The Home Depot Announces Exclusive KILZ® Brand Agreement
Rhea-AI Summary
The Home Depot (NYSE: HD) has secured an exclusive agreement with Behr Paint Company to be the only home improvement big box retailer to offer KILZ® branded primer products in the United States and Puerto Rico. The expanded partnership builds on their long-standing relationship, with Behr products being sold at Home Depot since 1979 and KILZ primers since 1991.
The exclusive deal includes popular products like KILZ Original®, KILZ PVA®, KILZ 2®, KILZ 3 Premium®, KILZ Restoration® and KILZ Mold & Mildew®. This strategic move aims to enhance Home Depot's relationship with professional customers by offering deeper job lot quantities both in-store and through distribution channels, streamlining the shopping experience for contractors.
Positive
- Secured exclusive rights to sell KILZ® primer products in US and Puerto Rico
- Strengthens competitive position in professional customer segment
- Enables deeper inventory and job lot quantities through multiple channels
- Consolidates position as one-stop shop for professional contractors
Negative
- None.
News Market Reaction 1 Alert
On the day this news was published, HD gained 0.59%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Exclusive expansion of KILZ® and BEHR® brands within the home improvement big box retail channel supports The Home Depot's long-term strategic vision to deepen its relationship with professional customers
Behr Paint Company products have been sold at The Home Depot since the retailer opened its doors in 1979, and Home Depot started carrying KILZ® primer products in 1991. KILZ® primer products have been trusted by Pros for 50 years, and the new agreement solidifies The Home Depot as the retailer that has the products and brands that Pros want. The new exclusive agreement will enable The Home Depot to offer deeper job lot quantities both in-store and through its distribution channels.
"We've heard that Pros can sometimes make several stops to get the products they need for a single job," said Billy Bastek, executive vice president of merchandising at The Home Depot. "By exclusively offering industry standard products like KILZ® primer and expanding our product assortment and depth, we can simplify how they shop for a project and save them time."
The Home Depot has made significant investments to deliver a faster, more convenient, differentiated experience for Pros no matter how they choose to shop – in stores, online or receiving deliveries from stores or distribution centers. The company has begun expanding its Pro ecosystem, which includes capabilities that complement the store experience and serve Pros in the unique ways they like to shop.
"This expanded collaboration with The Home Depot allows us to continue providing a best-in-class experience, anchored by unparalleled product quality and service," said Megan Selby, president at Behr Paint Company. "Our goal is to ensure that both our DIY and professional customers can exclusively find BEHR® branded products and KILZ® primers they need for their projects at The Home Depot."
About The Home Depot
The Home Depot is the world's largest home improvement retailer. At the end of the fourth quarter of fiscal 2024, the company operated a total of 2,347 retail stores and over 780 branches across all 50 states, the
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SOURCE The Home Depot
FAQ
What products are included in Home Depot's exclusive KILZ agreement?
How will the KILZ exclusive agreement benefit HD's professional customers?
When did Home Depot first start selling KILZ products?
What is the geographical scope of HD's exclusive KILZ agreement?
How long has the partnership between Home Depot and Behr Paint Company existed?
