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.
Home Improvement
| The Home Depot Announces Exclusive KILZ® Brand Agreement
The Home Depot Announces Exclusive KILZ® Brand Agreement
Published March 19, 2025, 4:10 PM EST
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.
PR NewswireHBS 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:
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
Contractors & Project Managers can expect greater product availability and efficiency, reducing multi-stop supply runs.
Competitors may need to develop counter-strategies—including exclusive partnerships of their own—to retain professional loyalty.
Product Suppliers gain visibility into how exclusive distribution can elevate brand trust and adoption, especially among high-value professional segments.
About HG Homeclub
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