Series Floor Tray is a 3-quart tray that has additional storage compartments for a small roller and brush, allowing pros or DIYers to keep cut-in tools handy during a paint project. The floor tray also has grips on all sides for easy lifting. The liners are made from recycled plastic and can serve as a tray lid to prevent dust and debris from ruining fresh paint.

The second tray is also from Dynamic. It is a small paint tray that attaches to 1-gallon paint cans, making painting or cut-in jobs that require a small roller more convenient. Users just dip the roller into the paint can, roll out the excess in the attached tray and apply.

“We keep a demo of the Paint Can Tray by the registers,” says Buehler. “People see it and say, ‘I’ve got to have one of those.’ It has sold out several times.”

Another paint tool that sells out often, according to Buehler, is one that has been around for a while but has surged in popularity as online bloggers and designers recommend the product for different applications.

“The Amazing Spray System from Preval ® lets you make your own spray can using any paint,” says Buehler. “It’s great for spraying duct returns or accent pieces like an old lamp or a stool, using wall paint instead of trying to match it. It gives it a nicer finish than rolling or brushing, which can leave marks. We’ve sold 10 of them in the last few weeks.”

Going the Nontraditional Route

Preval’s spray can system is not the only novelty item that sells consistently. Many unique or nontraditional items catch the attention of DIYers and contractors alike. Retailers, like Buehler, just need to think outside the box or, in this case, the paint can.

For example, Buehler regularly sells nail and brad setters to professional painters, although the tool is traditionally meant for carpenters. A hands-on demo at the counter allows customers to try the Spring Tools® Hammerless nail set. Painters quickly realize it’s a great tool to have handy when painting trim, especially for touch-up jobs on trim that has been in place for a while, says Buehler. The pocketsize tool uses a built-in spring as the counterforce to drive protruding brads back into place, eliminating the need for a heavy hammer, which appeals to painters who often need to fix trim and counter-sink nails as part of a paint job.

Another novelty item that is catching on with DIYers is scent additives, like those from Paint SCENTsations® and Color Scents®. The liquid additives can be mixed into any latex or oil-based paint and help to not only eliminate paint fumes during the application process, but also provide lasting freshness in the form of citrus, florals, vanilla and more that can neutralize indoor odors.

“Even though paints have zero VOCs, people don’t realize that those fumes don’t really have a smell,” says Buehler. “Paint still smells the same as it always has.”

‘’

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The desire to limit paint fumes in areas like children’s bedrooms and rooms with little ventilation is driving customers to try scented options. Retailers just need to ask a few questions about projects to highlight solutions to potential problems customers may not even realize they can have.

The Sales and Training Link

The many innovative and novel paint tools and accessories that Buehler has highlighted may appear to sell themselves, but as he pointed out, product location and hands-on demonstrations, as well as extensive knowledge and passion for the products all play an important role in sales numbers.

“Many products now are marketed not by what they can do, but by what people don’t want to do.”

—Curt Rumer, Everyday Paint & Wallpaper Inc.

Our Rollers Make Every Painter A Pro

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Product location is vital in any retail environment. New accessories and tools should always be highlighted, either near the checkout or on endcaps, where customers can learn about the latest innovations and gadgets that can make life easier for them.

“Many products now are marketed not by what they can do, but by what people don’t want to do,” says Curt Rumer, owner and operator of Everyday Paint & Wallpaper since 1979.

According to Rumer, products that save users time, money and effort draw in modern customers, suggesting retailers focus on a product’s advantages and benefits as well as its capabilities when helping customers find what they need.

Rumer even prefers to stock items that have more than one use, not only saving shelf space in his 3,400-square-foot store, but also providing consumers a product that can save them money and effort.

Providing hands-on opportunities for customers can also draw them in. Several of the popular products highlighted by Buehler not only are displayed on highly visible locations on the counter,

Our fabrics are formulated to provide maximum pickup and release –resist matting . . . ideal for the new generation of paints and coatings

At Everyday Paint & Wallpaper, manager Matthew Buehler (left) and owner Curt Rumer merchandise new products in high-visibility areas. They also prioritize product knowledge training so staff members can highlight the benefits and uses of products when speaking with customers.

HFStaples Williamsville.qxd 12/7/2009 6:25 PM Page 1

but also had a hands-on demonstration available to customers while they wait for paint to be mixed or to check out, adding to increased interest and add-on sales.

Both the paint can tray from Dynamic and the Spring Tools Hammerless nail set come with special displays that let customers put the product into action. Because customers can touch the products and see real-life results, tools like the paint can tray sell out many times at Everyday Paint, and painters realized an innovative carpenter tool could be helpful to them, too.

Of course, location and hands-on demonstrations are limited sales devices without an informed and knowledgeable sales staff that can guide customers to the right tools for any job.

“A hallmark and expectation of the independent retailer is to provide superior product knowledge, experience and expertise. This promise can only be achieved with a well-trained staff.” —Eugene Andreassi, Benjamin Moore

“It is critically important for retailers to train their staff on all product categories they sell,” says Andreassi. “This includes both product highlights and nuances. A hallmark and expectation of the independent retailer is to provide superior product knowledge, experience and expertise. This promise can only be achieved with a well-trained staff.”

Both Buehler and Rumer have decades of industry experience, but they still need to educate themselves on the latest paint lines and accessories as they come in the door. Some training comes from product reps, while additional product knowledge comes from application, documentation, customer feedback and training opportunities from suppliers.

Andreassi also points out that Benjamin Moore, along with many paint manufacturers and users, offers a full line of informative videos on YouTube that can be helpful for retailers and their customers.

“One way Benjamin Moore shares paint techniques and trends with customers is through various social media channels,” Andreassi says.

“Specifically, the Benjamin Moore YouTube channel features how-to videos that showcase a variety of painting tips and expertise.”

With so many online videos and blogs, staying on top of industry and design trends, application techniques and tools, and product knowledge and recommendations has never been easier. Training staff using a combination of videos, reading material and real-life application can help lock in knowledge so it can easily be recalled when working with customers.

These tools, accessories and trends are just a starting point for the many advances and options that Buehler and Rumer use in their operation and that Andreassi promotes through his role.

Chalkboard paint; dry erase paint kits; glitter, texture and glow-in-the-dark effects; shadow striping and other decorative techniques are other examples of the applications that require specific tools and accessories for completion. With the right knowledge and training, the add-on possibilities are endless.

By Karon Warren

Shining Stars

Versatility Drives Metallic Paint Sales for DIYers and Pros

In the past, metallic paints earned a reputation as a limited offering, with a few core colors and one main delivery method: paint. But today’s metallic paints are so much more. These products are no longer just a trendy addition to the overall paint and decorating industry. Rather, they are a key player carving out their own prominent role in both the professional and DIY markets, which appear ready to stay.

Attracting Interest

Building on recent years’ performance, metallics continue to gain a foothold in the marketplace.

“According to House Beautiful and Pinterest, metallic paint interiors have seen a 135 percent increase in interest in the past six months,” says Ann Gearty, senior brand manager for Rust-Oleum Corp. in Vernon Hills, Illinois.

One of the primary reasons for this growth is the evolution of metallic paints from a limited-use product into a multiuse paint with many applications.

“Metallic paints are so versatile that, as a category, they never seem to go out of style,” says Dana Rice, market development specialist for Golden Paintworks in New Berlin, New York. “They can be dialed up or toned down for just the right amount of shimmer and shine, depending on what the customer is looking for. Because metallic paints are easy enough for a homeowner to use, they can be incorporated in small touches around the home or applied by a professional in lavish techniques.”

In fact, metallic paints are now showing up on a variety of surfaces, everything from walls and ceilings to furniture, light fixtures and decor pieces.

“The state of metallic paints in the home decor and arts and crafts industry is strong,” says Tom Schaub, vice president of marketing and product development for DecoArt in Lexington, Kentucky. “We’ve seen steady growth with metallics across all categories of our business, and I don’t see that changing.”

Gaining Favor

Current trends in metallic paints are focused on two main colors: copper and pearl.

“Both of these are alluring shades,” Gearty says. “As neutral spaces give way to a more colorful palette, including pastels and vibrant hues, we expect metallic paints to continue to elevate and add interest.”

Rice says there’s also a shift toward gold and silver.

“Trends in metallic colors seem to change pretty quickly, but it’s cyclical, so what’s trending now will likely come back around in a few years,” Rice says. “We’re seeing a trend toward neutral metallic colors used on full-scale walls, colors such as soft champagnes and warm silvers.”

In addition to color and finish, application impacts metallics and their perceived value, says Gregory Rangel, executive vice president of Meoded Paint & Plaster in Hollywood, California.

“Metallic paint tends to highlight the curves of a nontraditional surface, like 3-D wall panels,” Rangel says. “With directional lighting, metallic paint as a reflective surface provides an added value to any texture or substrate.”

Metallics are also trending thanks to an increase in color options and custom color-matching options, which Meoded offers.

“It is really about the sheen, meaning the consumer now has a choice in a matte metallic to a high gloss,” says Rebecca Slaton, public relations and marketing director for Faux Effects International Inc. in Fort Pierce, Florida. “This expands the options beyond color. The current favorites are matte old gold, which has more of a sophisticated brown undertone versus the more yellow, shiny gold.

Rose gold is seeing a spike in popularity, and navy is also a more requested metallic option. Even brass is having a moment.”

“Metallic furnishings are hot, and metallic paints sync perfectly with chalk paint, as well as separately showcasing a more subtle glow themselves with matte metallics.”

—Ann Gearty, Rust-Oleum Corp.

Expanding the Reach

Consumers are finding new and interesting ways to incorporate metallic paints into their design and home decor projects. In fact, there seems to be no end to their creativity when using metallic paints.

“Metallic furnishings are hot, and metallic paints sync perfectly with chalk paint, as well as separately showcasing a more subtle glow themselves with matte metallics,” Gearty says. “Mixing metallics and combining metallics with patterns have also continued to add an unexpected dose of shimmer. Surfaces and accents, such as kitchen islands, cabinetry and range hoods, exterior and garden accents, canvas art pieces, paper surfaces and decor lettering are all also receiving a metallic treatment.”

One of the main reasons consumers are using metallics in more applications is due to a change in delivery method. “The end user is not limited to metallics in a traditional paint form,” Slaton says.

“There is a wide variety of metallic plasters available in everything from soft luster sheens to high glasslike finishes. Metallic plasters are especially effective on ceilings and, due to the nature of the material, it may be shaped with rollers or trowels for unique effects.”

Getting the Word Out

To help retailers capitalize on the increased interest in metallics, manufacturers continue to encourage all retailers to stay educated on how to properly use and apply metallics for a variety of different successful projects. By becoming well versed in metallic paints, the retailer will have a stronger ability to sell more metallics to their customers through their own knowledge.

Working with metallics requires a specific process from beginning to end that differs from other paints. “It ranges from proper prep work for the surface to seamless application to the myriad finishes and techniques that can be achieved with metallic paints,” Gearty says. “Of course, the ease of use, quick drying and simple cleanup is key information to provide consumers as well.”

In addition, retailers should make sure customers know there are additional options they may not see on the shelf. There are nearly limitless shades, so training employees to educate customers is pertinent.

“The main thing to understand when it comes to metallic paints is that customers don’t have to be limited to the color in the can,” Rice says.

Manufacturers provide plenty of resources for retailers to utilize to further their knowledge on metallic paints and how to apply them successfully.

“Tintable metallics allow customers to experience a wide range of colors. Any color can have a sparkle highlight by starting with a metallic base and tinting it to a color that complements their decor. In this way, metallic colors can leverage the play of light for a unique, sophisticated finish.”

For more information about helping customers choose the right tools, see the article on paint gadgets on Page 58.

A Helping Hand

To assist retailers in increasing their sales of metallic paint products, manufacturers are ready and willing to help in a variety of ways, ensuring retailers have what they need to best reach their customers.

“Whenever a new product is developed, we send out samples with technical information sheets,” Slaton says. “Retailers also receive promotional materials, and we provide personal technical support from the manufacturing facility.”

Retailers generally have access to sales materials, informational guides, online tutorials and customer service from their manufacturing partners whenever needed.

For example, Golden Paintworks provides tint formulas with accompanying hand-painted color charts, point-of-purchase displays and printed brochures to help retailers share the possibilities with their customers, Rice says.

“Application videos and downloadable step-by-step instructions are available on our website,” Rice adds. “In addition, we have social media content that retailers can share on their own social media feeds.”

Meoded Paint & Plaster also delivers an array of tools, selling aids and online videos to help retailers educate staff and customers, including the company’s Sapphire Metallic paint catalogs, which showcase 60 colors made from 16 bases. The bases are also used for custom color matching at the retail location, Rangel says.

“Our new line of application videos on the Meoded Paint & Plaster

“To stand out as a retailer, you need to have a variety of products. Clients will not drive to your store if you sell only the basic necessities, so give them a reason to make the trip.”

—Gregory Rangel, Meoded Paint & Plaster

YouTube Channel shows metallic paint techniques and specific finishes, like our Sahara finish, which incorporates glass beads to create texture,” he says.

Custom coloration and incorporating texture makes the metallic paint shopping experience fun, Rangel says.

“To stand out as a retailer, you need to have a variety of products,” he says. “You need to be able to ‘dress’ the store and create a showroom featuring unique decorative finishes. Clients will not drive to your store if you sell only the basic necessities, so give them a reason to make the trip.”

A Bright Future

Looking ahead, it appears the sky is the limit for metallic paints.

“It takes a little investment of time to understand the true possibilities with metallic paints, including how to tint them or use them in conjunction with other decorative finishing products,” Rice says. “However, by gaining this knowledge, the retailer can open up a new range of possibilities to share with their customers. When working with designers and contractors, they can help them see ways to expand their portfolio of offerings. And for homeowners looking for something a little more unique and personal, metallic paints are an on-trend option. This knowledge will ensure the retailer keeps customers coming back.”

By Melanie Moul

Start Talking

Lancaster and the PDRA Open the Floor for Discussion

The 2018 Lancaster Florida Buying Show is just around the corner, taking place Feb. 16-18 at the Gaylord Palms Resort and Convention Center in Kissimmee, Florida. While attendees are looking forward to the deals, the prizes and the chance to catch up with industry friends and colleagues, behind the scenes, the Paint and Decorating Retailers Association and Lancaster are busy putting the final touches on the first industry roundtable event to be held at the show.

“In my previous roles and working with other memberships, roundtables were always one of the most beneficial events that we hosted at our conventions,” LeAnn Day, CEO of the PDRA, says. “Our members want the opportunity to talk to their retailer peers, suppliers and manufacturers about products and programs that are working or those that aren’t and the tools they are using to be successful. As an association, it’s important to provide those opportunities.”

Lancaster was eager to host the event, too, because not only is the Florida Buying Show one of the most anticipated shows of the season, it’s a place where people gather and people are already talking.

“Many independent retailers don’t have a lot of contacts outside their local areas, so hosting a roundtable at the show can benefit them tremendously,” Mike Dube, director of marketing for Lancaster, says. “Making new industry connections and getting the chance to sit down with fellow retailers to discuss the issues that they all go through is what it’s all about.”

In addition to the roundtable, the buying group will also be hosting two other educational seminars for retailers’ benefit.

“It’s been several years since Lancaster has hosted seminars at our shows,” Dube says. “Offering education is just another way to round out the show, and it creates more reasons for retailers to attend.”

“The more educated the retailer, the more well-rounded, involved and knowledgeable they become, which they pass on to the consumer.”

—LeAnn Day, PDRA

The seminars start at 2 p.m. on Friday, Feb. 16 and will cover opportunities in flooring and how to leverage digital media marketing.

“The Lancaster show is a perfect place to provide opportunities like this roundtable,” Day says. “So many people attend the show, and Lancaster is a great partner and supporter of the PDRA.”

Another significant partner for the PDRA is PPG, which is sponsoring the roundtable at the Lancaster show.

Creating industry connections and sponsoring educational initiatives like this roundtable is just another

way for PPG to give back to its independent retailers, says PPG senior marketing manager John Trenta.

“For more than 100 years, PPG has been working with independent dealers to help them grow their businesses and service their customers,” Trenta says. “Education is an important piece of this.”

The PDRA is renewing its focus this year on education initiatives and its PDRA Education Foundation, which creates opportunities for suppliers, vendors and manufacturers to support the independent channel through sponsorships, much like what PPG is doing with the roundtable.

“PPG shares the passion of the PDRA Education Foundation and the PDRA’s efforts to provide further educational opportunities for independent retailers,” Trenta says. “The Lancaster event provides a great opportunity for PPG to meet with dealers face to face and be a part of that process.”

Day says the PDRA is grateful for the ongoing support that organizations like Lancaster and PPG provide the association and independent retailers.

“The more educated the retailer, the more well-rounded, involved and knowledgeable they become, which they pass on to the consumer. The entire cycle of education lifts the

whole industry up,” Day says. “Investing in education for retailers continues the relevancy of the paint industry.”

Through the PDRA Education Foundation, the PDRA looks forward to forging new relationships with suppliers, vendors and manufacturers that share the association’s passion for educating retailers in the interests of the industry at large.

“The PDRA provides the perfect arena for suppliers to come together to support retailers,” Day says. “We want to work with suppliers to bring more cutting-edge and innovative programs.”

PPG and Lancaster are both committed to sustaining the industry because of the value independents offer to the market.

“PPG is committed to educating dealers on a daily basis. We have a great legacy of supporting them, whether it’s resources, brands or products. It’s just something we do, and it’s part of our business every day,” Trenta says.

Dube agrees that hosting the roundtable was something Lancaster wanted to do for the benefit of retailers.

“These events help educate retailers and help them survive. It gives them opportunities to grow their businesses and learn what other people out there are doing that can benefit them.”

For more information about the PDRA Roundtable and other events at the 2018 Lancaster Florida Buying Show, visit lancasterco.com/events

By Diane Franklin

Guiding Lights, Darks and Neutrals

How to Help Customers Find the Right Color

With the new year underway, and the 2018 Colors of the Year already making a splash, your customers may come to you for help choosing the right colors for their homes. (For our annual overview of the Colors of the Year, see Page 26.) Fortunately, paint manufacturers provide the tools that make this possible.

“There are multiple touch points to get more information on the Color Trends 2018 palette,” Hannah Yeo, Benjamin Moore color and design expert, says. Among those are color trend videos, accessible via Benjamin Moore’s YouTube channel. Benjamin Moore also offers color inspiration on its website and shares the latest color trends on social media. At Benjamin Moore stores, customers have access to color cards and can purchase color sample pints to try out the latest hues on their walls to see how these colors work in their homes.

“By filtering the colors through the lens of paint, we make sure that these colors will stay relevant for years to come,” Yeo says.

Technology has had a tremendous impact on how consumers experience colors before they ever paint a wall. Dee Schlotter, senior color marketing manager at PPG, describes one such tool available on PPG’s website, ppgvoiceofcolor.com, where customers can envision how a color will transform their living space.

“PPG’s new online virtual room painter tool offers advanced technology to apply any color to an uploaded photo of a space, browse designer color collections and more,” she says. “This is a great tool that enables consumers looking for the perfect color to try paint colors and palettes without visiting a paint store or lifting a brush.

Be a Specialist.

Increase sales, keep customers. Anywhere, anytime.

With PDRA’s Coatings Specialist Course, your staff can get the paint product and sales training they need online. They can take the course at your store, in their homes or on their smartphones. Anywhere, anytime.

For greater flexibility and convenience, the eight-

to-12 hour course can be taken in multiple settings over days or even weeks. It’s available to PDRA members and to nonmembers.

An exam is given at the end of the course, and those with a passing score receive a certificate, lapel pin and press release for your local newspapers.

Course topiCs inClude how to:

• Guide customers to the right coating

• Give instructions on prep and application

• Ensure customers have the tools and sundries they need

• Demonstrate the value of using quality products

• Recognize and resolve common coatings problems

• Advise customers on color and decorating

• Sell more paint!

For more information about the PDRA and to save money registering for this course, contact Tina Sullivan at 800.737.0107 or email tina@pdra.org.

Professionals can also suggest the tool to customers as a starting point for color selection.”

The use of technology has been an advantage for helping consumers select colors, Mary Lawlor, Kelly-Moore’s manager of color marketing, says. “We have two online color tools—myColorStudio and myColorVisualizer (available at kellymoore.com/color)—that allow visitors to view our colors and to visualize them in their space. We also send large sheets of color to anyone who requests them online.”

Similarly, Richard’s Paint makes technology available to assist consumers in selecting colors. “Richard’s Paint’s website offers a virtual color-rendering program to envision our paint colors in a variety of settings, including residential interior, residential exterior and commercial applications,” says Ron Hutton, the company’s director of marketing.

For in-store color selection, Hutton reports that Richard’s color display center has been recently redesigned to appeal to today’s consumer. The new display features clean and contemporary framework, lighting and signage.

“The full system palette has been enhanced with larger chips, as well as historic and the most popular color palettes,” Hutton says. And to further aid in color selection, Richard’s Paint will be introducing a special 2018 Forecast Color Trend Card in the near future.

Be a Specialist.

Increase sales, keep customers. Anywhere, anytime.

With PDRA’s Customer Service Specialist Course, your staff can get the service 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 seven-

• Explain the advantage of dealing with an independent paint and decorating store

• Greet customers and gain their trust

• Ask questions to determine customer needs

to-10 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.

• Match your products to customer needs

• Sell add-ons

• Close transactions

• Compete against the big box stores

• Develop better telephone skills

• Deal with difficult customers

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.

PDRA Now

Homing on Education

The PDRA Is Focused on Delivering Quality Resources in 2018

Coming off its 70th anniversary in 2017, the Paint and Decorating Retailers Association has a fresh outlook in the new year.

LeAnn Day, who was recently named CEO after a year of leading the organization as executive director, joined Paint & Decorating Retailer magazine to talk about the training and education initiatives that are ahead for the PDRA and how the association will continue to support independent paint and decorating retailers in 2018 and beyond.

PDRA Now is Sponsored by Santint

Paint & Decorating Retailer (PDR): Happy New Year, LeAnn! What are the PDRA’s resolutions and what will the organization be focusing on this year?

LeAnn Day (LD): Happy New Year, to you, as well! In 2018, we are looking forward to continuing to develop educational opportunities. We will also be focusing on this magazine because it is the independent paint and decorating industry’s primary communication vehicle. It continues to be a strong resource for retailers and suppliers.

Santint specializes in manufacturing and distributing paint mixing and tinting machinery. For more information about Santint, visit santintusa.com or call 847-350-6911.

PDRA Now

In the pages of the magazine, we will continue to showcase new products, which we know is a valuable part for retailers. We’re also going to be highlighting the successes of PDRA members and the PDRA’s relationships with suppliers.

It’s important for the magazine to focus on members and their wants and needs, so we’re going to continue looking for opportunities to use it as an educational tool. We have been including retail operations stories and retailer profiles that show other retailers how their peers are succeeding and differentiating their businesses.

In addition to the print magazine, the content will go hand in hand with the monthly newsletter. It will really be connecting all the dots. Retailers can contact info@pdra.org to make sure they’re receiving the latest information from their association and to receive the monthly newsletter.

PDR: Why is education such a vital part of the PDRA’s mission and offerings?

LD: It’s important to offer these tools because everyone is always learning. The industry is changing, the way retailers go to market is changing, and we provide our education

resources to keep them updated on how they operate and run their businesses. The members are asking for these initiatives, and suppliers want to support them.

When independent retailers have educated employees, it sets them apart from big-box retailers. When you educate your sales staff, you are providing that expertise to the consumers and building relationships so customers will come back. What sets you apart from competitors in the industry is your knowledge and expertise.

We will be reaching out to members to get feedback on the education programs we have and to learn more about what they want to see in the future.

PDR: What else are you looking forward to this year?

LD: It’s an exciting year. We are growing the PDRA Education Foundation, which offers suppliers and manufacturers the opportunity to support the independent channel. We’ll be reaching out to suppliers and manufacturers that are interested in continuing to build relationships with independent paint and decorating retailers.

Membership is another initiative we’re excited to pursue more intently in 2018, too. We recently updated our membership structure, and we want to make it clear that the PDRA represents all independent paint and decorating retailers and there are resources for everyone. If you’re a retailer in the paint and decorating industry, you are a member of the PDRA, and we have information, education and research available to you. You can find these resources online, in the magazine and in the newsletter. (For more information on the updated membership structure, see PDRA Now in the October 2017 issue of Paint & Decorating Retailer or visit pdra.org/membership.)

We overhauled our website last year for members, and we’re continuing to make improvements to its functionality. We will continue updating it in 2018 to best serve retailers’ needs.

One of the things that we think is so important for the industry is creating opportunities to connect retailers to each other and to suppliers and vendors in the industry. On Page 76, you can read about the roundtable we’re hosting at the Lancaster Florida Buying Market in February, and we’re looking forward to hearing members’ voices at that event. Looking ahead, the National Hardware Show® is coming up May 8-10 in Las Vegas, and registration is now open. That event is such a great place for independent paint and decorating retailers to connect with their peers, their industry and their association. We’re looking forward to seeing everyone at the PDRA Paint and Accessories Show there. Retailers can register for the show and learn more about the opportunities it offers at pdra.org/trade-show

The new additions to the Paint and Decorating Retailers Association training program covers a broad spectrum of training best practices, including operations, merchandising, sales and customer service.

The Tip of the Training Iceberg

The PDRA looks forward to offering enhanced training options to members in 2018. Here is a list of some of the training programs that are available. For more information, visit pdra.org/training.

Operations Training

Lessons in this category cover a variety of topics to teach employees the basics of the many components that go into running a business.

• Basic Pricing

• Introduction to the Inventory Cycle

• Inventory Management

• Managing Inventory in a Small Store

• Staying Safe on the Job

• And more

Sales and Customer Training

Lessons in this category teach employees how they can increase transaction sizes.

• Engaging the Customer and Starting the Sale

• Making a Good First Impression

• And more

Merchandising Training

Lessons in this category include best practices for improving the look of an operation.

• Building Endcaps

• Building Effective Counter Displays

• Keeping a Cleaner Store

• And more

Apply Today for the 10th Annual PDRA Scholarship

The deadline to submit nominations and applications for the 10th annual PDRA scholarship is March 2, so there is still plenty of time to gather your application materials.

Applicants must be nominated by a PDRA member in good standing and should commit to using the $5,000 award toward vocational, college or post-college education. The winner of the scholarship will be awarded their prize on stage at the National Hardware Show® in Las Vegas on May 9. Prior to the award ceremony, they will have the opportunity to explore the show and network with industry professionals to learn more about the paint and decorating retail industry.

Along with the basic application information, applicants should submit an essay detailing how they plan to use the award money and how it will positively impact their future. The winner will be selected based on the applicant’s character and the essay.

For more information and to download the application, visit pdra.org/education or email info@pdra.org

From the minds of Modern Masters now available to collaborate. Our focus remains on specialty coatings. We have well over 65 years of combined experience and success in innovative product development, production and marketing across North America, Europe and Asia, just to name a few....

By Karon Warren

A Custom Commitment

Warner Tool Meets the Needs of Independent Retailers

Coming off its 90th anniversary in 2017, Warner Tool in Plymouth, Minnesota, continues to maintain a strong focus on superior quality and workmanship in its products. By doing so, the company has forged a reputation as one of the leading manufacturers of tools for the paint and decorating industry.

Warner Tool’s product offerings range from putty knives, paint scrapers and drywall tools to benches, masonry tools and a wide array of paint accessories.

And while much of its success is due to the products themselves, Warner Tool willingly shares the credit for its success with its network of independent retailer partners.

“We are continually impressed by the creativity and commitment of independent retailers in serving their customers and helping us bring high-quality innovative products to market,” says Keith Herwig, president and chief executive officer for Warner Tool. “Through our successful relationships with the independent channel, we have seen over 40 percent growth over the last few years.”

Building Blocks for Success

There are two ways Warner Tool works with independent retailers so both parties are successful. The first centers on building strong relationships between the manufacturer and the retailer.

“We form long-term relationships with our independent retail partners,” Herwig says. “We believe our success is directly tied to helping retailers serve their customers.

Warner always strives to form long-term relationships built on trust, quality and a win-win partnership with retailers.”

The second way Warner Tool collaborates with independent retailers is through its custom paint distributor programs that cross the company’s Warner- and Bulldog-branded programs.

“We customize our offering based on a retailer’s needs, because they understand their local markets,” he says. “We have signage and displays available based on the selection of our products or specialty areas a retailer has for their customers. Many use counter displays to help drive impulse sales.”

Decorating

Be a Specialist.

Increase sales with PDRA’s in-store digital signage!

PDRA’S digital signage program is a powerful marketing tool that positions your staff as the go-to experts for decorating questions. It will encourage customers to purchase sundries they forgot or didn’t know existed in order to complete their decorating

PRESENTATION INCLUDES SUCH TOPICS AS:

• Supplies and sundries

• Painting trim

• Remembering prep items

• Painting latex over oil/alkyd

• Reasons to buy quality paint

project. The program may be personalized by adding still image files to the drive to loop with existing files, although the movie file included cannot be edited. Easy-to-use plug andplay program is available for USB-equipped TVs. Only $99 for PDRA Members ($199 for non-members). Join

• Color quiz

• Choosing color and sheen

• Staining decks

• Color schemes

• U.S. and Canadian versions available

For more information to order, contact Tina Sullivan at 800.737.0107 or email tina@pdra.org

“We believe that our continual stream of new and innovative products helps retailers meet their customers’ needs.”

—Keith Herwig, Warner Tool

These programs are designed to help retailers meet their business goals, which in turn, helps Warner Tool achieve its own business goals.

“Our goal is to help them continue to achieve the remarkable growth and position in the marketplace they have over the past few years,” Herwig says. “We believe that our continual stream of new and innovative products helps retailers meet their customers’ needs.”

Although big-box stores may reach a wider audience, Warner Tool values the benefits it gets from working with independent retailers.

“The independent retailer is the backbone of our industry,” he says. “Many are family-owned enterprises that depend on their vendor partners to create programs that are mutually successful in growing business. The independent retailer is a vital asset to their communities and typically has deep roots and relations. They need partners like Warner that are worthy of their trust.”

American-Made Appeal

Independent retailers also like that the company is based in the U.S. and its products are American-made.

“There aren’t many U.S. manufacturers left in our industry, and we are proud of our heritage and success competing in the global market,” Herwig says. “Our retail partners value the strength and reliability that comes from having our professional team of manufacturing experts in Sacred Heart, Minnesota, creating products to meet their needs and their customers’ needs.”

Retailers also find that customers appreciate products that are made in the U.S. and they highlight Warner products because of its commitment to maintaining operations in the country and sustaining American jobs.

“Many of the retailers we work with proudly display flags or signage to draw attention to our products,” Herwig says. “They know consumers have a heightened awareness and willingness to buy American-made products whenever possible. The key is to help consumers identify Made in America products.”

Warner Tool hopes to continue building strong relationships with independents so they will be able to find success together.

“So many retailers trust our brand on a daily basis,” Herwig says. “We want to make sure our partners know that we see them as a valuable extension of our brand and appreciate the trust they place in us.”

For its next 90 years, Warner Tool’s strategy is to continue driving innovation across its product lines, continually setting the standard of excellence in its product categories.

“Our brand has a legacy to uphold, and we are proud that our products continue to represent the strength that comes from being an American manufacturing company that has served the industry for over 90 years,” Herwig says. “It’s a legacy and heritage that we are proud to continue building upon.”

Calendar

THROUGHOUT 2018

Attention vendors, manufacturers, distributors and other industry representatives! Each month, Paint & Decorating Retailer magazine features industry events that are relevant to independent paint and decorating retailers and their supporters. If you are hosting an event in 2018 and you want retailers to attend, tell them about it in this calendar! To have your event included, email Melanie Moul at mmoul@nrha.org with the date, location and a brief overview of your event. If your event is a regular occurrence, send high-resolution photos from previous events. Your must-attend event will be listed in the calendar and may be spotlighted in an upcoming issue. The Paint and Decorating Retailers Association makes appearances at as many events as possible throughout the year to support independent retailers and the companies that support the entire industry.

FEBRUARY 16-18

Cirque de Lancaster—The 2018 Florida Buying Show Gaylord Palms Resort & Convention Center Kissimmee, Florida lancasterco.com/events

FEBRUARY 21-23

2018 Painting and Decorating Expo San Luis Resort & Convention Center Galveston, Texas pdca.org

MARCH 10-13

International Home + Housewares Show McCormick Place Expo Center Chicago housewares.org

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 nationalhardwareshow.com

JUNE 5-7

NACE Bring on the Heat® Conference Westin Houston Memorial City Houston both.nace.org

Abatron

www.abatron.com .................................85, 91

Absolute Coatings www.LastnLast.com/PDRA .........................23

Allway Tools www.allwaytools.com ..................................21

Armstrong-Clark www.armclark.com ..................................5, 71

ArroWorthy www.arroworthy.com ...................................39

Benjamin Moore Co. www.benjaminmoore.com/newdealers ......C2

California Paints/ICP Construction www.californiapaints.com ............................51

Chemique www.chemique.com ....................................67

Corona Brushes www.coronabrushes.com ............................11

DVE Mfg. www.dvemfg.com .......................................84

Dripless............................................. www.dripless.com .......................................53

Faux Effects www.fauxfx.com ..........................................29

Fine Paints of Europe www.finepaintsofeurope.com ......................57

Gemini Coatings www.gemini-coatings.com .........................C3

Golden Paintworks www.LifestyleFinishes.com .........................35

HERO Products Group www.hero.ca ................................................16

Heritage Collection www.allinonepaint.com ................................41

Howard Products www.howardproducts.com ..........................74

Kelly-Moore Paints www.kellymoore.com ..................................73

Lancaster www.lancasterco.com .................................37

Mercer Abrasives www.mercerindustries.com...........................7

Mutual Dropcloth/Dunn Mfg. www.mutualdropcloth.com ..........................18

N & D Sports..................................... www.nanddsports.com ................................47

Newborn Bros. www.NewbornCaulkGun.com .....................15

Nour Painting Tools www.nour.com .............................................47

Old Masters www.myoldmasters.com .............................33

PPG................................................... www.ppgac.com/dealer ..............................BC

Paint & Decorating Retailers Association www.pdra.org

The Paint Hive www.ThePaintHive.com ...............................87 Premier Paint Roller www.premierpaintroller.com ........................17

Pro Roller www.proroller.com .......................................64

Radia Products www.radiaproducts.com/pdra ......................43

Ramuc Pool Paint www.ramucpoolpaint.com ...........................13

Red Devil Inc. www.reddevil.com .......................................63

Richard's Paint www.richardspaint.com ...............................75

Santint www.santintusa.com ...................................17

SaverSystems/Defy www.defywoodstain.com ............................55

H.F. Staples www.hfstaples.com .....................................65

Tower Sealants www.towersealants.com .............................31

UGL (United Gilsonite Labs) www.ugl.com ...............................................19

Valley Pro Products www.valleyproproducts....................65, 84, 86

Warner Tool www.warnertool.com ..................................49

Wooster Brush www.woosterbrush.com................................9

Finish

A Master Goes to Market

Gasps rang out at Christie’s auction house in New York late last year when one of only about 20 known paintings by Renaissance master Leonardo da Vinci fetched $450 million on the auction block, The New York Times reports.

“Salvator Mundi,” Latin for “Savior of the World,” towers over past art auction records. Previously, the highest price for an auctioned artwork was $179 million for Pablo Picasso’s “Women of Algiers (Version O)” in May 2015.

“‘Salvator Mundi’ is a painting of the most iconic figure in the world by the most important artist of all time,” Loic Gouzer, co-chairman of postwar and contemporary art at Christie’s, says. “The opportunity to bring this

masterpiece to the market is an honor that comes around once in a lifetime.”

The painting itself is just over two feet tall and is thought to have been painted around 1500. It depicts Christ against a dark background, wearing Renaissance-era clothing and holding a clear orb in his left hand.

King Charles I of England once owned the painting, but it disappeared from view until 1900, when it was acquired by a British collector. In 2005, a group of art dealers acquired it at an estate sale in New Orleans for less than $10,000. They restored the painting after it had seen decades of deterioration and authenticated it as a true da Vinci.