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Pervo Paint has the drive to remain an independent player.
August 11, 2005
By: Barb Anwari
California’s first road, El Camino Real, was built in 1769-long before the gold rush of 1849. It wasn’t until the 1930s and the spread of automobiles that roads freely spilled across the countryside. The opening of the Arroyo Seco Freeway (today’s Pasadena Freeway) in 1940 heralded the beginnings of the “freeway era” in America, and with that, a niche market for paint emerged. Paint with A Past Henry DeRuiter emigrated from Holland to the U.S. in the late 1920s with a dream and a formula-a very special paint formula-for achieving it. Once in America, he promptly married Herman Van Dulst’s daughter Dorothy. Together the two families moved from Michigan to California, where DeRuiter and his father-in-law launched The Pervo Paint Company. Why Pervo? Meaning “impervious” in the Dutch language, and to these eager entrepreneurs, the name captured the ideal characteristic of a top-quality paint brand. The company still proudly uses the original logo, sporting two regal lions holding a shield emblazoned with the letter “P.” The design appropriately honors an old Dutch coin. Once they hit the West Coast, DeRuiter and Van Dulst promptly set to work. They started with a good idea, a great formula and some surplus bakery mixing equipment purchased for a modest sum from Hostess bakery. Confidently they opened their first plant, at Van Ness and Slauson in Los Angeles. Their company philosophy, mindset and manner was evident in its first line of paint, aptly tagged “Good Neighbor Paint – it wears like old friends!” The year was 1929. In an industry that has undergone massive consolidation, Pervo Paint has remained family-owned. Henry DeRuiter’s son, David followed him into the business-first in the plant then into management. In 1968, David opened Davlin Coatings (now owned by Pervo) to manufacture roof coatings, pioneering an elastomeric roof coating and developing a process which added a new revenue stream for Pervo. Today, Davlin Coatings manufactures waterproof elastomeric coatings for everything from roofs to bridges to ski lifts, including formulations for San Francisco’s famous Golden Gate Bridge and the space shuttle. Although David DeRuiter is retired now, he remains the majority stockholder in both Pervo and Davlin. At one time or another, all three of David DeRuiter’s sons worked in the family business. Today, Brad DeRuiter is the president of Pervo Paint, which has grown into a thriving $25 million-plus per year enterprise. “I started working in the paint factory when I was 14,” said Brad DeRuiter, “and I continued working in the summers. I’ve done everything from sweeping the floors to making and canning paint. I worked, as a teen, in the Davlin plant in northern California, too.” Brad DeRuiter, who has a B.A. in Business and Economics, graduating Magna Cum Laude from Westmont College in Santa Barbara, is married to Kimiya. Their nine-year-old son Taljon has a rare opportunity-should he go into the family business. He could very well officiate the company’s 100th anniversary, and is very likely do so as company president. Pervo currently has a manufacturing plant, retail store and corporate offices in Los Angles; stores in San Diego, Sacramento, and Berkeley, CA; Davlin Coatings’ facility in Berkeley; and traffic-safety supply stores (such as Bay Area Barricade in Concord, and Construction Sealants in Las Vegas, NV). In addition, it has distributors scattered throughout California, Oregon, Hawaii, Arizona and Nevada, and Pervo products are handled by several large distributors, including ICI and by several chains.
Los Angeles Mayor James Hahn (left) and Brad and Kimiya DeRuiter.
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