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Bucking the trend toward ever-proliferating color choices, NewLook International, a decorative concrete product manufacturer, plans to reduce its 80 color options to just 20 as of Jan. 1.
The Salt Lake City-based company said this week that it would no longer promote 80 color options in its Original Solid Color Stains, Translucent Enhancers and Designer Series Enhancers portfolios. Nor will NewLook produce literature, color rings or information on the colors.
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NewLook International |
| The company will slash its concrete stain color options from 80 to 20. |
The company will promote only 20 standard colors on its Standard Color Selection Chart.
‘Very Complicated’
Why the decrease? “Such a wide range of colors is problematic for our customers, because it can make the color selection process very complicated,” said Jacob Webb, NewLook International vice president.
“And few distributors are able to keep enough of such a wide color range in inventory to make the needed colors immediately available and accessible to these customers,” he said.
Customers may still order colors from the 80 currently promoted, the company said.
“If a customer knows what color they need, they will still be able to order it from a distributor, business as usual,” says Webb.
“There will be no additional ‘color match’ fee as we will still have the formulas on file. We will still offer color matching services, but with hundreds of formulas in our database it is unlikely customers will need (or want) to pay a lab fee for something that is close enough to an existing formula.”
Distributors are to use discretion in promoting color options, the company said. NewLook’s products are distributed through specialty concrete supply resellers both domestically and internationally.
Founded in 1989, NewLook manufactures a broad range of decorative concrete solutions, including concrete preparation, staining, polishing, and maintenance and installation products.
More information: www.getnewlook.com.
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