Europe
A growing
proportion of
coating sales in
Europe are being
customized often
to levels where
the coatings
are effectively
bespoke
products.
Growing Bespoke Market for Coatings in Europe
by Sean Milmo
European Correspondent
milmocw@rodmanmedia.com
Agrowing proportion of coatings sales in Europe are being customized often to levels where the coatings are effectively
bespoke products formulated to meet one-off
or short lasting requirements.
In most cases these needs are technological, such as coatings which have to protect
machinery or equipment against specific
physical conditions.
In the wood coatings sector the performance
requirements are becoming so varied that coatings producers have to operate versatile R&D
units able respond quickly to the individual demands of customers.
One of the most challenging areas of cus-
tomization is that which combines the necessity
for technological versatility with creative de-
sign, especially in the use of colours.
In the high-end of the automobile market,
for example, wealthy drivers are wanting
colors or special effects which are exclusive
to themselves.
In the expanding but small market for classic cars, owners are wanting colours and textures which match those on the vehicles when
they were new, even though this might be a few
decades ago.
For many coatings producers, particularly
SMEs, customized/bespoke coatings are a
means of extending their expertise in manufacturing into services and even consultancy work.
However, for larger companies these activities in customization, particularly when they
involve design know-how, can be a source of
new creative ideas which can be adapted for
wider applications.
The coatings multinationals and some of the
