By Rasheed Abubakar
* Deepens distribution across local government areas, expands premium and economy product offerings
Turkish decorative paint and coatings brand, Silkcoat Paint Nigeria, is seeking to deepen its presence in Nigeria by expanding distribution and reaching more consumers with products positioned across premium and economy market segments.
The company, which has operated in the Nigerian market for more than 10 years, currently has a presence across about 35 states and is looking to extend its reach to more local government areas, particularly underserved and lower-income communities.
The company made this known during the Big 5 construction exhibition held at Landmark, Victoria Island, Lagos, from September 22 to 24, 2026.
Silkcoat eyes deeper distribution
Agbo Leonard Emiakwu, Brand Manager, Icona Paint, Silkcoat Executives, said Silkcoat was open to additional distributorship opportunities as part of its strategy to make its products more accessible across the country.
“We are open for distributorship everywhere,” Emiakwu said, explaining that distributors in the states were expected to service local government areas.
He said the company already had a presence across much of the country but wanted to ensure that consumers outside major cities could also access its products.
“There is no state you go to, as I said, that there is no Silkcoat, there is no Icona. You must see one of our brands,” he said.
Emiakwu similarly described Icona as an “affordable luxury” brand, saying the company wanted consumers who could not afford premium products to still have access to quality paint.
Company promotes value beyond price
Brand Manager, Icona Paint, said Silkcoat was also trying to change how consumers assess paint products by encouraging them to consider coverage, durability and other product characteristics rather than focusing only on price.
“Sometimes it’s value. What is the value? What are the solutions?” he said.
He said the company regularly travels to different states to train painters and educate consumers on product selection and application.
According to Emiakwu, the education programme is intended to help consumers get better value from their purchases while understanding issues such as paint quality and indoor air considerations.
Four brands cover different income segments
Also speaking, Ramatu Yakubu, a Silkcoat Executive and Platinum Manager, said the company is using a multi-brand strategy to compete across different sections of the Nigerian market.
She noted that the company operates four brands: Silkcoat, Platinum, Dr Smart and Icona. She explained that the brands allow the company to cater to consumers with different purchasing capacities, with Platinum positioned at the premium end and Icona serving the economy segment.
“Some might want to use Turkish brand, but they don’t have enough money. So, that is the place we channel them to, the economy brand,” Yakubu said.
The Platinum Manager added that the strategy was designed to give more Nigerians access to Turkish paint products.
Coverage and durability drive competition
Yakubu said the company is also positioning product coverage and durability as key competitive advantages in Nigeria’s crowded paint market.
She added that Silkcoat’s high covering ability was one of the features that distinguished its products from competitors.
“We don’t make noise about quality, because it’s already there. But we have one thing that others don’t have, which is our high covering ability,” she said.
According to her, some Silkcoat products can cover between 100 and 135 square metres with two coats, depending on the product and application.
She also highlighted the company’s decorative products, noting that Silkcoat has more than 14 decorative interior paint and coating products.
Silkcoat expands paint range to meet diverse Nigerian consumer needs
Zaynab Yusuf, Brand Manager for Dr Smart Paint, Silkcoat Paint, said the company’s regular paint range includes products designed for different interior applications, finishes and consumer segments.
She identified products such as Satin, Silkomatt, Natural, Natural Soft, Silkosil, Class Plastik and Latex, noting that the range includes silk-matte, satin and matte finishes, with options positioned for both quality-conscious and price-sensitive consumers.
The company’s official product catalogue describes Natural as a water-based, silk-matte satin interior topcoat with high hiding power and wipeability, while Silkomatt is a matte, silicone-enhanced interior paint with high durability and hiding power. Latex, on the other hand, is positioned as an economical matte interior wall paint.
Yusuf said the breadth of the range enables Silkcoat to serve different consumer needs rather than relying on a single type of paint.
She added that the company also offers exterior paints and specialised decorative coatings, giving customers options beyond conventional wall finishes.
Silkcoat’s official catalogue lists 18 interior paint and primer products, 18 exterior paint and primer products and 17 decorative effect paints, including marble, travertine, pearl, metallic, velvet and concrete-look finishes.
Distributor highlights decade-long business relationship
Kabir Isa Buhari, a Silkcoat distributor in Lagos, who also graced the exhibition, said his company had been distributing the brand since 2013 or 2014.
He said the business relationship predated Silkcoat’s current Nigerian operation, recalling that distributors previously imported the products directly from Türkiye.
“Even before the company came in by themselves, when we used to import from Türkiye, we used to import the container from Türkiye, sell before the product is finished, we’ll order another container again,” Buhari said.
He attributed the longevity of the relationship to consistency in product quality and customer trust.
Buhari also said the durability of quality paint could reduce the frequency and cost of repainting for property owners.
“Paints that have quality at least will save you money,” he said.
Exhibition opens partnership opportunities
Silkcoat’s participation in the Big 5 exhibition also created opportunities to engage construction and interior-design professionals.
Ijeoma, CEO of Maye Interiors, Lagos, said she was attracted to the Silkcoat stand after seeing paint used on a kitchen display that appeared resistant to dirt and stains.
She said further discussions introduced her to products designed for different spaces, including gyms, staircases, dining areas, bedrooms and offices.
“I look forward to a partnership with the company based on my clientele requests,” Ijeoma said.
She noted that the final quarter of the year typically brings increased demand for home redesigns ahead of end-of-year festivities, creating potential opportunities for collaboration.
Silkcoat emphasises affordability and quality
Assistant Marketing Manager of Silkcoat Paints in Nigeria, Hamza Kokic, said the company’s proposition to Nigerian consumers centred on affordability, durability, quality and coverage.
“Silkcoat offers you durability, affordability, quality, coverage, something for every need and class,” Kolkic said.
He said the brand had continued to receive acceptance from Nigerian consumers because of its range of products and its focus on meeting different needs and income levels.
“Nigerians can’t but accept Silkcoat because we bring their imaginations to life and we already have whatever they’re looking for,” Kolkic said.
Kokic, who has spent 11 months in Nigeria and is based in Abuja, said his work takes him across different parts of the country, giving him an opportunity to engage with consumers and other players in the paint and construction industry.
Silkcoat painter touts coverage, affordability of paint products
A Silkcoat painter, Musa Hassan, who said he had used the brand for about six to seven years, also identified coverage and quality among the product’s key attributes.
Silkcoat is the best. I’m not saying this because I work with Silkcoat, but Silkcoat is the name that comes to mind when you think of quality and coverage,” Hassan said.
He cited Silkcoat Satin as an example, saying it could cover about 120 to 130 square metres, depending on application, which he said could translate into painting about three rooms with one bucket.
Hassan urged Nigerian consumers to try the brand, describing it as affordable and accessible across the country.
“Nigerian consumers should try out Silkcoat and get their best experience yet. It’s affordable and accessible nationwide,” he said.
The company said its continued focus on distribution, market segmentation and consumer education would support its efforts to make its Turkish paint products available to a broader Nigerian market.
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