Encore Answers The Call for a High-Quality, Mid-Grade Resurfacing Product.
Background:
Last year, deck resurfacing products claimed the title as the fastest-growing category in the paint channel. Not bad for a category that has only been around for a few short years.
I believe it all began when RustOleum acquired Encore’s competitor, Synta, in September of 2012. From that moment, huge resources were spent to convince consumers to “resurface their wood deck and not replace it”, a mantra that every late-comer has adopted.
Since 2012, we’ve seen deck resurfacing products introduced by Behr, Olympic, DuckBack, and several others. These products are all priced comparably and are sold in the big box stores (DuckBack is sold by a chain of paint stores).
We’ve always sold Encore as the top-of-line resurfacing product and it’s been well received. With a lifetime warranty on residential applications and a 10-year commercial warranty, the Encore product outperforms every product in every comparison. However, we’ve missed that part of the market that is price-conscious. That’s where the mid-grade products have kicked our tail. So, we decided it’s time to do something about it.
Introducing Refresh:
Refresh is a mid-grade resurfacer that is an “Encore Jr.” of sorts. It has virtually all of the qualities of Encore, such as tinting to any color, easy application, and quick drying. It is durable and has a great, comfortable surface for bare feet. The only difference is that it’s not as robust as Encore and may not fill in checks as easily. Nonetheless, it’s exceptional when compared to the mid-grade options. Refresh will have a 5-year limited warranty.
Refresh is going to be a bonanza for Encore dealers who want an option to what’s being sold in the big boxes. Refresh will sell at, or just below the average price of those big box brands – but will be better in every way. Look for more information on Encore’s website or give us a call at 888-776-2242.
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