Decorative Paints Europe key developments 2014

  • A mixed year, with Southern Europe experiencing some volume recovery, while volumes were lower in the North and West region (except for the Benelux region)
  • Continued to be negatively impacted by the housing market slow down and euro crisis
  • We changed our operating model in EMEA in order to drive leading performance and make us more agile, competitive and better positioned to achieve profitable growth
  • The UK and Ireland invested in a complete rebrand of Dulux Trade and launched Armstead Trade – its first new brand in 20 years. In consumer, we invested in a new integrated Dulux marketing campaign: “Change Your Story”
  • Consistent investment in our stores in France resulted in a market share increase for Sikkens and Trimetal in a very difficult market
  • We started the roll-out of the Sikkens 5051 color collection. Together with its service packages, it emphasizes the brand’s professional dedication to color
  • There was also a highly successful launch of the Fit by Marshall mid-tier brand in Turkey, while the performance and protection sub-brand Expert was introduced in Benelux