Akzonobel’s investment signals overhaul for Dulux Decorator Centre

Published:  25 June, 2014

As part of AkzoNobel’s investment across its trade paint division, Dulux Decorator Centre is unveiling a brand new-look for its nationwide network of stores.

AkzoNobel has invested £12m into its trade business as part of its drive to alter perceptions across the industry, with the ultimate aim of making painters and decorators known for their professionalism, quality and craftsmanship.

The most significant change Dulux Decorator Centre customers will notice is a brand new look across every aspect of the stores, both inside and out. The stores have a new logo, which features the same flourish design of its sister brands, Dulux Trade and Dulux. This move is part of all AkzoNobel brands working harder together to raise standards and change the way people think and feel about the decorating trade.

As part of AkzoNobel’s wider investment in its trade businesses, Dulux Decorator Centre customers will also benefit from a number of improved and even more durable formulations across the Dulux Trade product portfolio. This includes key improvements to its core emulsion range and new product launches in water-based trim paints.

This major project has seen Dulux Decorator Centre overhaul every customer touch point to bring it in line with the new brand, including signage, stationery and fascia throughout 188 centres up and down the UK. Online visitors to www.duluxdecoratorcentre.co.uk will also see a fresh website, providing access to products, as well as help and support on technical issues for decorators. The new website has been streamlined to make it even easier to navigate, and is supported by a new app so decorators can get the advice they need on the go, 24 hours a day.

In line with the AkzoNobel’s Planet Possible sustainability mission, it has also invested in a new fleet of vans, which help to reduce its CO2 output by 182 tonnes per annum*.

In addition, customers will also see the roll out in stores of the new AkzoNobel trade paint brand Armstead Trade, which will replace Glidden Trade. Available now, Armstead Trade is formulated to give a reliable finish at a great price, complementing the Dulux Trade offer.

Joanna Williams, senior marketing manager at Dulux Decorator Centre, explained: “These investments support the new vision for Dulux Decorator Centre, which is focused on working with our customers to help deliver brighter futures for them and their clients.

“Our in-store experts are passionate about what they do and have been trained to support decorators throughout every job. Ultimately, we want to build partnerships with our customers and ensure we provide them with the best possible experience when buying trade products, so that they, in turn, are equipped to deliver outstanding and truly professional results.”

To celebrate the brighter new stores, Dulux Decorator Centre is hosting a range of in-store activities, including 25% off all Dulux Trade products in June and a competition for one lucky customer to win a van in July.

*This is based on litres purchased in 2013.

Sign Up

For the Builders' Merchants News enewsletter.

In the spotlight

We have vacancies all over the UK for those who work within the Building Supplies sector.