Norwegian paint brand expands retail presence in the Philippines

Jotun, a renowned Norwegian paint brand, is preparing for an extensive expansion in the Philippines as it gears up to open three new retail stores, consolidating its presence in the country's burgeoning paint market.

Rohan Shetty, General Manager of Jotun (Philippines) Inc., unveiled the company's strategy during a media reception in Makati City hosted by Norwegian Ambassador Christian Lyster. Shetty announced that Jotun has recently launched its first retail store in Cebu, with two more set to open in the bustling areas of Ortigas and Makati within the year, focusing primarily on decorative paint products.

In an interview with the Philippine News Agency (PNA), Shetty highlighted the company's optimism, citing the ongoing recovery of the construction sector, which experienced a slowdown during the pandemic. "Definitely, the Philippines, with its growth opportunities, has a huge room to expand our retail base," he remarked.

Acknowledging the significance of the decorative segment, which constitutes a substantial portion of the local paint market (70-80%), Shetty expressed Jotun's eagerness to tap into the premium segment, constituting 25-30% of the market, fueled by demand from residential and tourism sectors, particularly in the hotel industry.

Echoing the company's expansion, Ambassador Lyster emphasized Jotun's upcoming venture into a novel retail store format for paint in Manila, underscoring the brand's commitment to the Philippine market.

Jotun has been actively supplying premium-quality paint products to industrial and marine clients in the Philippines for over three decades. In 2017, the company made a significant investment in a production facility in Sto. Tomas, Batangas, dedicated to manufacturing industrial and marine paint products catering solely to the local market.

Shetty revealed that while the initial decorative paint products will be imported, Jotun is prepared to leverage its expansive land holdings in Batangas for local production, allowing the company to respond effectively to the growing market demands for decorative paints in the Philippines.