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Contractors React to Benjamin Moore Initiative

Benjamin Moore’s Contractor Appreciation Month, held in March, ended with the announcement of a new line of logoed streetwear. Some retailers and contractors took full advantage of the free food, prizes, and product education. Read on for more!

6 April, 2023

Benjamin Moore’s Painting Contractor Appreciation Month was in March, an expansion of last year’s Contractor Appreciation Week. “Taking place throughout the month of March, Contractor Appreciation Month is an expression of gratitude to painting contractors for the work that they do every day to transform and refresh ordinary spaces with precision,” the company said. Related activities included in-store events, giveaways, product demonstrations and more, alongside Benjamin Moore representatives and retailers. 

The grand finale was to keep the sentiment going well past March. “To extend the celebration, Benjamin Moore has teamed up with streetwear brand MA®KET and its founder Mike Cherman to create an exclusive capsule collection inspired by the classic contractor work wear. Honoring the unsung artists that revitalize spaces throughout the community, the collection features limited edition apparel including work jackets, carpenter pants, long- and short-sleeve tees and beanies.” It was introduced at the end March on the video shopping platform NTWRK; contractors nationwide were provided with pieces from the collection, and purchase was open to consumers, starting with a pop-up store in Los Angeles.

“Benjamin Moore has long-been committed to supporting industry professionals by offering the highest quality paints and providing the tools and resources to grow their businesses,” said Craig Bunting, Director of Customer Segments at Benjamin Moore. “In partnership with our independent retailers, we honor residential and commercial painting contractors and encourage communities to join in our effort to thank your local painters for beautifying the world around us.” 

Contractors react to Appreciation Month
A random sampling of contractors found that some were very pleased with the month’s events:
“My (five) Ben Moore stores had a breakfast each morning for a week, free swag and some sales. I love my Ben Moore stores!” said a Flint, Michigan area painter. 

A Benjamin Moore retailer reported a weekly shindig at his digs. “In Vestal, NY we did a contractor breakfast every Friday from 7 to 10,” he said.

Participating retailers get on board
Some retailers did go big, for example New York metro area Wallauer’s Paint Center had events at all their stores, with breakfasts, lunches, BBQ, coffee, and food fests at all hours, coupled with a chance to win swag and learn about product. “Each event will feature raffles, premium giveaways (golf balls, Bluetooth speakers, mugs), contractor apparel and games,” they said. “Our staff will also have product demos as well. There have been a lot of new products and product changes over the past year. This is a great time to ask our Benjamin Moore professionals questions.”

RepcoLite Paints, a 15-store chain in Michigan and northern Indiana, had several lunches where they raffled off $300 in product as well as some custom t-shirts and even some DeWalt jobsite radios.

Lastly, basic statistical analysis and forecasting points to an enormous year for contractors in 2025. With Benjamin Moore's Contractor Appreciation Week last year, Appreciation Month this year, surely next year will feature an Appreciation Quarter, followed most assuredly with an Appreciation Year in 2025. See you then!


from Joel Well… (not verified)

Benjamin Moore is a contractor friendly company owned and operated by business people. Benjamin Moore also took the initiative during the so called "supply chain" problem. During which time here in Indianapolis there was no paint on the shelves at either Sherwin Williams or PPG stores, the Benjamin Moore stores were fully stocked with all the product we needed whenever we needed it. Kudos to Benjamin Moore!

Mon, 05/01/2023 - 18:15 Permalink

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