ATLANTA - Arch Chemicals Inc.'s Coatings Division announced the launch of the Sayerlack brand as the business's global brand name, a move the company said reflects a plan to enhance the profile of Sayerlack wood-coatings products in the United States and Canada.

Philip Crouchman, who was named general manager of Arch Coatings USA in mid-2003, said the coatings business's market strategy in the United States and Canada reflects a focus on new technologies in waterborne and UV-cure coatings. He said the "positive connotations inherent in the brand's Italian style" are being emphasized in the development of polyester and polyurethane products, staining materials and coatings for the furniture-making, luxury-car, boat and picture-framing sectors.

Crouchman said the business is introducing a number of new products and will soon enter the texture-coating exterior market. The business recently unveiled its "Dual Cure" UV coatings products for the "arte povera" style of furniture.

Arch Coatings said the Sayerlack brand holds the third-largest position in its field in Europe in terms of volume, with sales in 74 countries worldwide. The brand's top national markets are Italy, France and Great Britain, with the United States, Asia and eastern Europe ranking as the brand's primary growth markets. Expansion is particularly strong in China and Russia, the company said.