Dulux consolidates paint portfolio to support trade customers


Now anyone can rely upon Dulux as a one-stop solution for all their paints’ needs

AkzoNobel, the leading international paints and coatings manufacturer recently launched its Dulux Professional paint edition, which offers professional solutions for trade customers. Dulux Professional provides a one-stop paints & coatings contact point for trade professionals, encompassing customizable solutions, specification/configuration consulting across sectors, and a more comprehensible product categorization/classification for Dulux Professional paints and services.


Mr. Jeremy Rowe, Managing Director, AkzoNobel Decorative Paints, South East & South Asia, Middle East and Mr. Indra Laban, General Manager, AkzoNobel Decorative Paints Malaysia, Singapore & Brunei at the launch of the Dulux Professional range of innovative and sustainable products, technical services, and support needed for professional partners to create perfect results.

Dulux Professional’s portfolio of 36 products offers a full range of paints that covers all paintable surfaces, including interior, exterior, metal, and wood. Based upon customers’ functional proposition, budget as well as sustainability targets, the solutions will now be specification-driven to match the requirements of individual projects. Trade partners will also be able to benefit from (take advantage of) Dulux Professional’s pan-regional portfolio, which allows them to select products not readily available in their country of origin to meet the respective individual project’s objectives. Other immediate products from AkzoNobel’s (Dulux’s parent company) master catalogue are also at their disposal.


 Aerial performance for the reveal of the Dulux Professional range of products.

Dulux Professional coatings lead to tangible results for our customers. Innovative Dulux Professional products, such as the Singapore Green Label and SIRIM Eco Label certified Weathershield and Diamond ranges, offer long-term cost savings. Its enhanced durability points to extended maintenance cycles and the ranges’ outstanding opacity require smaller quantities of paint. Enhancing customers’ resource efficiency is another way Dulux Professional does more with less. The brand is also committed to Planet Possible, a global initiative inspired by AkzoNobel to create a better & brighter vision for the future by driving innovation; to deliver greater value from lesser resources.

Sustainability remains the core of AkzoNobel’s business strategy, and the company itself has been consistently ranked #1 on Dow Jones Sustainability Index (DJSI) for four consecutive years. Dulux Professional paint cans now come with a new livery to enable customers to easily identify the functionality, characteristics and tier of products. The range is grouped into segments (i.e. interior, exterior, wood and metal), characteristic pillars (i.e. standard performance, enhanced performance, productivity, aesthetics, specialist,  health & well-being, and pre-deco) and price-quality tiers (i.e. good, better and best). The new design is also colour-coded accordingly for quicker identification on site.


As a leading global supplier of decorative paint coatings, Dulux Professional is very familiar with the specifications tied to each country and industry respectively. Professional partners throughout every region can greatly benefit from Dulux Professional’s ability to migrate & adapt its expertise within these major markets across all borders. Dulux Professional’s customer-fronting employees and specifiers also go through intensive specification & colour trainings, which helps them to provide valuable coatings advice on solutions for the commercial, entertainment, education, healthcare, repainting, residential, and leisure  sectors.

Dulux is universally recognized as the undisputable leader in colour, and Dulux Professional’s colour concepts for a variety of developments are wholly backed and supported by extensive research on colour psychology. For instance, AkzoNobel has facilitated an academic research in United Kingdom on “Best Practice for Education Design”, which permits translation of the learnings from the study into effective colour palettes for education sector. The annual ColourFutures trends report also guides & inspires trade professionals across various disciplines of design with forward-looking colour trends and innovations.

Dulux is equipped with an extensive knowledge of sector specifications and regulations around the region. And with the newly integrated Dulux Professional platform, customers across markets can now tap on this shared knowledge for an optimum customised solution.” – Jeremy Rowe, Managing Director, AkzoNobel Decorative Paints, South East & South Asia, Middle East.

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Invited guests for the Dulux Professional event at Zebra Square.