DuluxGroup – Case Study

DuluxGroup – Case study

Brand architecture driving shareholder return: DuluxGroup

Originally the Consumer Products Division of Orica Australia – the world’s largest manufacturer of commercial explosives – DuluxGroup was divested in 2010 and listed on the Australian Stock Exchange (ASX).  Incorporating well-known commodity brands Dulux Paint, Selleys and Yates, the new DuluxGroup had the opportunity to redefine its longer-term strategy, positioning and focus, moving away from the silo-centric, conservative, risk averse culture inherited from its former parent.

Brand Council’s first engagement occurred two years before the spin-off in 2008, conducting research, analysis and diagnosis centred around brand strategy, morale, culture and aspirations for the broader organisation.  In 2015, Brand Council was brought in again to refresh the brand architecture, purpose, and Innovation Culture that would facilitate growth.

Brand Council also developed the brand strategy for DuluxGroup SBU – Yates, Selleys, B&D & Parchem. 

Total shareholder return since its 2010 listing was 483%, with Macquarie Bank rating DuluxGroup as having delivered the third best total shareholder return in the S&P/ASX 100.  In 2018, DuluxGroup was acquired by Nippon Paints for a multiple of 16.1x 2018 earnings (25.3x 2017 earnings), and subsequently delisted from the ASX.

Nippon Paint recognised DuluxGroup as an attractive acquisition due to its profitability, future earnings growth and the culture of innovation. Shareholder Scheme Booklet, June 2019

DuluxGroup Purpose DuluxGroup exists to develop leading brands that improve, enhance and inspire our living environment.
Dulux Group Guiding Philosophy Imagine a better place.


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