B&Q has teamed up with the art gallery group Tate to launch an exclusive paint range.
“Tate” features four colour series, inspired by the four Tate galleries, and will be available at B&Q Warehouses from March 5, before being rolled out nationally from June.
The range will also be available through the B&Q Warehouse catalogue from Easter. No marketing is planned until the range has been rolled out nationwide.
Ten colours and a white paint have been designed to represent each of the four galleries: Tate Britain; Tate Modern; Tate Liverpool and Tate St Ives in Cornwall.
The multi-surface paint is made with a similar formula to the own-brand B&Q Colours, with minimal solvents used in both ranges.
A spokeswoman for the DIY chain says: “This is the first time B&Q, or anyone else for that matter, has linked with another brand in this way.
“The Tate has credibility in terms of colours. The Tate brand encourages people in the belief that they have chosen the right colour.”
B&Q announced at the beginning of the year that it plans to double its warehouse stores to 125 by 2004. The chain bought nearly 30 non-trading stores as part of the Sainsbury sale of Homebase to Schroder Ventures.