The Home Depot Announces Exclusive KILZ® Brand Agreement
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.
The Home Depot (NYSE: HD) ha stipulato un accordo esclusivo con la Behr Paint Company per essere l'unico grande rivenditore di articoli per la casa a offrire prodotti di primer a marchio KILZ® negli Stati Uniti e a Porto Rico. Questa partnership ampliata si basa sulla loro lunga relazione, con i prodotti Behr venduti da Home Depot dal 1979 e i primer KILZ dal 1991.
L'accordo esclusivo include prodotti popolari come KILZ Original®, KILZ PVA®, KILZ 2®, KILZ 3 Premium®, KILZ Restoration® e KILZ Mold & Mildew®. Questa mossa strategica mira a rafforzare la relazione di Home Depot con i clienti professionali offrendo quantità maggiori di prodotti sia in negozio che attraverso i canali di distribuzione, semplificando l'esperienza di acquisto per i contrattisti.
The Home Depot (NYSE: HD) ha asegurado un acuerdo exclusivo con Behr Paint Company para ser el único minorista de mejoras para el hogar que ofrezca productos de imprimación de la marca KILZ® en los Estados Unidos y Puerto Rico. Esta asociación ampliada se basa en su relación de larga data, con productos Behr vendidos en Home Depot desde 1979 y imprimaciones KILZ desde 1991.
El acuerdo exclusivo incluye productos populares como KILZ Original®, KILZ PVA®, KILZ 2®, KILZ 3 Premium®, KILZ Restoration® y KILZ Mold & Mildew®. Este movimiento estratégico tiene como objetivo mejorar la relación de Home Depot con los clientes profesionales al ofrecer cantidades mayores de productos tanto en la tienda como a través de canales de distribución, simplificando la experiencia de compra para los contratistas.
The Home Depot (NYSE: HD)는 Behr Paint Company와 독점 계약을 체결하여 미국과 푸에르토리코에서 KILZ® 브랜드 프라이머 제품을 제공하는 유일한 대형 홈 인프루브먼트 소매업체가 되었습니다. 이 확장된 파트너십은 1979년부터 Home Depot에서 Behr 제품이 판매되고 1991년부터 KILZ 프라이머가 판매되는 오랜 관계를 기반으로 합니다.
독점 계약에는 KILZ Original®, KILZ PVA®, KILZ 2®, KILZ 3 Premium®, KILZ Restoration® 및 KILZ Mold & Mildew®와 같은 인기 제품이 포함됩니다. 이 전략적 조치는 계약자들의 쇼핑 경험을 간소화하여 매장 및 유통 채널을 통해 더 많은 작업량을 제공함으로써 Home Depot와 전문 고객 간의 관계를 강화하는 것을 목표로 합니다.
The Home Depot (NYSE: HD) a conclu un accord exclusif avec la Behr Paint Company pour être le seul grand détaillant d'amélioration de l'habitat à proposer des produits de primaire sous la marque KILZ® aux États-Unis et à Porto Rico. Ce partenariat élargi repose sur leur relation de longue date, les produits Behr étant vendus chez Home Depot depuis 1979 et les primaires KILZ depuis 1991.
L'accord exclusif comprend des produits populaires tels que KILZ Original®, KILZ PVA®, KILZ 2®, KILZ 3 Premium®, KILZ Restoration® et KILZ Mold & Mildew®. Ce mouvement stratégique vise à renforcer la relation de Home Depot avec les clients professionnels en offrant des quantités plus importantes à la fois en magasin et par le biais de canaux de distribution, simplifiant ainsi l'expérience d'achat pour les entrepreneurs.
The Home Depot (NYSE: HD) hat einen exklusiven Vertrag mit der Behr Paint Company abgeschlossen, um der einzige große Einzelhändler für Heimwerkerbedarf zu sein, der KILZ® Marken-Primer-Produkte in den Vereinigten Staaten und Puerto Rico anbietet. Diese erweiterte Partnerschaft basiert auf ihrer langjährigen Beziehung, die seit 1979 Behr-Produkte bei Home Depot und seit 1991 KILZ-Primer umfasst.
Der exklusive Vertrag umfasst beliebte Produkte wie KILZ Original®, KILZ PVA®, KILZ 2®, KILZ 3 Premium®, KILZ Restoration® und KILZ Mold & Mildew®. Dieser strategische Schritt zielt darauf ab, die Beziehung von Home Depot zu professionellen Kunden zu stärken, indem größere Mengen sowohl im Geschäft als auch über Vertriebskanäle angeboten werden, um das Einkaufserlebnis für Auftragnehmer zu optimieren.
- 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
- None.
Insights
Home Depot's exclusive agreement for KILZ® branded primer products represents a significant competitive advantage in the professional contractor market. This deal effectively removes these industry-standard primers from competing big box retailers, creating a powerful differentiator in the professional segment where brand loyalty and product availability drive purchasing decisions.
The exclusive expansion builds on a decades-long partnership - Behr products have been sold at Home Depot since 1979, with KILZ primers added in 1991. This historical relationship suggests deep integration and mutual trust between the companies, reducing execution risk.
Strategically, this move addresses a critical pain point for professionals: the need for one-stop shopping. By securing exclusivity and expanding inventory depth for job lot quantities, Home Depot positions itself as the destination retailer for painting professionals - eliminating competitive shopping for these essential products. This aligns perfectly with Home Depot's broader strategy of strengthening its professional customer relationships.
For context, the professional segment typically generates higher average ticket sales and more frequent purchases than DIY customers. By creating exclusive access to products with 50 years of professional trust, Home Depot strengthens its value proposition to this high-value customer segment while simultaneously reducing competitor relevance.
This exclusive agreement represents a strategic competitive moat-building move for Home Depot in the professional contractor segment. With professionals comprising approximately 45% of Home Depot's total sales (based on recent company reporting), this exclusivity deal for KILZ primers directly addresses the company's priority to strengthen its professional customer relationships.
The financial impact stems primarily from three value-creation mechanisms:
- Increased basket size from professional customers who can now consolidate purchases
- Customer acquisition from competitors as pros requiring KILZ products must now shop at Home Depot
- Potential margin enhancement through greater scale with a key supplier
Most significantly, this agreement creates a "forced migration" effect, compelling professionals loyal to KILZ primers to shift purchasing patterns to Home Depot. This carries multiplier effects beyond primer sales, as these customers typically purchase complementary products during the same transaction.
While the direct revenue from primers alone is likely modest relative to Home Depot's
The move also creates a defensive advantage against competitors like Lowe's, who must now develop alternative professional primer solutions or risk losing professional painting contractors to Home Depot.
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
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