PAINT
ADVERTORIAL
Excelsior Paints
– proud of its independence
Excelsior Paints focuses on three things – quality at an affordable price, customer
service, and protection for its stockists. With the company growing from strength to
strength, and its successful move to national distribution as well as to other African
countries, it seems its strategy has paid off.
Established in Johannesburg more than
logistics to Industria West to manage the
and we have to work so much harder for our
seven decades ago, Excelsior Paints’ products
increase in volume distributed nationally,
piece of the pie,” he says.
are still produced with pride and hands-on
and more storage space of its products.
involvement from its owners, something
The 6 700m2 warehouse ensures that the
American Colour Guild, a respected global
of a rarity these days. Based in the west of
company can now expand with ease and can
organisation comprising more than 55
Johannesburg, this family-run business
accommodate customer’s product requests
independent paint manufacturers from 14
has, through sheer hard work, passion and
within an impressive ‘factory-floor-to-dealer-
different countries. “We were one of the
uncompromising quality of its product,
door’ turnaround time.
first independent producers to embrace
expanded nationally and into neighbouring
Zambia, Mozambique and Botswana.
The company produces a wide range of
“I believe our success can be attributed to
Excelsior Paints is also member of the
international standards that match and
our unique commitment to our paint dealers
are approved by the South African quality
and the fact that we have remained a family
authorities,” says Lawson, adding that, “This
water-based and solvent-based products that
business,” says Ron Lawson, General Manager
association allows Excelsior access to the
are widely used in the industrial and domestic
from Excelsior Paints. “There is no middle man.
Guild’s colouriser system which, among other
sectors. The range also includes wood finishes,
If you want a decision, you get a decision; it’s as
things, predicts colour trends at least 12 to 18
waterproofing and a wide selection of Enviro-
simple as that. I think that plays an important
months in advance of their entry into market,
friendly products.
Due to its growth, the company
part in today’s business dealings.
so we are always on-trend with our products
People want to be respected
and colour range, keeping ahead of the ever-
has moved its administration,
and their business – no matter
changing colour curve that consumers follow.”
sales, warehouse and
how big or small – to be taken
The company is also proud of its paint
seriously, or it will be taken
dealers and the model it offers to them. “The
elsewhere. It’s tough out there
dealers are the foundation of our success,” says
Lawson. That’s why the company has always
stood by its commitment to its dealers with the
unique “Dealer Network Protection Plan”. This
philosophy guarantees Excelsior stockists that
the company will not compete with its own
dealers by selling Excelsior products direct to
consumers.
In the future things may be altered due
to the nature of the rapidly changing retail
environment – it is the nature of a dynamic,
developing industry. However, what will remain
the same will be Excelsior Paints’ dedication
to its dealers, the provision of quality, and a
dedication to competitive pricing- elements
that will ensure that for Excelsior dealers, the
products, prices and margins are always right.
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HARDWARE AFRICA 2014