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.
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.