Latin America. Pinturas Bler, a Colombian company with more than four decades in the sector, began its international expansion process with a first shipment to Venezuela and plans to enter the markets of Ecuador and Peru soon. The goal for the first year in this new stage is to reach sales between US$150,000 and US$200,000, according to its general manager, José William Ruiz Olarte.
"We started a year ago with a phase of viability, of production capacity, we already have our first purchase order to Venezuela, where local production is very delayed; it is for US$50,000 and is 50% solvent-based and 50% water-based," Ruiz Olarte explained. "We are also targeting other Latin American markets: Ecuador and Peru."
The company completed a financial reorganization process in 2020 due to the effects of the pandemic. Five years later, it has consolidated its operation and projects a growth of 10% in 2025. "We managed to secure our current productions, the distribution channel and last year we grew 9%," added the executive.
Among the factors that support the commitment to neighbouring markets is the difference in construction systems. "We saw opportunity in these countries because they have much higher per capita consumption due to their construction systems and the materials they use. Colombia uses a lot of glass and brick that is not painted. These other markets are the opposite, a lot of concrete structure that needs to be painted," said Ruiz Olarte.
For his part, José William Ruiz Ramírez, the company's commercial manager, reported that "in 2024 we had a growth of 16% in gallons and 9% in sales," and projected double-digit growth by 2025.
Currently, Pinturas Bler is in eighth position by share in the Colombian market. Its strategic plan includes moving up one position per year to third place in five years. "Pintuco can be with 35% or 40% of the market and the rest between 10 companies. Pinturas Bler is eighth by market share," said the general manager. The company is a leader in the anti-corrosion and enamels segments; 70% of its sales correspond to solvent-based products and the remaining 30% to water-based products.
Bler's distribution model is primarily B2B. "Small and medium-sized hardware stores account for 75% of sales, and we leverage large stores such as Easy, HomeCenter and serve the end user through our own e-commerce," Ruiz Olarte explained.
In terms of innovation, the company will soon launch three new products: a 15-minute touch-drying enamel, a quick-drying anti-corrosion with a universal finish, and a professional water-based line for construction companies, which will include type one, two and three vinyls, façade products, water-repellent and stucco.
Pinturas Bler has also participated in infrastructure projects such as service stations, hotel chains, road works and metal bridges. "The Bogotá Metro is one of the projects where we are surely going to achieve a participation in finishes and demarcations, which is at the end of the work, but we must achieve the business in 2025," said the general manager.
