Expert for Paint

Paul Roughan

Sales Director


Paul Roughan

Paul joined ICI paints in 2001 prior to its acquisition by AkzoNobel. Starting as a Key Account Manager he quickly progressed to Regional Sales Manager and then became the Sales Director for Corporate Accounts. Paul currently holds the position of Sales Director  – Trade Merchants, responsible for contributing sales in excess of £160 million. In 2017, working closely with the BMF, Paul helped setup the ‘BMF Regional Centre of Excellence  – Dulux Academy’ to enable merchants and suppliers training and event facilities. Paul was until last year a board director of the British Coatings Federation (BCF).

Dulux Trade

AkzoNobel, is a global company which creates paints and performance coatings and produces specialty chemicals for industry and consumers worldwide. Headquartered in Amsterdam, the company is active in more than 80 countries, and employs approximately 46,000 people. Sales in 2016 were EUR 14.2 billion.

Dulux Trade is the home of painting and decorating excellence, falling under the brand umbrella of AkzoNobel, which includes other leading brands including Cuprinol UK, Polycell UK and Hammerite UK. The range of 4,000 colours and encyclopaedia of trade paint, along with expert help makes Dulux Trade the first choice for decorators and specifiers. More than any other brand, Dulux is widely recognised as a market leader by which others are measured.


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Dulux Trade Comment: Q2 2021

Paul Roughan, Trade Merchants Sales Director Dulux Trade is BMBI’s Expert for Paint.

Q2 was really quite dynamic with manufacturing acquisitions alongside a number of merchant acquisitions. That instils some much-needed confidence into a market that, as in Q1, continued to feel the impact of extended product lead times, raw material and packaging shortages, on top of increased shipping and freight costs.

In addition to supply issues, there is a need for more skilled labour compounded by a large number of Eastern Europeans returning home after Brexit and lack of work during Covid lockdowns.

Trade paints demand is strong, however there is mixed feedback from paint appliers on their work pipeline. Some have many months, others a couple of weeks. In June, the ping-demic impacted appliers unable to enter clients’ homes.

The ending of the stamp duty freeze helped drive house prices up by around 9% over the last 12 months according to several sources. A healthy housing market drives additional decorating work.

At the mid-year point, the Trade paint market is some 2m litres above 2019. This is below forecast but is likely due to supply constraints across the industry. However, volumes are significantly higher than this time last year when merchants and appliers were still trying to adapt to trading in a Covid world.

Q2 is the peak time for paint, particularly the exterior category, but the first six months show a significant slowdown. We don’t believe this under-indexing against the overall market is weather driven as Q2 was broadly comparable versus last year. More likely it is jobs carried out in 2020 that have been brought forward.

Tinted paint is an important category in the Trade paint market. It accounts for 25% of Trade Market volume, but as much as 50% of value. In contrast, within the retail channel only 8% of volume comes from tinted paint. Colour accuracy to the colour chip is a really important factor for appliers. So, for merchants who have tinting machines, don’t be afraid of colour. Be really familiar with what you can offer. Keep the tinting machines in good working order. If you showcase colour and drive new footfall into store, there are good margins to be had.