Apparently Ace will also be the place for Sherwin-Williams. After releasing formal details at its fall convention in October, Ace is reporting that as many as 300 retailers have already signed on for the program in which they can sell Sherwin-Williams’ Pratt & Lambert Accolade and Red Seal brands.
“We have documented that brand choice for our consumers is a critical element in running a successful in-store paint department and helps us more effectively compete in this important retail category,” said Lori L. Bossmann, Ace vice president, merchandising. “We have an excellent foundation in our stores with Ace Paint. Now, by adding Pratt & Lambert’s Accolade and Red Seal lines, we will offer consumers an additional brand choice—especially in the premium end of the market.”
Ace tested the idea for 18 months in select stores across the country. “We were able to increase retail sales and profits in the entire paint category,” Ms. Bossmann said. “We also analyzed how to properly merchandise the national brand with Ace Paint so they complement and add value to one another. We are confident this program will make Ace stores more top-of-mind in the paint category and capture a greater portion of the market share.”
The new initiative will be integrated with the current Ace Paint program, which features a complete line of Ace Paint products, Color Your Life décor and specialized training for store associates.
In other Sherwin-Williams news, Astrup Company, a Cleveland, OH-based supplier of materials used in the manufacture of awnings, has joined forces with S-W to stock the company’s primers and paint for aluminum, steel, galvanized substrate, iron and other metal surfaces. Astrup is a 127-year old supplier of materials used to make awnings, signs, tarpaulins, tents, outdoor furniture and umbrellas, which are available through 13 distribution centers in North America. Sherwin-Williams’ Pro-Cryl universal primer, DTM acrylic gloss paint and Bond-Plex aluminum paint will be available.