Targeting the professionals

DUTCH GLOBAL paints and coating company, AkzoNobel, has introduced Dulux Professional paints specifically targeted towards “architects, contractors, interior designers and other trade professionals,” according to a company release.

“We’re going to start here in the Philippines from the professional space… this feels like a good place for us to start,” Jeremy Rowe, managing director, AkzoNobel Decorative Paints for Southeast and South Asia and Middle East told the media during a press briefing on Nov. 11 at Shangri-La at the Fort in Taguig City.

He added that while they build their professional brand, they also aim to become a full-range supplier.

The company, which was founded in 1994 though parts of the current company can be traced back to the 17th century (some of the companies it merged with were founded by Swedish scientist Alfred Nobel, hence the name), operates in around 80 countries and is known for specialty chemicals alongside global paints and coatings.

While AkzoNobel paints have been available in the country through local distributors, many of the products on sale are consumer paints and the entry of Dulux Professional signals the company’s interest in expanding its current market in the Philippines.

“In the past few years, the paint market in the Philippines has enjoyed an average growth of 5% to 10%,” said Jun De Dios, cluster leader of AkzoNobel Decorative paints for Southeast Asia and the Pacific in the release.

The Dulux Professional line includes 45 products “that cover all paintable surfaces, including interior, exterior, metal and wood.”

Included in the line is Dulux Ambiance Special Effects Paints, known for its finishes and textures such as Linen, Marble, Metallic and Velvet.

Other products include the Weathershield Range which is all about “protection from external elements.”

Mr. Rowe noted that since the company has been present in the Southeast Asian markets (such as Vietnam and Indonesia) for a while, he acknowledged that the region is “part of the world’s toughest” as the climate alternates between being hot and humid to wet but assured that their products are built to last such systems. They also offer product warranties. — Zsarlene B. Chua