CHICAGO 2016 – True Value Company, one of the world’s largest retailer-owned hardware cooperatives, announced today that it has teamed up with Benjamin Moore & Co. to sell Coronado Premium Paints in True Value hardware stores globally. A premium, residential paint, Coronado offers superior interior and exterior products at a great value. Participating True Value stores will begin carrying three Coronado paint lines, including Grand, Tough Walls and Cryli Cote in early 2017.
Both True Value and Benjamin Moore & Co. are committed to the independent retailer offering unparalleled expertise to consumers. True Value will carry Coronado paint in its warehouses, making it easy for any True Value retailer to order Coronado and receive it as part of its regular delivery.
“Benjamin Moore & Co. is synonymous with high-quality paint, and the Coronado brand is exclusively sold by independent retailers, which makes this alliance a perfect fit for our own independent store owners,” said John Hartmann, True Value president and chief executive officer. “By bringing in Coronado manufactured by Benjamin Moore & Co. and making the implementation process as turnkey as possible, we are setting a new standard about what it means to carry a national paint brand, both for our retailers and our customers.”
“True Value’s extensive dealer network is a trusted resource among consumers making them an ideal venue to grow the Coronado brand,” said Dan Calkins, executive vice president of sales for Benjamin Moore & Co. “With this alliance, both True Value and Benjamin Moore & Co. will continue to offer the highest quality products coupled with exceptional service.”
“We all know consumers shop by color when picking out paint and often too many choices can be overwhelming and confusing,” said Heath Ashenfelter, vice president and chief merchandising officer. “By introducing Coronado manufactured by Benjamin Moore & Co. in our existing color center, customers will visit one area and choose high-quality products in a wide range of colors at varying prices, all designed to meet their needs.”
True Value Company, headquartered in Chicago, is one of the world’s largest retailer-owned wholesale hardware cooperatives with gross billings of over $2 billion and revenue of $1.5 billion in 2014. The True Value cooperative includes approximately 4,500 independent retailer locations worldwide operating under the store identities of True Value, Grand Rental Station, Taylor Rental, Party Central, Home & Garden Showplace and Induserve Supply. Additional information on True Value and its retail identities is available at
Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883. One of North America’s leading manufacturers of premium quality residential, commercial and industrial maintenance coatings, Benjamin Moore & Co. maintains a relentless commitment to innovation and sustainable manufacturing practices. The Benjamin Moore premium portfolio spans the brand’s flagship paint lines including Aura®, Regal® Select, ben® as well as the most environmentally friendly premium paint in the marketplace today, Natura®. The Benjamin Moore & Co. Family of Brands includes specialty and architectural paints from Coronado, Lenmar and Insl-x. Benjamin Moore & Co. coatings are available primarily from its more than 5,000 locally owned and operated paint and decorating