[Information] Dulux signed another major strategic customer, bringing certainty to performance growth

2026-01-03 13:53:46

After successfully winning the bid for the national latex paint strategic procurement project of China Construction Decoration Group, Dulux has added another large strategic customer. Recently, Dulux, a well-known architectural decorative paint brand owned by AkzoNobel, officially signed a 2026 strategic cooperation agreement with Shell Decoration. This cooperation is not only a move in the same direction for both parties to anchor the upgrading wave of the home decoration industry, but also a new start to promote the home decoration market to be green, quality-oriented and integrated.

Shell Decoration is a one-stop home decoration service platform under the Shell Group. It has two major brands: Shengdu Decoration and Quilt Decoration. With the core strategy of "full-case decoration service provider", it integrates the entire chain of design, construction, supply chain and after-sales, and provides transparent and standardized home decoration solutions through digital technology, becoming a benchmark force for integrated services in the home decoration industry. Its stringent supply chain screening standards and vast channel network also make it an important strategic partner for brands to prove their brand strength and expand market momentum.

AkzoNobel's relationship with China can be traced back to 1898. The Asia-Pacific region is headquartered in Shanghai, China. Its business in China involves architectural coatings, wood coatings, powder coatings, automotive coatings, ship and protective coatings, packaging coatings, 3C coatings, etc. It has 16 production bases in Shanghai, Guangzhou, Langfang, Chengdu, Tianjin, Changzhou, Suzhou and other places in mainland China. AkzoNobel China's sales in 2024 will reach 1.329 billion euros (approximately RMB 10.1 billion).

At present, AkzoNobel's decorative paint business in China has formed a multi-brand operation matrix (mainly Dulux) such as Dulux, Dulux Professional, Laiwei, Laiwei Professional, China Resources Paint, and Xinjin, and has four decorative paint production bases in Shanghai, Guangzhou, Langfang and Chengdu, China. As a well-known decorative paint brand in China, Dulux has accumulated and accumulated in China for more than 30 years. It currently has more than 40,000 paint stores in China, and its production, sales and brand influence are among the top in the industry.

In response to this paint centralized procurement project, Beike has formulated strict supplier selection standards, proposed product requirements that exceed national standards, and greatly improved the environmental protection level of wall solutions. Relying on its profound accumulation in environmentally friendly coating research and development, color aesthetic design and standardized construction services, Dulux stands out from many competitors. Since the establishment of the brand, Dulux has always adhered to technological innovation and quality leadership, using green products as the cornerstone and color design as its wings to renew the green upgrade and aesthetic expression of home spaces.The in-depth cooperation between Dulux and Shell Finishing is rooted in the value resonance between the two parties. As early as the beginning of this year, Dulux had cooperated with the Shengdu Finishing Chengdu Branch of Shell Finishing. With high-quality products and excellent services, it achieved "zero complaints" throughout the year and ranked among the best among suppliers and was widely praised. After the news of winning the bid was announced on November 21, 2025, Dulux quickly established a cross-department special team to comprehensively promote process docking, terminal display and other work. As of press time, Dulux has completed 33 online and offline training sessions in the 40 cities where Beike is located, and has launched brand samples in 78 stores.

The signing of the strategic cooperation agreement marks that the collaborative cooperation between the two parties has entered a new stage of substantial implementation. Dulux stated that it will work hard to build an exclusive service system for Shell Decoration and work hand in hand with Shell Decoration to create integrated home solutions for consumers that combine excellent delivery quality and trendy color aesthetics. When the profound accumulation of a century-old brand meets the surging power of channels in the new era, the two will blend and coexist, and they will surely better implement the construction concept of "good houses" and join hands in a new chapter of renewed home colors.