A venerable name in home improvement will soon be a paint brand.
ICI has signed a deal with This Old House Ventures, Inc. to manufacture a line of paint sold under the This Old House name. Financial terms were not disclosed, and distribution and availability of the new line had not been finalized at press time.
This Old House Ventures delivers 52 million homeowners information through television programming, a magazine and a web site. The paint is the first licensing program that This Old House Ventures will undertake. The company said it will extend into other categories such as tools, lawn and garden and building materials.
“We are delighted to be partnering with ICI Paints, a leader in paints,” said Eric Thorkilsen, president, This Old House Ventures, Inc.
“This Old House is the premier home-improvement brand, consistently representing quality craftsmanship and giving consumers the confidence to create homes that are reflections of themselves,” said Cathy Fischer, chief marketing officer for ICI Paints. “It is a natural fit for ICI Paints to produce a completely new paint line under the This Old House brand name because ICI Paints has a reputation for producing high-quality and long-lasting performance paints. We are very excited to be working with such a strong brand name.”