26
OUR BUSINESS
DECORATIVE PAINTS
BUILDING ON OUR STRENGTHS
Jotun continued to deliver good results in the Decorative Paints segment by remaining true to the
company’s proven, long-term strategy.
Jotun sells decorative paints in about 37 different countries, all
over the world. To serve these diverse markets, Jotun develops
user-focused products and works to build strong long-term
relationships with dealers and project stakeholders, including
contractors, architects, interior designers and real estate
developers. In 2017, Jotun achieved positive growth in all
markets.
MARKET LEADER
Jotun is a recognised leader in the premium segment in many
countries, building on the success of established brands and
the development of innovative products. For example, in South
East Asia, where the company saw double-digit growth in 2017,
Jotun continues to find success with the premium interior range,
Majestic, recording excellent growth with Majestic True Beauty
Sheen and Majestic Perfect Beauty and Care. In the Middle East,
India and Africa, Jotun saw strong growth in sales of interior
products, such as Fenomastic Wonderwall, and specialised
exterior products, such as Jotashield Décor, Jotashield Textures
and Jotashield Colour Xtreme. Despite challenging markets,
Jotun outperformed its competition in Turkey. In Scandinavia,
the company saw double-digit growth in the interior segments,
supported by the successful 2017 relaunch of Lady Pure Color.
22+22 %
SCA
2 22+49+M 2+3+SALES IN BILLION NOK
2017
%
2016
WE
3 %
2015
EECA
2014
2013
49 %
0 3 6 9 MEIA
22 %
SEAP
2 %
NEA
SALES
PER REGION
Jotun distributes and sells decorative paints through about
8 000 dealer shops, all over the world. While the company
continues to expand its dealer network, Jotun has focused
on improving the shopping experience for consumers and
supporting dealers through a systematic approach to marketing.
This work includes providing dealers with tools to upgrade
shops, training programmes for shop sales staff, and investing
in global television commercials and targeted social media
campaigns. Jotun is also working more closely with architects,
interior designers and developers to raise awareness for the
Jotun brand. In 2017, Jotun launched its fifth annual Global
Colour Trends at events in more than 30 different countries
worldwide.
A HISTORY OF SUCCESS
While Jotun will continue to focus on the development of its
premium products, these efforts also support growth for the
company’s medium range paints, which represent significant
volume sales. Looking ahead, Jotun will continue to pursue its
long-term strategy to remain a market leader in the premium
segment, a strategy that has proven successful for many years.
JOTUN DECORATIVE PAINTS