Quebec’s paint makers seize on Sico’s move to Ontario

Sensitive rivals move to add market share in wake of departure

MONTREAL — Quebec paint manufacturers are seizing on the American-owned Sico paint company’s move to Ontario from Quebec by launching marketing campaigns and tapping into renewed sensitivity around local ownership after a string of closures and layoffs.

Sico, which was bought in 2013 by Pittsburgh-based giant PPG Industries Inc., said last week it plans to close its plant in Quebec City and distribution centre in the Montreal area next September, eliminating 125 jobs.

Quebec Premier Francois Legault and Quebec City Mayor Regis Labeaume have both invoked the idea of a Sico boycott.

Denalt Paints, whose 60 employees make products under various brand names in Montreal, has bought ad slots on five radio stations around the province in addition to a web and billboard campaign. Sales director Nicholas Le Marchand said pride in regional wares and “a perfect storm” of foreign purchases and local shutdowns is fostering more demand for Quebec products.

“We’ve booked a lot of new retailers since last Thursday,” he said.

His customers, which include home supply chains Reno-Depot, Rona and Canac, turned to him for promotional help after opting to lower their Sico stock, he said.

“Quebec is very proud of everything that’s made here,” Le Marchand said. “I think it’s probably the same thing in every province, every country. But in Quebec, maybe we’re a bit more sensitive on that topic.”

Founded in Montreal in 1937, Sico first came under foreign ownership in 2006 when it was bought by Dutch multinational AkzoNobel.