PAINTING & DECORATING
STROKE OF GENIUS
Hamilton Decorating held an exclusive event to share its new ranges and to discuss its rebrand. Will McGill scored an invite.
looking for products which are of a higher quality because they know that they will last longer, and this epitomises what Hamilton is all about”
She also says it was great to hear feedback from the industry through its recently held open day and various product testing from industry professionals, who are confident Hamilton is constantly innovating and incorporating the industry’s needs and desires into its products.
Hamilton’s For the Trade Range was created after the company established there was a growing need for tools which are for the multi-skilled tradies who were seeking high- quality decorating tools. With 90% naming Hamilton as an aspirational, trusted brand, “we’ve made dreams a reality” says Pawson. Hamilton For the Trade offers a simple range providing easy choice, including brushes, sleeves, frames, roller sets, tools, surface protection, and accessories.
The Prestige range is designed for those seeking a little bit more out of their brushes and rollers whereas the highest quality products can be found in the Perfection range. It has created an aspirational element for tradies to work their way up as their knowledge of the trade grows. BMJ
WIDER REACH Chris Wood, W
ith heritage spanning over 270 years, Hamilton is well and truly established as a trusted name amongst professional
decorators and tradespeople alike. But it recently underwent a rebrand to enable it to connect and serve today’s decorators. It was time to modernise, and to go alongside with this a new range of brushes and rollers which come under its For the Trade, Prestige and Perfection ranges were launched.
“The focus that we’ve always had on Hamilton has been on our end users,” says Philipa Pawson, Hamilton’s UK marketing director. “And what we’ve established over the last few years is that we have a number of different end users and everybody has their own way of doing things.
“Each person that you speak to will have a different preference on handle type, the types of bristles that they want to use. And with the full range, we offer a lot of choice so people can pick and choose which bits they prefer for themselves.”
The company has worked with paint
manufacturers to create its brushes and rollers, so customers know that what they are buying has been tried and tested.
Modern paint comes in all different consistencies from being really quite watery, emulsion and all the way through to being really sticky.
“They all need slightly different equipment and processes to install them effectively and successfully,” explains Pawson. “What we’re finding within builders’ merchants is that their customers are
October 2024
www.buildersmerchantsjournal.net
managing director at Hamilton, says: “Hamilton is loved by decorators, but the wider market felt it wasn’t for them. It wasn’t in
the right stores, and people saw it as a bit of a stretch.
“We realised Hamilton was seen as reliable but not exciting. Someone said, ‘Ever so often you wave your hands and say we make really nice brushes.” In my opinion that isn’t enough for a brand with over 200 years of history.” “We didn’t want to rip up that history, but we saw an opportunity to make Hamilton more. It shouldn’t just be for elite customers; it should appeal to a broader professional base.
“The rebranding led to the launch of ‘Hamilton for the Trade,’ with the right product at an attractive price point. Since then, our business has grown significantly, especially in terms of sales volumes.
“We’re happy with the success, but we’re not finished yet. There’s more to come. We’ve created a solution for multi-skilled trades, and we’ll continue to support our merchant partners.”
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