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Home Depot customers receive a Miracle package

Primarily an institutional supplier, Miracle Sealants opens up new retail business thanks to new fluorinated bottles and sleeve labels.

Miracle Sealant's new home-improvement retail products come in this two-layer teal-pigmented bottle with a sleeve label.
Miracle Sealant's new home-improvement retail products come in this two-layer teal-pigmented bottle with a sleeve label.

At retail, it’s often said that when Wal-Mart talks, manufacturers listen. The same is true for Home Depot for those who make home improvement products. However, a couple of years ago, Miracle Sealants, an Arcadia, CA-based maker of chemical products to preserve and protect marble, stone, and tile, became a reluctant supplier for Atlanta-based Home Depot.

That’s because Miracle Sealants, a family-owned company that served the commercial and institutional market, didn’t want to jeopardize its franchise with contractors and installers. Of course, it was their reputation for high-quality products for contractors that made Miracle Sealants so attractive to Home Depot.

First, the manufacturer began to package its products for Home Depot under the retailer’s own brand name. Then the retailer began to pressure the manufacturer for more attractive packaging that would appeal to the consumer.

“Our company had always grown due to our products, not our packaging,” explains Albert P. Salvo, vice president and head of marketing at Miracle Sealants. “We’d always put our products into white bottles that had a very industrial look. Our feeling was that contractors didn’t want packaging frills; they’d prefer a discount on the price instead. So we never spent any more on packaging than we had to.”

To respond to the retailer’s demands, Miracle Sealants called on Airopak, the molder of its fluorinated containers for help. Airopak is a unit of PVC Container Co. (Eatontown, NJ). Eventually, Airopak’s Manchester, PA, plant installed new equipment that allowed the supplier to produce new teal-pigmented containers in sizes from pints to gallon F-style bottles.

But the project had a tight timetable. Home Depot wanted the new containers for the home improvement industry’s biggest exposition two years ago. That meant that, from concept to finished bottles, Airopak and Miracle Sealants had just six months.

Total repackaging

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