Essential reading for retailers and suppliers in the home improvement market

Wickes to stock Dulux paint offer

Published: 8 March 2013
The Travis Perkins-owned retailer, known for its policy of stocking almost entirely own-brand ranges, will now carry the Dulux paint range in its stores.
Wickes to stock Dulux paint offer
While Wickes has gradually built a branded offer in its catalogues in recent years, the latest move to stock Dulux in store, is a first for the chain, which caters for the hard end of the DIY market and tradesmen.

No one from Wickes was available for comment but a spokesperson from Dulux confirmed the news this morning.

It was revealed that Dulux trade and retail ready-mixed paints will be available "in most Wickes stores". Also on sale will be Dulux's Endurance, Kitchen, Bathroom and Light & Space lines.

In a statement issued today by Dulux parent AkzoNobel, Wickes commercial director Daniel Lowans said: "We're proud of our high quality Wickes branded products, but we recognise that in some categories, we need to offer a choice for the trade. Dulux is the latest brand to be stocked by Wickes and the perfect complement to our own brand product offer. Dulux is a brand tradesmen know and trust, and this launch helps Wickes in offering all the products they need to do a good job."

Guy Williams, managing director, AkzoNobel Decorative Paints, Northern Europe, commented: "We are delighted to announce this agreement with Wickes, which will help to make Dulux, one of AkzoNobel's leading decorative brands, available to our customers wherever they shop. This is a fantastic opportunity, and we look forward to further cementing our relationship with Wickes."

It is a win for the leading paint brand, which is currently facing a new threat to market share from Valspar's expansion in paint ranges in the UK. Global firm Valspar, whose brands include Plasti-kote, has signed a strategic partnership with B&Q to supply a full range of paints to all B&Q stores. The move will position Valspar as one of B&Q's flagship paint brands.

Ironically Wickes' most recent ad campaign likened its paint ranges to Dulux, with a TV commercial depicting a Wickes dog overtaking the iconic Dulux sheepdog. Wickes said the ad was based on the results of a tradesmen survey which showed more than two thirds prefer its own-brand white emulsion to Dulux.

Comments


(Your email address will not be published)
Already Registered?
Sign In
Not Yet Registered?
Register
Printable View E-mail Bookmark

What do you think?


With a mixed bag of reports on consumer confidence and figures at odds with actual sales, what are you seeing in terms of customer sentiment?



Latest reader comments

re: B&Q CEO Michael Loeve to step down

Ex employee
Having worked for B&Q for thirty years, I was sad to see the gradual and disturbing lack of commercial acumen regarding the ...

re: Lighting manufacturer fined £2.7m in price-fixing probe

Roy Dalton
Being in the lighting industry running my own business for 45 years I found your article very interesting. We too ran an Internet company ...

re: Builder wins Toolstation's prize draw pick-up

David
enter me in the prize draw please...

re: Restructuring programme sees Wilko staff face the axe

By anonymous
I have worked for Wilko for over two years and boy how hard I work as a part time cashier. I have to say to every single customer I serve ...

re: Kingfisher says goodbye to another director

B&Q CA
This company is getting worse. Been working for B&Q for 25 years and the cuts and the amount of work they expect from us in ridiculous. ...