PAINTING & DECORATING
DIVERSE DÉCOR DELIVERS DIVIDENDS
BMJ chatted to Jason Burns, Shurtape managing director, about the increasing opportunities for merchants in the decorating market.
H
ome decorating is having something of a renaissance, with the sector predicted to reach almost £23.5 billion this year. FrogTape, the
decorators’ tape brand, has partnered with a new interior design podcast, How to Home, to make the most of surging interest in the topic. The podcast hosts Aaron Massey and Tracy Pendergast regularly appear in the national press and specialist home titles, offering advice on trends and giving tips on how to achieve great results in the home.
Listening to expert advice is always good for getting a steer on decorating trends to come, according to Jason Burns, managing director of FrogTape’s owner Shurtape, who adds: “it’s something we always do at Shurtape, as it can help inspire product partnerships. “It can also be a great indicator of the things that professionals will be looking for when they come to buy – and provide merchants with a wealth of cross-selling and merchandising opportunities.” He says that some of the upcoming trends the company has highlighted include green paint, paint effects, mindfulness and upcycling.
“We work closely with a lot of consumer home titles and green paint seems to be mentioned a lot at the moment – unsurprisingly, as we approach Spring and consumers look to reflect the outdoors in their homes. Other paint colour trends include berries and lots of yellow – a welcome splash of natural colour and one that we are very on board with here at FrogTape. “Bringing the outdoors in” is something interior designers have been recommending for years, as the positive impact nature can have on mental health is well documented.
“Spring cleaning precedes a decorating session, so looking at displays which follow the customer journey from fixing to cleaning to decorating can encourage different purchases.” One of the upcoming paint effect trends is Abstract, Burns says. “We have a fantastic abstract wall in our office, created by artists Art + Design. We’ve used their imagery in a lot of our marketing – not only does it demonstrate how well the tape works but it also shows how different designs can be achieved. This can work in store and online as well – real life images of abstract walls can inspire others and encourage them to have a go, and we are delighted to share their creations on social media and helping to further the trend.” He says that merchants can encourage this, and offer advice alongside cross-selling displays. “This would not just include a quality masking tape for straight lines, but also a spirit level, good brushes and perhaps small rollers. Brands can support it too by teaming up with complementary tools and sharing inspiring pics and best practice.”
March 2024
www.buildersmerchantsjournal.net
Burns explains that the therapeutic aspect of decorating means many of the FrogTape posts that consumers share on social are films and clips of them slowly removing FrogTape from a wall. “We are delighted to work with partners who also promote the mental and physical benefits of DIY and decorating. The home should be a haven and we enjoy working with people who help us show that the process is pleasurable. This includes the actual purchasing part of it – we love to see merchants making their stores really pleasant environments, with helpful staff, coffee, loyalty schemes and clear signage throughout.”
Upcycling
As consumers get more sustainably aware, upcycling is a powerful way for DIYers to decorate their homes, taking existing pieces and adding their own personal twist. Burns says: “Upcycling is not just limited to furniture. Rooms and spaces within homes are being upcycled too as cupboards become boot rooms and under-stair spaces turned into offices. This all provides another opportunity to inspire, educate and cross sell: merchants and brands can offer advice on how to create shelving alongside the tools needed to complete the task. Social media posts can be created giving tips on how to turn an unused space into something functional, using paint to zone areas.”
He adds: “At Shurtape we like to think that FrogTape can tap into a wide range of decorating trends – it’s a prep tool but it also creates zones within homes, provides interesting paint effects, and is a genuinely enjoyable product to work with. We also know that it is essentially part of the prep – not the whole process.
“By listening to designers, working with other brands, continuing to keep an eye on consumer influences, and partnering with trade experts, we can stay a step ahead, driving and developing decorating trends alongside our customers, so that their own customers in turn can purchase with confidence.” BMJ
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