Exclusive partnerships can significantly enhance customer experience and simplify purchasing processes. The Home Depot‘s recent announcement of an exclusive agreement to offer @KILZ® primer products, as reported by PR Newswire, highlights their ongoing commitment to serving professional customers efficiently. By becoming the sole big-box retailer for trusted KILZ® primers, The Home Depot strengthens its position as a one-stop-shop for Pros, streamlining their shopping experience and saving valuable time. This partnership builds on a long-standing relationship with Behr Paint Company, reinforcing Home Depot’s dedication to providing high-quality products and exceptional service to both professionals and DIY customers.
The Home Depot has secured exclusive big-box retail rights for the KILZ® primer line nationwide, solidifying its partnership with Behr Paint Company. This strategic move enables the retailer to offer the full suite of KILZ® products—including Original, 2®, 3 Premium®, Mold & Mildew®, and aerosol formats—across all U.S. stores and Puerto Rico locations. With expanded inventory and job-lot stocking for professionals, The Home Depot enhances its value proposition for contractors by streamlining product access and reducing time spent sourcing materials.
March 19, 2025 – ATLANTA
HG Homeclub, the premier insight platform for the home improvement industry, highlights a calculated advancement by The Home Depot—its newly expanded exclusive agreement with Behr Paint Company to become the only home improvement big-box retailer offering KILZ® branded primer products across the U.S. and Puerto Rico.
Elevated Accessibility for Professional Builders
The exclusive deal grants The Home Depot control over the full range of KILZ® primers—including KILZ Original®, KILZ PVA®, KILZ 2®, KILZ 3 Premium®, KILZ Restoration®, KILZ Mold & Mildew®, and aerosol formats—reinforcing its standing with both DIYers and professional contractors.
This move simplifies supply chains for Pro customers by consolidating product access in a single, consistent location, ultimately improving workflow efficiency and reducing project friction.
Sources: PR Newswire, HBS Dealer
The Strategic Payoff: Deep Inventory, Streamlined Pro Experience
The expanded agreement enables The Home Depot to offer deeper “job-lot” quantities both in stores and via its distribution centers—supporting Pro customers across trades who need larger, reliable supply.
“Pros sometimes make several stops for a job,” noted Billy Bastek, EVP of Merchandising. “With exclusive access to KILZ® primers and expanded assortments, we simplify how they shop—saving time and money.”
PR Newswire
HG Homeclub Insight: A Blueprint for Pro Retail Differentiation
From HG Homeclub’s vantage point, this move strengthens three advantage pillars:
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Channel Exclusivity as a Competitive Barrier
Owning the exclusive big-box rights to a trusted brand like KILZ® elevates store loyalty among pros and makes rival retailers less relevant for a key product segment. -
Job-Ready Inventory for Pros
Deeper local stock minimizes restocking delays, reduces idle technician time, and becomes a tactical edge in tight timeline projects. -
Reinforcing the ‘Pro Ecosystem’ Strategy
The partnership aligns with The Home Depot’s expanding Pro ecosystem—integrating inventory, service, and convenience to become indispensable in project pipelines.
What This Means for Stakeholders
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Contractors & Project Managers can expect greater product availability and efficiency, reducing multi-stop supply runs.
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Competitors may need to develop counter-strategies—including exclusive partnerships of their own—to retain professional loyalty.
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Product Suppliers gain visibility into how exclusive distribution can elevate brand trust and adoption, especially among high-value professional segments.
