Orgill introduces The Paint Works

Orlando, Florida -- There's an old saying in retail: you don't sell paint, you sell color.

Orgill's Phillip Walker, senior VP of merchandising services, says he believes in that idea, which can be seen in action in the new Orgill exclusive offering called The Paint Works. The in-store concept is the end result of a collaboration between Orgill and paint giant Valspar.

"We worked together," Walker said. "It's a merchandising system to drive home the color in a store-within-a-store concept."

Unveiled here at the Orgill Spring Market, the new concept is being promoted with the tagline: "It's a new day for old-school paint departments." The move marks a significant effort on behalf of Orgill to strengthen its paint offering.

Offering options for its dealers, Orgill is packaging the concept in three versions: gold, silver and bronze. The three versions are described respectively as "complete transformation," "scaled back a bit," and "clean and refreshed."

The full-blown gold version was on display and attracting crowds in the center of the show floor, and also inside Orgill's model store here inside the Orange County Convention Center. The Paint Works merchandising concept features a 4-ft. main counter, a four-sided backlit halo sign, a 10-ft. equipment wrap and additional backlit endcap kits. Also included in the Gold version: a 2-ft. coffee bar that encourages customer interaction.  

"It's an area where there's a need out in the marketplace, given the competition in paint," Walker added.