Posted by: Diane Capuano

Much discussion has been generated by the Feb. 1 launch of Benjamin Moore’s new e-commerce initiative, whereby the Montvale, N.J., company is selling several of its paint products online and delivering them direct to consumers from its website. In response to press inquiries (including that of PDRA’s Paint & Decorating Retailer magazine), Benjamin Moore’s has issued the following statement, which is attributed to Ed Klein, the company’s vice president of retail & market development:

“Benjamin Moore announced February 1st that it had entered the world of e-commerce, selling select patented waterborne Gennex paints online, a decision that caught some of our retailers by surprise. We underestimated the reaction from many of our retailers, since our entry into (more…)