Arch Coatings Looks to Strengthen Wood Coatings Position in U.S.
Arch Chemicals Inc.'s Coatings Division has announced the launch of the Sayerlack brand as the business' global brand name. The company says the action reflects a plan to enhance the profile of Sayerlack wood-coatings products in the United States and Canada.
The coatings business' market strategy in the United States and Canada reflects a focus on new technologies in waterborne and UV-cure coatings, according to Philip Crouchman, who became general manager of Arch Coatings USA in mid-2003. He said the "positive connotations inherent in the brand's Italian style" are being used to develop polyester and polyurethane products, staining materials and coatings for the furniture-making, luxury-car, boat and picture-framing sectors.