Benjamin Moore & Co.

The heirs of the original founders and directors continue among those who guide the company today. And while product offerings have expanded and changed, Mr. Benjamin Moore's original philosophy for guiding the company remains in effect to this day: 'First ... a fair deal for everyone. Second ... the giving of value received without any graft or chicanery. Third ... a recognition of the value of truth in the representation of our products and an effort at all times to keep the standard of our goods up to the highest mark. And last ... the practice of strict economy without the spirit of parsimony, and the exercise of intelligent industry in the spirit of integrity.' Key Dates: Brothers Benjamin and Robert Moore launch painting business in Brooklyn, New York. Benjamin Moore & Co. is a leading manufacturer of high-quality paints, stains, and protective coatings, with operations in both the United States and Canada. From its origins as a family-run paint business, the firm grew into an industry leader, ranking as the fourth largest U.S. paint company and seventh top brand, with a seven percent market share by 1992, according to Chemical Business, an industry periodical. By the 1990s, approximately 3,500 independent dealers in the United States and 1,500 in Canada distributed Benjamin Moore products, ranging from interior and exterior latex and oil-based paints to industrial maintenance coatings, safety-coated industrial enamels, porch and floor enamels, wood stains and finishes, and swimming pool paint, in a broad spectrum of colors. The company's origins date back to 1883, when Benjamin Moore and his brother, Robert Moore, started a family-run paint business in Brooklyn, New York. At the time, the paint and coatings industry was still in its infancy; not until the mid-1880s did paint producers move decisively toward bulk production and distribution of their products. Chemical advances in such areas as film-forming compounds, emulsions, and inorganic pigment production helped the growing industry cover more and more ground--and surface area--with increasingly durable and adhesive products. Benjamin Moore rode the wave, growing rapidly beyond the regional market of New York and, within years, across the border into Canada and beyond. From the outset, the Moore brothers distinguished themselves from the competition by stringently adhering to their slogan: 'quality, start to finish.' Most other paint manufacturers laid claim to products of comparable quality, but the Moores were unique in their willingness to risk market share by charging premium dollar for truly premium paints. This strategy would eventually pay off; once the company had cornered the market niche that was willing and able to distinguish truly premium quality paints--by such criteria as greater durability, broader color spectrums and pigment quality, and easier application--they could depend on their reputation for continued success. Indeed, the numbers demonstrated that consumers were willing to pay top dollar to invest in protective--and beautifying--coatings for their homes and equipment. From the outset, Benjamin Moore implemented a distribution strategy that helped maintain its niche appeal to premium-quality paint users and helped separate it from the competition. Into the 1990s, the company sold its products only through independent Benjamin Moore paint dealers. Generally, paint reaches the consumer in one of three ways: Companies can make private-label paints for retailers; they can sell their own brands in hardware stores, home centers, and decorating stores; or they can operate their own retail stores, selling to consumers and painting contractors. While most companies employ a combination of these methods, Benjamin Moore has adhered to its strict system of certifying specific dealers and selling its products only through them. Benjamin Moore's other characteristic trademark was the closely guarded nature of its business operations. Two generations a