True Value company emphasized “assortment penetration,” during its recently concluded Fall Reunion 2022 in Denver. The Chicago-based distributor’s merchandising efforts led to the unveiling of 24 new assortments.
The company also unveiled some specific deals with some familiar brands. The top three: A expanded “Destination DeWalt” offering, a new deal with Toro in outdoor power equipment, and a first look at EasyCare Limitless paint, scheduled to make a splash in 2023.
Cleaning up in Paint
True Value executives had high praise for its new, super-premium interior paint, the latest addition to its paint lineup.
“EasyCare Limitless is the finest paint we have ever made,” said John Vanderpool, divisional president at True Value Manufacturing / General Paint Manufacturing.
Limitless is promoted as extremely washable and easy to apply, carrying a one-coat-coverage guarantee— both features demonstrated repeatedly on the market floor. It’s also formulated with Scuff Armour technology, keeping walls and other surfaces looking smooth for years.
The product is True Value’s own, coming from its paint manufacturing facilities. “One of the great benefits of owning a paint factory is that we can formulate a product that is perfect for the market we serve,” Vanderpool said.
Unveiled in Denver, the paint brand will roll out in the second quarter of 2023.
Also in the top three of the distributor’s merchandising moves, the introduction of Destination DeWalt, and expanded assortment of product from one of the biggest names in tools.
At Assortment City on the market floor, the DeWalt offering commanded a strategic and dominant position, greeting dealers as they entered the hall. Included in the display were lawn mowers, blades, blowers, cutting tools and accessories, and more. One idea behind the new assortment Kalnitz said, was to help the customer think of True Value as the destination for DeWalt.