A globally renowned business, Rust-Oleum has been creating innovative, high-quality coatings that protect and transform surfaces for over 100 years. Its products are celebrated for their excellence, versatility, reliability, and long-lasting durability and with years of research and development behind them, they are favoured by professionals and DIY enthusiasts alike.
The acquisition of South Africa’s leading spray paint brand, Spraymate, in 2015 significantly accelerated the company’s growth in South Africa. Almost 10 years on, the brand is the market leader in its category. Building on its success, Rust-Oleum South Africa is committed to expanding the do-it yourself (DIY) market and its presence in the Africa and Middle East markets.
Factors fuelling growth
Many factors have contributed to the market and the brand’s recent growth and popularity.
While many industries struggled during the Covid-19 pandemic, some fared better. This is especially true for the DIY home improvement retailing market which expanded exponentially during the pandemic. Like the rest of the world, South Africans spent more time at home during the pandemic, but they didn’t just sit on the couch and watch Netflix. Many went to work renovating their homes and improving their living spaces.
Budget savvy DIY styling
Although the state of the economy may have slowed down post-pandemic growth – DIY is not a trend. It’s a movement. Upcycling, thrift-conscious living and extending the life of things you have, rather than buying new, remains popular and it’s helping grow the DIY market. With Rust-Oleum’s wide range of decorative coatings, budget-savvy, low-waste living and has never been easier.
Capitalising on these trends, Rust-Oleum has and is continuing to aggressively market its products and the category. By investing in exciting online campaigns that inspire and educate consumers on how to transform old to new, Rust-Oleum is cementing the belief that you truly can reinvent and remodel anything with its products. The positive response and growth of its social media channels has shown that there is a strong demand and appetite for this kind of content. The fact that social media platforms are flooded with DIY activity and that most consumers taking on a DIY project do online research first, further adds to the relevance of the campaigns.
Local manufacturing
The decision to begin manufacturing selected international paint brands locally in 2021 has also produced remarkably positive outcomes. What started with just the Painter’s Touch Plus, 2X and Chalked Paint ranges has now expanded to include, Bright Coat Metallics, Tub & Tile Frosted Glass and several of the Krud Kutter cleaning products.
Uninterrupted and sustainable supply of its product lines is a Rust-Oleum South Africa business imperative that was brought under fire by Covid-19. Manufacturing its core ranges locally is relieving the pressure on its supply chain and maintaining its hard-wired growth trajectory.
Rust-Oleum Africa-Middle East started local manufacturing in 2020 with 20 products and now two years on, there are 285 products coming off the local production line.
Pioneering progress through innovation
The continuous expansion of Rust-Oleum’s product range is an ongoing process. Retailers have no shortage of products for their customer base, no matter how specialised the need. From industrial, to automotive and décor coatings and cleaning products, Rust-Oleum’s proprietary formulations set the bar when it comes to quality and give it a unique competitive edge. The brand’s reputation for introducing novel and innovative products boosts its popularity, while the quality of its offerings encourages consumer trial.
While not new – when it comes to cutting edge quality, the Zinsser Bulls Eye 123 primers are unparalleled. These primers are well known and exceptionally popular and available in spray on and brush on. The brush-on water-based primer-sealer can be used for both interior and exterior applications and has excellent adhesion to glossy surfaces without the need for sanding. It has rust-inhibitive properties for new metal, can be tinted to match most pastel and mi-tone shades and it protects against fungal degradation.
The latest decorative innovations taking the market by storm include a spray paint to recolour faded outdoor fabrics and a Marble spray paint that mimics the intricate veining of marble, providing a high-end look without the cost. Specialty products with unique formulations – both deliver incredible results.
Bulls-Eye 1-2-3 spray is a universal, all-purpose oil-based primer-sealer and stain blocker. It delivers up to 20% more coverage than competitive products and it’s ideal for spot priming and small projects. It sticks to all surfaces and seals pet and smoke odours.
Another top seller is Zinsser BIN primer – also referred to as the silver bullet of primers and for good reason. Only available in brush on, this shellac-based primer, sealer and stain killer hides the toughest of stains, blocks odours and dries in minutes. From smoke and fire damage to oil and water stains – there is nothing this superior primer cannot conceal.
Rust-Oleum’s Automotive range caters to various needs, from rust-proofing undercarriages to touching up car paint and the petrol heads who want to pimp their ride are spoilt for choice. Their products include truck bed and undercoating, high heat specialty coatings, and even solutions for temporary racing stripes. This range ensures that vehicles remain in top condition, reflecting Rust-Oleum’s commitment to quality and innovation.
Onboarding distributors in Africa
Recognising the growth potential in Africa, Rust-Oleum is actively onboarding new distributors to enhance its presence on the continent. By partnering with local businesses, the company ensures that its innovative products are widely available and supported by knowledgeable professionals. This strategic move not only strengthens Rust-Oleum’s market position but also contributes to the local economy by creating business opportunities.
Expansion into the Middle East
Rust-Oleum is making significant strides in the Middle East, focusing on expanding its market reach and meeting the region’s unique demands. The company plans to introduce more products suited to the climate and aesthetic preferences of Middle Eastern consumers. By leveraging local insights and tailoring their offerings, Rust-Oleum aims to become a household name in protective paints and decorative finishes across the region.
Starting with just 24 colours of paint, Rust-Oleum has grown to be a global leader in manufacturing innovative coatings that empower do-it-yourselfers and professionals alike. The company strives to honour the same innovative spirit that started Rust-Oleum a century ago in all its categories, including small project paints, cleaners, primers, automotive, industrial, high-performance coatings, wood care and more.
Rust-Oleum’s commitment to innovation and expansion is evident in its latest product offerings and strategic initiatives. With a keen focus on the Middle East and Africa, the company is poised to bring its high-quality, reliable, and stylish solutions to new markets, ensuring that consumers and businesses alike can benefit from their advanced paint and coating technologies. Whether it’s combating mould, adding a touch of glamour with metallics, enhancing vehicle aesthetics, or providing eco-friendly cleaning solutions, Rust-Oleum continues to lead the way in the world of paints and coatings.
For more information or to become a stockist contact Rust-Oleum on 016 365 5120, visit www.rustoleum.co.za
