Que­bec paint mak­ers leap at op­por­tu­nity after Sico leaves for On­tario

Calgary Herald - - FINANCIAL POST -

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, an 81-year-old com­pany bought by Amer­i­can gi­ant PPG In­dus­tries Inc. in 2013, 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, is buy­ing ad slots on five ra­dio sta­tions around the prov­ince on top of a web and bill­board cam­paign. Sales di­rec­tor Ni­cholas Le Marc­hand says pride in re­gional wares and “a per­fect storm” of for­eign pur­chases and lo­cal shut­downs is fos­ter­ing more de­mand for Que­bec prod­ucts.

Pa­trick Rodrigue, di­rec­tor of oper­a­tions at the Laval-based Micca Paint Inc., says he is revving up for a multi-plat­form ad push to cap­i­tal­ize on the “op­por­tu­nity.” Nearby, MF Paints — which just hired a chemist laid off from Sico — aims to more than dou­ble its Que­bec mar­ket share to 20 per cent after be­ing “swamped” with calls by hard­ware and build­ing ma­te­ri­als stores.

Lowe’s Com­pa­nies Inc. an­nounced this month it will close 31 stores and other lo­ca­tions in Canada, in­clud­ing nine Rona out­lets in Que­bec, two years after ac­quir­ing the Mon­treal-area-based re­tailer. Three days later on Nov. 8, Mon­treal-based Bom­bardier Inc. an­nounced it will lay off 5,000 work­ers com­pany-wide, in­clud­ing 2,500 in Que­bec, and sell off two units.


Ni­cholas Le Marc­hand of Mon­treal’s Denalt Paints says Que­bec prod­ucts are see­ing more de­mand.

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