Case study

Brand purpose driving shareholder return:

DuluxGroup

Originally the Consumer Products Division of Orica Australia, DuluxGroup was divested in 2010 and listed on the Australian Stock Exchange (ASX).  Incorporating well-known commodity brands Dulux Paint, Selleys and Yates, the new DuluxGroup had the opportunity to redefine its longer-term strategy, moving away from the silo-centric, conservative, risk averse culture inherited from its former parent.

Brand Council’s first engagement occurred two years before the spin-off, and included conducting research, analysis and diagnosis centred around brand strategy, culture and aspirations for the broader organisation.  In 2015, Brand Council was brought in again to refresh the brand architecture, purpose, and Innovation Culture to facilitate growth.

Brand Council was then asked to develop the brand strategy for DuluxGroup SBU companies – Yates, Selleys, Lincoln Sentry & B&D.

Total shareholder return since its 2010 listing was 483%, with Macquarie Bank rating DuluxGroup as having delivered the third best total shareholder return in the S&P/ASX 100.  In 2018, DuluxGroup was acquired by Nippon Paint for a multiple of 16.1x 2018 earnings (25.3x 2017 earnings), and subsequently delisted from the ASX.

Nippon Paint recognised DuluxGroup as an attractive acquisition due to its profitability, future earnings growth and the culture of innovation. Shareholder Scheme Booklet, June 2019

In 2020 Nippon Paint approached Brand Council to assist with purpose-led transformation projects within the global group.

DuluxGroup Purpose

DuluxGroup exists to develop leading brands that improve, enhance and inspire our living environment.

Dulux Group Guiding Philosophy

Imagine a better place.

Learn more about how we can help transform your organisation

Learn more about how we can help transform your organisation