By Elna Wessels
The legendary South African paint brands; MIDAS and EARTHCOTE have been acquired by the Paintsmiths Pty Ltd., the destination and retail face of Midas, Envirolite, Earthcote and alike since 1989. The buyout from Kansai Plascon was first announced in May 2021 and has been a work in progress for the last 4 years.
The Paintsmiths Group is well known for pioneering and leading environmental paint as well as decorative, designer texture coatings innovation in South Africa.
The group has evolved from a long line of paint merchants, incorporating MIDAS Paints, which itself started out life as a family run chain of paint stores in the 1960’s. MIDAS Paints amalgamated with Earthcote in the 1980s and the joint company was later acquired by Barloworld Coatings in 2006 – a relationship that enabled Midas to fine tune its focus on service excellence and specialist product development.
Paintsmiths stores are underpinned by a strong service ethic, with an unsurpassed collection of products in an environment that encourages customization. The owner operated stores contribute to the brands’ success by adding value to the larger group through an entrepreneurial owner-managed network.
With the acquisition, the Paintsmiths Group, hope to further grow the MIDAS and EARTHCOTE brands in South Africa with the trustworthy and quality products they are reputed for. Renowned for their ‘Heritage Colour Palette’ under the MIDAS umbrella and legendary designer products like PANDOMO and WORN LEATHER under the Earthcote brand, Paintsmiths is excited and committed to further expand and develop both brands offerings to markets.
The Paintsmiths Group will enable the MIDAS, ENVIROLITE and EARTHCOTE brands to continue to grow into their own space and personalities under experienced leadership, a strong distribution network and long-term trade credentials.
For further information on the brand acquisition, contact Paintsmiths Head Office at email@example.com
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