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Ky I, who built her

name as a successful model and ac-tress, masterfull channeled her fame

into the creation a global corporate

powerhousea design and marketing

firm known as kathy irelandWorld-

wide, (kiWW).

Over the better part of two decades,

the marketing aura of the Kathy Ireland

name has turned this company into the

worlds largest licensing firm that is as-

sociated with one specific individual.

The endeavors of kiWW span such con-sumer products as fashion, fine jewelry,

handbags, skin care products, furniture,

flooring, area rugs, lighting, bedding,

window coverings, fabrics, decorative

accessories, cabinetry, books, exercise

videos and so much more. All totaled,

its a dizzying array of products that

encompass more than 45,000 SKUs

sold in 50-plus countries.

A recent addition to the kiWW

universe is a unique line of stains and

sealers offered in colors that fit the

unique application and performance

properties to set them apart from otherproducts in the marketplace.

One of the beautiful things about

this product line is that it will cover

all the bases for the dealers who carr

the line, said Ned Matteson, CEO of

GG Innovative Products, Inc. The

stains in our line are not acrylic, so

they wont flake off or delaminate over

a short period of time, and the sealers

are some of the best products available

on the market. I would put our sealersup against any other sealer available

in todas market. These products are

formulated to last for many years. They

are low in VOC, low in odor, but exceed

the performance characteristics of oil

and solvent-based products as well as

providing the rich luster that usually is

absent in water-based products.

Several of the products come in con-

centrate form. Thats another great

benefit for the retail store, since it en-

sures that shipping costs are low and the

I N d u s t r y p r o f I l e

Kathy Irelands sense of fashIon and desIgn enhances a new Product lIne

for InterIor and exterIor surfaces

THE MarkETing auraof

kathy Ireland

Kathy Ireland sense of fashion and

design. The product line, specificall

formulated to bring beautificationto a variety of interior and exterior

surfaces, is known as kathy ireland

Design Surfaces by GG Innovative

Products Inc.

GG Innovative Products, based in

Bend, Ore., manufactures long-lasting

products that are offered at sensible

prices and backed by unparalleled cus-

tomer service and training. The prod-

ucts in the kathy irelandDesign Sur-

faces lineup have been meticulousl

tested over time to ensure that they have

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60 November 2011 P D R

product will not take up a lot of space

on the shelf, Matteson explained.

Each product has distinct character-

istics for beautifying wood or concrete

surfaces, as described below:

kathy irelandWood Stain

The wood stain is a low-VOC, no-

odor product that, while not oil-based,

provides the same rich results that can

be achieved through oil-based stains

with none of the application drawbacks.

This long-lasting wood stain, which

comes in a concentrate form, is easy

to apply, penetrates well and can be

used inside and outside on a varietyof surfaces such as hardwood, decks,

fences and more.

Not an acrlic stain or tinted sealer,

this is a true stain that penetrates well

and has the highest level of UV resis-

tance available, achieving the highest

rating (8) on the light-fastness scale of

1-8. We have surfaces where the color

is still holding strong after 10 years, re-

ported Matteson, adding that the product

comes in a selection of 16 great colors.Unlike most hardwood stains, which

require the contractor to get down on

his knees to appl the product with a

rag and then again to remove excess

residue, application ofkathy ireland

Wood Stain is easily achieved from

a standing position with a micro-fiber

applicator.

It is also extremely easy to apply

to decks and fences with a pump-up

sprayer with the right size tip to help

with control, Matteson added.

kathy irelandWood Sealer

The water-based wood sealer has the

durability of a solvent-based product

while maintaining a very low VOC

content. Rated for commercial use, theproduct has amazing resistance to chem-

icals and is excellent for both indoor and

outdoor use. It can be re-coated easil,

and the cost per square foot is excellent.

A unique feature of the product is its

versatility. It is completely unaffected

by UV rays, making it an excellent

choice for both indoor and outdoor use

on such surfaces as hardwood, decks,

fences and more. This is a nice feature

for distributors because they dont haveto stock multiple products, Matteson

said. This product works in almost

ever scenario.

Like the wood stain, the kathy ireland

Wood Sealer is easy to apply and

comes in a concentrate form.

kathy irelandConcrete StainThis unique penetrating product is

not an acrylic stain, so it will be a very

long-term solution for such surfaces asdriveways, patios, garages and counter-

tops. Testing confirms that the product

can last more than 10 ears.

Available in a range of 16 colors,

kathy irelandConcrete Stain has a

light-fastness rating of 8, on the scale

of 1-8, and is extremel eas to appl.

It can be mixed in acetone and water,

making the product versatile and eas

to work with on a variet of applica-

tions, whether they are horizontal or

vertical surfaces.

Also packaged in concentrate form,

kathy irelandConcrete Stain soaks

into the pores of the concrete like an

acid stain but it does not require special

hazardous clean-up. Acid stain jobsoften times take three days to complete,

whereas this stain can be sealed within

10 to 60 minutes, Matteson explained.

The job can be completed in less than

a da.

kathy irelandConcrete Sealer

Matteson described kathy ireland

Concrete Sealer as one of the best

sealers on the market. Thanks to its

high coverage rate, it is a ver sensiblechoice, as well as one of the most du-

rable sealers available. Available in a

matte or gloss finish, the product is

water-based and touts an extremely

low-VOC content.

You cant achieve this level of du-

rability with most sealers on the market

without steering toward hard-to-appl

coatings like epoxies or polspartics,

Matteson explained. This product is

much easier to appl than those coat-ings and yields incredible durability

while achieving incredible chemical

resistance.

End users will love how easy the

product is to re-coat, and the product

is ver cost-effective with an end-user

cost of less than 15 cents per square

foot per coat.

The product also is extremel ver-

satile for a number of uses, including

serving as an anti-graffiti coating after

full cure is reached. It is completely

Specically formulated for the remodeling industry, kathy irelandSuper Surface is a

cementitious overlay product that can be applied over existing surfaces such as tile, vinyl,

laminate countertops, plywood and OSB.

kathy irelandWood Stain is a low-VOC, no-

odor stain that provides the same rich results

that can be achieved through oil-based stains

with none of the application drawbacks.

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P D R November 2011 61

unaffected by UV rays, making it an ex-

cellent choice for outdoor applications.It is rated for fork-lift traffic and

parking garages, but it also works great

for drivewas, patios, garages, coun-

tertops and more, Matteson reported.

kathy irelandSuper Surface

Specificall formulated for the re-

modeling industr, kathy irelandSu-

per Surface is a cementitious overla

product that can be applied over exist-

ing surfaces such as tile, vinyl, laminatecountertops, plwood and OSB. It re-

sults in a textured cementitious surface

that is stained and sealed with the kathy

ireland products.

The use of the finish wax as the

final step creates a beautiful luster,

Matteson said. The whole system

ields a product that is beautiful, du-

rable and extremely cost-effective. The

product, including stain, sealer and

finish wax, is less than $1 per squarefoot to the end user. The other enor-

mous cost savings is that the installer

does not have to rip out and replace

the existing surface.

kathy irelandFinish Wax

The finish wax is an excellent prod-

uct to use for interior concrete or wood,

ielding a beautiful lustrous gloss fin-

ish. In addition to the aesthetic beauty,

it also increases slip resistance. The

product is incredibly easy to apply and

The kathy irelandConcrete Stain and Concrete Sealer is a long-term solution

for such surfaces as driveways, patios, garages and countertops.

The use of

kathy irelandWood Stainand Wood

Sealer is

ideal for

decks, fences,

hardwood andmore.

kathy irelandConcrete Stain is available in a range

of 16 colors.

can rejuvenate the look of the floor with

a ver quick and simple application,

Matteson said.

Training & SupportTraining for the kathy irelandDesign

Surfaces product line is easil acces-

sible online in the form of monthl we-

binars that are designed to help retailers,

contractors and end users learn how to

use the products. The webinar format

allows for an interactive experience, per-

mitting participants to type questions

during the training session. Additional

training is available via instructionalvideos that are available on the website

and can be accessed at an time.

We also are available by phone dur-

ing business hours to help in any way we

can, Matteson said. In addition, we

have people on staff who work full-time

at reaching out to prospective contrac-

tors and end users to help direct them

on how to use products and where the

products can be purchased. Our customer

service is excellent and we encourage our

dealers to let our technical team answer

any difficult questions that might arise.

To help retailers promote the new

kathy irelandline, the company has de-

veloped attractive brochures to show thebeaut of the finishes. We also have a

nicely diversified approach to advertis-

ing that incorporates magazine adver-

tising, social media such as Facebook,

and we sponsor YouTube videos to tr

to educate as man potential custom-

ers as possible, as well as various other

advertising medias, Matteson said.

In addition, the tie-in to Kath Ire-

land provides those who sell the line

with added marketing clout. She hasa ver powerful marketing team, said

Matteson. Her website receives numer-

ous hits per da. Being associated with

the Kath Ireland name will attract a

lot of interest to our line.n

For more information about kathy

irelandDesign Surfaces by GG Inno-

vative Products Inc., visit the website at

www.kathyirelanddesignsurfaces.com,

phone (800) 910-3120 or email info@

kathyirelanddesignsurfaces.com.