PPG Strengthens Ties with Its Independent Dealer Network

There are a number of ways that paint and coatings companies reach Pro contractors and homeowners with their architectural paints. There are big box stores like Home Depot, Lowe’s and Ace Hardware. There are also independent franchises that are affiliated with leading brands; Sherwin-Williams and Benjamin Moore are two of the most recognized brands here.

As one of the largest manufacturers of architectural paints, PPG has numerous routes to market. PPG paints and its Glidden brand are featured in Home Depot. There are also PPG Paint stores.

However, PPG also has an independent dealer network, which features PPG’s MANOR HALL line. All told, PPG’s distribution network includes more than 15,000 touchpoints through company-owned stores, independent dealer locations and major home improvement centers across the US and Canada.

Todd Gatesy, general manager, US dealer and retail, PPG’s Architectural Coatings business, recently spoke about the importance of independent dealers to PPG.

“PPG’s commitment to the independent dealer network remains strong,” said Gatesy. “Our independent dealers asked us for a national brand with exclusive product offerings and we’re proud to deliver on this ask with the launch of the new PPG dealer-exclusive line-up. This is a move that enables independent dealers to serve customers with their own unique product line, backed by PPG’s 135+ years of industry-leading expertise and product knowledge.

“The cornerstone of this line-up is PPG’s iconic Manor Hall line,” Gatesy added. “Trusted for decades by pros and homeowners alike, Manor Hall is one of our most recognized sub-brands. Originally distributed by independent dealers, we’re bringing the Manor Hall sub-brand home to its dealer roots.”

While Manor Hall is the cornerstone of PPG’s dealer-exclusive offering, Gatesy noted that the product lineup is broad.

“With solutions for all jobs, the independent dealer channel can help any Pro succeed in their business,” he added.

Gatesy said that PPG listened and acknowledged the need for increased efficiency for accessing and purchasing products.

“With this new PPG dealer-exclusive line-up, we’re bringing a national brand and exclusive products to dealers’ stores,” Gatesy observed. “PPG’s iconic Manor Hall interior and exterior paints are included in the full-PPG dealer-exclusive line-up, which also includes WONDER-TONES, WEATHER KING and ULTRA-HIDE. Dealers will also have continued access to non-exclusive products like BREAK-THROUGH!, PPG ULTRALAST, COPPER ARMOR, SPEEDHIDE, and more, giving dealers the opportunity to customize their assortments.

Gatesy observed that this exclusive line-up also benefits the Pro in bringing PPG’s 135+ years of expertise and product knowledge to more locations, therefore offering more value and convenience to the Pro painter.

“Manor Hall is a quality brand with legacy expertise and service, so it marries well with the independent dealer channel that also prides itself in service and expertise,” said Gatesy. “In addition to the dealer-exclusive products, dealers will continue to have access to non-exclusive products, giving them the opportunity to customize their product assortment and best serve their customers.”

Growth Market for PPG

Gatesy said that the new dealer-exclusive Pro product offering is one of many examples of PPG’s strategic moves to offer convenience, service and technical capabilities, and streamlined brands to Pro customers—a segment that is poised for growth in 2022.

According to research from Trade Equity Data Analysis, the Pro segment of the consumer market was valued at about $9 billion in 2020 and expected to grow by about 3% annually over the next three years, beginning in 2022.

The expected growth is driven by several factors, including the increasing return to pre-pandemic lifestyles among consumers and rising home equity that is driving the “do it for me” market over “do it yourself,” and pent-up demand causing growing backlogs.

“Manor Hall is one of PPG’s most recognized sub-brands,” said Gatesy. “The interior paint and primer-in-one is a super-premium latex that provides outstanding hide and a rich, smooth film with a beautiful finish. PPG Ultra-Hide is a durable, professional quality interior paint, formulated to meet the performance requirements of professional painters. Available in Flat, Eggshell, and Semi-Gloss, this product provides a uniform finish for interior projects.”

Digital Impacts the World of Paint

The dealer network also allows PPG to implement its digital tools, bringing convenience and efficiency top the Pro market.

“The paint industry, like many others, has reached a pivotal moment amidst the pandemic where customers are becoming increasingly comfortable with – and are beginning to expect – sophisticated digital tools, including easy-to-navigate ecommerce experiences and seamless pick-up and delivery options,” said Gatesy.

“We are focused on providing our customers the same seamless experience that they have come to expect in their personal lives for their business. As the trusted partner for the Pro, PPG is leading the evolution of the paint industry with digital tools that increase efficiency and cost savings for customers by offering the right product, at the right place, at the right time. Pro customers across the country can benefit from our Pro service offering, which includes convenience, service and technical capabilities, and streamlined brands across all channels.”

Gatesy believes that there is a bright future ahead for independent dealers in the paint and coatings market.

“We see great opportunities ahead for independent dealers, especially as the Pro market growth projections remain strong,” he said. “Our large retail partners have issued projections of continued significant growth of the Pro segment over the next five years, and PPG dealers are well-positioned to get in on the action. Through the Manor Hall pro-brand offering, they’ll be uniquely positioned to provide specialized support and services to the Pro.

“PPG’s commitment to the dealer network will continue to be strong as dealers are a key piece to the distribution network to get the right product, to the right customer, at the right time,” Gatesy concluded.