Adler with increased presence on the South Korean market
Adler, Austrian manufacturer of paints, coatings and wood protection products, is cooperating with the South Korean building materials dealer Samik.
According to Adler, the market for furniture and interior design in South Korea has a lot in common with that in Central Europe: naturalness is the trend, and natural wood surfaces with a matt look are popular. But there is one big difference: While most of the major manufacturers in Europe use water-based coatings, solvent-based coatings dominate in South Korea.
But that is about to change – at least if Samik has its way. Since 1979, the company has been selling a wide variety of construction products in South Korea – from windows and wood-based panels to paints and coatings. In the meantime, the company’s portfolio also includes products from Adler.
Further expansion of the product portfolio planned
For the next few years, Samik plans to further expand its product portfolio – with a focus on industrial manufacturers and carpenters. “The DIY market in South Korea is very small, so we’re used to having companies do this kind of work instead of doing it ourselves,” says Samik purchasing manager Chris Kim. “Our goal is to change the market in South Korea and make waterborne coatings the new standard. “
