The global landscape of the paint industry is complex.
On the shelves of DIY superstores in France, the brands Tollens and Dulux Valentine rub shoulders.
And the opening of exclusive negotiations by the investment company Wendel for the sale of its Cromology paints subsidiary, of which Tollens is the best-known brand in France, to DuluxGroup, a subsidiary of Nippon Paint, could have been the opportunity to tell the story of the merger of two well-known brands.
But it is not: DuluxGroup is an Australian company, which markets the Dulux brand in Asia.
Not in Europe, where Dulux Valentine is owned by Dutch AkzoNobel.
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Cromology is number two or three in the markets where it is present.
The French company markets around fifteen main brands in Europe, which it develops in five research laboratories, then manufactures in nine production sites.
It employs 3,200 people, 68% of whom are in France.
Last year she made a
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