Cromology is a European leader in decorative paints, a market valued at over €13 billion (the size of the market segment in which Cromology operates is €4.5 billion). The company designs, manufactures, sells and distributes a wide range of decorative paint and products to professionals and consumers through its presence in seven European countries. 65% of its activity is in France, 35% in Southern Europe and in the rest of the world.
The decorative paint market is mainly driven by home renovations, which makes it a relatively resilient market offering long-term growth. It is generally accepted that a home needs repainting on average every eight years and more often if the occupant changes. This timeframe can be shorter or longer depending on the country’s economic activity, household confidence and purchasing power.
Cromology’s end-customers are both professionals and consumers. They expect product quality and consistency, availability and excellent customer service, which Cromology provides through its brand portfolio, offering the best value and a dense distribution network ensuring that it remains close to customers. Cromology has strong local brands, some in the top three of each of its markets, such as Tollens and Zolpan in France, Robbialac in Portugal, Max Meyer in Italy and Arcol in Morocco. Another of Cromology’s competitive strengths is that it generates 60% of its sales in its integrated distribution network of approximately 380 stores. This network distributes Cromology products along with a selected range of complementary products, such as tools and floor and wall coverings, catering to the needs of a broad and diverse customer base. 40% of its sales come from independent retailers and from large DIY stores. Over the past decade, Cromology adopted an aggressive innovation program, with a notable focus on the development of eco-certified products: each year, around 20% of its sales have been achieved with products less than three years old.