One powerful name, several trusted solutions

By Dani Sheehan. 

Gaco’s brand restructuring simplifies your access to high-performing products and trusted technical guidance – all under a name you can count on. 

In a bold and strategic move, Gaco has unified its extensive portfolio under a cohesive new brand architecture, eliminating confusion and creating clarity for contractors across the country. This natural evolution was designed to empower contractor success from the ground up. In a recent CoatingsCast, Megan Ellsworth joined Ed Klonowski, director of product management for Gaco, to learn more about the brand’s mission and to uncover what this means for your business. 

One brand, many solutions 

In 2021, Gaco acquired the Polymers and Sealants North America division of ITW, a move that brought nearly a dozen respected product lines (and a dozen unique product brands) into the fold. These legacy products, including Pacific Polymers and American Safety Technologies, had long been trusted in their specific markets. As Ed put it, “A lot of [these brands] are synonymous in their respective markets with the product itself, kind of like Kleenex.” But in unfamiliar markets, navigating such a variety of products makes the selection more complicated than it needs to be. 

Rather than continuing to operate as a collection of fragmented companies, Gaco made the decision to unify its offering. With the historic name Gaco has created for itself over the last 60 years, they established seven clearly defined sub-brands under one name that tell you exactly what you’re getting: 

1. GacoFlex: Roof coatings 
2. GacoSeal: Sealants and caulks 
3. GacoBond: Adhesives 
4. GacoPoly: Decking and waterproofing 
5. GacoFloor: Commercial floor coatings and non-skid systems 
6. GacoIndustrial: Specialty solutions for wind, aerospace and energy applications 
7. Gaco (core brand): The trusted name behind it all 

A smarter system built for you 

Gaco’s rebranding also highlights their commitment to contractor support, both in the field and behind the scenes. The unified product portfolio is now backed by Gaco’s national sales team, long respected in the coatings industry. “A lot of these legacy brands were hardly pushed in the market,” Ed explained. “They had a smaller sales force. One of the things Gaco’s always prided itself on is our boots on the ground. Being able to roll all these fantastic products into that sales team gives us better coverage and a lot better technical acumen in market for contractors to tap into.” 

No matter what product you’re looking for, you can now rely on Gaco as a single source for a wide range of high-performance solutions. By simplifying its product lines and enhancing its contractor support network, Gaco is helping professionals across the building envelope work more efficiently. 

Read the transcript, Listen to the podcast or Watch the webinar to further explore Gaco’s new product architecture and find the right solutions for your projects.