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Valspar, Retailer Launch Interior Line

Friday, March 13, 2015

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Valspar Corp. and a North American retailer of modern, American-made home furnishings have teamed on a new line of interior paints designed to coordinate with the store’s merchandise.

Room & Board and Valspar announced the partnership Wednesday (March 11).

Minneapolis-based Room & Board opened its first store in 1980.

Valspar Room and Board Colors
Photos: Valspar Corp. / Room & Board

Valspar's new product line, called Room & Board Colors, is available exclusively at Room & Board’s 14 showroom locations, according to the companies.

The new line, called Room & Board Colors, is available exclusively at Room & Board’s 14 showroom locations nationwide, according to the announcement.

“This added channel puts us directly into a lifestyle setting,” said Joel Wasserman, director of brand integration at Valspar.

Paint Details

A paint and primer in one, Room & Board Colors will come in six neutral color options: white, limestone, sandstone, cement, putty and charcoal.

The latex formulation is zero-VOC, low odor and dries quick to a durable, stain-resistant eggshell finish, according to Valspar.


The line will feature six neutral color options designed to coordinate with Room & Board's home furnishings and accessories.

The paint is available in four-ounce samples for $6 and gallon size for $50.

“This new paint line enables us to be a full-service resource to customers looking to create homes they love,” Jenon Bailie, merchandise manager at Room & Board, said in a statement.

Timing and Business

The new partnership announcement comes the same month that Sherwin-Williams’ HGTV Home paint is set to debut in Lowe’s stores nationwide.

Just before Sherwin-Williams announced the Lowe’s deal in December, Valspar stated that it had lost paint business generating $150 million to $180 million in annual revenue "at an unspecified North American retailer," Bloomberg reported. Analysts said the retailer was Lowe's, the report added.

In Valspar’s Q1 earnings report, it reported its paint segment adjusted earnings before interest and taxes (EBIT) was down 16 percent, to $29 million, from the prior year.

The world’s No. 6 paint and coatings company said the dip was the result of “a product line adjustment by one of the company’s customers.”


Tagged categories: Aesthetics; Business matters; Color; Color + Design; Design; Interior coatings; North America; Partnerships; Retail; Valspar

Comment from Frank H. Mahnke, (3/16/2015, 1:09 PM)

Neutral colors - those with which will make it easy for any accents, furnishings etc. to match without color harmony problems is always an excuse and just an easy way out. Neutral environments do not exist in creating the ambiance of a space from the standpoint of positive human reaction to the environment. The neuropsychological, psychological, visual ergonomic and emotional (psychosomatic) principles are disregarded. The so-called "infamous application gap" as it has been termed by scientific research in this field shows very clearly that no environment is "neutral" in its effect.

Comment from Rachel Perls, (3/19/2015, 3:21 PM)

I second Frank's accurate assessment. Cookie-cutter color solutions such as white, beige, and gray, deemed to go with "everything", sound about as ho hum, tired, and ineffectual as could be.

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