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Miller Paint Evolves Away from Devine

Wednesday, March 20, 2013

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Miller Paint Company will sever its 12-year relationship with the Devine Color brand and products in May, adapting the line's formulations to a new interior paint series called Evolution.

"While Miller Paint maintains ownership of all their paint formulas and color formulas, use of the Devine Color trademarks will be discontinued and the licensing agreement with the owner of the brand terminated," the northwest-based, employee-owned paint company said in an announcement.

Devine Color - Gretchen Schauffler Devine Color Devine Color
Devine Color

Founded in 2001 by Gretchen Schauffler (left) of Portland, OR, the Devine Color brand will go dark on May 22, 2013.

Devine Color is owned by Minneapolis-based Valspar Corp., which acquired the brand in 2010. The company was founded in 2001 by Gretchen Schauffler, of Portland, OR, a pharmaceutical sales rep-turned-color consultant.

Devine says it offers "the only handmade artist's palette in the paint industry."

The Evolution of Evolution

Portland-based Miller Paint will use the Devine Color formulas as the basis for a new interior paint line called Evolution. Devine Color is scheduled to disappear on May 22, with Evolution appearing in stores May 23.

“Even after 123 years, we keep improving,” said Steve Dearborn, President and CEO of Miller Paint, which was founded in 1890.

The Evolution line will include a new color collection known as COLOREVOLUTION. The collection is based on the Devine Color palette, "but updated and refined to a collection that features 168 brilliant colors," according to Miller Paint.

Miller Paint
Miller Paint Co.

Miller Paint will resurrect the Devine Color formulations and revamp the palette in a new interior line called Evolution with 168 colors. The products are available at Miller's 50 paint stores in the Northwest.

Said Dearborn: “Evolution interior paint is our finest, most advanced paint, and one that our Northwest customers have enjoyed for the last 12 years under the Devine Color label."

About Miller Paint

Miller Paint Company provides architectural paints, stains and other products for commercial and residential applications in the Pacific Northwest.

The company distributes its products through 50 company-owned stores in Oregon, Washington State and northern Idaho; and through selected private dealers.

In 2011 and 2012, Miller bought the operations of more than a dozen Kelly-Moore stores in the Northwest.


Tagged categories: Architectural coatings; Coatings Technology; Color; Interior coatings; Miller Paint; Paint and Coating Sales

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