ADLER has reinforced its commitment to specialist paint retailers and wholesalers with a series of product launches and expanded marketing initiatives. The Austrian coatings leader unveiled the developments during its annual Marketing Days, held this year in Salzburg and Kapfenberg to maximise partner participation.
The dual-location format ensured accessibility. Attendance was strong. Engagement was high.
Austria’s leading manufacturer of paints, varnishes and wood preservatives continues to position itself as a close partner to the trade. The company emphasised that quality and service remain central to its collaborative approach with retailers and wholesalers across Austria and Germany.
New product introductions formed a key highlight. Sales Manager Christoph Müller presented additions to the wood finishing portfolio, including the Vivido wood stain and Vivido wood paint. These water-based coatings are produced using 80 percent natural raw materials. They are offered in standard colours and are suitable for both interior and exterior applications.
The new formulations have been attractively priced. Retailers are expected to benefit from broader customer appeal. Demand for sustainable solutions remains firm.
Quality enhancements were also announced for two established wall paints. The premium interior product Aviva Terra Ultra-White SD has been upgraded to deliver improved flow characteristics. A super-matte finish can now be achieved on smooth surfaces. Touch-ups are described as straightforward.
Similarly, Aviva Euromin-White Plus, a commercial silicate interior paint, now offers stronger coverage and a significantly more matte appearance. These refinements have been introduced to meet rising expectations in professional and trade segments.
Product development remains continuous. Performance improvements are prioritised. Sustainability is integrated into formulation strategies.
Marketing support was another central theme of the events. Marketing Director Christian Laucher introduced a new social media tool designed to assist paint retailers in reaching customers within their local regions. The digital platform enables specialist dealers to highlight their expertise online. Regional visibility is expected to increase.
Traditional marketing channels will continue to be utilised. Print campaigns and direct mailings remain part of the annual strategy. A comprehensive support framework has therefore been maintained.
The results of these joint initiatives were reflected in the 2025 top retailer awards ceremony. Recognition was given to outstanding partners across Austria and Germany.
In Austria, the gold medal among specialist retailers was awarded to Charly Vieselthaler of Farben Vieselthaler in Strasswalchen. He also serves as Chairman of the ADLER Paint Masters Association. Second place went to Kulba Farben in Söding-St. Johann, while bronze was secured by Farben Schellander in Klagenfurt.
Among Austrian wholesalers, Rettenbacher Farben from Kuchl claimed first place. Hermann Lechner Farben from Kitzbühel achieved silver.
In Germany, Alfred Weik from Herrenberg led the specialist retailer category. Farben Schober from Gemmrigheim took second place. Maler Schreier from Großröhrsdorf earned bronze.
The wholesaler ranking in Germany was topped by Farben Harzer from Pfarrkirchen. Kombitex from Ettlingen secured second place. Mangold Farbenwelt from Rothenburg completed the podium.
These awards underline the commercial impact of close cooperation. Performance was recognised. Partnerships were celebrated.
ADLER operates under the brand motto “EAGLE – Colour flows in our veins.” The company employs around 730 people. It remains Austria’s largest producer of paints, coatings and wood preservatives.
Founded in 1934 by Johann Berghofer, the family-owned business is now managed in its third generation by Andrea Berghofer. More than 20,000 tonnes of coatings leave the production facility in Schwaz each year. Schwaz remains the company’s sole manufacturing site.
Products are exported throughout Europe and beyond. Innovation is regarded as a strategic pillar. Sustainability is embedded in corporate planning.
Efforts are being made to reduce the carbon footprint of operations. Circular product development concepts are being advanced. Partnerships with scientific institutions and environmental organisations have been established.
Environmental responsibility is treated as a core obligation. Research investment remains ongoing. Resource efficiency is closely monitored.
The coatings sector continues to evolve. Customer expectations are rising. Competitive pressures are intensifying.
Against this backdrop, ADLER has chosen to deepen engagement with the trade. Improved formulations have been delivered. Digital marketing capabilities have been expanded. Retailers have been equipped with additional tools.
Small businesses benefit from structured support. Expertise is amplified. Market presence is strengthened.
The Marketing Days demonstrated the company’s proximity to its partners. Dialogue was encouraged. Feedback was gathered. Future collaboration was reinforced.
By combining product innovation with marketing assistance, ADLER aims to strengthen its distribution network and enhance competitiveness across Central Europe. The paint trade remains a strategic priority.
Further investments are expected. Sustainability targets will continue to guide development. Trade partnerships are set to remain at the centre of its growth strategy.
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