Paint & Decorating Retailer June 2017

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PAINT DECORATING&

Must-Do Decor

Why Failing to Focus On Decorative Finishes Can Be a Major Faux Pas 22

Features

Finishing Touches

Decorative finishes have quickly become an accessible, affordable option for homeowners and a lucrative category for paint and decorating retailers.

Paint & Decorating Retailer spoke with experts about the numerous opportunities retailers have in this category and how they can ease customers’ reservations and introduce them to looks they never thought were achievable through DIY.

Prioritizing Project Knowledge

Customers visit your store because you have the expertise and the experience to support their projects, from a simple wall color change to an entire home design update. Find out how to maintain that reputation, and make sure all of your associates are ready for any question, even if it’s just to say, “Let me find someone who knows the answer.”

Stand Out From the Start

Many long-time retailers don’t get their start immediately out of high school, but store owner Nicole Durant stood out to the previous owners of Exeter Paint as the right person for the job, despite her age. Learn what excites Durant about the paint and decorating industry and how she and the other women at the helm of her stores have found success.

More Than a Little History

Along with a passion for paint and sundries, Brian Reckless, owner of Reckless Paint & Accessories, has a penchant for collectibles with back stories. Find out what unique trinkets bring customers into his store and what drove him to leave law school to pursue his 19-year (and counting!) career in the paint and decorating industry.

Contents

Departments

6 Viewpoint

Dan Tratensek talks about addressing challenges and executing solutions.

8 Industry News

Datacolor debuts a new portable, Bluetooth ®-enabled color-matching tool for professionals.

14 Product News

Armstrong-Clark has a new line of wood stains that allow for a truly custom finish.

20 The Big Picture

Ballerinas and robots perform a pas de deux in paint.

42 Trends: Applicators, Countertop Paints and Milk Paint

See how applicator manufacturers adapt to trends in paint; find out what looks are in vogue with countertop paints; and learn the basics of decorating with milk paint.

54 Coverage

Glow-in-dark paint improves intersection safety; robots are artists, too; invisible paint takes a town on a rainy day adventure; and a coating helps fruit stay fresher longer in the bowl or the fridge.

58 PDRA Now

See all the highlights from the show floor and on the stage at the PDRA Paint and Accessories Show at the National Hardware Show ®; and take your business in a new direction with QUARTERS magazine.

62 Industry Profile

Lancaster launches a new social media game plan for retailers.

64 Calendar

Stay connected to your industry this summer at these events.

66 Finish

The National Trust for Historic Preservation has partnered with Benjamin Moore on renovations to six historical sites throughout the United States.

On the Cover

The decorative finishes category provides high-end looks and intricate details with hundreds of DIY opportunities.

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, 2017.

Retail Simplified

There have literally been thousands of books written about retail best practices. This doesn’t even count all the additional retailfocused material published in magazines like this one and on websites, blogs and social media throughout the cybersphere.

For all of this content, some of retailing’s most important principles are actually quite simple to understand.

Take for instance the idea of driving top-line sales. The truth is there are only three things any retailer can actually do to increase top-line sales.

That’s right—just three things!

1. You can increase prices.

2. You can increase your transaction velocity.

3. You can increase your transaction size.

That’s it. Pretty simple, right?

OK, I know, while these actions are simple to understand, executing them proficiently and in a manner that won’t have adverse effects in other areas of your business can be quite challenging.

But the point is that any challenge or problem can be made easier when you break it down into its simplest parts.

When you try to digest a topic as broad as increasing sales, it’s easy to be afflicted with something called “paralysis by analysis.” Simply put, you spend so much time pondering a task or goal or method of achieving that goal, that you simply can’t move yourself to action.

When you face a challenge, by all means, seek out information, but then simplify the problem, develop a plan and get to it!

Believe me, it’s a trap just about anyone can fall in to. I have debated things as simple as buying a watch that have ended up taking me years (that’s right, years) to finally make a decision.

While this can be a mere annoyance in your personal life, in your professional life, it can be a business killer.

So while we will continue to publish content in the pages of this magazine that will inspire ideas and provide you with insight into positive changes you can make in your business, please remember, all the information in the world amounts to nothing if you don’t execute.

When you face a challenge, by all means, seek out information, but then simplify the problem, develop a plan and get to it!

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

Tammy Adamson-McMullen

EDITORIAL, DESIGN & PRODUCTION

Project Editor Melanie Moul

Jesse Carleton

Renee Changnon Lynnea Chom

Whitney Daulton Graeme Haase

Chad Husted Liz Lichtenberger Todd Taber

Kelsey Truex Nancy Vondersaar

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

Account Executive Brandi Hemmer brandi@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

LeAnn Day Executive Director

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 J. Petroci III, Dumond Chemicals

John Shingledecker, Allpro Corp.

Richard Russo, Reed Exhibitions

We have two new ways to experience the Purdy® advantage. Our redesigned prep tools include everything a painter needs to get the job done, with the increased quality you expect from a Purdy®. But we didn’t stop there. The all-new NEST™ portable tray system offers incremental paint capacity, a heightened painting surface, and even works as tool storage. Visit purdy.com/pro to learn more.

Color Match Wherever You Are

Datacolor® Launches Portable Color-Matching Device

Datacolor®, a color management solutions company, recently launched a color-matching device, the ColorReaderPRO. With this color-selection tool, painters have a way to easily and efficiently color match any product no matter where they are.

The ColorReaderPRO is a portable, Bluetooth®-connected color selection device that functions independently or can be connected to its mobile app. The tool can store up to 10,000 colors, and the accompanying app is available on mobile devices running iOS or Android operating systems.

Datacolor has been providing color management solutions for more than 45 years, and can be a great resource for paint retailers who are looking for a new product to help enhance relationships with their pro customer base.

“Datacolor is uniquely qualified to support paint companies’ initiatives to increase brand loyalty and improve color-selection efficiency,” says Brian Levey, vice president of consumer solutions at Datacolor. “In the tradition of all Datacolor instruments, ColorReaderPRO offers color measurement performance at exceptional value.”

Paint retailers that have a mobile app can integrate the ColorReader software into their existing app to offer additional features to painters and designers who want to color match while on the job. It’s also easy to add your store’s logo to the ColorReader app so your customers know exactly where to purchase their matched paint colors.

To learn more about the new ColorReaderPRO, visit datacolor.com/colorreaderpro.

Get all the benefits of finish quality, control, and affordability in a brand new option with firm filaments! Wooster Gold Edge paintbrushes are made with an exclusive formula of white and gold CT™ polyester. They are smooth and fine to virtually eliminate brushmarks, yet they have added stiffness to efficiently push paint on the surface and provide control for sharp, single-pass cuts. With 22 brushes included in the launch, you can have your favorite size and style right from the beginning.

Paint, Coatings Sales to Reach 1.4 Billion Gallons

According to a recent study published by industry research firm The Freedonia Group, U.S. demand for paint and coatings is expected to rise 2.3 percent per year, reaching 1.4 billion gallons in 2020. The firm attributes this growth to recovery in the construction industry and “healthy increases” in residential construction.

The study also notes that demand for environmentally conscious coatings will increase as well. Consumers, the study says, will choose water-based, powder or radiationcurable coatings over solvent-based coatings. This increased demand is also dictated by industry regulations that limit VOCs in the marketplace.

Finally, the study suggests acquisitions will be a major tool for large companies in the paint and coatings industry to maintain advantages instead of continuing to expand in saturated markets, noting Sherwin-Williams’ acquisition of Valspar as an example.

Visit freedoniagroup.com for more information.

Small Business Owners Don’t Want to Retire

According to a recent Wells Fargo/Gallup survey, small business owners are less likely to want to retire than the general population, while also feeling more financially secure about retirement than the general population.

Fifty-three percent of surveyed small business owners say they would continue working full or part time if money were no object, while only about 25 percent say they would retire completely.

The percentage of small business owners who say they will have enough money to live comfortably in retirement increased 10 percentage points to 76 percent from just three years ago. This response is comparable to how small business owners answered a similar survey before the recession.

In an April 2016 survey, only 48 percent of nonretired U.S. adults reported feeling that they would have enough money to live comfortably in retirement.

Although small business owners say they may not retire, they also aren’t likely to prepare for the next generation of ownership. Only 30 percent of survey respondents say they have a succession plan in place.

To view the entire survey, visit gallup.com and search for small business retirement.

SURVEY

The results of a recent survey by Cox Business found that consumers are engaged with and strongly support small businesses.

Consumers Support Small Businesses Consumer Survey Results

While 27 percent of survey respondents reported visiting a small business more than twice a week, the survey discovered that there are effective ways small businesses can increase customer traffic.

Nearly 70 percent of survey respondents said they would spend more money at local businesses that support positive social or environmental causes, and 59 percent said small businesses should openly promote the causes they support. Additionally, 70 percent of respondents said they would spend more money at establishments that sell only products made in the United States.

Technology is a component in shoppers’ satisfaction with small businesses, too. Forty-three percent of respondents said free and reliable Wi-Fi enhances their shopping experience.

Survey participants were asked to rank their top three reasons for supporting small and local businesses.

NEW

CONTEST

HANDy Opens Contest

Calling all DIY painters and filmmaking enthusiasts! Bercom International recently opened its sixth annual HANDy Paint Products’ Online Video Contest.

To participate, submit a short video featuring at least one HANDy Paint Product. For inspiration, watch entries from last year on Handy’s YouTube channel.

“It’s incredibly exciting to see the video contest enter its sixth year,” says Mark Bergman, CEO of Bercom International. “Every year we are blown away by the hard work that applicants put into their submissions and we look forward to seeing this year’s entries.”

The contestant who submits the winning video will receive a $2,000 cash prize, and second and third place winners will receive $750 and $250 respectively. In addition, all entrants will receive $50 worth of HANDy Paint Products. The top 10 finalist who makes their video “go viral”—receiving 100,000 views or more—on the HANDy Paint Products YouTube channel by the end of 2017 will receive a $5,000 prize.

The top three winners will be announced at the HANDy Paint Products Film Festival at Bercom headquarters in Chanhassen, Minnesota, on Sept. 9.

The festival is open to the public and all donations made at the event will go to the Parent Project Muscular Dystrophy.

Visit bercomincorporated.com for more information.

A Mix of Options

Armstrong-Clark Wood Stains Allow for Customized Look

Anyone who takes the time and effort to maintain a deck knows that the perfect stain treatment can make all the difference. It looks best when the deck fits in with the backyard design and home decor, and Armstrong-Clark has made it easier to get that stain color just right.

Anticipating a consumer demand for darker wood stains, Armstrong-Clark has released Black Walnut as one of the three new colors in its oil-based wood stain line. All of Armstrong-Clark’s colors can be mixed for custom colors as well. While Black Walnut is geared toward hardwoods like ipe, all of Armstrong-Clark’s hardwood stains work well on softwoods.

For consumers looking for a dark reddish-brown finish, the Chestnut hue fits the bill. It is recommended for use on cedar, particularly western red cedar.

For a less aggressive take on staining, Natural Oak is the answer. Previously, to get the right combination of a semi-transparent medium brown, consumers needed to mix Rustic Brown and Natural Tone. Natural Oak brings the same level of color, while still giving the consumer a better level of transparency than other mixed stains.

Semitransparent stains also allow the natural texture and grain of the wood to shine. They work on any external features you’d like to leave plain, from furniture to frames.

All of Armstrong-Clark’s new colors can be applied in direct sunlight, including temperatures greater than 110 degrees, without getting tacky. The stain can resist rain after one hour of absorbing into the wood, it does not have to be wiped during application or stripped or sanded before future maintenance coats.

For more information or samples, visit armclark.com.

Wood Finish

PPG ProLuxe™ wood finishes offer beauty and dependability for consumers. Formerly known as Sikkens ProLuxe brand, the new PPG line will give professionals the kind of quality they’ve come to expect from the ProLuxe line. Pros can also enroll in PPG’s PerfectPro™ contractor program, which gives them access to product tools, training manuals and technical support.

PPG Industries

866-745-5367 or perfectwoodstains.com

Cabinet Pulls

The Leyton Collection of streamlined cabinet pulls from Jeffrey Alexander, the premium brand offered by Hardware Resources, offers a flat surface with a sweeping curve for an uncluttered look. This will pair well with both mid-century modern and contemporary designs. Leyton pulls come in five finishes—brushed oil-rubbed bronze, brushed pewter, polished chrome, polished nickel and satin nickel—and five center-to-center lengths ranging from 96 to 224 millimeters.

Hardware Resources

800-463-0660 or hardwareresources.com

Cleaning Tool

The pocket-sized Scrigit™ Scraper is a versatile tool that provides a quick, safe and convenient way to remove small amounts of common substances from household and automotive surfaces, edges and grooves. The durable plastic tool is about the size of a pen with a rounded scraper tip at one end and a flat-edged scraper at the other end. Scrigit LLC 240-281-5921 or scrigit-scraper.com

Short-Handled Paintbrush

The Renew brush features a contoured handle to fit comfortably in one hand. The compact handle also provides a significant amount of control, which helps beginners feel more confident when tackling a painting project. Its full-size brush head contains a synthetic filament blend designed for fast, even coverage in all paints and water-based stains. The brush is available in a 2-inch size.

The Wooster Brush Co. 800-392-7246 or woosterbrush.com

Portable Painting Kit

The PortaPaint can hold nearly any tool a painter may need on the job. Magnets, embedded in the sides of the PortaPaint, securely hold two paintbrushes and a paint scraper. The all-in-one kit includes the Wombat PortaPaint, which comes with a custom-fit roller grid. Also included are an ergonomic padded handle, a ladder hook, a quick-release shoulder strap, a string-and-fob tape holder and an instruction sheet. Wombat Products Inc. 800-871-2583 or portapaint.com

Screen Door Replacement

Created by Aedes Technologies, VISISCREEN screen door replacement and repair solution is an insect-proof screen mesh product designed for all types of screen doors. Its patented safety density “marker” is woven vertically into the screen door mesh. The marker remains “invisible” at safe distances but becomes apparent as you approach it, helping to prevent common accidents like screen door walk-throughs. The marker works in all light conditions.

Aedes Technologies 206-201-2624 or visiscreendoors.com

Paint Collection

AphroChic, in collaboration with Colorhouse, an eco-focused paint company in Portland, Oregon, has assembled 20 shades of LEED and Green Wise-certified paint for its collection, Brooklyn in Color. Available in flat, eggshell and semigloss finishes, all of the colors can also be used as chalkboard paint.

AphroChic info@aphrochic.com and aphrochic.com

Decorative Wine Cork

Some decorative corks prevent bottles from standing upright in the refrigerator, but Get It Right bottle stoppers hide a silicone cork inside an outer form and rise less than a half-inch from the neck. These low-profile corks allow tall bottles to remain upright, even in small spaces. Designs include the Solar Spike, the Fractal Tower and the Geo Drip.

GIR: Get It Right 650-877-2874 or gir.com

The Big Picture Paint By Dancing

The Ballet Des Moines in West Des Moines, Iowa, offers a little something extra: a robotic, painting ballerina called Manibus.

The Manibus Project was created by artist-inresidence Amenda Tate Corso. Manibus picks up a dancer’s movements from a motion-sensor app and turns them into a painting. Corso, who has studied engineering and metalsmithing, told the Des Moines Register she wants the Manibus Project to be both educational and artistic. She eventually hopes to take the robot to schools and community centers in Iowa.

To watch a video of Manibus in action and to learn more about the project, visit amendatate.com.

By Tammy Adamson-McMullen

Endless Options

Decorative Paint Finishes Find Their Time to Shine

If you’re on the fence about adding decorative paint finishes to your product mix, consider some factors in their favor: Sales of decorative finishes are trending higher than ever in all markets—residential, commercial and industrial. And selling these products doesn’t require a Ph.D. Not even close. There may be no better time than the present to hop off the fence, as decorative finishes have never been easier to sell.

Still, manufacturers of decorative finishes understand your hesitancy.

Rachel Sandor-VanHouten, executive director of Faux Effects International Inc., says retailers who are considering decorative finishes often are hesitant to start due to their poor experiences with “faux” many years ago.

“Many of the product lines that were launched in paint retail outlets were of inferior quality and required many steps and numerous products to achieve a single finish,” she says. “This was very frustrating to the retailer and end user as the final result was not what was advertised.”

However, the experiences of the past are in no way reflective of the present.

“Many of our finishes are achieved ‘straight out of the bucket,’ which should ease any hesitation in today’s market,” Sandor-VanHouten says, noting that Faux Effects ® is dedicated to helping end users achieve the highest quality finish with simple, fast and easy application.

In general, there is a movement toward “two-step, elegant and mature finishes,” according to Mark Mattei, regional sales manager for Modern Masters Inc.

“Retailers need to know some basics about the products to sell them,” he adds, “but the category isn’t as in-depth and scary and specialized as it once was.”

What’s more, new decorative finishes are exactly that—decorative—which means they fit well into retailers’ stores. Plasters of every variety, shimmery and translucent glazes, organic textures, rich wood finishes, oxidized finishes and much more are indicative of a decorative fashion industry with unlimited potential.

Mattei encourages retailers not to limit the category with the “faux” label, as it harkens back to an outdated view of the utility behind decorative finishes.

According to Gregory Rangel, marketing manager for Meoded Paint & Plaster, the creative uses of decorative finishes are endless. “You have to look at our materials as a painter’s easel,” he says. “From reflective polished mirror finishes to the natural organic look of wood and stone, the options to create unique surfaces have never been better.”

More Sales, More Markets

Decades ago, some industry watchers predicted the demise of faux finishing. That never happened, of course. Instead, styles morphed, application techniques were refined, technologies advanced and products improved. Today, sales of decorative finishes are up.

New housing is fueling this increase, with housing up 8.7 percent this year over last, according to government statistics. And, of course, TV shows like HGTV’s “Fixer Upper,” websites like Houzz.com and YouTube decorating videos have played a part in the renewed interest in decorative finishes.

But manufacturers also deserve credit for the revitalization of the trend by creating easy-to-use products that are also easy on the budget.

According to Mattei, many finishes are simple enough for a homeowner to apply or affordable enough for them to hire a decorative painter to do. In the past, multistep finishes might cost $15 per square foot and were tasks homeowners were reluctant to take on. The modern two-step finishes cost more around $3 to $4 per square foot, Mattei says.

Many products also are being packaged as kits, making it easier and more affordable yet for homeowners to achieve a one-of-a-kind finish.

Modern Masters has a kit that creates a tone-ontone effect. The kit includes a matte metallic base coat, same-color satin metallic topcoat and sea sponge roller cover. These types of kits are lucrative for retailers, too. Whereas a gallon of paint might cost $40, a kit can retail for twice that amount.

Easier-to-use products likewise benefit professionals, for whom time is money. But these finishes also allow professionals to carve out creative niches.

An example is Lifestyle Finishes™ from Golden Paintworks, a division of Golden Artist Colors Inc., which was created and refined with the input of professional decorative artists. Lifestyle Finishes are easy enough for a homeowner to apply, but they offer even better utility to pros.

“We think the real win here is for the painting contractor who can add these products to their

offering and really differentiate themselves,” says Brent Barnard, Paintworks sales director. “We recognize that bidding paint jobs is often quite competitive, but the contractor who gets on board with these products will not only be able to offer their clients something unique, they also will be able to get the full value of the job.”

Currently, two segments of the commercial market are particularly lucrative for decorative finishes: hospitality and entertainment.

To meet the demand, Modern Masters has a variety of products, including a new exterior metallic paint that eliminates the need for a clear topcoat. The product is ideally suited for restaurant awnings, hotel signage, theme park rides and more.

Fine Paints of Europe products are found in other creative settings as well, including entryway doors which pop when coated in FPE’s ultra high-gloss enamel.

Meanwhile, Fine Paints of Europe (FPE) products have found expression in the ultimate creative market: traditional art.

“Our paints have been embraced by a number of high-profile artists,” says Emmett Fiore, FPE color strategist. “One artist told me that a painting of his was just accepted by The Tate Museum in London, which tested our red-pigmented paint and said it was exceptionally colorfast.”

FPE products are found in other creative settings as well, including entryway doors which pop when coated in FPE’s ultra high-gloss enamel. To help end users create the look, the company offers the Dutch Door Kit, which contains everything needed to tackle the job, including a euroquart of Hollandlac Brilliant— or Satin Enamel—in a choice of colors.

FPE’s high-gloss paint also is perfect for walls, ceilings, floors, furniture, signs, automobiles and boats. “The world is your oyster,” Fiore says.

Because of the creative ways customers in every market are using decorative finishes, their sales potential is unlimited.

“Faux Effects products are used in so many different ways,” Sandor-VanHouten says. “In fact, Faux Effects products have even been applied to Harley Davidson motorcycles for customization.”

Training, Training and More Training

Manufacturers of decorative finishes go the extra mile to instruct retailers and their customers on how products are applied and to showcase the products’ versatility.

Professionally made video tutorials, fun and engaging workshops, interactive websites, 24-hour support hotlines, live trowel-outs and product samples are just some of the available tools to ensure retailers have success in this category.

In Meoded Paint’s More Than Paint program, the class is designed for a visual learner. “We support the live demo with an in-depth Q&A session after each product, highlighting coverage, cost and bidding questions,” Rangel says.

If new products are easier to apply, why is training necessary?

“A well-educated retail staff that can speak to product benefits and answer application questions is always a huge plus,” Barnard says. “But we recognize that stores are a busy place and that it’s hard to be an expert at everything, so we provide a number of ways for both store staff and customers to get information.”

It’s important to “know thy product,” agrees Fiore. “Product knowledge is at the core of selling Fine Paints correctly. It’s all about asking the right questions to give the correct advice. You can’t ask the right questions unless you are knowledgeable about the product.”

It’s also important for retailers to understand the subtle nuances of decorative finishes. For example, mica particles lay a certain way when metallic paints are brushed and rolled. “We call it ‘the carpet effect,’” says Mattei. “So retailers need to be able to convey that to customers, so they can achieve the best results.”

To help, Modern Masters offers in-store workshops that not only include store staff but also painters, decorative painters, homeowners, designers and architects. While the idea is to ensure everyone is well versed in the products, the displays are not solely educational. “Our job is still to get someone to see a finish and fall in love with it,” Mattei says.

Staying on Trend

Trends in the paint and decorating industry can change at a rapid pace.

However, there are a few with staying power, including metallic looks, which dominate in every market. Black-and-white metallics are popular in modern decors, while coppers and golds can be found in more traditional settings.

Sandor-VanHouten says there is little evidence to suggest that the metallic trend is slowing down. She notes that Faux Effects sells many products that meet this trend, including SetCoat® Metallics; MetalGlow®; Palette Deco™ Metallics; Stain & Seal™ Metallics; StucoLux™ Shimmer; MicaGlow™ Powders and Flakes; and GalaxyStone™.

Shiny, mirrored finishes generally are on trend, and many manufacturers offer them. Meoded Paint & Plaster’s metallic and glitter products include the newly introduced Sahara, which is applied with a brush to create a metallic-sparkled textured wall, and Intonaco, which expands the textured options of plaster when applied with a finish metallic paint.

Another trend is organic colors and textures, which Golden Paintworks meets with Lifestyle Finishes. Straight out of the can, these finishes resemble forms that naturally occur in nature. “With a little tinting or glazing, the products can be individualized, giving them the flexibility to be aligned with today’s hot trends, as well as being able to be reimagined as trends evolve in the future,” Barnard says.

Venetian plaster—traditionally a top seller—also remains popular. Plasters in general are “hot” in all markets, with new products arriving all the time. Meoded recently introduced a plaster product, Golmex, that also meets the industrial finishes trend. “It’s a true Portland Plaster that creates a ‘cement’ wall finish for application right over drywall,” Rangel says.

But there are many other looks trending in this category, too, which show no signs of slowing down. This holds true within every region of the country.

In every area, the decorative finishes industry is on the move—which may be the best reason for retailers to abandon fence-sitting.

By Liz Lichtenberger

Selling Projects as Products

How to Showcase Your Team’s Expertise Through Project Knowledge

Your customers know you have the paint and sundries products they need. But do they know you can answer their questions about those products and walk them through a project they aren’t sure how to complete?

To differentiate your store as a destination for project planning and realization, it’s important to remind your customers what you, your staff and your store have to offer. And that’s the project knowledge to support the products and services you sell.

Read on to find out how you can leverage your knowledge about projects as a selling point to make your store a priority stop for customers taking on a painting or decorating project of any size.

Why Projects Over Products?

When a customer comes in to buy a can of paint, a good employee greets them, helps them select what they need in the right color and rings up the sale.

A great employee asks about the project to ensure the customer has everything they need. What room is the customer painting? Do they have the right brushes and rollers for that paint and the roller covers, paint trays, dropcloths and painters’ tape, too? Perhaps the customer needs a new ladder or wants to try a new paintbrush. It’s all about selling projects instead of products. Employees who ask questions and find solutions to potential challenges can increase the transaction size and enhance the customer experience.

Fostering an environment in which associates can ask you and other members of management questions will make it easier for employees to engage with customers. Encourage curiosity among your team and have them explore the capabilities of the products you sell. This will help your employees be more knowledgeable about the products sold throughout the store. Find out what resources are available from vendors and suppliers, such as selling guides for new products.

Merchandising can also help customers and employees alike learn about possible projects, too. Have your employees build endcaps or small displays that feature everything a customer will need to paint a room or stain a deck, for example. Package products together as a kit to make it easy for customers to grab and go. Find out if your vendors offer project overviews that you can merchandise next to the displays to offer additional instruction.

Creating an environment in your store that offers customers inspiration, knowledge and supplies all in one stop will keep them coming back.

Projects as Customer Service

Independent paint and decorating stores generally hang their hats on offering the best customer service in town. Make sure you’re offering everything you can to make your customer service claims true and to ensure your customers keep coming back.

It’s best to start training customer service as soon as a new employee joins the team. In addition to the basics, like encouraging a smile and a greeting for each customer, talk about the importance of asking open-ended project-based questions, such as “What are you working on today?” Reinforce the importance of not only knowing the capabilities of the products you sell, but also being able to sell projects that can be accomplished using those products. Use the resources you have on your current staff for training. Develop your strongest employees into trainers who can lead new employees on projectbased selling skills. Your staff members who are on the salesfloor every day know what customers are likely to ask for, so get their input on what skills and knowledge to include in a full training program.

One important aspect of training is to provide consistency for all new associates, so develop a comprehensive training program that your trainers can follow for each employee. Try starting with a checklist of basic items each trainer needs to cover, such as running the register and paint mixing, and then you can add more advanced skills.

See the sidebar on Page 30 to learn more about the training opportunities that are available to you through your association and other small businessfriendly organizations.

Discussing Projects Online

If your customers are already researching DIY painting and decorating projects online—which they definitely are—then you should be using your project knowledge and expertise to help them make plans and discover new ideas.

Engaging with your customers through various online outlets like social media can quickly become a full-time job, so take time to create a plan for what you will share online, whether it’s once a week or twice a month. Like many things, quantity is not as important as quality, and when it comes to social media, consistency counts. Create a schedule that is feasible for you and your staff to manage without cutting into time spent helping customers in the store.

Social media allows you a variety of ways to show off your project knowledge. Post photos and videos of how-to events you host, or showcase a Product of the Week each week, making sure to explain how

customers can use the product to complete a trendy project. Present a weekly or monthly tip, such as showing customers the best way to cut in as they paint to avoid getting that new blue wall paint on their white baseboards. Then, tie the tips and products together. For example, if you use this tip, suggest a new type of painters’ tape or a new angled brush that makes cutting in easier for novice painters. Using social media as a project-sharing space is a simple alternative to a blog, especially if you can’t commit to regularly scheduled long-form posts. To reinforce your strong reputation as a project resource, add customers’ stories of completed projects. Sharing customers’ comments and tagging them in the post

4 Places to Start When Building a Training Program

If you aren’t sure how to implement a training program, there are plenty of resources right at your fingertips to help you get started.

Consult Your Association

1 2

The Paint and Decorating Retailers Association is well equipped to help you train your staff and ensure they are ready to answer customers’ questions. Visit pdra.org/education to find the right training programs for your team.

Find a Sister Organization

The North American Retail Hardware Association, which works with independent home improvement businesses and publishes Paint & Decorating Retailer, offers a Train the Trainer guide for setting up a training program. Download it at nrha.org/trainer

Work With Your Vendors

3 4

Many vendors are happy to bring a representative in to your store to teach your employees about their products and how to use them. This is a good way for your employees to gain product knowledge to pass on to your customers in the form of projects.

Get Good With Business

Connect with the Small Business Administration or your local chamber of commerce to make further business contacts. Networking with other small business owners can provide you with solid ideas from various industries.

will help increase your reputation’s reach as well. Whenever possible, include photos of the customer or the project. Be sure to ask permission before posting photos of customers.

Not everything you find online about your store will be something you post yourself. You can find online reviews about your store, staff and products anywhere from Angie’s List to HomeAdvisor to Yelp, and beyond. Stay on top of reviews and respond to them in a timely fashion. Saying, “Glad we could help, and thanks for your business!” is great for positive reviews, but it’s even more important to respond to negative ones. Show those customers, and anyone else reading the comments, that you’re responsive and willing to resolve any issues. Provide an additional tip for their project, or give your contact information so they can follow up with you directly to find a resolution.

Another important part of managing your online presence is maintaining your brand. Your website should echo the experience customers have in your store, whether that’s hip or traditional. It should also be clean and easy to navigate, much like your aisles. Be sure to provide basic information, including your store’s address, phone number, email and store hours. Link to your social media pages, too, where you can easily share product tips and tricks, such as how-to photos and videos so your customers can see you have the products they need and the information on how to get the job done.

Hosting How-To Project Workshops

Instead of just providing information customers need when they come in with questions, be proactive. Teach your customers what they need to know—along with anything they might not realize they need to know—by hosting how-to workshops in your store.

Use in-store advertising—think bag stuffers and signage—as well as social media and other methods to let customers know you offer these programs. Consider doing a how-to series for a set number of weeks, or look at seasonal projects as you schedule your how-to workshops. Saturdays are primetime for these events, when weekend warriors have time to work on their painting projects.

The workshops could include any of the following:

• How to paint furniture or another similar project.

• How to select the correct paint color for a room.

• An overview of the different types of paint finishes.

• A family or kids’ craft, such as painting a birdhouse (see the project overview for painting fairy garden furniture with milk paint on Page 50 for inspiration).

Ask your employees for suggestions of other workshops you could offer, and talk with your customers to find out what projects they’re planning to tackle but need some more direction on.

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By Diane Franklin

Excelling in Exeter

Young Retailer Transforms a Paint Business

When Nicole Durant first became owner of Exeter Paint, she didn’t fit the profile of a typical paint retailer. She was young—just in her early 20s—and she was a woman in what is commonly regarded as a man’s profession. At one time, she had wanted to become a teacher, but a turn of events landed her in Exeter, New Hampshire—tinting paint, meeting with vendors, working hard to keep her new business afloat and changing the perception that she was too inexperienced to run a retail paint store.

“There were a lot of contractors coming into the store who said, ‘You’re a young woman. What do you know?’” Durant recalls. “But I did my research and worked hard. I won them over with little triumphs here and there. I gained their trust over time. It’s been 17 years, and now I have great relationships with my contractors.”

It’s still not very common for a woman to be the sole owner of a paint store, according to Durant. However, by educating herself and working hard, she now has the knowledge to help her customers and make her business a success.

An Astounding Offer

Durant first walked into Exeter Paint at the age of 19 to take a summer job managing the store’s new flooring department. She hadn’t been at the store long when

the owner, Stuart Thibedeau, came to her with an astounding offer. He and his wife, Margaret, wanted to retire. “He said to me, ‘Nicole, you love this business as much as anyone I’ve ever seen. Would you be interested in buying it?’”

Durant liked the idea, but unfortunately she had no money or collateral. She did have good credit, however, so Thibedeau suggested she talk to some banks to see if they would give her a business loan.

“They all said, ‘Absolutely not,’” Durant says. A less persistent person might have given up, but Durant kept trying. She had an excellent business plan and eventually found a bank that offered her a loan.

Two Key Hires

One of the first things Durant did was make two key hires, both of whom also happened to be women. The first was Angela Hutchins, a former hairdresser with an excellent eye for color. “She said, ‘I don’t know paint, but I do know color,’” Durant says. “I was really impressed with her. She’s been a huge asset.”

The second staff addition was Crystal Christian. She was just 18 years old when Durant hired her, but she already had experience working at a regional hardware chain. “Crystal was a real go-getter,” Durant says. “Her father was a painter, so she knew a lot about paint. With Crystal’s paint knowledge, Angela’s talent for color and my general business knowledge, we just tackled it. We put our heart and soul into the business, and it grew.”

To build her business, Durant has taken a strong online approach, reaching customers through social media platforms like Facebook, Twitter, Google+, Vine and Pinterest.

Over the years, she has added staff and added some categories unusual for a paint store, such as granite and quartz countertops. By broadening the store’s selection of wallpaper books and adding window treatments and custom area rugs, Durant took what was a traditional paint store and turned it into a one-stop decorating shop.

Durant also opened stores in two other New Hampshire locations: Epping, known as Exeter Paint West, and Seabrook, known as Exeter Paint South.

Differentiating Her Business

Part of the reason for Durant’s success is the way she differentiates her business with services that chain stores and big boxes don’t offer.

“We developed an idea to offer in-home color consultations,” Durant reports. “We meet with customers in the store, but if they want us to come to them, Angela and Crystal will go out and meet them in their homes, and that turns into business.”

In addition, Durant is launching another unique service—Exeter Paint to Go, a curbside pickup service. This will enable customers to order their paint and sundries online and then pick up the order at one of the three stores without ever leaving their cars. Durant predicts that busy mothers, running errands with several young children, are going to love it.

To build her business, Durant has taken a strong online approach, reaching customers through social media platforms like Facebook, Twitter, Google+, Vine and Pinterest. “Ever since social media started, I’m everywhere with it,” she says.

Out of necessity, Durant has taken a lean and cost-conscious approach to running her business, but she is about to make the final payment on the loan she took out 17 years ago. She’s grateful for the employees that have helped her build the business.

“I’ve been very fortunate in finding good employees,” she says. “I can’t say enough about Angela and Crystal. They have been with me through thick and thin.”

Durant also credits her mom, Rosanne Stiles, for supporting her from the very beginning.

“She was a single mom, and I’m so grateful to her because her whole life she worked so hard for me,” Durant says. “She’s always been my biggest cheerleader. I wouldn’t be who I am and where I am without her.”

By Tammy Adamson-McMullen

Sundries and Some Souvenirs

Reckless Paint & Accessories Gives New Meaning to the ‘Antique Look’

Last year, a DIY Network television series contacted Bryan Reckless, owner of Reckless Paint & Accessories in Durham, North Carolina, and asked him to make an appearance. The show, “Garage Gold,” tracks the hosts, known as the Garage Brothers, as they empty out clients’ messy garages and storage areas and transform them into usable spaces. In exchange, the Garage Brothers keep what they find and often bring in outside experts to comment on it. The Garage Brothers contacted Reckless to provide an on-air appraisal of an antique German Navy sword. Reckless agreed to the shoot, which was scheduled in the store after business hours, and he asked his father to assist. But Reckless missed his 15 minutes of fame, and his father was filmed instead.

“On the day of the shoot, business had been nonstop in the store from the time I walked in until closing. By the time the crew got here, I was absolutely dead on my feet,” Reckless says. The producer later asked Reckless if he would agree to future shoots, especially if any military

antiques turn up. “I said, ‘Sure’—but next time I’ll knock off work a couple of hours early.”

The shoot was great advertising for the store, but that isn’t entirely why Reckless agreed to it. Reckless is passionate about history and has filled his store with antiques. Tin soldiers, a gas station pump, Southern Railway memorabilia, model airplanes, a mummy case and a number of other antiques pepper Reckless Paint & Accessories.

While Reckless’ passion for history is clearly evident in his collection, he is even more passionate about retailing, which is why he missed the shoot in the first place. He talks enthusiastically about his paint and coatings lines (focused on top-quality products); his sundries (which include products not found in competitors’ stores); his customers (their wordof-mouth referrals ensure he never has to advertise); and his staff (who provide unwavering customer service).

This passion fuels a successful retail paint operation that draws business from Durham and beyond. It also creates a steady stream of repeat customers. “I have customers who return over and over again,” Reckless says.

For the Love of Retailing

It was passion, in fact, that prompted Reckless to open his store in the first place.

Reckless entered paint retailing in the late 1980s, working for Bill Roberts of Piedmont Decorators. He previously had worked as a painting contractor but wanted to learn the retail side of the business. Reckless enjoyed the job and says Roberts was good to him. But at one point he set his sights on a legal career and began studying law. Reckless was close to graduating when it dawned on him that he was happier in a store than he might ever be in a courtroom.

“The closer I got to my degree, I realized that what I wanted was quality of life. And I really, thoroughly enjoyed retail,” Reckless says. “I had just 12 credit hours to go when I said, ‘To heck with it!’ and stayed in the paint business.”

Reckless launched Reckless Paint & Accessories in 1997 with the blessings of his former employer. The store’s product mix currently includes a major top-of-the-line paint label, a smaller paint line that delivers “a lot of bang for the buck” and two complete stain lines. One of the stain lines already was being

sold at Piedmont Decorators—located just 8 miles away—at the time Reckless wanted to bring it on board. The company required Roberts’ permission before agreeing to let Reckless sell it. But Roberts had no problems “sharing” the brand with his former protégé, and it soon became a top seller for the new store.

The stain line eventually found its way into big-box stores; however, Reckless notes that the big-box placement didn’t affect his sales. “What it did was spread the net even wider,” he says, noting that big-box customers often end up at his store where the inventory and customer service are superior. Today, Reckless sells the stain line off the shelves. “It’s ridiculous how much I sell,” he says. “So I’m very happy!”

Stains in general are big sellers for his store and ring up not only on the commercial side but also on the residential side.

Reckless recently sold an entire house worth of exterior stains to a customer who originally was hesitant to spend the money. After using the stains, however, the customer returned to the store to rave about their performance. This type of word-of-mouth endorsement is a key to the store’s continued growth, he says.

Word of mouth also fuels the store’s sundry lines. Reckless seems to have cornered the market with one brand in particular, which is a favorite among painting contractors. At first, he believed contractors were drawn to his prices, which he had worked to keep competitive. “But then one of my reps said, ‘I don’t know what your prices are, Bryan, but the fact is that these rollers aren’t sold at competitive stores.’ That’s true,” Reckless says. “But I still think my prices are good.”

And what about the “accessories” in the store name? Reckless says he named the store “Reckless Paint & Accessories” in the very beginning in case he ever wanted to expand beyond paint and sundries. The addition was fortuitous: Reckless has expanded into a number of different pursuits over the years, including operating a U-Haul business at the store. Unfortunately, he was forced to abandon U-Haul last summer after the City of Durham unexpectedly informed him that the property wasn’t zoned for rental vehicles. Until then, however, Reckless says the business had been a good fit, noting that he could assist newcomers to the area with both moving services and decorating products. “I still have people coming into the store and wanting U-Hauls.”

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The ‘Other’ Passion

“Accessories” over time also came to include Reckless’ other passion—namely, antiques. He says it all started when his father announced that he wanted to collect toy soldiers and sell them in the store. His father brought in two columnar display cases to hold the soldiers. “The next thing I knew, he’d set up a toy tin soldier shop,” Reckless recalls.

Reckless no longer sells tin soldiers, but over the years has added an impressive number of other antiques, including first-responder headgear. “When I opened the shop, I had one police hat and one fire helmet,” Reckless says. “Now, I have three long shelves of police hats and fire helmets from different time periods and countries. The oldest is from 1900 Austria.”

The collection on display at Reckless also includes a full-size wax figure of King George III, a cockpit of a WWII Stearman biplane and a full-size British telephone booth.

The antiques on display don’t encompass a single theme, but the pieces have one thing in common: They create foot traffic.

The antiques on display don’t encompass a single theme, but the pieces have one thing in common: They create foot traffic. Customers are enthusiastic about the collection and bring friends and family to see it. They say things like, “Wait until my husband sees this” or “My son would love this place.” Reckless hears the comments all the time and likes to say he’s part of the “out-of-towners’ tour.”

Like the antique collection, customers have also evolved over the years. Today, the store’s customer base is about 50 percent DIYer and 50 percent commercial, but it constantly shifts. Commercial business includes management accounts and, more recently, large hotels. On the residential side, Reckless notes that many customers own several homes—one or two primary homes and a vacation home as well— and buy products only from his store. Recently, Reckless supplied products for a customer’s home in Louisiana. Earlier, he had supplied products for the same customer’s home in Pennsylvania. Reckless largely credits his employees for this customer loyalty. He looks for certain qualities in his employees—intelligence, a strong work ethic and people skills—and says his current crop of employees has all of these in spades. They also are excellent color matchers who can match colors not only with the help of a spectrophotometer but also by eye, which is a store requirement.

Store staff includes Mike Gillmer, who recently came to the store after taking early retirement. Reckless had just lost his store manager of 18 years and was thrilled to have Gillmer on board. Gillmer handles human resources responsibilities like scheduling and hiring. “He’s priceless to me.”

Also on staff are Sandy Guevara, who came to work for the store at age 16, and Peter Rivera, who is the most recent hire. Reckless says both employees recently went from part-time to fulltime employment and, like Gillmer, are invaluable to the operation. He notes that it’s not unusual for Guevara to tap him on the shoulder and say, “I’m going home now,” hours after she was scheduled to leave.

“I truly believe a company is only as good as the people who work for it,” Reckless says. “I look on these people as family, and they certainly treat the store and the customers like they’re family.”

So what is the result of these efforts? Reckless Paint & Accessories has a sterling reputation that has been in place since Day One. “We work very hard for our reputation,” says Reckless, who is passionate on this last point, too. “When you come into the store, you’re going to be treated the way you’d expect to be treated. We want you to have a wonderful experience here.”

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By Diane Franklin

Multitasking With Paint Applicators

Most advancements in the paint applicator category center around two attributes: improving productivity and enhancing the quality of the paint finish. Thanks to the latest innovations, speed and quality don’t have to be an either/or proposition.

Consider the choices in roller covers. “Years ago, if you asked a painter or your local retailer, the answer was typically the same: ‘Choose a knit roller cover for speed and a woven roller for quality finishes,’” says Scott Rutledge, vice president of marketing for The Wooster Brush Co. Today, “Professional painters continue to demand applicators that are capable of achieving better results, faster.”

Wooster’s Pro/Doo-Z ® FTP ® , a high-capacity woven roller cover, delivers a professional finish faster than a traditional woven roller fabric.

Super/Fab ® FTP ® , meanwhile, is an excellent example of new, shed-resistant knit roller covers.

“These tools are designed to offer fast application, while their improved shed-resistance means they create better-quality finishes than traditional knit fabrics,” Rutledge says.

Corona Brushes also puts a focus on developing products that increase professional painters’ efficiency and thus enhance their competitive edge. The latest example of this is Corona’s new series of Extra Long Performance Chinex® brushes, which offer the dual advantages of superior coverage and speed.

Time efficiency is also a key advantage of Corona’s UltraFast™ roller covers. These production rollers offer faster cleanup, durability and speed. The fabric is a European twisted nylon fiber feathered on the tips like tiny bristles, enhancing pickup and release. “It is the closest a synthetic fabric has come to natural wool in performance,” says Corona president Ben Waksman.

Addressing New Paints

Among the factors driving innovation in the applicator industry is the evolution of paint formulations. Rutledge observed that “greener” coatings present challenges in terms of quicker drying times, changes in viscosity and difficulties in achieving even mil thickness. The Pro/Doo-Z FTP and Super/Fab FTP roller covers meet these challenges, thanks to the Wooster-exclusive HydroFlow® technology, which provides controlled paint release that makes it easier for painters to achieve even mil thickness as well as even coverage.

“This means there’s no longer a need for backrolling—a significant benefit for paints with faster dry times,” Rutledge says.

“These tools are designed to offer fast application, while their improved shed-resistance means they create better-quality finishes than traditional knit fabrics.”

—Scott Rutledge, vice president of marketing, The Wooster Brush Co.

Wooster’s Alpha® professional paintbrushes, designed to hold more paint in the end of the brush for easier paint release, likewise tackle the challenges of new paint formulations. “Wooster-exclusive Micro Tip™ filaments, used in the Alpha® brush line, assist these brushes in creating smooth professional finishes,” Rutledge explains.

Purdy has regularly launched new painting tools to address the application challenges of zero-VOC paints, water-based stains and clear finishes. “During the last 20 years, we’ve introduced more than six new families of paintbrushes and an equal number of new roller covers to the market,” says Marcelo Orchon, Purdy product manager.

Purdy’s innovations in the paintbrush category include the Clearcut and Clearcut Elite, featuring proprietary formulations for superior pickup and release of heavier coatings. The Chinex line works well with the latest environmentally friendly coatings, delivering maximum performance and a professional-quality finish.

Yusuf Fleifel, sales associate and project manager for Nour Trading House, indicates that one of the major concerns with low-VOC paints is reduced drying time. “This makes it increasingly difficult for painters to maintain a wet edge,” Fleifel says.

With the superior pickup and release of Nour’s brushes, painters are able to get the job done faster.

“This allows for less dipping and more time to apply paint,” Fleifel says.

Among the new brushes Nour has introduced is Tradition Firm Flex, designed with stiffer filaments for greater control with heavier coatings.

While higher-viscosity paints have gained much of the industry’s attention, Corona’s Waksman identified the need to address the other end of the viscosity scale. “Most of the acrylic and waterborne coatings developed over the last few years are a higher viscosity and require stiffer brushes to spread accurately,” he says. “We are seeing the other end of the range as new water-based finishes are coming in a thinner viscosity, including waterborne enamels and waterborne-alkyd hybrids.”

Corona addresses this need with its extra-fine Champagne Nylon™ brushes, which are handmade with a full stock of specially formulated and processed DuPont™ Solid Round Tapered Tynex™ Nylon filaments for the smoothest, stroke-free application.

“Most of the acrylic and waterborne coatings developed over the last few years are a higher viscosity and require stiffer brushes to spread accurately.”

—Ben Waksman, president, Corona

Roller Cover Innovations

Premier Paint Roller Co. has seen growing popularity among woven and microfiber covers because of their fine-finish capabilities. Carl Rumpf, vice president of sales, attributes higher viscosities and quicker drying times of paints as the reason for the move away from the knit covers to woven, microfiber and polyamide fabrics.

“Premier carries a full line of Woven-Pro ™ and microfiber roller covers,” Rumpf says. “Our Ultra-Luxe ™ brand is a high-quality polyamide roller cover that absorbs three to five times more paint than standard polyester fabrics. Premier’s Ultra-Micro ™ is a high-quality microfiber and polyester blend utilizing viper fusion technology for easy pickup and release of today’s low-VOC paints.”

At Nour, Fleifel credits the rising usage of microfiber covers to the innovations that allow painters to finish projects quicker. “We have introduced our premium microfiber roller, called Tradition Microfibre Plus, which picks up and releases generous amounts of paint, provides a smooth finish and is extremely durable,” he says.

Tom Niehoff, vice president of Pro Roller Co., says microfiber covers are used by homeowners and professionals, though there is still a market for older “tried-and-true” applicators such as the Dripless Lint-Free woven. “It carries a nice amount of any coating and applies it with a smooth, glass-like finish,” he says. “Woven applicators have become our favorite applicator for both painting and floor finishes.”

Pro Roller has adapted both its knit and woven covers to achieve superior pickup and release with the newer low- and no-VOC coatings. The newly adjusted fabric compilations meet the needs of both painting contractors and flooring professionals.

“These fabrics apply coatings in the most efficient, effortless manner, both on walls and floors,” Niehoff says.

By Melanie Moul

KCreate a Counter Revolution

Reinvent in a Weekend and on a Dime With Countertop Paints

itchen renovations can be a large undertaking for an individual to do alone, and hiring a professional to install new cabinets and stone countertops isn’t within every homeowner’s budget.

For simple solutions that can freshen up the heart of the home, consumers may turn to paint and decorating retailers for tips on how to achieve a high-end look in the kitchen without busting the budget. Aside from painting existing cabinets and updating cabinet hardware, what other options do consumers have to freshen up the busiest room in their homes?

Giani Granite has one answer: countertop paint kits.

“Our kits are a really great solution for consumers,” says Sarah Watts, Giani Granite’s creative director and communications manager. “They come with all the tools, paints, applicators and everything a customer will need to update their countertops to mimic stone.”

Customers who are ready to embark on a weekend renovation have a host of options with Giani Granite countertop paint kits, too, says Watts. “Whatever look you want to go for, whether it’s granite, marble or a solid color, it can be created with our kits.”

With countertop paints, DIYers can also create individualized looks by adding veins similar to those that occur naturally in granite and quartz or create special detailing with colors that match the rest of the kitchen decor, Watts says.

Countertops should be thoroughly cleaned before getting started, which she says is crucial to the success of the project.

“It’s important to clean the surface well and tape off any areas that shouldn’t be painted,” Watts says.

Renovating existing countertops with countertop paint kits is a simple three-step process that most homeowners can complete in a weekend.

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The first step is priming the surface, which users roll on to the cleaned countertops. The primer needs to dry for eight hours, so Watts suggests completing this step on a Friday night so users can get started on the next step first thing on Saturday morning.

This second step is the creative part of the process, which is sponging the minerals that create the stone look.

“The minerals are made from an acrylic waterbased paint. They are low-VOC and nontoxic, so they’re safe to use in kitchens,” says Watts. “Customers like to know the product they’re using is family-friendly.”

For customers to get the authentic granite look on their countertops, Watts recommends working in small sections, dabbing off excess paint, not using too much pressure, which will create blobs instead of a granite pattern, sponging in tight random patterns and blending until the preferred look is achieved.

The final step involves two applications of the topcoat with four hours of dry time in between.

With such a quick turnaround time, customers can have an entirely new kitchen to debut at Sunday dinner without needing to worry about lingering fumes or construction debris.

Kitchen Color Trends

One of the up-and-coming looks that homeowners can easily achieve on a budget with Giani Granite countertop paints is a fresh, clean white kitchen, which can be achieved using Giani’s White Diamond countertop kit. The company also has a corresponding white cabinet paint.

“Kitchens with white countertops and cabinets create a neutral background, allowing homeowners to embellish with any style decor or color palette to fit their unique look,” says Watts.

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Instilling Consumer Confidence

Countertop paints can introduce customers to projects they can complete themselves, but it’s important that paint and decorating retailers understand the process before selling the kits, says Watts.

“A lot of times, customers see the kit, but they don’t understand how to get the outcome,” she says.

To support retailers at the point of sale and customers as they work through a countertop paint project, Giani Granite offers how-to videos on their website for every step of the process. There are quick 1-minute videos retailers can watch to become familiar with the product, and there are longer, 8-minute videos that review the complete process at once.

Giani also produces DVDs for retailers to set up next to the kit displays in their stores so customers can watch the process in action before they buy.

Giani also supports retailers who are interested in hosting in-store demos of countertop paint projects. The company sends demo kits to retailers, but encourages retailers to be creative with demos.

“Some retailers have painted their checkout counters or display tables using our kits, which gives them firsthand experience of the full Giani process, and the customer can see a large example of the finish in use,” Watts says.

Painting countertops with the Giani Granite kits is a three-step process, with some drying time in between each step. To avoid the necessary wait time for in-store demos, Watts suggests retailers prime tiles or surfaces ahead of time and invite customers to practice sponging on the minerals. For some customers, that can be the most challenging part of the process because they want to be sure to achieve the right look, Watts says.

To further encourage customers to try a countertop paint project, Watts says emphasizing the cost benefit and ease of use with quick phrases will catch customers’ attentions.

“Along with explaining how the kits work, say ‘This is a weekend project.’ and ‘For $79.95, you can transform your entire kitchen.”

By Heather Kauffman-Peters

Magic in the Garden

All-Natural Milk Paint Offers a Perfect Project for Kids

The antique, rustic look created with milk paint is popular with decorating and repurposing enthusiasts for furniture and home decor items. Because milk paint is made from all-natural ingredients and has no VOCs, it is a great product to use for in-store project demonstrations for kids, particularly when combined with another popular trend—fairy gardens.

Fairy garden products still drive sales for many craft centers, so what better way to generate excitement for a milk paint furniture project for kids than by doing it in miniature? For paint retailers who also sell lawn and garden or outdoor living items, this workshop would make a great crossover project for youth organizations, birthday parties or parent-and-child classes. Plus, staff can encourage furniture resellers and DIY customers to get kids in on the fun by signing them up for a class that repurposes old or unfinished doll furniture just like their parents do with standard-sized items.

Retailers can host a workshop to drive traffic in stores and create a more loyal customer base in the community. These types of in-store events are popular during summer when parents are working on home projects and are eager to find activities for kids home on summer vacation.

Project Overview

I purchased a tiny wooden table and chair set at my local craft center. After getting some tips from milk paint dealer Fivethirty Home, a paint, collectibles and home decor shop in Zionsville, Indiana, I worked with a few kids (ages 12-13) to sand, clean and paint the miniature furniture. We used the same color on all three pieces, Miss Mustard Seed’s Farmhouse White.

Milk Paint Tips & Tricks

From the test run and the research I conducted, I learned the following tips and lessons about working with milk paint.

• Milk paint is easiest to apply to raw wood surfaces.

• For a more vibrant color, let the milk paint sit for about 10 to 15 minutes after mixing.

• Apply painter’s tape randomly to the partially dried painted piece and pull it away for a chipped look.

• Thin paint with water for a stained look.

• Thicken paint with more powder for a crackled look.

• When working with a shiny or smooth surface, add a bonding agent.

• Because milk paint is made from natural ingredients, it should be used within two weeks of mixing or it will sour.

• Milk paint color can change with the application of waxes. Some wax finishes are clear like typical furniture polish while others, like antiquing waxes, can give the paint a worn or aged look. Some can also deepen or darken the color of milk paint.

• Because the natural ingredients in milk paint can settle, you need to stir the mixed paint throughout the project time. It needs to be mixed well or it will be clumpy.

Painting the tiny furniture pieces didn’t take long. The paint manufacturer recommends two coats of paint, but I discovered that one coat will work, especially if you are working with young kids or those with short attention spans. We used small foam brushes to apply the paint, which worked well for covering the small parts.

After the paint dried, I let the kids scuff up the chair legs and seats and the top and edges of the table with sandpaper to give our fairy furniture a rustic look.

The last step in working with milk paint is to apply a finishing wax, but some finishing waxes are labeled low-VOC, so you may want to skip this step if you want a completely no-VOC project. In addition, the miniature furniture won’t be handled as much as normal furniture, so it doesn’t need the extra protection provided by the wax. For our project, I added the finishing wax myself, using Miss Mustard Seed’s Antiquing Wax for a weathered look.

This fairy furniture painting project took around 30 minutes of hands-on time for painting and sanding. Mixing the paint, prepping for the project and adding the finishing wax added another 30 minutes to the total project time. When we were finished, we couldn’t wait to add our furniture to our fairy garden.

How to Run a Milk Paint Workshop

Erica Carpenter, owner of Fivethirty Home, has been conducting milk paint classes in her shop for nearly five years. She offers the following advice for conducting successful milk paint workshops, whether working with adults or kids.

Manage the Pace

“The biggest challenge is keeping everyone at the same pace so it doesn’t take all afternoon,” says Carpenter. “Some people want to write everything down or ask a lot of questions while others are working at a brisk pace.” Challenge quick workers to experiment with different techniques while encouraging slower workers to stay focused and promising to answer final questions at the end.

The Watching-the-Paint-Dry Dilemma

Although milk paint is quick-drying, 30 minutes of down time can get awkward. “I have fans to help it dry faster,” says Carpenter. “Sometimes we apply heat which can also affect the finish, giving it a crackled look.”

Make it Easy to Sign Up and Pay

Carpenter’s customers sign up for classes on her website or in the store. She also recommends taking payment up front for

workshops because, based on experience, someone may forget to pay after class.

Offer Reminders

Within five days of the class, Carpenter has someone on her staff call to remind people of the upcoming workshop. She said she has a good attendance rate and, if someone can’t make it, she will let them reschedule their class once.

Get Out Into the Community

Carpenter says retailers have to get out into the community to let people know what they have to offer. She has done projects at Mothers of Preschoolers group meetings and donated items for school fundraisers.

Heather Kauffman-Peters

has written for the paint and hardware retailing industries for nearly 14 years. She holds a master’s degree from Butler University, has edited children’s magazines and currently teaches preschool. Her book, “Blizzard on the Plains,” is a historical fiction book for middle schoolers.

• Water Based Formulas

• Environmentally Friendly

• No or Ultra Low V.O.C. Formulas

• Interior or Exterior Use

• Water Clean Up

• Methylene Chloride and Methanol Free

• Removes Multiple Coats in One Application

Paint Removal Made Easy

A Glowing Review for Safety

Texas Pedestrians and Cyclists Are a Little Safer Thanks to Glow-in-the-Dark Paint

Researchers at Texas A&M University were recently exploring some additional methods of keeping drivers, students and pedestrians safe as they travel through intersections. As it turns out, one solution is glow-in-the-dark paint.

According to an article in The Washington Post, the researchers used a new intersection design—called a Dutch intersection because it is popular in the Netherlands— and solar-powered paint that glows, making it easier for intersection travelers to see as they make their way through.

The new setup is intended to help bikers and drivers more easily see each other, the article says. This, of course, can keep accidents to a minimum and make safety top-of-mind.

This particular path is environmentally friendly, too—the glow-in-the-dark intersection is made of recycled material. According to the university, it’s the first path of its kind in the U.S.

The paint is bright green and draws in sunlight during the day, allowing it to glow in the dark at night, according to a press release from Texas A&M University.

I Am Robot, See Me Paint

The next time you stop to admire a painting, check out the name of the artist. It may turn out the painting was created by a robot.

The Robot Art 2017 competition in Seattle returned for a second year featuring nearly 40 robot artists.

And they all did it differently. One robot paints based on its emotional interactions with humans, while another is connected to a device that reads the brainwaves of a human to control the painting robot.

“The quality of the paintings for many of the teams has reached levels that are comparable with human artists,” says Andrew Conru, who sponsors and organizes the event. “Many of this year’s entries are expressive, layered and complex.”

“Many

More than $100,000 in awards were given to the top robots. View the entries at robotart.org

SCIENCE

The Pacific Northwest is known for its rainy weather. The city of St. Helens, Oregon, used that rain to its advantage, when city leaders put together a treasure hunt throughout the city streets, using paint that’s invisible— until it rains, according to local TV station KOIN6.

The “Inspiration in the Rain” treasure hunt uses a special paint, rainworks, which is a super-hydrophobic coating that repels water. City leaders used this paint on

Finding Inspiration in Invisible Paint

the sidewalks for the treasure hunt. When it rains, the sidewalks stay dry in the areas where the paint has been applied, revealing messages written along the sidewalk. There are nine images that connect to a treasure map, according to KOIN6. Players pick up the map and follow the clues, one by one, in the correct order to solve the puzzle. Those who complete the treasure hunt win a prize and are entered into a raffle.

It’s All in the Peel

Want to make your produce last longer? Apeel Sciences has the answer in a new coating. The startup has created Edipeel, which uses uneaten produce or plant material to create a thin, invisible barrier that coats the outside of produce, keeping moisture in and air out, according to the company’s website. The produce stays fresh longer, rather than shriveling and losing its flavor as quickly.

It’s completely natural and tasteless—and edible, of course. Edipeel comes in a small packet that looks similar to a sugar packet. Once it’s in liquid form, it’s easy to dip produce in the solution or spray it over a batch of produce, James Rogers, CEO and founder of Apeel, told Fast Company.

Edipeel, which is currently best used on avocados, mangos or citrus fruits, can provide better quality produce for the end consumer, as products don’t need to be picked as quickly and don’t require as much refrigeration.

Coatings

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.

• Guide customers to the right coating

• Give instructions on prep and application

• Ensure customers have the tools and sundries they need

• Sell more paint! Course topICs InClude how to:

• Demonstrate the value of using quality products

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

• Recognize and resolve common coatings problems

• Advise customers on color and decorating

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

What Happened in Vegas?

This year’s PDRA Paint and Accessories Show at the National Hardware Show® was an opportunity for independent paint and decorating retailers to engage with their association and for the association to meet more of its membership.

Retailers, manufacturers and other industry representatives visited the PDRA booth, and PDRA staff members explored the endless products and services on the show floor, discovering what retailers are excited to add to their businesses.

Now is Sponsored by Santint

The Lancaster Buying Show, held again this year at the Westgate Resort and Casino, was a highlight for paint and decorating retailers, too. Many familiar brands featured new and exciting products for retailers to explore.

Jennifer Fick was awarded the $5,000 PDRA Scholarship at this year’s show. Fick is studying interior design and construction management at Missouri State University, and is using the money toward tuition for an internship at Seminole Design Center where she works as a color consultant.

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

SEEING INTO THE FUTURE

Benjamin Moore’s vice president of retail services

Eugene Andreassi introduced his company’s Store of the Future concept, which was developed after several years of market research in different retail industries. In the July issue of Paint & Decorating Retailer, Andreassi shares how you can implement the ideas in your store.

SCHOLARSHIP AWARD

The ninth annual $5,000 PDRA Scholarship winner is Jennifer Fick from Seminole Design Center in Seminole, Missouri. PDRA executive director LeAnn Day said the association unanimously chose Fick as this year’s award winner because of her obvious passion for the industry. Fick accepted her award through a prerecorded video.

BOARD MEETINGS

A few members of the PDRA board met to explore the industry together on the show floor. From left to right: director at large Robert Mueller, Benjamin Moore Kelowna; president and Western region director

Craig Bond, Tommy’s Paint Pot; and Midwestern region director Jay Donnelly, Flanagan Paint & Supply.

SHOW OPENER

PDRA executive director LeAnn Day and PDRA board president Craig Bond helped usher in the opening of the National Hardware Show ® on stage. The National Hardware Show offers so many opportunities for independent paint and decorating retailers, and the PDRA was proud to welcome attendees.

QUARTERS Helps You Market Your Business

The newly redesigned PDRA member benefit QUARTERS magazine is now available. Access this personalized marketing tool today to reinforce your reputation as a renovation and decorating resource for your customers.

QUARTERS magazine is available exclusively to PDRA members and includes customizable content, resulting in a unique piece that will help you engage with customers like never before. Included in each issue are cutting-edge trends, expert tips and guides and photography showcasing high-end finishes that you can help direct your customers so they accomplish modern looks themselves in their homes.

When you sign up for your own customized edition of QUARTERS, you will receive spring 2017 and fall 2017 issues, which will be branded with your business name and logo on the cover. Also included are a two-sided display ad for your

business on the inside front cover and additional opportunities to prominently feature your store in the content in the issue, such as how-to guides using products that you sell in your store.

A minimum of 500 copies of each issue will be mailed to your retail space. The way you distribute QUARTERS is up to you, whether it is through a customer mailing list or having free copies available at the checkout counter for customers to pick up on their way out of the store. In addition to painting and decorating best practices and recommendations for your customers, the magazine also comes with a marketing best practices package for you that provides tips for magazine distribution, customer retention, e-marketing and more.

In addition to the print version, your completely customized edition will be made available in a digital format for distribution on your website and through social media. (See the feature article on Page 50 to learn more about how to use social media to reinforce your brand image of being a paint and decorating project resource.) With your QUARTERS package, you also have access to an e-newsletter template to send monthly updates, trends, products and tips to your mailing list.

For more information about QUARTERS magazine and to sign up for the 2017 package, call 800-737-0107 or email info@PDRA.org .

By Chad Husted

Turnkey Technology Solutions

Lancaster Marketing Program

Designed to Help Dealers Grow

As technology becomes even more integral to our lives, consumers are expecting their shopping experiences to be enhanced by loyalty programs, easy-to-use discounts and other features available through mobile devices.

For independent paint and decorating retailers, these kinds of advancements can certainly help enhance a customer’s shopping experience, but they can also be challenging to implement and maintain.

This is exactly why South Carolina-based distributor Lancaster created a resource that can help paint and decorating retailers harness the power of technology to improve their customers’ experiences.

With its Impact Marketing program, Lancaster is hoping to open the door to the kind of targeted marketing tools and customer retention programs that are often out of reach for smaller retailers.

For Geff Lynch, Lancaster’s senior vice president of sales and marketing, it was the rise of social media as a business tool that spurred the development of Impact Marketing.

“With independent dealers, the challenge is finding the time and resources to stay on top of the many aspects that social media requires,” Lynch says. “We’re committed to helping our dealers build their customer database and provide a turnkey program.”

Lancaster partnered with PrintTek, a company in Greer, South Carolina, to build Impact Marketing into a tool any store can use. The program will focus on ease of use for retail locations and improving customer connections for the stores, says PrintTek vice president of strategy and marketing Adam Dost.

Impact Marketing will allow retailers to set up customer loyalty programs while simultaneously developing a confidential database of contact information. Retailers then

Retailers will be able to select two tiers of service with Impact Marketing, with the base level featuring social media, email and text message promotions.

select which products to promote during each two-month promotion cycle. Impact Marketing will use store-branded social media posts, email and text messages to communicate these promotions to customers.

Retailers will be able to select two tiers of service with Impact Marketing. The base level features social media, email and text message promotions, while the next level of service includes social media ads and in-store signage, Dost says.

“Everything through the platforms will be automatically branded to each individual store. Retailers get to take advantage of these marketing tools without the increased workload of them,” Dost says.

The marketing program isn’t Lancaster’s only new rollout for 2017, as the paint and sundries distributor is moving forward with an initiative to grow its flooring product lines. Combined with more turnkey programs to help dealers with websites and e-commerce advancements, Lancaster is continuing its efforts to grow the business of its retail customers, Lynch says.

“We think it is very important that we offer tools and programs that help dealers compete in the dot-com arena,” Lynch says.

For more information about Impact Marketing and Lancaster, visit impact.lancasterco.com/impactmarketing.

JULY 30-AUGUST 2

Independent Retailer Conference at ASD Market Week

ASD Market Week is one of the world’s most diverse buying events, and it’s coming to the Las Vegas Convention Center this summer. Regardless of your current product mix, there is something for you at this market. Categories include gift and home accents, souvenir and novelty items and seasonal merchandise. Attendees also have access to SourceDirect at ASD, which provides access to international wholesalers. The Independent Retailer Conference is co-located at ASD Market Week and will feature educational programming and networking opportunities specifically tailored to independent retailers at the event.

For more information, visit independentretailerconference.com or asdonline.com

JUNE 20-22

Latin American Coatings Show 2017 Centro Banamex, Mexico City lacsmexico.mx

JUNE 27-28

NRF Protect 2017

Loss Prevention Conference & Expo

Gaylord National Harbor, Washington, D.C. nrfprotect.nrf.com

JULY 30-AUGUST 3

American Society of Interior Designers Summer Las Vegas Market World Market Center Campus, Las Vegas

According to ASID, the Las Vegas Summer Market is “the most comprehensive furniture, home decor and gift market in the Western U.S.” asid.org/events

SEPTEMBER 20-24

2017 ArtFusion Event

Blue Ridge Assembly, Black Mountain, North Carolina artfusionevent.com

SEPTEMBER 21-23

Bostwick-Braun Fall Dealer Market Seagate Center, Toledo, Ohio bostwick-braun.com

SEPTEMBER 25-27

NRF’s Shop.org

LA Convention Center, Los Angeles shop.org

OCTOBER 15-18

Western Coatings Symposium and Show

Paris Hotel, Las Vegas Sponsored by the Western Coatings Societies westerncoatings.org

Preservation Partners

Over the next year, the National Trust for Historic Preservation, a nonprofit dedicated to protecting and preserving significant landmarks throughout the United States, will be embarking on projects with a partner that may be familiar to Paint & Decorating Retailer readers: Benjamin Moore & Co.

The paint company will support the National Trust through in-kind donations for projects at the six sites shown below.

“Since 1883, Benjamin Moore has been focused on developing products that preserve, protect and beautify homes, buildings and structures,” says Mike Searles,

The home and studio of American sculptor Daniel Chester French in Stockbridge, Massachusetts.

A 19th-century former sugar plantation in New Iberia, Louisiana.

president and CEO of Benjamin Moore. “We are proud to support the National Trust for Historic Preservation, and we look forward to helping advance their mission of protecting significant places by providing premium Benjamin Moore coatings and expert color and product recommendations.”

Katherine Malone-France, vice president for historic sites at the National Trust for Historic Preservation, says the partnership with Benjamin Moore will help preserve the sites for future generations.

For more information and to find the National Trust site nearest you, visit savingplaces.org

The home of the 28th president in Washington, D.C., where he lived after his presidency. 1 4 5 6 2 3

A 19th-century estate in Cedar Rapids, Iowa, that once housed the Quaker Oats family.

Woodrow Wilson House

An early 19th-century Gothic Revival mansion in Tarrytown, New York.

A landmark in Philadelphia that served as the scene of an American Revolution battle.

IMAGINE YOUR POTENTIAL WITH