Can’t see the wood for the trees? ICI Paints AkzoNobel demystifies the woodcare category

ICI Paints AkzoNobel, the world’s leading performance coatings company and one of the most respected names in wood protection, is shaking up its portfolio of pioneering woodcare products across its Dulux Trade, Cuprinol Trade and Sikkens brands.

Woodcare has historically been a complex product category, which needed demystifying across the trade; from specifiers and contractors, to merchants and suppliers. Combining expert knowledge of the woodcare market, with an in-depth understanding of the needs of its customers, ICI Paints AkzoNobel is leading the field and simplifying its product range and brand positioning.

Following comprehensive research carried out with customers, each of the woodcare brands will now occupy clear positions within the sector. The positions, based on current market strengths and customer needs, will work seamlessly together to provide a comprehensive range of professional solutions for a wide variety of woodcare applications:

  • Cuprinol Trade will focus on its market heartland of products covering landscaping, treatments, preservers and fillers, whereas Dulux Trade and Sikkens will offer a vast range of complementary solutions for the protection and presentation of interior and exterior timber
  • Dulux Trade will build on extensive coatings experience and advanced technology to offer premium quality woodcare products with outstanding durability and functionality. Customers can be confident that they are getting unbeatable protection to keep wood looking great for longer
  • The Sikkens brand draws on over 200 years of specialist woodcare knowledge to continue delivering high performance systems to enhance and protect the natural beauty of wood. The highest quality formulations create premium finishes which allow natural features to shine through for the truly aspirational presentation of timber

Supporting the brand repositioning will be a range of marketing activities, including new product literature, point of sale material and a comprehensive communications programme.

For more information about the range of woodcare products available from Dulux Trade, see