International. In a year marked by economic uncertainty and the consequences of the DANA, which affected industrial areas of the capital of the Turia, the family business Pinturas Blatem closed 2024 with a sales figure of 14.6 million euros, which represents a growth of 3% compared to the previous year and exceeds the average for the sector.
The Valencian company has proposed to renew its brand voice with a new campaign, entitled 'Do it with art', which focuses on the painter's craft and will be incorporated into its strategic plan for 2025.
The observed increase shows a strategic metamorphosis promoted in recent years by Nuria Luna, executive director of Blatem and spokesperson for the second generation in the management of this family business with more than six decades of experience.
Blatem closed 2024 with a growth of 3%, a figure that exceeds the 2% recorded by the sector as a whole, according to provisional data from the consulting firm DBK. On this, the CEO commented: "This difference consolidates us as one of the most solid firms in the market, not only because of our ability to adapt, but also because of our resilience and commitment to give the best of each one, which implies transforming a company and changing its culture."
By 2025, the forecast is to continue laying the foundations for growth. In this regard, Nuria Luna said: "Facing a situation like the one we experienced has made us stronger. He has taught us that each challenge is also an opportunity to reinvent ourselves and do it with art."
A four-year strategy
"We have set out to exceed 20 million euros in four years, and we will do so from three key axes: sustainability, digitalisation and professionalisation. We want to grow while remaining true to our values," said the CEO.
In terms of sustainability, the company is certified as a Socially Responsible Valencian Entity (EVSR). In addition, Nuria Luna explained that "we continue to migrate our plastic packaging to recycled plastic". This initiative is in addition to the launch of the new platform and brand voice 'Do it with Art', which will be the basis for future social responsibility actions aimed at valuing the painter's craft and increasing interest in this profession.
The second axis is the digitalization of processes. On this, Nuria Luna pointed out: "At Blatem we have opted for the technological modernization of our internal processes, implementing solutions that optimize everything from production to customer service." The goal is to improve the experience of the brand's users.
The third axis is the professionalization of the business model. In 2024, a deep restructuring of the processes and product portfolio began, with a more flexible and results-oriented organization. This change seeks to build a more agile company capable of responding to the changing needs of the market and the professional in the sector.
A campaign to dignify the painter's profession
Pinturas Blatem launched the 'Do it with art' campaign in 2025, which places the painter at the centre of the story. The company premiered a spot that shows the dedication, technique and passion of the trade.
"It is not only about selling paintings, but about elevating the figure of the painter as a key piece in the transformation of spaces and emotions. Painting is a trade, technique, vocation. Painting is art," said Nuria Luna. In addition, he recalled the origins of Blatem: "A project born from a painter who wanted to do things with excellence, and how that spirit is still alive today in every brush, in every product, in every decision." He also pointed out: "We are a family business, yes, but with a global vision. We are committed to innovation without renouncing our values. We want to continue growing, but always hand in hand with those who have brought us here: the people."
