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FIRECOAT aces top USA hardware chain’s Spring Convention

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Fri 05 Apr 2024

FIRECOAT announced itself to USA chain Ace Hardware at the franchise chain’s 2024 Spring Convention in Dallas, Texas from 12 to 14 March. Over 15,000 people attended the 3-day international trade show looking for the newest hardware products and innovations, which gave FIRECOAT a huge opportunity to demonstrate why it’s a game changer in fire protection strategies.

Our purpose-designed booth attracted plenty of attention, with 35 and 90-second videos showing visitors the difference FIRECOAT makes to structures exposed to a blazing fire front. A specially designed interactive substrate display of interior and exterior samples complemented the videos and educational brochures and allowed store owners to experience the texture of FIRECOAT’s products before and after exposure to fire.

Lesley Lindsay, FSA’s Executive Director, Client Services and Delivery, brought her product expertise to the fore, answering technical questions and clearly communicating FIRECOAT’s features and benefits, along with the incredible US team including Sukh Singh and AnnieE. Delegates learned just how unique FIRECOAT’s world-first BAL-40 fire rating is and took away brochures, leaflets and promotional gear to keep the brand uppermost in their minds. The feedback from Ace store owners and representatives was overwhelmingly positive, paving the way for future interaction between Ace and FSA.

Fire protection for properties is a serious question for the US. With wildfires costing an estimated US$5.5 billion in 2023 alone, according to the National Centers for Environmental Information*, having a revolutionary new fire protection product readily available in almost every state is a vital step forward for property owners and businesses alike.

FIRECOAT is the ideal solution. The fire-resistant primer is safe and easy to apply with conventional applicators under any commercial brand of paint and will retain its effectiveness for up to 10 years. It has minimal toxicity and environmental impact, and it won’t irritate eyes or skin on contact. Most importantly, no other paint product in the world has FIRECOAT’s BAL-40 rating.

The Spring Convention, a flagship event for the chain of over 5,800 franchised stores, was a major showcase opportunity for FIRECOAT in the US. Ace prides itself on offering innovative, high quality, sustainable products to the US hardware market, making the chain a perfect partner for FSA. Hundreds of Ace store owners now want the striking red cans on their shelves after seeing for themselves the extraordinary properties of the FIRECOAT fire-resistant primer. As Ace Hardware celebrates its 100th anniversary, we’re confident there’s never been a fire protection product like FIRECOAT in their range before! The reception at the Kay Bailey Hutchison Centre in March was a successful step forward in bringing these new, affordable, easy-to-use fire protection products to US homes and properties.


* NOAA National Centers for Environmental Information (NCEI) U.S. Billion-Dollar Weather and Climate Disasters (2024). https://www.ncei.noaa.gov/access/billions, DOI: 10.25921/stkw-7w73 (3 April 2024).

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