The Dow Chemical Company (NYSE: DOW) today announced that it has selected Beanstalk, a leading global brand licensing consultancy, to assist in the development of a comprehensive consumer product line for the home improvement and Do-It-Yourself (DIY) markets.
Planned to launch in 2011, the program will extend the Dow Brand as well as the GREAT STUFF™ Insulating Foam Sealant and SafeTouch™ fiberglass-free insulation through best-in-class licensees.
Dow will work closely with Beanstalk to introduce a line of products that offer DIYers and professionals innovative solutions in key building and construction categories.
The interior and exterior home improvement licensing program will reach consumers through home improvement and hardware retail channels that mirror Dow's core distribution, such as Home Depot, Lowe's, Ace, True Value and Walmart, among others. In addition to GREAT STUFF™ Insulating Foam Sealant and SafeTouch™ Brand insulation products, Dow currently sells multiple home improvement products to both DIYers and professionals including STYROFOAM™, TUFF-R™, and WEATHERMATE™ Housewrap.
"Beanstalk's expertise in the home improvement retail industry makes them a perfect partner to help Dow achieve its goal of heightening brand awareness through a much broader product offering and larger in-store presence," said Jennifer Montgomery, retail brand manager, Dow. "As consumers become more willing to tackle projects in and around the home, the timing to expand the Dow brand could not be better."
"The heritage and credibility of the Dow brand, combined with its established retail presence, provides us with a tremendous opportunity to enter new, complementary home-improvement product categories," said Michael Stone, president and CEO of Beanstalk. "We are thrilled Dow recognizes our leadership and experience in the home-improvement and DIY licensing categories and we are excited to begin developing a successful licensing program."
Source: http://www.dow.com/