PITTSBURGH PAINTS Launches VELOURA Trim, Door and Cabinet Interior and Exterior Waterborne Urethane Alkyd Enamel

New premium product delivers enduring beauty with unparalleled, effortless application

CRANBERRY TWP., Pa.--(BUSINESS WIRE)--The PITTSBURGH PAINTS^™ brand today launched Pittsburgh Paints VELOURA^™ Trim, Door and Cabinet Interior and Exterior Waterborne Urethane Alkyd Enamel. With SMOOTHFLOW^™ technology, Veloura enamel delivers exceptional flow and leveling, best-in-class hide and coverage, and a smooth, factory-like finish for trim, doors and cabinets.

“We heard that our customers wanted a premium interior and exterior urethane product that delivered exceptional application characteristics and finish quality,” said Dennis Karnstein, President of Commercial, Pittsburgh Paints Co. “Our teams came together to develop a product designed to not only meet but exceed those expectations.”

The Veloura enamel’s durable formula withstands repeated cleaning and offers excellent block resistance and hardness for lasting performance. With a low odor and low volatile organic compound (VOC) formula, Veloura enamel delivers enduring beauty with effortless application, combining durability, elegance and sustainability in each coat.

As the latest addition to the Pittsburgh Paints product portfolio, Veloura enamel delivers the following performance features:

• Smoothflow technology with exceptional flow and leveling for unparalleled, effortless application compared to leading urethane enamels
• Best-in-class hide and coverage, requiring less material
• Smooth finished appearance for a great look across application methods
• Excellent block resistance and hardness, providing a tack-free, durable film
• Durability built to withstand repeated cleaning, resistant to gloss change and color loss from scrubbing
• Low VOC (<50 G/L) compliant in all regulated areas

“This launch strengthens our Pittsburgh Paints portfolio and is another example of how quickly we can respond to market needs with solutions that help our customers succeed,” said Karnstein. “This product competes with leading urethane enamels in the market to provide the durability professionals and homeowners expect.”

To celebrate, Pittsburgh Paints will host Veloura Day on November 5 at approximately 50 Pittsburgh Paints store locations nationwide. Representatives will hold live demos of Veloura enamel and other products from 11 a.m. to 2 p.m. local time.

Veloura enamel is recommended for trim, doors, cabinets, shelving and more and is available in satin and semi-gloss sheens at Pittsburgh Paints stores nationwide, select Pittsburgh Paints dealers, and online at https://www.ppgpaints.com/veloura/veloura.

The Pittsburgh Paints brand is part of The Pittsburgh Paints Company, a leading producer of interior and exterior paints, stains, caulks, repair products, adhesives and sealants for homeowners and professionals in the United States.

About the PITTSBURGH PAINTS CO.^™

With 150 years of product innovation, Pittsburgh Paints Co.’s portfolio includes some of the industry’s most iconic and respected brands: GLIDDEN^®, OLYMPIC^®, PITTSBURGH PAINTS & STAINS^™, LIQUID NAILS^®, HOMAX^®, PITTSBURGH PAINTS^™ TRU-INDUSTRIAL^® and FLOOD^®. Products are available at THE HOME DEPOT^®, WALMART^®, MENARDS^®, LOWE’S^®, independent retailers, and 500+ Pittsburgh Paints Co. company stores in the U.S. Pittsburgh Paints Co.’s headquarters is in Cranberry Township, Pennsylvania, located 20 minutes northeast of Pittsburgh, Pennsylvania. Learn more at pittsburghpaintsco.com and follow us on LinkedIn.

Glidden, Olympic, Tru-Industrial, and Flood are registered trademarks and Pittsburgh Paints & Stains, Pittsburgh Paints, Pittsburgh Paints Co., Smoothflow, and Veloura are trademarks of The Pittsburgh Paints Co.
Liquid Nails and Homax are registered trademarks of A-Paint Specialty, Inc.
Menards is a registered trademark of Menard, Inc.
The Home Depot is a registered trademark of Home Depot Product Authority, LLC.
Walmart is a registered trademark of Walmart Apollo, LLC.
Lowe’s is a registered trademark of LF, LLC.