Dulux consolidates professional paints portfolio to better support trade customers


Dulux consolidates professional paints portfolio  to better support trade customers

Kuala Lumpur, 2 June– AkzoNobel, the leading global paints and coatings company and a major producer of specialty chemicals, today introduces Dulux Professional, which provides professional solutions for trade customers.

Dulux Professional now offers a one-stop paints and coatings contact point for trade professionals, which encompasses customisable solutions, specification consulting across sectors, and a more comprehensible product categorisation for Dulux Professional paints.

“Dulux is equipped with an extensive knowledge of sector specifications and regulations around the region. And with the newly integrated Dulux Professional platform, customers across markets can now tap on this shared knowledge for an optimum customised solution,” says Jeremy Rowe, Managing Director, AkzoNobel Decorative Paints, South East & South Asia, Middle East. 

A complete and customisable coatings solution

Dulux Professional’s portfolio of 36 products offers a full range that covers all paintable surfaces, including interior, exterior, metal, and wood. Based on the customer’s functional proposition, budget, and sustainability targets, the solution will now be specification-driven to match the requirements of individual projects. Trade partners will also be able to tap on Dulux Professional’s pan-regional portfolio, which enables them to select products that are not readily available in the country to meet the individual project’s objectives. Products from AkzoNobel, Dulux’s parent company, are also at their disposal. 

Dulux Professional coatings lead to tangible results for our customers. Innovative Dulux Professional products, such as the Singapore Green Label and SIRIM Eco Label certified Weathershield and Diamond ranges, offer long-term cost savings. Its enhanced durability points to extended maintenance cycles, and the ranges’ outstanding opacity require smaller quantities of paint.

Enhancing our customers’ resource efficiency is one way Dulux Professional does more with less. The brand is committed to Planet Possible, a global initiative of AkzoNobel (the parent company of Dulux) to create a brighter vision for the future by driving innovation; to deliver more value from fewer resources. Sustainability is at the core of AkzoNobel’s business strategy, and company has been ranked number one on the Dow Jones Sustainability Index (DJSI) for the fourth consecutive year.

Dulux Professional paint cans now come with a new livery to enable customers to easily identify the functionality, characteristic, and tier of products. The range is grouped into segments (interior, exterior, wood, and metal), characteristic pillars (standard performance, enhanced performance, productivity, aesthetics, specialist,  health and well-being, and pre-deco), and price-quality tiers (good, better, and best).

The new design is also colour-coded accordingly for quicker identification on site.



Value-added consulting for major sectors

As a leading global supplier of decorative paints coatings, Dulux Professional is familiar with the specifications tied to each country and industry. Professional partners in the region can therefore benefit from Dulux Professional’s ability to migrate and adapt its expertise in these major markets across borders.

Dulux Professional’s customer-fronting employees and specifiers also go through intensive specification and colour trainings, which enables them to provide valuable coatings advice on solutions for the commercial, education, healthcare, repainting, residential, and leisure  sectors.

Dulux is recognized as a leader in colour, and Dulux Professional’s colour concepts for the various types of developments are backed by extensive research on colour psychology. For example, we have facilitated a research in United Kingdom on “Best Practice for Education Design”, which allowed us to translate the learnings from the study into effective colour palettes for the education sector. The annual ColourFutures trends report also guides and inspires trade professionals across various disciplines of design with forward-looking colour trends.

“AkzoNobel’s diverse coatings business allows us to deliver a comprehensive solution from a full range of innovative and sustainable products. With our Dulux Professional services consolidated, our professional customers can now also meet their coatings needs easily and effectively,” says Jeremy Rowe. 

One of our clear commitments as a company is to help create more Human Cities around the world. We are using our three key strengths – essential ingredients, essential protection and essential colour – to energize communities and make them more liveable and inspiring.  Our researchers and scientists will therefore continue to search for new and innovative ways in which coatings can increasingly play a more significant role in addressing the great urbanization challenges that lie ahead.

Image Caption: Mr. Jeremy Rowe, Managing Director, AkzoNobel Decorative Paints, South East & South Asia, Middle East and Mr. Indra Laban, General Manager, AkzoNobel Decorative Paints Malaysia, Singapore & Brunei during the professional reveal event held at Zebra Square for Dulux Professional range of products.

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