Steyport has announced a restructure of its paint department to refocus its sales on own-brand production and labelling for high street retailers.
The move, which follows market research, is designed to increase revenues as well as target Centurion Paints at large bulk purchasers.
The company has said it will also look at the development of more environmentally-friendly products.
Wendy Drake, managing director for Steyport, said: "We are confident that a slight change in sales direction can bring far greater rewards in terms of customer service and revenue.
"As a company, we are also wholly committed to the environment and, although 85 per cent of our products are water-based, market research shows that customers want more choice in this area."
Steyport is one of the UK's leading independent paint manufacturers, and the sole producer of Centurion Paints.