Wayfair teams up with Sherwin-Williams on DIY

Online home furnishings retailer Wayfair is partnering with Sherwin-Williams on a digital tool that aims to help shoppers plan and execute their DIY projects.

Wayfair.com plans to launch a Restore & Renew DIY Hub: a custom-designed online resource that features four Sherwin-Williams Diversified Brands, including Purdy, Krylon, Thompson’s WaterSeal and Minwax, with exclusive content that will help consumers bring their DIY projects to life.

"The Restore & Renew DIY Hub is a completely new opportunity for us and it is the first time these four brands have come together to advertise on one website in such an integrated way," said Ian Gresham, senior vice president of marketing, Diversified Brands Division at The Sherwin-Williams Co. "Wayfair is a perfect partner as consumers have come to rely on the ideas and inspiration provided at Wayfair.com through unique and accessible editorial content and video. Together, we are enabling consumers to discover tips and tricks that will help them enhance any space.”

The Restore & Renew DIY Hub will feature a variety of content supporting each brand, such as an “Upgrade Your Outdoors” series, highlighting outdoor area renewal using Thompson’s WaterSeal, and a “Flea Market Inspiration” series, which will showcase creative ways to refinish antique pieces using Krylon products.

“We are always looking for new ways to create compelling content for consumers, who look to Wayfair.com as a resource for ideas on enhancing their homes in creative ways,” said Michael O’Hanlon, vice president of Corporate and Business Development for Wayfair. "The Restore & Renew DIY Hub delivers robust multi-media content that raises awareness for these four Sherwin-Williams brands, which each lend to a wide variety of unique ideas for DIY-inspiration.”