AkzoNobel, the largest global paint and coatings company, has launched a new Glidden Professional brand, dedicated to the U.S. commercial paint market.
The new brand replaces all of the architectural paint brands previously sold through AkzoNobel’s U.S. company-owned stores and authorized dealers, including ICI, Dulux and Glidden. The Glidden consumer paints brand, sold primarily through home centers, is not included in this rebranding effort and will continue to be marketed independently.
Along with the combined product lines, this initiative also includes the re-branding and re-design of all company-owned stores. Formerly known as ICI Paints Stores, these locations have been rebranded as Glidden Professional Paint Centers. Some key changes to highlight include:
• All commercial products previously branded as ICI, Dulux or Glidden become Glidden Professional
• Core product formulations and product code numbers do not change.
• All documentation required for specification changes will be provided for ease of transition.
• Local store teams remain intact, and will receive additional training to assure a smooth transition.
• Significant new programs will be launched with the new brand, and more will be added as 2010 unfolds
“Everyone at Glidden Professional has been eager to see the realization of this new brand, which has been more than a year in the making,” said Harris Cloutier, Vice President, Glidden Professional Paint Centers. “We listened to customers from all walks of the commercial market – contractors, architects, specifiers, facility owners and managers – and have acted aggressively on what we learned.”
In a phased rollout, all of AkzoNobel’s company-owned stores will be converted to the new Glidden Professional brand. In addition to the broad offering of products available through the stores, the Glidden Professional brand will now identify a wide variety of programs and services designed to support the commercial market.
AkzoNobel’s portfolio of Glidden Professional-branded paints are sold through Glidden Professional Paint Centers and authorized independent dealers across the United States. In addition to paints and related products, Glidden Professional Paint Centers offer contractors expert advice and services to simplify the product selection, delivery and job site clean up of any residential, commercial or industrial project. To learn more, visit www.gliddenprofessional.com.