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Lowe's Introduces American Tradition(R) Signature Colors(TM); Novel Alliance Offers Consumers "All These Designers in One Can".

Combining new technology, leading home designers, and some of the most popular American brands, Lowe's Home Improvement Warehouse and The Valspar Corporation are bringing consumers a new way to personalize their homes with style. The American Tradition(R) Signature Colors(TM) Design Centers are now being unveiled exclusively at Lowe's stores, across the country.

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Lowe's and Valspar have joined forces to deliver a breakthrough paint formulation-an interior acrylic latex offering superior performance, application and color definition-in distinctive palettes created by Alexander Julian, Laura Ashley, Waverly and a new brand, Earth Elements. Colors inspired by the Eddie Bauer Home collection and children's favorite Nickelodeon programs round out the selection offered through the Signature Colors program.

"When homeowners decide to begin a new project, they want to select colors that make a personal statement about their lifestyle," explained Melissa Birdsong, Lowe's director of trend forecasting and design. "By bringing together some of the best-known names in home design, we can simplify that process. The combination of this great new paint technology and inspiring color palettes makes it easier than ever for people to put their own signature style on their homes."

The centerpiece of this refreshing and convenient approach to home decorating is the Signature Colors Design Center, which features a computerized system that allows the consumer to experiment with different colors in a variety of different room settings.

Consumers can "colorize" the walls and trim in their choice of 30 digital photographs of rooms in five settings. Or they can purchase the software and take it home, import digital photographs of their own rooms and continue their experiments in color. The Virtual Painter software finishes rooms in a main color and any number of coordinating colors. The themed selections from the extensive Signature palette of over 1,000 colors allow do-it-yourselfers to visualize a wide range of styles and ideas to accomplish their decorating dreams.

The Paint

American Tradition Signature Colors are specially formulated in a new process known as Duramax Ti3 Technology. This rich and creamy, low-odor paint ensures thick one-coat coverage and creates superior color definition. Duramax Ti3 incorporates high-quality 100% acrylic resins to produce a tough, durable, stain-resistant finish that withstands regular washing. You can't scrub off the fresh, like-new appearance.

In addition to the professionally recommended color combinations offered by the Virtual Painter software, Lowe's customers can pick up other expert painting advice at the Signature Colors Design Center. Convenient flip panels offer tips on surface preparation, priming and successful painting.

Other helpful panels are "All About Color," guiding customers with recommendations about how color influences people's perceptions, how to coordinate wall and trim colors with furnishings and window treatments, and how to harmonize colors from room to room.

"The technology behind American Tradition Signature Colors delivers a triple value-in the diverse palette, durability and ease of application," says Jim Robellard, Director of Marketing of The Valspar Corporation. "And the Signature Colors Design Center is a wonderful way to offer these paints to do-it-yourselfers," Robellard says. "Most people have what we call 'color anxiety.' They worry about mixing two or three colors in a room, but the design center makes color selection a foolproof process."

The Palette

The Signature Colors program offers six distinctive brands under one umbrella for maximum color possibilities in this premium paint-or as the design center announces, "all these designers in one can." Together, the six special signature palettes offer consumers over 1,000 color choices.

Alexander Julian At Home

Lowe's customers are already familiar with the spirited home designs of Alexander Julian, who is adding 16 new colors to his palette available through Signature Colors. Alexander Julian, award winning colorist and coordinator, has created eight color pathways based on the beauty of American landscapes. The system is custom designed to help you first identify your favorite colors, and then easily combine them with other colors for a great look.

Laura Ashley Home Colour Collection

Another well-known Lowe's paint palette, Laura Ashley, introduces 32 brand new colors through the Signature Colors program. The core colors of this well- known line, inspired by the lush and vibrant English countryside, include tints and shades of their icon hues pumpkin, cowslip, apple, sapphire and rustic red.

Waverly Home Classics

The Waverly Home Classics color collection, available as American Tradition Signature Colors, showcases four distinctive color families-sky, jewel, spice, and neutrals and naturals. These classic Signature Colors are designed to coordinate with Waverly wall coverings, draperies and valances, and drapery hardware.

Earth Elements

The Earth Elements palette finds its inspiration in both the vibrant and subdued tones of the elements of nature-Earth (mineral browns, quarry neutrals and moss greens), Wind (muted, atmospheric grays and breezy purples), Fire (lava reds and vista golds) and Water (ocean blues and seaweed greens). Complementing the American Tradition Signature Colors paint, Earth Elements also offers Granite, a textured-finish paint that mimics the character of rough, earth-hewn stone glistening in the sunlight. Granite delivers a pebbled matte finish, or by adding Granite Crystals, the shimmer of quartz. Granite can be mixed in a number of the natural Earth Elements colors to add earthiness and a beautiful natural texture to your decor. This decorative finish is ideal for accent walls and works especially well below a chair rail.


The Nickelodeon collection will feature six color families inspired by favorite children's programs: Blues Clues, Oswald, Dora the Explorer, Rugrats, Jimmy Neutron and SpongeBob Squarepants. These exciting and familiar bright colors are especially designed for children's bedrooms and playrooms as are the coordinated kits of themed sponges and appliques. The Nickelodeon palettes will be introduced to the Signature Colors Design Center later this spring.

Eddie Bauer Home

The Eddie Bauer Home Signature Colors palette will feature four color families representative of the company's outdoor-heritage. Consumers can choose colors from Lakeside Cottage, American Farmhouse, Craftsman Bungalow and Ridgeline Cabin. This program will be added to the Signature Colors Design Center later this spring.

For more information

With 2002 sales of $26.5 billion, Lowe's Companies, Inc. is a FORTUNE 100 company that serves approximately nine million customers a week at more than 850 home improvement stores in 45 states. In 2003, FORTUNE named Lowe's America's Most Admired Specialty Retailer. Based in Wilkesboro, N.C., the 57-year old company is the second-largest home improvement retailer in the world. For more information, visit

The Valspar Corporation is a global leader in the paint and coatings industry. Since 1806, Valspar has been dedicated to bringing customers the latest innovations, the finest quality and the best customer service in the industry. Headquartered in Minneapolis, Valspar has manufacturing and warehouse sites throughout the world. Its stock is traded on the New York Stock Exchange under the symbol VAL.

For further information, contact customer service, The Valspar Corporation, 1191 Wheeling Road, Wheeling, IL 60090, or phone 1-888-313-5569.

CONTACT: Len Lirtzman, +1-847-864-7288, or Tami Ridgway, +1-847-520-8544, both of The Valspar Corporation, or Chris Ahearn of Lowe's Companies, Inc., +1-336-658-7387

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Date:Mar 26, 2003
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