Wed | Jan 23, 2019

Sisson paint re-enters Jamaican market

Published:Friday | October 31, 2014 | 12:00 AM

Tameka Gordon, Business Reporter

Trinidadian conglo-merate ANSA McAL has reintroduced its Sisson line of decorative paints to the Jamaican market through an exclusive distribution partner-ship with ASAPH Promotions and Distribution, a local company.

Sisson was previously distri-buted locally by the Quality Dealers Group, which also sold its line of clay tiles, PVC windows and doors, and other building material.

The paint line is held by ANSA Coatings Limited, which was formed in 2012 with the merger of Sisson and Penta Paints Caribbean Limited.

ANSA Coatings' parent, ANSA McAL, has had a long history with local companies, Caribbean Producers Jamaica Limited, which sells its Carib beer here.

The 133-year-old conglomerate has an asset base of TT$12.2 billion and revenues of TT$6.2 billion as at 2013.

ANSA McAL's operations span eight sectors throughout the Caribbean, including its home market Trinidad, Barbados, St Kitts-Nevis, St Lucia, Guyana, and Grenada, as well as the United States.

Managing director of ASAPH, Christopher Bowen, said the paint partnership will ensure "the fulsome representation" of the Sisson brand even as he declined to give specifics on the company's plans to acquire market share.

Sisson will be in direct competition with Barbados-manufactured BH Paints which, at 2013, held market share in the lower 20 per cent range.

Bowen said BH and Berger are among Sisson's top competitors locally, but stayed clear of stating projections for eking out any ground against the top two within the short term.

He said the decorative line was aimed at "just about anyone".

"In addition to Sisson Paint being an ISO-certified brand, (it) is known throughout the Caribbean for competitive pricing, strength and durability, as well as the availability of a variety of unique colours," Bowen noted in the press release on the paint's market return.

He, however, declined give details on the entry price point or the distribution channels the company will use to push the product locally, citing the competitive nature of the market.

BH holds the number-two spot in the paint market behind Berger, which commands the "lion's share", according the company's marketing manager, Trevor Lloyd.

Checks with leading retailers by the Financial Gleaner confirmed brisker sales of Berger products compared with those of BH.

Sales Manager Claude Manning conceded to holding second position at the launch of the company's Ultima Plus line of environmentally friendly paints last year, but noted that BH was intent on pushing to become "a very strong number two or number one in the near to medium term".