Behr Paint Company is a leading name in the paint industry, known for its high-quality products and wide range of colors. But the story of how this company grew from humble beginnings to become a household name is a fascinating journey through innovation, dedication, and a commitment to quality.
Humble Beginnings in Post-War America
The story of Behr Paints begins in 1947, in the aftermath of World War II. Otho Behr Jr., an ambitious entrepreneur, began selling linseed oil wood stains to paint stores from the back of his wood-paneled station wagon 1. His company, originally called Linseed Oil Products Company 3, focused on providing high-quality stains. Recognizing a need for a more durable paint that could withstand the elements and adhere well to redwood, Behr Jr. turned to his father, Otho Behr Sr., a skilled chemist, for help 2. Together, they developed a revolutionary clear finish and stain that exceeded expectations 2.
This innovative product marked the beginning of Behr’s success. As demand grew, the family operation expanded from the back of a station wagon to the family garage and soon outgrew that space as well 2. In 1948, Behr moved to an 800-square-foot Quonset hut in Pasadena, California 1. The company continued to expand its distribution nationwide, establishing facilities in several states 2.
Establishing a Legacy of Innovation
The 1950s marked a significant milestone for Behr with the purchase of land in Orange County, California, leading to the construction of the company’s first corporate headquarters, manufacturing plant, and distribution center 3. This move solidified Behr’s presence in the industry and set the stage for future growth.
Throughout the 1960s, Behr continued to innovate, developing the first oil/water combination product and introducing a successful line of interior and exterior stains and clear coatings 3. This dedication to research and development would become a hallmark of Behr’s approach to paint technology.
A Partnership That Painted Success
In 1979, Behr entered into a pivotal partnership with The Home Depot 3. This strategic alliance proved to be a turning point in Behr’s history, providing access to a wider market and solidifying its position as a leading paint supplier. The partnership flourished, with Behr being named The Home Depot Partner of the Year in 1984 for its outstanding performance and commitment to quality 3. This collaboration allowed Behr to leverage The Home Depot’s extensive retail network and reach a larger customer base, significantly contributing to the company’s growth and market dominance.
Building on this success, Behr continued to innovate and expand its product line. In 1986, the company made its foray into the paint market with the introduction of BEHR PREMIUM PLUS® Interior Paint 3. This marked a significant shift from solely producing stains and varnishes to offering a comprehensive range of paint products. The same year, Behr expanded its reach internationally with the establishment of Behr Canada, its first facility outside the United States 3.
Further solidifying its commitment to innovation, Behr introduced computer color matching technology at retail in 1986, a groundbreaking development in the industry 3. This technology, a first for the retail paint market, allowed customers to bring in color samples and have them accurately matched to Behr paint colors, revolutionizing the way people chose paint for their homes. This innovation not only enhanced the customer experience but also positioned Behr as a leader in paint technology.
Continued Growth and Acquisition
The 1990s brought further expansion for Behr. The partnership with The Home Depot extended to Canada in 1994, strengthening Behr’s presence in the North American market 3. In 1999, Behr was acquired by Masco Corporation, a public company, marking the end of its 52-year run as a privately held company 3. This acquisition brought new resources and opportunities for Behr, further fueling its growth and expansion.
Milestones of the 21st Century
The acquisition by Masco Corporation marked the beginning of a new era for Behr, characterized by continued growth and a focus on customer-centric initiatives. In 2000, Masco acquired Masterchem Industries Inc., the maker of the KILZ® brand, adding another well-known name to its portfolio 3. This acquisition expanded Behr’s product offerings and market reach.
Behr continued to focus on enhancing the customer experience with the introduction of the Color Solutions Center in The Home Depot stores in the U.S. and Canada in 2003 4. These centers provided customers with a dedicated space to explore Behr’s extensive color palettes, receive expert advice, and find inspiration for their painting projects.
Recognizing the growing importance of the professional painting market, Behr made the U.S. Pro Paint segment a strategic priority in 2008 4. This focus led to the development of products and services specifically tailored to the needs of professional painters, further solidifying Behr’s position as a trusted partner in the industry.
In 2006, Behr expanded its global footprint with the opening of a Research and Development center in Pune, India 4. This demonstrated Behr’s commitment to innovation and its focus on developing high-quality products for a global market. Shortly after, in 2009, Behr entered Mexico and Chile, marking the beginning of its distribution in Latin America 4. This move demonstrated Behr’s commitment to bringing its high-quality paint products to a wider audience.
Embracing Technology and Sustainability
The 2010s saw Behr embrace technology and sustainability to meet the evolving needs of its customers and the industry. In 2011, the company launched the COLORSMART BY BEHR® mobile application, providing customers with a convenient tool to explore colors, visualize their projects, and find inspiration on the go 4.
Behr continued to innovate with the launch of the BEHR MARQUEE® paint line in 2013, offering a premium product with exceptional coverage and durability 4. This line quickly gained popularity among both DIYers and professionals for its one-coat hide and advanced stain-blocking properties.
In 2016, Behr further expanded its product offerings with the launch of the Behr PRO® Paint Line, specifically designed for professional painters 4. The same year, the company partnered with Joanna Gaines to launch the MAGNOLIA HOME by JOANNA GAINES® paint line, offering a curated collection of colors inspired by Gaines’ signature style 4.
Behr’s commitment to sustainability was evident in 2019 with the launch of its eCommerce initiative, BEHR® EXPRESS, and the introduction of the first all-plastic, 100% recyclable container with a Simple Pour lid 4. These initiatives demonstrated Behr’s dedication to reducing its environmental impact and providing customers with eco-friendly options.
Recent Developments and Future Outlook
In 2020, Behr re-entered the interior wood stain category with the launch of BEHR PREMIUM™ Interior Wood Stains and expanded into the aerosol category with the launch of BEHR® PREMIUM™ Spray Paint 3. These new product lines further diversified Behr’s offerings and catered to a wider range of customer needs.
Behr’s commitment to innovation continues with the establishment of a state-of-the-art aerosol laboratory in 2024 5. This dedicated space allows Behr to further develop and refine its spray paint formulations, ensuring continued leadership in this product category.
The Legacy of Otho Behr Jr.
The success of Behr Paints is a testament to the vision and dedication of its founder, Otho Behr Jr6.. His entrepreneurial spirit, combined with his father’s scientific expertise, laid the foundation for a company that has become synonymous with quality and innovation in the paint industry.
Behr Jr.’s legacy extends beyond the company’s products and innovations. He instilled a culture of customer focus and a commitment to excellence that continues to drive Behr’s success today. His story serves as an inspiration to entrepreneurs and a reminder that even the most ambitious dreams can be realized with hard work, determination, and a passion for quality.
Behr’s Impact on the Paint Industry
Behr’s impact on the paint industry is undeniable. The company has consistently pushed the boundaries of paint technology, introducing innovative products that meet the evolving needs of consumers and professionals alike. From developing the first oil/water combination product to introducing one-coat hide technology with BEHR MARQUEE® and BEHR DYNASTY® paints, Behr has consistently delivered high-performance paints that simplify projects and deliver exceptional results 3.
Behr’s commitment to sustainability has also been a driving force in the industry, inspiring other companies to adopt more environmentally friendly practices. Its focus on reducing waste in its manufacturing facilities, implementing robust recycling programs for various materials, and eliminating harmful chemicals has set a new standard for responsible paint manufacturing 7. Behr has taken significant steps to eliminate potentially harmful chemicals from its paint formulations. This includes the removal of ethoxylated phenols, ethylene glycol, and zinc pyrithione, demonstrating a commitment to both environmental responsibility and product safety 8.
Behr’s dedication to customer satisfaction has also been a key factor in its success. The company’s extensive color palettes, user-friendly tools like the COLORSMART BY BEHR® mobile application, and expert advice through initiatives like the Color Solutions Centers have made it easier than ever for people to choose the perfect paint for their projects 4.
Furthermore, Behr has demonstrated resilience and adaptability in navigating the challenges faced by the paint industry. Despite supply chain disruptions, rising raw material costs, and fluctuating oil prices, Behr has continued to innovate and deliver high-quality products to its customers 9.
Conclusion
The story of Behr Paints is a testament to the power of innovation, dedication, and a commitment to quality. From its humble beginnings in post-war America to its current position as a global leader in the paint industry, Behr has consistently delivered high-quality products that meet the evolving needs of consumers and professionals.
Behr’s legacy of innovation, sustainability, and customer focus has not only shaped the company’s success but has also had a profound impact on the paint industry as a whole. The company’s pioneering spirit is evident in its early adoption of computer color matching technology, its development of high-performance paints, and its commitment to environmentally responsible practices. Behr’s journey reflects broader trends in the industry, such as the rise of DIY home improvement, increasing consumer awareness of environmental issues, and the growing demand for sustainable products. As Behr continues to evolve and adapt to the changing needs of the market, it remains committed to its core values, ensuring that its paints continue to bring color and life to homes and businesses around the world.
Works cited
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2. History of Behr Paint – House Painting Guide, accessed January 18, 2025, https://www.housepaintingguide.org/history-of-behr-paint/
3. Our History – Behr Paint Company, accessed January 18, 2025, https://corporate.behr.com/about/history
4. BEHR’s 75th Anniversary – Behr Paint Company, accessed January 18, 2025, https://corporate.behr.com/about/75-years
5. Future-Proofing Product Innovation | Behr Paint Company, accessed January 18, 2025, https://corporate.behr.com/stories/future-proofing-product-innovation
6. en.wikipedia.org, accessed January 18, 2025, https://en.wikipedia.org/wiki/Behr_(paint)
7. Behr Paint Company Sustainability Goals, accessed January 18, 2025, https://www.behr.com/consumer/sustainability
8. BEHR Paint: Pushing the Paint Industry Forward – Eco Actions – The Home Depot, accessed January 18, 2025, https://ecoactions.homedepot.com/blog/behr-paint-pushing-the-paint-industry-forward/
9. 2024 Paint Industry Outlook | BEHR PRO, accessed January 18, 2025, https://www.behr.com/pro/onthejob/blog/2024-paint-industry-outlook/
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