WARPAINTS
AIR
A “Push” Forward for The Army Painter
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or years customers and retailers have been asking me, “When are you going to make airbrush paints?” If you know anything about me, I don’t make hasty decisions and this was one I wanted to make sure we thought all the way through so that we delivered the best possible product we could. Hi, I’m Bo Penstoft and I’m the cofounder and CEO of The Army Painter. It’s been 14 years since some of you first met me at the GAMA tradeshow when, alongside my partner Jonas, I was selling an innovate product called Quickshade Dip. A lot has changed since then, and we owe a lot of that to retailers like you. Thousands of retailers across the globe now stock our products, and range has certainly grown up a bit along with the company. As of today, we have quadrupled our production in just under a year’s time to keep up with your demand, and the demand of your customers, and this expansion made it the right time for airbrush paints. When it comes to launching an entirely new paint line, one with established players already in the category, it was not a decision I or the company took lightly. Our retailers have trusted us for our high-quality, wellstocked, and innovative products – so we had to make certain that the new Warpaints Air range not only meets, but exceeds your expectations. I’ll be honest with you, before this process began I was a complete newbie to the tool and technique. I was stuck in my old way of Spray, Paint, Dip, Done. (Not that there’s anything wrong with that). When the time was right to endeavor into airbrush paints, I put my trust in my team of talented and hardworking hobby nuts to develop a unique concept; something that 22 AROUND THE table • Q4 2021
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not only differentiated our airbrush paints from our competitors’, but also saved time and simplified the technique for our customers. I didn’t just want to offer another airbrush paint; I wanted to offer a better airbrush paint. That meant it had to be so simple to use ... a newb like me could figure it out. You probably want to know what differentiates Warpaint Air in the airbrushready category. For starters, our airbrush paints are truly ready to use right out of the bottle; unlike others in the category that still require additional thinning. We also put our pigments through a four-part, ultra-filtration process to ensure smooth coverage and flow, while reducing clogging on the needle. Further, for the first time ever, we have preloaded every bottle of Warpaints Air with two of our high-grade stainless steel, rustproof Mixing Balls – adding even further value for your customers. The real catch, what really sold me on the idea, was the concept of utilizing Colour Triads. These are a common tool used in many different industries from interior design, manufacturing, and miniature painting! We identified 34 of our bestselling colours from our existing Warpaints range and began developing the corresponding colours to create a group of three colours – a Colour Triad. Let’s use Pure Red, which is a customer favourite, as an example: Pure Red is the Mid Tone for the triad, which has a darker Base Tone (Encarmine Red), and a brighter High Tone for highlighting (Archangel Red). To paint a red miniature, you simply apply a base coat of Encarmine Red, the first zenithal highlight of Pure Red,
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and finish it off with an extreme highlight of Archangel Red. It’s that easy! As a newbie, this demystified how to use an airbrush because we took the guesswork out of the colour selection equation. When my team brought this to the table – my mind was blown. It made perfect sense! I’m incredibly proud of this product and the team behind it. I’m confident that it’s going to be a product that does well in your stores. While this is the most advanced paint we’ve ever developed, it still carries the traits of all the products that came before it. Warpaints Air is high-quality, it will be wellstocked, and it is truly innovative. And I think your customers are going to think so, too.
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Bo Penstoft is the cofounder and CEO of The Army Painter, an industry-leading paint and hobby accessory company. A veteran of the wargaming and hobby industry, Bo and his company have grown from a one product outfit to an industry leader in 14 years with innovative products like Quickshade Dip, Colour Primer Sprays, the entire Warpaints range, and the new Gamemaster line of products. Bo and The Army Painter are committed to growing the hobby, supporting events all over the globe. thearmypainter.com
11/17/21 10:31 AM
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