Suppliers note continued popularity of various finishes, textured coatings, stencils and stamps

There weren't many surprises in the wallcovering category at the National Hardware show last month, as suppliers continued to cash in on the popularity of faux finishing, textured coatings, stencils and stamps.

"[Faux finishing] is one of the largest growth categories in paint," said Jeff Horman, regional sales manager for Wagner, which has expanded its Wall Magic faux finishing line to four skus from one and combined it with its Faux Magic and Pattern Magic wall border products. Wagner believes the faux finish category is in a "high growth" mode in both commercial and DIY applications, Horman said, and plans to expand and refine its product line within the next two to three months.

"It's more than just a trend. It's the hottest thing going in paint," added Terry Horan, vp-consumer marketing for Rust-Oleum, which displayed its expanded American Accents decorative paint line at last month's show. The faux finish kits -- leather, stone, patina, antique gold, sand, rust, terra cotta, crackle and pewter -- retail between $10 and $12 and include decorating tips.

Also expanding its decorative spray paint line was Valspar, which introduced the new Plasti-Kote suede finishing line this year and expanded its Fleck-Stone product to outdoor application, general manager Michael Brandt said. The company also repackaged its entire Plasti-Kote Classic Pearls line, selling the decorative spray paint in individual cans rather than in kits. The move gives customers the option of using different colors in combination.

Imperial Home Decor Group is taking decorative wallcoverings a bit further with new multicolored, stencil-like transfer patterns and textured-look wallpaper. The stencils are silk-screened patterns that implement multiple colors and styles, such as floral and children's designs, and can be easily applied to surfaces. IHDG is considering offering the product for use on tile as well. IHDG president Mike Landau said faux finishing is one of many ways to treat a wall and added that his company is working on creating new looks in wallcovering designs, through licensing agreements with artists B. Smith, whose work is contemporary, and Raymond Waites, who brings a more traditional, classic feel to wallpaper design, as well as its Disney-licensed wallpaper and border collection.

Two of Sherwin-Williams' labels -- Dutch Boy and Krylon -- are also exploiting this trend. Dutch Boy Dimensions is targeting the novice faux-finisher with new textured finishes and darker colors, while Krylon is offering one-step applications for suede, granite and jewel-tone finishes.

At the convention, Sherwin-Williams introduced its new Disney Home collection that includes paints, stencils and stamps, which are foam designs that are dipped in paint and stamped on a wall. The 159 licensed colors are based on animated characters like Mickey Mouse and Cinderella. The paint, which retails for under $20 a gallon, will be rolled out in Wal-Mart, Ace, TruServ and Do it Best stores, said John O'Brien, vp-marketing.

EZ Paintr narrowed its Walls of Style line to four kits from seven, and folded all the tools needed for the faux-finishing application into a paint tray. The product's packaging helps with paint selection, EZ Paintr officials say, because it shows people how colors work together. The company also introduced a new faux effect -- color blending, which uses two paint colors to give walls a textured look.

Easy solutions

There was nothing faux about the finishing being done at GE Sealants' booth. Artist Ralph Voltz created several works of art by painting on canvases covered with the new GE Ultimate Paintable Silicone Sealant, which the company describes as "truly paintable." The product dries in an hour and can be cleaned up with water.

"We like to tell people they can 'Seal it, paint it and forget it'," said John Rarick, product manager for GE Sealants. The item will be rolled out next year along with another new product, Home Solutions, which are sealants for smaller projects and light DIY applications.

GE Sealants' Home Solutions and Red Devil's House and Home Restore line of sealants, which comes in smaller, EZ Squeeze tubes for smaller jobs, represent two of dozens of new products that vendors say are geared to the novice DIYer.

Taking the difficulty out

Getting more bang for the buck -- or more covering from one can -- was the aim of several vendors that introduced easy, all-in-one coatings at the show.

The Flood Co. has new stains -- solids and semi-transparents -- that it will roll out early next year and market as three products in one that is guaranteed not to peel.

"No one uses the word 'guarantee' anymore," said Flood national marketing manager Matt Rechin. "Normally, customers tell us that if they bring a product back [to a store], the retailer or manufacturer tells [them] they did something wrong. This is goof-proof."

Like Flood, Valspar introduced VersaShield, a product that uses adhesive to improve bonding. VersaShield offers a three-in-one application for priming, painting and sealing -- acrylic latex for interior and exterior use that comes in ready-mix colors and can also be tinted. Wal-Mart and Mills Farm and Fleet now carry the product, which retails around $16. A rollout to other retailers is scheduled for early next year.

Using the right tool for the job prompted Wooster Brush to develop more-convenient products for DIYers, such as its Snapshot paint roller, which locks the roller cover on with a "snap" and unlocks it with a "shot"; the product is lightweight and has an ergonomic handle. A shorter, pliable rubber handle for jobs in tight places can be found on Wooster's Shortcut brush. And the Armadillo offers easier surface preparation with a flexible wire brush.

Not forgetting about pros

While do-it-yourselfers represent a big market for paint and sundries vendors, these manufacturers have not forgotten about the professionals.

According to market research, about 30 percent of all contractors now offer faux finishing applications to homeowners, which is why Wagner rolled out its Pro Magic finishing line. Wagner's Twin Stroke Piston Pump applies the same technology as the company's commercial sprayers, but has less power and a lower price point.

Wooster introduced a cleaning brush made of soft brass combined with a brush comb to help painters remove caked-on paint from the heels of brushes. The supplier also created a lid for its popular Wide Boy bucket and added Soft Grip Ultra products to its Ultra/Pro line.

DAP introduced D-501 Commercial Grade Mastic to its line of ceramic tile adhesive products and has expanded its wood repair and cement and masonry repair product lines. OSI Sealants unveiled its new Pro-Series Quad Brush Grade Sealant, Textured Polyurethane Sealant and PL Premium Polyurethane Construction Adhesive.

Sherwin-Williams launched a contractor line for its Krylon spray paints that includes larger cans with a variety of applicators.

EZ Paintr continues to focus on pros with its Shurline paint line, which brought our new paint pads, edgers and other "convenience" painting tools.

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