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Masterchem Industries, makers of KILZ products, is an established manufacturer of high-quality paints and primers
December 18, 2013
By: KERRY PIANOFORTE
Editor, Coatings World
Company Overview Masterchem Industries, makers of KILZ products, is an established manufacturer of high-quality paints and primers. The company’s extensive product portfolio includes specialty paints and durable primers that range from general surface preparation to heavy-duty stain and odor masking. With a wide range of products available, KILZ paints and primers are formulated for both industry professional and DIY consumers. KILZ is widely distributed throughout the United States and Canada at a variety of retailers, including The Home Depot, True Value, Lowe’s, Ace Hardware and more. As part of the KILZ product portfolio, the company’s KILZ PRO-X® interior paint line—available exclusively at The Home Depot—offers industry pros a high-hide commercial grade line of paints. KILZ is a brand of Masterchem Industries LLC, a division Masco Corporation. History of Innovation The start of innovation at KILZ began when Melvin Caldwell, the founder of what would one day become Masterchem Industries LLC, launched his business in 1954. Using a 50-gallon dough mixer purchased from a bakery, Caldwell turned his one-man business into a nationally-recognized and distributed brand, chosen by both consumers and industry professionals for its high-performing products. From the launch of KILZ ORIGINAL in 1974, to the KILZ PRO-X line debuted in 2010 and KILZ MAX® CLEAR—a primer to help block severe stains and odors—in 2013, the company has been leading the way in delivering hard working paints and primers for nearly 40 years. Company Milestones • 1954—Melvin Caldwell starts business as a Mautz Paint dealer • 1961—Caldwell moves the manufacturing process to a larger building, employing two individuals to mix 400-gallon batches of paint. As the company grew, the business location did too – eventually moving to a 14,000 sq. ft. location in Kirkwood, Mo. • 1974—KILZ is introduced at the National Paint Show • 1978—The Masterchem plant is moved to a new facility in St. Louis, where 25 staff members were employed • 1982—Caldwell retired as CEO, passing the presidency on to Robert Caldwell • 1986—Masterchem is sold to Reed Holdings, PLC • 1987—The company is sold again to Williams Holdings, PLC • 1991—Launched KILZ TOTAL ONE Primer (renamed PREMIUM in 2002) • 2000—Masco corporation purchased Masterchem Industries LLC • 2001—Introduced KILZ ODORLESS Primer • 2007—KILZ COMPLETE Primer launched • 2009—KILZ CLEAN START Zero VOC primer hits the market • 2010—KILZ PRO-X Paint lines introduced • 2011—KILZ MAX introduced to professional painters as first, dependable, water-based alternative to oil-base and shellac-base primers • 2012—KILZ KWIK-START introduced as a fast drying, latex, primer sealer • 2012—For the sixth consecutive year, KILZ brand ranked highest among paint coatings brands in the annual Harris Poll EquiTrend Study • 2013—KILZ MAX CLEAR and KLEAR released to seal porous surfaces and provide stain and odor blocking • 2012—KILZ named “highest quality paint brand” in Builder Brand Use Study • 2013—KILZ PRO-X 100 series reformulated for enhanced sprayability, hide and adhesion • 2013—KILZ PRO-X earns Building Operating Management Darn Good Products Award Year Founded: 1954 Corporate Headquarters: 3135 Old Hwy M Imperial, Mo., 63052 Website: http://www.kilz.com/ Key Executives: Michael Walsh—Vice President, Marketing and New Product Development Michael Walsh has extensive experience with popular consumer and professional brands in the home improvement industry, and has been with Masterchem Industries, subsidiary of Masco Corporation, since 2001. In his current role, Walsh is responsible for KILZ brand strategic planning, marketing and new product development. Before joining Masco, he worked in marketing and new product development for Newell Rubbermaid and The Thermos Company. He holds a master’s degree from Marquette University and a bachelor’s degree from the University of Notre Dame. Darren Stoddart—Director, Marketing and New Product Development Darren Stoddart has been with Masterchem Industries, subsidiary of Masco Corporation, since 2005 and brings nearly 22 years of experience to his role as director of marketing and new product development. Stoddart has overseen teams responsible for developing numerous new products under the KILZ brand. Before joining Masco, Stoddart worked in marketing and new product development at Newell Rubbermaid, O’Sullivan Furniture, Lee/Rowan and Sunbeam Outdoor Products. Stoddart holds a bachelor’s degree from the Kansas City Art Institute. Tim O’Reilly—Manager, Professional Products & Services Tim O’Reilly has nearly 30 years of experience managing and developing products and brands in the paints and coatings space. O’Reilly joined Masterchem Industries, subsidiary of Masco Corporation, in 2012 as manager of professional products and services. He is heavily involved in the day-to-day marketing and product development of the KILZ brand. Before joining Masterchem, O’Reilly worked in marketing and new product development for Rust-Oleum Corporation, Zinsser Primers, Kelly-Moore Paints and PPG Industries. O’Reilly holds a bachelor’s degree from the University of Oklahoma. Ownership: Key Product Brands: • Mike Walsh, Vice President of Marketing and New Product Development at Masterchem Industries • Darren Stoddart, Director of Marketing and New Product Development at Masterchem Industries • Tim O’Reilly, Manager Professional Products and Services at Masterchem Industries Masterchem Industries LLC, which distributes KILZ products, is a subsidiary of Masco Corporation • KILZ ORIGINAL PRIMER • KILZ MAX PRIMER • KILZ MAXCLEAR PRIMER • KILZ KLEAR™ PRIMER • KILZ PREMIUM PRIMER • KILZ 2 LATEX PRIMER • KILZ KWIK-START® PRIMER • KILZ GENERAL PURPOSE INTERIOR PRIMER • KILZ GENERAL PURPOSE EXTERIOR PRIMER • KILZ CLEAN START® PRIMER • KILZ HIGH BUILD® PRIMER • KILZ UPSHOT AEROSOL PRIMER • KILZ ODORLESS® PRIMER • KILZ ODORLESS AEROSOL PRIMER • KILZ COMPLETE PRIMER • KILZ COMPLETE AEROSOL PRIMER • KILZ ORIGINAL PRIMER • KILZ ORIGINAL AEROSOL PRIMER • KILZ CEILING PAINT WITH STAINBLOCKING • KILZ SIDING FENCE AND BARN PAINT • KILZ COLOR CHANGE CEILING PAINT • KILZ MASONRY WATERPROOFING PAINT • KILZ PRO-X® 300 SERIES PAINT • KILZ PRO-X 100 SERIES PAINT • KILZ PRO-X PRIMERS • KILZ PRO-X INTERIOR DRYFALL PAINT • KILZ CASUAL COLORS PAINT
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