Why is Repair Care choosing the American market now?
“The market exploration has been ongoing for more than two years. We have conducted global research and carefully analysed all regions. America had long piqued our interest and emerged as the most promising growth market. High-quality wood is widely used in homes, and especially in the north, the climate is very similar to that of Western Europe. Moreover, we had already noticed that professionals were enthusiastic about our products, seeing them as an extension of their craft.”
What makes your product so successful there?
“In the US, results and quality are paramount. Professionals are willing to invest in products that may not be the cheapest, but deliver the best performance. Compared to competitors, we are in a different league. Our social media channels have also generated considerable interest from America for some time, so we noticed that the demand was already there.”
How did you approach the market introduction?
“We established our own corporate structure: Repair Care International LLC. With local partners, we selected dealers, held discussions, and tested products. We are now working with franchisees of the premium paint brand Benjamin Moore in the New York and New Jersey regions, which already accounts for dozens of sales outlets. In addition, we have hired two American colleagues who, after their training here, will set up the stores and provide customer training.”
What does this mean for the products available in the US?
“We are starting with a core range – the products most in demand. This keeps the selection clear and allows professionals to experience the power of our repair pastes straight away.”
You recently exhibited at a trade fair in Texas. What did that yield?
“At the end of September, we attended the PCA Residential Conference in San Antonio, the leading trade fair for the painting industry in America. There, we were able to present ourselves to hundreds of professionals, resulting in many positive conversations and new contacts. It confirmed once again the enormous interest in our products. Our products are now available in various physical stores and, through online partners, are accessible throughout the country.”
What are your learning from this step?
“It’s not a one-way street; we also want to learn from American professionals. Their practical experience provides us with valuable insights. At the same time, we notice that they greatly appreciate our European expertise and history. In the US, we are truly looked up to; European professionals are seen as an example. As an industry, we can be proud of that.”
