Essential reading for retailers and suppliers in the home improvement market

Dulux Heritage launches a blend of modern style and substance for decorators 

Published: 19 February 2021 - Neil Mead

Dulux is introducing two new premium paints and a curated range of classic colours, supporting professionals to meet more high-end demands from UK homeowners.

 

Dulux Heritage is a new range of professional quality paints that deliver a beautiful ‘smooth to the touch’ aesthetic along with the tough, lasting durability needed for everyday life. The stunning collection of beautiful colours are inspired by significant periods of British decorating history combined with contemporary and future design trends, skillfully researched by historical colour experts and curated by the expert team at Dulux.  

Dulux Heritage colours have been popular with professional decorators and interior designers for many years. Now, to give them even more confidence in the quality of the finish, Dulux has invested in the development of two innovative new Heritage paints, comprising a new emulsion for walls and ceilings with a unique Velvet Matt finish and a premium solvent free Eggshell for trim.

It is this unique blend of colour expertise married with technical innovation that sets Dulux Heritage apart. The result allows professionals to offer customers a range of colours that are effortlessly elegant for today’s homes in a premium paint that is easy to apply to walls, woodwork or metalwork, with the quality and durability that Dulux is known for. A perfect mix of modern style and substance.

The palette is designed to contain the perfect balance of pale, mid and deep shades from the palest duck egg to deepest aubergine, along with a perfect white for every colour scheme. 

Such a luxurious range of colours demand to be admired whether they are applied in a dining room, bedroom, living room or a tiny cloakroom - and be as beautiful to touch as they are to look at. Dulux Heritage paint goes on smoothly and once on the wall, the rich colours are accentuated with a soft, tactile finish that feels soft and luxurious to the touch, just like velvet.

The Dulux Heritage Velvet Matt emulsion is formulated with premium quality pigments to guarantee excellent depth of colour and contains specially blended clays for effortless application and the irresistible soft to touch finish that will stand up to customers’ busy lives.

Dulux Heritage Eggshell is a durable and hard-wearing water-based eggshell for use on interior wood and metal in a tough formulation that delights customers. It is easy to apply, quick drying, low odour and remains beautiful for years.

 

Dulux UK Creative Director Marianne Shillingford explains: “With the bespoke formulation of Velvet Matt for walls and ceilings, Dulux has created its most high-quality finish to date, a beautiful durable formulation that complements the aesthetic of the premium colour range.

“Heritage is the ultimate professional quality paint with a colour palette that combines the best classic colours from the past, present and future.

“What is great now is that it’s easier than ever for decorators and designers to create sophisticated colour schemes in a velvety matt finish that actually feels as good as it looks on their walls. It’s an exciting innovation and sets this range apart from anything else on the market.

“Decorators have trusted Dulux for 90 years and that’s a heritage we are proud to keep going with the launch of the new range.”

The quality of Heritage is backed by the Dulux Promise that each can of paint will deliver the perfect colour, uniform finish and the coverage stated, or Dulux will replace it.

The new Heritage paints will be available in selected decorator merchants from January 2021.

For more information, visit: www.duluxheritage.co.uk 

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