PAINTING & DECORATING T
here’s a commonly held perception among professional decorators: you can have speed or you can have quality, but you can’t have both. Historically, this apparent trade-off has shaped everything from tool selection to project pricing, with decorators forced to make compromises based on the demands of each job. However, this assumption is now being challenged by advances in painting tool technology that are transforming what’s possible on site. For builders’ merchants, understanding this shift is essential to providing the guidance that professional decorating customers increasingly expect and value. The traditional thinking has always been straightforward. Large commercial projects demand rapid coverage, so decorators reach for tools that prioritise productivity, accepting that the finish might not match what’s achievable with premium, slower-application products. Conversely, high-end residential work requires an immaculate finish, meaning decorators select tools that deliver superior results but sacrifice speed. This choice has been viewed as an unavoidable reality of the trade. Recent developments in roller sleeve and frame technology are fundamentally challenging this ‘either/or’ paradigm. The key lies in advanced fabric engineering that combines the paint-carrying capacity typically associated with productivity-focused tools with the smooth release characteristics that deliver premium finishes. This represents a significant step change in what professional decorating tools can achieve.
Understanding the technical elements that enable this dual performance is crucial for merchants who want to provide informed advice. The fabric composition of modern premium roller sleeves, such as Purdy’s new Altitude range, now incorporates sophisticated blends of microfibre and polyester engineered to optimise paint pick-up and release simultaneously. Traditional roller sleeves achieved high paint capacity through longer nap lengths and looser fabric weaves, which inevitably created texture in the finished surface. The latest generation of fabrics maintains high capacity whilst using shorter, more densely packed fibres that create a consistently smooth application.
QUALITY
QUICK AND
Clara Dursent, brand manager from Purdy, explores how merchants can help customers achieve quick, high- quality finishes without compromising on the results.
The practical implications for decorators are substantial. A roller sleeve that delivers significantly greater coverage per load whilst maintaining an ultra-smooth finish transforms job economics. Fewer trips to reload paint mean faster wall coverage without the textured finish that traditionally came with high-capacity sleeves. This translates directly to reduced labour time on projects without compromising the standard of work.
For merchants advising customers on tool selection, several key factors merit attention. Paint release characteristics determine both the efficiency of application and the uniformity of finish. Advanced roller fabrics release paint evenly across the entire surface area, eliminating patchy coverage and reducing the need for multiple coats. This consistent release also contributes to better hide and improved wet film thickness, both of which professional decorators can immediately perceive and value. The sizing flexibility of modern professional roller systems also deserves merchant attention. Decorators working across diverse projects need tools that adapt to different scales and spaces. A comprehensive system that includes standard sizes for broad wall coverage alongside mini formats for detailed work means decorators can maintain consistent quality and productivity characteristics across an entire project. Frame design and construction play an equally important role in enabling decorators to work both quickly and accurately. Features such as open-end cage designs allow decorators to roll closer into corners, reducing the time-consuming
March 2026
www.buildersmerchantsjournal.net
cutting-in work that adds hours to large projects. Smooth rolling action and quick cover release mechanisms might seem like small refinements, but they accumulate into significant time savings over the course of a day’s work. The broader shift in the market represents an opportunity for merchants to differentiate themselves through expert guidance rather than simply product availability. As decorating tools become more sophisticated, decorators increasingly need advice on which products will genuinely improve their operational efficiency and work quality. Merchant staff need to be equipped with knowledge that goes beyond basic product specifications. Understanding why certain fabric blends deliver both capacity and smooth finish, or how frame geometry affects application speed and accuracy, enables meaningful conversations with decorator customers about their specific requirements.
This consultative approach becomes particularly valuable when decorators are considering whether premium-priced tools justify their cost.
The evolution of painting tools that genuinely deliver both productivity and quality represents more than just product innovation. It signals a maturing of the professional decorating sector where decorators no longer need to accept compromise. For merchants, staying informed about these technical advances and understanding their practical implications is becoming essential to serving the professional decorating market effectively. BMJ
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