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Dulux partners with THG to launch Heritage range at Homebase

Published: 28 January 2021 - Neil Mead

Dulux, the UK’s largest paint manufacturer, today announces they will be working in partnership with THG plc, the global technology platform company, and Homebase to manage and develop a bespoke launch site for its new Heritage range, which will be available in Homebase, online and in store.


The move follows the announcement that the home and garden experts Homebase has signed a 10-year partnership with THG’s end-to-end ecommerce division THG Ingenuity to transform its online shopping experience.

THG will use its globally recognised ecommerce expertise to create highly personalised experiences for the Heritage brand, developing bespoke content and tools to aid colour and product selection using real time data insights.

The new premium Heritage range by Dulux is a major launch for the brand in 2021. The exquisite colour palette is a modern interpretation of classic shades from the history of British architecture and design, reimagined for the contemporary home by the Dulux colour experts.

The range - comprising a unique new ‘Velvet Matt’ emulsion for walls and ceilings, Eggshell for wood and metalwork and a premium undercoat - has been developed to meet the highest standards of both the professional decorator and the DIYer.

Dave Elliott, Commercial Director for Homebase said: “Our website is a major part of the way we are improving the overall shopping experience for our customers. Over the last year, our homes have become our safe havens and creating a warm and comforting environment has never been more important. We’re delighted that by launching this Dulux Heritage microsite, we have created another way to engage with our customers online, from inspiration to redecoration.”

John Kourtoulos UK & Ireland Sales Director for Dulux Paints said: “As we all spend more time in our homes, there is an increasing appetite to invest in our surroundings to create beautiful spaces. Heritage by Dulux has been created to meet the growing demand for a premium aesthetic paint that also performs reliably. The launch will drive growth and category penetration.”

John Gallemore CEO of THG Ingenuity said: "Global consumer brand owners are increasing their digital presence and looking at new and innovate ways to engage directly with their customer base, especially during the current climate. We are delighted to partner with both Homebase and Dulux to offer their customers a highly personalised experience using real time data insights and demonstrate the huge potential to do things differently.”


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