Paint store seals the deal with Benjamin Moore
By Eric T. Campbell
The Michigan Citizen
DETROIT— When Marcus Anderson went after Benjamin Moore as a sponsor of a prospective paint store, he didn’t know he’d be setting a precedent. Anderson Paint Store, on Eight Mile Road, is now the only Benjamin Moore outlet in the city of Detroit. It’s the only Black-owned Benjamin Moore retailer out of 178 in the state of Michigan.
Up until June of this year, Marcus Anderson operated a successful paint contracting company—Soft Touch Painting. Soft Touch, established in 1989, was Anderson’s livelihood, specializing in commercial, industrial and residential painting. Anderson soon realized the sensibility of incorporating a paint store in the same location.
“I am, by trade, a paint contractor,” Anderson told the Michigan Citizen. “Adding the paint store doesn’t take away from the service, in fact it enhances it—we’re now more like a one-stop-shop. We can provide a product as well as a service.”
Anderson courted several paint companies, but the superior reputation that Benjamin Moore enjoys in the industry kept them at the top of his list. According to Anderson, Benjamin Moore Paints are considered the highest in quality.
“Benjamin Moore sets the standards for other companies to follow,” says Anderson.
But gaining the confidence of the paint industry giant wasn’t easy. Anderson tells of meetings and discussions that lasted six months. The viability of the Detroit market was the dominant topic in talks with representatives from the Chicago corporate office, but Anderson had an established clientele through his painting company.
“I said there’s a market here for your paint,” Anderson recalls.
Once the decision was made to endorse Anderson’s store, Benjamin Moore wasted no time providing a comprehensive web of support. Three days was all it took before he began receiving paint supplies, according to Anderson.
Paint Store manager, Perry Barnes, has over 14 years in the professional painting business. Barnes says that experience is beneficial to patrons with any type of painting task.
“What we do is ask you the proper questions and get you the proper tools,” Barnes told the Michigan Citizen. “From there we proceed to recommend a product based on the overall look and appearance you’re trying to achieve.”
The store offers thousands of colors to choose from and is able to match colors from other companies. This process is called ‘crossover matching’. According to Barnes, it’s achieved with a computer program whose database includes colors by companies other than Benjamin Moore.
Despite the non-descript exterior, Anderson’s store welcomes walk-in customers with an orderly, well-stocked showroom floor. Paints come in three levels: The premium Regal interior line, the Super Spec contractor line and the Super Craft project line.
The reputation Benjamin Moore carries made Anderson Paint Store a retail option for other paint industry name brands such as Wooster brushes and rollers, and Hyde scrapers and joint knives.
Other tools for wall-patching, wallpaper removal and interior staining are also available.
“We want to make sure that people are receiving knowledge from the time they walk in the door until the time they leave,” says Anderson.
Anderson Paint Store also features over 200 off-white colors and a section devoted entirely to exterior colors often used in historical neighborhoods. Anderson’s also features ECOSPEC, a line paint which is low in odor and VOCs (volatile organic compounds).
“It’s the cheapest way to remodel,” says Perry about the effect a fresh coat of paint can have on a living space, “and in a lot of cases it makes all the difference.”
Despite his relationship with a dominant paint franchise, Anderson is still determined to operate like a neighborhood corner store. He’s attended Detroit area block club meetings and plans a meet and greet event for his neighbors in the 8 Mile/Southfield Road area.
“Solving your problems is going to be a lot easier when you can deal with the owner.”
Anderson Paint Store is located at 18539 W. 8 Mile Rd., four blocks west of Southfield Freeway. Call 313-541-5452 for further questions.
For a free job estimate call Soft Touch Painting at 313-541-8402