Developing white paints in Russia
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By opening its seventh subsidiary in Russia, the V33 Group is accelerating its international development. In this country, 27 times the size of France, there is tremendous potential for growth. With a 15 to 20 percent increase over the past few years, the paint and wood products DIY market is growing at an exponential rate. The arrival of V33 supports this.
The successful launch of a wood product line last year has strengthened the V33 Group in its development ambitions. It is natural yet still a bold move for the company to enter the paint market in Russia.
As the first true one-coat white paint in a country whose consumer laws are very different from those of France, V33 hopes to gain legitimacy through its technical advantages. With a small line of two products, a basic paint and a premium paint, V33 is groundbreaking by offering a genuine one-coat product, highlighting its price/performance/ease of use aspects in order to attract consumers.
In stores since January 2015, these new paints were launched in Leroy Merlin, Russia locations. To accompany this launch, a press campaign was rolled out nationwide.