Industry News

QUIKRETE and Valspar "Seal Deal" on New Line of Concrete Coatings

Published on 2004-08-12. Author : SpecialChem


Atlanta -- QUIKRETE®, the No. 1 name in concrete, and Valspar, a leading coatings manufacturer since 1806, have announced a strategic alliance to manufacture and market the first complete line of premium concrete coatings on the market today. Debuting in early 2005, the new line will be manufactured and marketed jointly by Valspar and QUIKRETE under the brand name, "QUIKRETE Professional Concrete Coatings."

The line features 14 technologically advanced products that can be merchandised under a complete single-source "Concrete Solution Center." The merchandising plan-o-gram for all 14 products centralizes all concrete coating products in the line, simplifying the shopping and decision-making processes for consumers, and helping retailers market the category more effectively and profitably.

The Strategic Alliance

The strategic alliance between the category leaders, which marries the technical expertise of the two companies, was born out of a mutual desire to leverage a respected brand name to address an under-served area of the coatings marketplace.

For QUIKRETE, the alliance takes the company into a new direction, extending its current business into the coatings industry. "QUIKRETE and Valspar each bring something unique to this relationship. We bring unparalleled concrete knowledge and Valspar brings coatings expertise," said Dennis Winchester, QUIKRETE executive vice president. "Utilizing these joint technologies allows us to horizontally diversify our business, and has all the signs of a profitable end result for the companies involved and the retailers we service."

"Concrete coatings is currently a fragmented category that is confusing for consumers", according to Bill Mansfield, Valspar executive vice president and chief operating officer, "there is definitely a need in the marketplace for a comprehensive program". "With the home improvement industry booming and Americans investing more in their homes than ever before, the time is right for this category to reach into the 21st Century," said Mansfield. "With QUIKRETE, this strategic alliance will create a synergistic force in the concrete coatings category and maximize growth in the retail environment."

Technologically Advanced Products

The QUIKRETE Professional Concrete Coatings line includes 14 advanced products, from sealers to floor coatings to waterproofers. The flagship product of the new line is the QUIKRETE Epoxy Garage Floor Coating Kit, an all-in-one, easy-to-use kit that features Bond-Lok. technology to deliver a coating that is actually 2X stronger than concrete.

The all-inclusive kit contains enough concentrated QUIK-PREP. cleaner, advanced waterbased, low-odor Garage Floor Epoxy and color flakes to do a one-car garage. Bond-Lok. technology is catalyzed by the revolutionary QUIK-PREP. three-in-one degreaser, cleaner and etcher. QUIK-PREP's advanced formula makes it the best cleaner on the market and promotes the ultimate bond between the concrete and coating.

The National Launch

A combined QUIKRETE and Valspar sales effort will lead the way in marketing the new line to retailers nationwide starting in August 2004. The line will be shipped and available to customers in early 2005.

The company is producing point-of-purchase materials including header boards, shelving, signage, color cards and informational brochures. The tagline for the new line, "Advanced Concrete Coatings," will appear in all marketing materials.

Rock-Solid Reputations

The Valspar Corporation is a global leader in the paint and coatings industry. Since 1806, Valspar has been dedicated to bringing customers the latest innovations, the finest quality and the best customer service in the industry. Headquartered in Minneapolis, Valspar has manufacturing and warehouse sites throughout the world. Its stock is traded on the New York Stock Exchange under the symbol VAL.

Founded in 1940, Atlanta-based The QUIKRETE® Companies manufacturers and sells an extensive line of cement and concrete related products to the do-it-yourself and commercial markets.

With more than 75 manufacturing facilities in the United States, Canada, Puerto Rico and South America producing over 200 products, QUIKRETE® has unsurpassed product distribution and depth. In addition, the QUIKRETE® Technical Center insures both do-it-yourself and commercial consumers are provided with the most innovative and highest quality products on the market.

Source: Valspar

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