Distributor Spotlight

DFM INTERNATIONAL

Decades ago in the heart of Montreal, Canada, partners Pierre Marquis and Gino Fillion saw a gap in the Quebec market for a distributor and decided to fill it. They had both been involved in the paint industry, with Pierre owning a store and Gino working as a representative for a big-box dealer, and decided to strike out on their own. “One of the first things we did was create a committee of retailers to collect their ideas,” shares Gino, a move that is indicative of their value to our ALLPRO community. Even in their early days, they understood the value that other perspectives can bring, the need for good old fashioned networking. In the beginning, DFM focused on stocking brushes, rollers, and refills in a 650-square-foot warehouse, filling orders at night to ensure next-day delivery. Within one year, their unyielding work ethic and nocturnal habits paid off, allowing them to move their operation into a building twice the size. Since their debut in 1998, DFM has steadily grown, increasing their inventory in line with the needs of their customers. Today, they have two locations and proudly serve the provinces of Ontario and Quebec, with a new division launched in 2014 aimed at serving Western Canada. They serve over 500 retailers with a product line of over 3,000 items, all of which are aimed at supporting the independent dealer.

The company still has its retailer committee in place, which Gino says helps them maintain their integrity and keep up with market trends, but they are also ALLPRO members, joining our ranks back in 2011 to help further expand their reach and finetune their practices. Their retailers have played an active role in pushing them forward into the digital age, helping to make changes that propel them in the right direction. In turn, they try to provide the same guidance to their customers. “Our ultimate goal is to serve and ensure that we have and find the products our customers are looking for. We try to do that in the short, medium, and long term.” Collaboration is at the heart of their approach, and the more seats at the table the better. “The thing we love most about ALLPRO,” Gino explains, “is having projects that bring us together that we can share.” Having those built-in sounding boards and sharing in their success is what has enabled their steady growth over the last 23 years. Thanks to their philosophy of creating “service and products in the image of [their customers’] reality,” they are currently on track to expand their market share by 10-15% per year.

Although there were some great successes, this was a difficult year for many. Despite DIY and home improvement projects trending upward, there were many logistical challenges faced in keeping shelves stocked and operations running smoothly. DFM overcame the constant hurdles in the form of new restrictions and safety concerns by learning to become “more imaginative, reactive, and proactive” citing their proficient teamwork for their agility and resiliency throughout the tumultuous year. But ultimately many of these concerns came to feel insignificant in light of an altogether more profound tragedy felt by DFM and the ALLPRO team as a whole; they are currently on the heels of a tremendous loss. The company’s co-founder, Pierre Marquis, passed away on May 5th, 2020, leaving Gino and their team of 22 with a deeper appreciation for the very real pain of losing a loved one—pain that is all too familiar for millions of people all across the globe right now. Heartbreaking loss has left them with a renewed appreciation for the human aspect of their operation. “This period taught me personally to learn to appreciate the people around me even more—at work and elsewhere.”

Please share in congratulating DFM for their continued success and in mourning the loss of their magnanimous co-founder, Pierre Marquis. He is deeply missed in this community and beyond.

PACOA

PACOA define themselves as “the independent distributor serving the independent dealer,” a mission that began nearly a century ago when their founder, Teddy Geismar, first immigrated from Germany to the United States. Working from the trunk of his car, Teddy called on paint dealers in NYC and the Bronx. By 1969, Teddy’s son, Herb, had joined the business, helping to increase their sales territory and diversify product offerings. Together they took their business to the next level with a branded line titled Velvet Touch. Herb was a motivated salesman with a keen understanding of how to help the independent dealer reach their full potential. It wasn’t long before Herb relocated the mobile business operations to his family home in Long Island and was dedicated to its activity six nights a week. A true family affair, he and the Geismar clan would work together to fill orders, sacrificing sleep to assemble and package paint rollers with the hustling attitude they have

maintained well into the 21st century. In 1974, Herb made the decision to merge Velvet Touch with Bayside Sales and Paint Applicator Corporation of America (“PACOA”) was born. Herb’s son and PACOA’s current President, Steve, joined the family business three years later. With Steve’s help, they intensified their growth mindset, building their sales force, expanding distribution capacity, and increasing territory with every passing year.

Today, PACOA resides in a 95,000-square-foot distribution center, with plans to increase their warehouse space another 25,000 square feet. They carry over 20,000 items, have a fleet of 21 trucks, and employ 135 people. In 2007, ALLPRO approached PACOA, as we were looking for a two-step distributor to grow with the North East. Joining our ranks “cemented [their] personal and professional relationships with the most successful independent dealers in the marketplace.” Already in possession of the highest fill rate in the industry, infrastructure to support next-day delivery, and a dedicated and knowledgeable workforce, the ALLPRO relationship worked to enhance PACOA’s ability to “learn what is most important to the independent dealers and model [their] service level to those needs” through our annual shows and meetings. “Servicing our independent customers so they can serve their customers is what drives us,” says Steve, explaining the fit between the two organizations. Just like Herb did back in the company’s early days, PACOA continues to educate their customers on how to “increase profitability, helping them sell against large national chains with innovative marketing and understanding the needs of their customers.”

Going beyond supplying to dealers helps PACOA stay relevant in a competitive industry, positioning themselves as a resource to the independent dealer as well as a distributor. “Our culture is that of a family-owned, independent business; that is the driving force behind everything we do. We operate our business the same way our customers do which enables us to react quickly to our customers’ requests.” Steve characterizes this willingness to adapt and evolve alongside their customers’ needs in an everchanging market as a key driver in their success over the years. But ultimately, it’s their ability to identity with the family values of the independent dealer that has allowed them to build such strong and lasting bonds with their customers—a trait that remains paramount in this business and beyond.

As far as PACOA’s future is concerned, things are looking bright. “We look forward to continuing to build strong relationships with our customers, expand our footprint, and increase our service levels through product growth, technology, and internal organizational progress.”

We’re proud to have PACOA on board and wish them all the best with their upcoming expansion! “MY FATHER WORKED TIRELESSLY

SHOWING [INDEPENDENT DEALERS]

HOW TO INCREASE THEIR GROSS

MARGIN[S] ON PAINT APPLICATORS,

BUILDING RELATIONSHIPS, AND

GROWING MARKET SHARE.” STEVE GEISMAR, PACOA

Praise for Paint Manufacturers

We asked ALLPRO members to boast about their favorite brands and share how their suppliers have supported their stores and business growth over the years. The props and verbal pats on the back came easily for our members who value their relationships with reliable paint suppliers.

“Benjamin Moore has always been our most important resource in the battle against the ‘Big Box’ and national specialty stores such as Sherwin Williams and PPG. In the last two decades, Benjamin Moore has delivered ‘groundbreaking’ products and colorants that have differentiated our offering and created a special value for our customers. When you can deliver incremental value to your customer, you have won a battle with the ability to maintain profit-making margins. That’s why Helm Paint and Texas Paint are single-line dealers that position Benjamin Moore products in a place where we can win distinct market segments. These reasons have made us successful now and will continue to drive our success in the future.” ~ Joe Helm, Helm Paint

“Our primary paint supplier [continues to be] Benjamin Moore. While they have given us various types of support in our continued growth, their most valued commitment has been to stay within the independent channel. Benjamin Moore's current corporate leadership, as well as their parent company, are dedicated to the success of the independent.” ~ Glen Morosohk, Ricciardi Brothers “[Our] major manufacturer is Benjamin Moore and they have truly been an integral part of our business and our growth over the last 10 years. They have been a part of project innovation and also the number one supporter of the independent business and the retail channel that we exist in. They have good pricing, good promotions, and have invested in a solid e-commerce model that they pass along to us and we get job quotes when needed. They are the best at answering calls when you need them, and they have a dedicated sales staff for us. They have just been fantastic!” ~ Josh Johnson, Johnson Paint

“Our main paint manufacturer is Benjamin Moore Paint and I have dealt with them since 1979. They have been a true partner for me in my three career paths [that have spanned] 41 years. Part of a good partnership is understanding each other’s goals and working together to reach those goals and find a place where everyone is happy – a win-win situation. They are, and always have been, so important in my business and I have respect for them, their superior products, and their iconic brand. I’ve always felt that in any partnership you must be honest; I have been able to be candid with them on ways they need to improve, and they have also done so with me. I think that’s very healthy - we all have our flaws but being open and honest about those things makes for a good relationship both ways. When I need them, they are always there for me and when they ask something of me, I make it happen. It’s a phenomenal partnership!” ~ Elliot Greenberg, JC Licht

“It all truly comes down to relationships with key people, whether that be with your PPG sales rep or a member of the upper management within the organization. Having those relationships has helped us tremendously to get what we need, when we need it. The team at PPG have shared their foresight and what the company is doing and how they are doing it which has allowed us to strategically position ourselves with them so we could be successful and continue to grow.” ~ Geoff Dankers - Reno, Truckee and Carson Paint Mart