Benjamin Moore at 140: Still independent-focused
Throughout 2023, Benjamin Moore & Company is celebrating 140 years of still only being sold locally to independent dealers.
[Related article: Paint Primed to Grow in 2023.]
“Our success over the years is thanks in large part to the dedication and expertise of our independent retailers,” said Yvonne Humphreys, director of brand marketing at Benjamin Moore.
The paint company is using what it called Out-Of-Home, or OOH, marketing, deploying large billboards to emphasize that they aren’t a big-box paint brand.
“In many ways, this campaign is an opportunity to celebrate our shared success while also looking ahead and working together to sustain it for the next 140 years and beyond,” said Humphreys.
Benjamin Moore started his paint company 140 years ago to produce, “the highest-quality paints and finishes in the industry, and deliver them directly to our customers through our nationwide network of knowledgeable, customer-friendly, independent retail locations.”
Some history from the company website:
“In 1883, Benjamin Moore and his brother Robert opened Moore Brothers in Brooklyn. True entrepreneurs, they started with $2,000 and one product, ‘Moore’s Prepared Calsom Finish,’ which was sold exclusively through independent retailers.
“Moore Brothers built their company on Benjamin Moore’s belief in ‘The exercise of intelligent industry in the spirit of integrity,’ and a dedication to manufacturing excellence and quality.”
The celebration of the longevity and success of Benjamin Moore is due to the relationships it has with its locally-owned dealers.
“We decided to align our OOH billboard with the Benjamin Moore Shop Local campaign because there is nothing more important than reminding our consumer that we’re locally owned,” said a spokesperson for South Bay Paints, a family-owned Benjamin Moore dealer founded in 1990 in San Jose, California, with three stores in the area.
“We hope that in reminding consumers that we’re locally owned, it encourages them to come in for the service they wouldn’t receive elsewhere. They help support their local community, end up with a quality Benjamin Moore product and leave with a great experience,” said South Bay Paints.
“The Shop Local and Locally Owned Retailer campaign has truly highlighted Benjamin Moore’s commitment to the independent retailer which in turn has clarified to consumers where they can expect to find the best products and services on the market,” said Scott Herling, VP of paint operations at Connecticut-based Ring’s End.
Founded in 1902, Ring’s End is a third-generation family-run, lumber and building materials retailer serving Connecticut, South County, Rhode Island and Westchester County, New York.
“The partnership between Benjamin Moore and the independent retail channel is unique, and we believe this campaign is doing a great job highlighting why to shop local when looking for premium products for your home,” said Herling.
Benjamin Moore said its paints are available from more than 8,500 locally owned and operated paint, decorating and hardware stores in the U.S, Canada and more than 70 countries globally. Of those outlets, 7,700 are in the U.S. specifically.
Today, Benjamin Moore & Co., is part of the Berkshire Hathaway family of companies.
