Gauteng Business News

Send  Share  RSS  Twitter  15 Jun 2010

DECOR: Midas Earthcote Now ‘Paint & Place’ Concept Stores


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New paint-specific retail store Paint and Place joins the paint retail landscape as an evolution for South Africa’s current chain of 40 Midas Earthcote stores. The franchise-owned group of paint outlets were previously selling only these two quality products to their loyal customer base. Now a more holistic approach, largely informed by the need to guide the consumer through the paint experience, has resulted in a new paint shop concept that sees the small to medium home project manager through their paint journey.

Starting with a pre-selected palette of the top 300, ‘architect select’ colour palettes from paint leaders Plascon, Midas and Earthcote; everything about Paint and Place is designed to assist customers in making the best choice of colour, product, materials and contractors. With a friendly low-fi look and a rich offering of visual information at various points in the shop, Paint and Place stores are more project consultation room than traditional retail space.

Paint and Place staff will be carefully selected based on their knowledge and experience of paint and its application. Contractors will also be trained and vetted by the Freeworld Paint Academy and their details will be made available to customers looking for professional assistance. Accessories for sale will include Hamilton’s paintbrushes and various other paintjob accessories so it really is a one-stop paint experience.

Mostly targeted at the residential homeowner and small project enthusiast, Paint and Place’s first store to undergo the transformation will be Blouberg in the Western Cape. A further seven shops are lined up for relaunch before the end of 2010.

Says Paint and Place Franchise Director, Grant Seton-Smith, “The advances in paint have meant that there is more choice than ever and, much more that you can actually do with the stuff! We have taken some of the legwork out of having to choose. Our product line still offers great, reliable brand names but we have tightened up the range of colours and we are creating an atmosphere that is open for consultation, ready to answer questions and give advice. Paint and Place offers that old-fashioned high street experience with added accessibility to new paint technology and resources to assist the ideas and execution of your project, whether in a weekend or over a year”.

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