ANZA PRO BENELUX
From One Product Wonder To Total Toolbox Domination
Grow from a one-product wonder to the professional painter’s preferred brand - whatever the job.
In 2019, the Anza brand in the Benelux was synonymous with a single product - The Anza Felt mini roller.
Open the toolbox of any professional painter in Belgium, and you’d spot this little wonder in there somewhere. Homeowners in the Benelux have a strong desire for extremely high-gloss finishes on external paintwork, and the Anza Felt roller was the Painter’s tool of choice for this finish.
THE CHALLENGE
THE CHALLENGE
Whilst the brand had establish strong credibility through this single small roller, they had struggled to penetrate the rest of the Painter’s toolbox.
Paint Brushes in particular were a challenge. Painters in the Benelux favour a special type of round brush or ‘Ronde Kwast’ that is seldom found in other European markets. This enabled several local, heritage brands to dominate the paint brush category, and prevent new entrants. And - as a Swedish brand - Anza Pro would have a tougher challenge than most potential new entrants.
It was this challenge that I inherited when I moved to Antwerp in the summer of 2020 to take on the role of Marketing Manager: build on the credibility of the Anza Felt mini-roller to take market share in other product pillars and start a journey towards domination of the full professional Painters Toolbox.