YEAR ESTABLISHED: 1929
COATINGS REVENUES: $1.56 billion
TOTAL REVENUES: $7.8 billion
Cabinets & Related Products: 21%
Plumbing Products: 33%
Installation and Other Services: 16%
Decorative Architectural Products: 22%
Other Specialty Products: 8%
Richard A. Manoogian, executive chairman; Timothy Wadhams, president and CEO.
Masco Corp.’s decorative architectural products business unit includes its paints and stains business, which posted sales of $1.560 billion in 2009. The products are sold in the U.S. and Canada under the brand names BEHR, KILZ and Expressions to the DIY and professional markets through home centers, paint stores and other retailers. BEHR products were also recently introduced in China. The KILZ brand is sold in North America through home center retailers and discount retailers, and through hardware stores, paint stores and dealers.
Spearheaded by the high-profile BEHR brand, which is sold through The Home Depot, the segment’s and the company’s largest customer, the company claims that it is the largest supplier of architectural coatings to the North American DIY market.
In 2009, Behr received The Home Depot’s 2009 Innovation of the Year Award for Behr Premium Plus Ultra interior paint. This innovative product provides an extradurable paint finish that resists moisture, stains, scuffs and dirt. This paint and primer in one covers in fewer coats, saving time. The success of this new offering is the result of the collaborative partnership by Behr and The Home Depot.
Also in 2009, to aid in the productivity and profitability of the professional painter, Behr launched its Direct to Pro program in 2009. The program is designed to provide simplicity and efficiency to builders and professional contractors through an extensive network of service locations. Currently available through The Home Depot pro desk, the Direct to Pro program offers professional users one-stop shopping and Home Depot tiered pricing for premium paint based on volume. All orders are placed at The Home Depot pro desk and orders are filled and tinted at Behr’s fulfillment centers and delivered directly to the job site or the local Home Depot store, where available.