Firm Expands Brand Portfolio To Boost Nigeria’s Growing Mid-Tier Market

As Nigeria continues to expand local content in the industrial sector, the Chemical and Allied Products Plc. has embarked on brand exposure that will provide consumers especially in the construction industry a wide range of high quality products.

With the unveiling of Spruce, a new mid-tier paint brand developed under the Dulux portfolio Nigeria’s growing demand for affordable, quality, durable, and accessible paint solutions will begin to experience more value addition.

The unveiling took place at a media & partner parley in Lagos, bringing together key ecosystem stakeholders including the media, architects, interior designers, real estate developers, trade partners, influencers and representatives from the Lagos State Ministry of Housing, Federal Housing Authority, Nigerian Institute of Builders, National Institute of Architects and Interior Designers Association of Nigeria.

The launch marks a significant milestone in CAP PLC’s strategy to deepen its presence across multiple consumer segments while expanding access to trusted paint solutions backed by the heritage and credibility of Dulux, which has operated in Nigeria for over six decades.

Speaking at the event, Bolarin Okunowo, Managing Director, CAP PLC, described Spruce as a strategic response to evolving consumer realities and growing demand within the mid-tier market segment. She said, “Today’s consumers are more intentional about value, but they still desire quality, durability, and beautiful finishes that elevate their spaces. Spruce was developed to meet that need by offering a solution that combines performance, affordability, and style while remaining backed by the trusted Dulux heritage. “For us at CAP PLC, this is about expanding access. We are ensuring that more Nigerians can enjoy reliable, high-quality paint solutions that help them transform their homes and spaces with confidence.”
Developed specifically for aspirational and value-conscious consumers, Spruce combines strong coverage, durability, modern aesthetics, and affordability, making it an attractive option for homeowners, developers, painters, and contractors seeking dependable quality within a more accessible price range.

Reinforcing the strategic importance of the launch, Aramide Nwokediuko, Head of Corporate Services CAP PLC, noted that Spruce strengthens CAP PLC’s ability to compete more effectively within Nigeria’s evolving paints market. “The launch of Spruce reflects CAP PLC’s continued commitment to innovation, accessibility, and consumer responsiveness. By expanding the Dulux portfolio into the mid-tier segment, we are creating stronger value for consumers while equipping our trade partners with a more competitive offering tailored to today’s market realities,” she stated.

Available in four product variants: Acrylic Satin, Emulsion, Textured, and Gloss, Spruce delivers superior coverage and reliable finish options across a curated palette of 100 standard colours and 10 culturally inspired campaign colours including Idan Black, Steeze White, Old Money Green, Odogwu Red, Ajebo Yellow, IJBG Orange, Sarki Brown, Soft Life Blue, Baddie Pink, and Shakara Purple. The launch is also accompanied by the “Show Your True Colours” campaign, a bold consumer platform designed to celebrate individuality, self-expression, and the emotional connection people have with their spaces. Inspired by a younger generation redefining modern living, the campaign positions colour as an extension of identity, personality, and lifestyle.

For over 65 years, CAP PLC has remained at the forefront of Nigeria’s paints and coatings industry through innovation, quality, and strategic partnerships. With the introduction of Spruce under the Dulux portfolio, the company continues to strengthen its leadership across premium, mid-tier, and standard market segments while supporting the evolving needs of consumers and industry stakeholders alike.