Southland Paint

Where others saw:

A retail architectural coatings and paint company in a low growth industry trying to compete against name brand industry consolidators such as Sherwin Williams and Glidden

Watermill envisioned:

A marketing company that used its coatings capabilities to enable specialty retailers to maximize profit per square foot and shelf space utilization by providing high quality private labeled paint, space management and branding support


  • Repositioned the company from one that directly marketed to consumers to one that enabled retailers to better serve their customers
  • Reallocated resources to hiring and retaining skilled chemical engineers and color specialists
  • Eliminated company branding and labels and focused solely on big box store marketing and support
  • A nominal investment yielded a $16M return