The right paintbrush

Color Expert is a business sector within the Storch-Ciret Group. The company is considered to be number one in the painting and decorating supplies sector in Europe. With the slogan "Everyone can be a real pro", the company entered the European market with new products and POS concepts. Prior to the launch, extensive talks were conducted with trade partners, as well as surveys and product tests with end consumers.
Despite all the country specific differences in the product range, the problems that the consumers encountered when buying painting supplies, were similar: It's diffi­cult to quickly find the right tools on the shelves and get precise information about the tools. That's why Color Expert, together with the end consumers, developed a suitable self-service, intuitive guidance system at the shelf.
The European user thinks along the lines of the surface to be painted. That means, when choosing tools, the condition of the surface to be painted is crucial. Therefore, it is important to sort the tools according to the surface - smooth, rough and coarse. The various quality offers - good, better, best - are also communicated through the shelf placement.

The individual jobs such as varnishing, lacquering or painting, as well as the various preparation stages - masking, covering, preparing the surface - are now colour-coded. In addition, the use of coloured vertical dividers simplifies the search for the right product areas when approaching the display. At the same time, the advantages of the product can be highlighted.
Color Expert's aim here is to achieve two goals at once: on the one hand, more confident purchases and on the other hand, minimal advice support for the DIY bricks and mortar store trade.
With its latest acquisition successes with German DIY store operators, an Austrian cooperative, a Swiss company and a Dutch group, the company sees this as a confirmation that it has met the demands of the European DIY market. The Storch-Ciret Group has a European-wide distribution network with its own subsidiaries, which means it can adapt its product range design to specific country requirements.
The products are manufactured in Pelhrimov, in the Czech Republic, not far from Prague. According to the information available, this is Europe's largest paint…