Dow licences Beanstalk to handle its DIY spray foam
New York -- Dow Chemical Co. has selected brand-licensing consultancy Beanstalk to help it develop a comprehensive consumer product line for the home improvement and Do-It-Yourself (DIY) markets. Planned to launch in 2011, the programme will extend the Dow Brand as well as the Great Stuff insulating polyurethane foam sealant and SafeTouch fibreglass-free insulation through licensees.
Dow said it will work closely with Beanstalk to introduce a line of products that offer DIYers and professionals innovative solutions in key building and construction categories.
The licensing programme for interior and exterior home improvement will reach consumers through home improvement and hardware retail channels in the US such as Home Depot, Lowe's, Ace, True Value and Walmart, among others.
"Beanstalk's expertise in the home improvement retail industry makes them a perfect partner to help Dow achieve its goal of heightening brand awareness through a much broader product offering and larger in-store presence," said Jennifer Montgomery, retail brand manager, Dow. "As consumers become more willing to tackle projects in and around the home, the timing to expand the Dow brand could not be better."