Benjamin Moore history

Benjamin and Robert established a New York corporation in 1889 and soon after they incorporated in New Jersey, the company’s current home.

In 1892, the brothers unveiled Muresco, a ready-mix paint intended for walls and ceilings.

Inspired by the “three Is” – intelligence, industry, and integrity – the Moores began an expansion in 1897.

That year, factories opened in Chicago and Cleveland; less than a decade later, in 1906, the Canadian branch of the company was incorporated.

1907: Sani-Flat interior paint debuts.

House Painting and repair 1913 Seattle Home

In 1925, the company’s logo, a letter M inside a triangle designed by L.P. Moore, made its debut.

By 1928, Sani-Flat came in 20 colors, and the product is still used for house painting today.

1929: Benjamin Moore establishes home decorating department.

1948: Technical Coatings Company is formed.

The company rolled out Regal Wall Satin, an easy-to-apply latex paint, in 1957.

In order to develop markets in British Columbia and eventually the northwestern United States, the company opened its facility in Aldergrove’s Gloucester Industrial Estates (western Canada), replacing the plant it opened in Burnaby in 1964.

1968: Benjamin Moore removes lead from paint formulations.

The passage of the Occupational Safety and Health Act (OSHA) in 1971 helped set up a whole new niche market of industrial operations seeking quality color-coded coatings to meet the new safety standards.

The company took an even bigger step forward in 1982, when its Computer Color Matching System became operational.

Maurice Workman, Moore's president at the time, told the Business Journal of New Jersey on June 13, 1985 that the computer sales were not income producing for the paint company, but were offered as a means of increasing paint sales for its dealers.

Nothing will be released to either the sewers or the air,” said Ron Hoare, senior vice-president of the plant, in a November, 1991 Coatings article.

Moran, Robert, “Benjamin Moore: A New Coat of IS—Paint Maker Moves Away From Traditional DP Model,” Information Week, June 8, 1992.

One particularly resourceful marketing tool was a 1993 company publication entitled A Stroke of Brilliance, a book packed with information and tips on how consumers could apply color and paints to their decorating needs.

In April 1994, the company announced the formation of a joint venture with Southern Cross Paints, a paint manufacturer headquartered in Auckland, New Zealand, and its existing subsidiary, Benjamin Moore & Co. (NZ) Ltd.

It marked the first step toward collecting names for loyalty programs planned for 1995, according to president Charles deGruchy of Salter deGruchy Christenson, the agency in charge of the campaign.

In 1996 Benjamin Moore extended its commitment to environmental concerns when it joined the Coatings Care Program, a project spearheaded by the National Paints & Coatings Association.

In 1999 it also implemented its Banner Store Program in Canada, to establish uniform standards for advertising and store displays among its sellers north of the border.

As it approached the year 2000, Benjamin Moore had positioned itself as one of the leading paint manufacturers in North America and one of the top 500 private companies.

Benjamin Moore’s Regal Matte paint, distinguished by a stain-release resin and the ability to tolerate unprecedented amounts of scrubbing, became available in 2003.