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Standox turns 60 – a success story

1955 saw the launch of the first range of Standox refinish products. Ever since, the paint brand, based in Wuppertal, Germany, has continued to introduce ground-breaking innovations. Today, Standox is a leading and one of the best-known European refinish brands, represented in over 80 countries

When the company of Dr. Kurt Herberts developed a new synthetic resin varnish, it chose a name that combined the beginning of two words: Stand from Standoil, a raw material ingredient in the production of the varnish, and ox from oxidative, meaning drying. Standox paint became popular so quickly in 1955 that the name was used for an entire refinish paint range that year. Its success was based on its ability to accurately match OEM colours. The Standox true to the original slogan became the brand’s trademark. Close relationships with sales partners and bodyshops – still an important part of the brand philosophy to this day – secured Standox a growing share of the European market in the first few years.

In 1960, an important step was taken to create a distinctive brand identity by giving all packaging a uniform look with the bow tie in the Standox brand colour of light blue.

A consistent focus on customer needs was key to the growth of the brand. This also became apparent in the close collaboration of development and application technology with international trainers and product managers. Over time, this closeness repeatedly led to pioneering product developments. Worth mentioning are, for example, the metallic two-coat paint (1968), the fade-out paint process (1973), refinish in a single process step (One Visit Application) (1992), and the Exclusive Line (1995).

In the 1990s, the brand managed to achieve the break-through to environmentally-responsible waterborne basecoat systems: Standohyd (1994) and state-of-the-art Standoblue (2010) are today used on a daily basis by thousands of professional bodyshops around the world.


From day one, Standox also took advantage of export opportunities. Ute Rogge, who is today Product Service Leader for Europe, Middle East and Africa (EMEA), has been with Standox since 1973. She experienced the internationalisation of the brand first hand as a sales assistant in the export department.

She says, “We quickly found partners in many countries and we still maintain a close relationship with them today as part of the worldwide Standox family.” The Made in Germany know-how successfully spread around the world, first to European countries. The first importer of Standox paints in 1955, André Koch AG in Switzerland, is celebrating 60 years of working with Standox in 2015. From the mid 1980s, Standox expanded into South East Asia and 1991 saw the brand’s entry onto the US market.

Standox quickly realised that it was not enough only to offer good products; the brand had to support its customers with ancillary services. As early as the 1970s, Standox offered bodyshops specialist paint seminars. Since the end of the 1990s, Standox specialists also hold seminars and training courses for refinishers and bodyshop owners in the modern Standox Information Center in Wuppertal. Nowadays, there are similar qualification centres in more than 40 sites across the world. In addition, Standox Consulting offers customers a comprehensive consulting programme focused on management and sales promotional activities.

Today, Standox is one of the three global refinish brands of Axalta Coating Systems and is represented in more than 80 countries around the world. Around 2,000 Axalta employees work at the Wuppertal production site - the largest of Axalta’s 35 global productions sites. This year also sees the start-up of a new production line for waterborne paints in Wuppertal. To mark its 60th anniversary, Standox has put together an anniversary website www.standox.com/60. It examines the development of refinish paints and showcases the innovations that have made Standox one of the world’s most renowned, quality refinish paint brands. Highlights related to the anniversary have also been compiled into a newspaper that can be viewed online as an E-paper: www.standox.com/60.

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About Standox
Standox, one of the global refinish coating brands from Axalta Coating Systems, supports its customers with premium product quality and in-depth consultancy to help obtain the best results. As a leading European automotive refinish brand based in Wuppertal, Germany, it delivers innovative product systems, and superior colour-match accuracy and paint technology. Approvals from major car manufacturers reflect the brand’s position as a leading partner to the automotive industry. Standox helps professional refinishers achieve right-first-time results.