Sherwin-Williams partners with HGTV to launch 'HGTV Home by Sherwin-Williams'
February 11, 2011
New strategic alliance strengthens offering of two trusted home brands.
Sherwin-Williams will launch "HGTV Home by Sherwin-Williams," an exclusive line of interior paint and painting supplies in the second quarter of 2011. The licensing partnership includes eight color collections, durable and low-odor paint manufactured by Sherwin-Williams, as well as an array of smart tools designed to help consumers with their painting experience. "The new alliance capitalizes on the strengths of both organizations, incorporating HGTV's popularity and design knowledge with Sherwin-Williams expertise and high-quality products," said George Diver, senior vice president of marketing at Sherwin-Williams. Each of the eight new color collections contains 20 coordinating colors and design guidance to help homeowners. The new product line will also include tools to help application and clean up, including paint brushes, paint rollers, tape, gloves and drop cloths. Sherwin-Williams will support the launch of HGTV Home by Sherwin-Williams with a comprehensive marketing plan including national advertising, public relations and new in-store merchandising and color features. Products will be available in all stores by June 2011.