All investors will receive a 10% lifetime discount across Tint products. For more information please see section 3.2 of the Offer Document.

Tint is an online paint brand on a mission to create healthier and more colourful spaces. We’re focused on making painting more accessible and sustainable than ever before.

The outdated $2.5b Australian paint and home decoration industry is ripe for disruption, so we took the opportunity to renovate how we decorate. Tint’s fresh take on shopping for paint includes a modern customer experience, premium eco-friendly paints at fair prices, and a commitment to the planet to ensure our only impact is on your walls.

Since launching 18 months ago, over 20,000 Australians have rolled with Tint, with annualised sales approaching $5m and our average review scoring us 4.91-stars. We’re also proud that 15% of our sales are from high-volume/high-frequency trade painters, with more joining us each day.

So what does a modern, sustainable paint brand look like?

Our passion for healthy homes starts with our premium eco-friendly paints and supplies. Our range is water-based, odour-free, vegan, and certified low-VOC. We also run Tint on 100% renewable energy and plant a tree for every can of paint we sell, enough to cover one Sydney Harbour Bridge in the last month alone. With Tint, being colourful has never been so green.

Tint also takes the pain out of shopping for paint with a curated range of 72 colours, replacing sample pots with giant peel-and-stick swatches, a simple range of paints and tools for your entire home, and free access to expert customer support and interior stylists to help you create a space you’ll love. We ship all our orders with express delivery straight to your door.

Tint’s unique advantage is Palette, our proprietary technology business which has provided digital colour solutions to global paint brands since 2013. Palette provides Tint with portable colour readers, an AR colour visualisation app, and a paint manufacturing and fulfilment platform that allows us to efficiently scale the business without large capital expenses.

To accelerate our next stage of growth, we’re raising funds to scale our new fulfilment centres nationally, increase our brand awareness, grow our trade customer base, and expand into new product categories that are already in the pipeline like window and wall furnishings.

The $2.5b Australian paint and home decorating market is a legacy industry with an outdated and primarily offline customer experience. Paint brands rely on warehouse-style hardware retailers to serve their end customers. In these offline retail settings, customers can easily be overwhelmed with too many colour and paint options, and underwhelmed by the lack of guidance and support. 

Despite increasing pressure on the industry to move online in the post-COVID world, online is estimated to represent as little as 2-4% of the US$80b global paint and home decor industry, far below general retail online adoption of 20%. 

Legacy paint brands & retailers face significant challenges to moving online:

1.Channel conflict

Paint brands have struggled to go online due to their reliance on legacy retailers (who own the end-consumer), while retailers remain protective of store-based shopping behaviours.

2. Institutional barriers

Legacy players are not structured to aggressively target online as a direct online sales channel would cannibalise sales from their existing departments.

3. Limited technical expertise

Legacy players rely on external agency suppliers for technical services with limited internal capacity for technology or digital customer experience development.

4. Lack of conviction in online

Historically low online adoption makes it difficult for legacy players to ‘build the business case’ for targeting online.

Creating an outdated shopping experience:

1. Too far away

Hardware stores are often located far away from shoppers and require multiple trips to finalise purchase decisions.

2. Decision fatigue

Shoppers are overwhelmed by a huge range of colours and products that leave them feeling confused and unsure about their choices. Paralysis by analysis prevents many from even starting.

3. Too big

Designed to keep you shopping, warehouse-style stores make it hard to quickly find the products you’re looking for.

4. No support

Retail staff lack specific product knowledge, making it hard for shoppers to make fully-informed decisions across a huge range of product options.

This outdated experience has opened up a significant opportunity for Tint and a small number of other successful digitally-native attacker brands to pioneer an online approach, including Lick (UK), Backdrop (USA) and Gush (Singapore).

Tint makes it easy to get colourful by focusing on an amazing online shopping experience.

1. Streamlined product range

Our streamlined, healthy and eco-friendly product range makes it easy to get rolling on your next project.

2. Seamless shopping

Our seamless shopping experience guides you from colour selection to product application, every step of the way. We even ship straight to your door with free express delivery.

3. Content that inspires & educates

From da Vincis to da newbies, we empower everyone to get rolling with handy how-to guides and inspiring interviews, spaces and projects.

4. Support at every stage of the journey

We make great support a core part of Tint, with freely available Tint Stylists who help you pick the perfect palette for your space, and an expert customer support team that actually cares about your project.

5. Passionate community

Our growing community of decorators inspire others to pick up a brush by sharing their own projects and spaces.

Tint uses the Direct to Consumer (D2C) model to directly service customers via our website and app. The D2C model allows us to tightly control our customer experience and ensure our shopping journey is streamlined, easy, and efficient. It also allows us to improve our customer experience over time by directly collecting data and feedback from existing customers.

The D2C model also allows us to negate costs associated with wholesale distribution networks and grow our profit margins directly as the value we deliver to our customers increases. We are able to better control product quality and fulfilment given we control the entire experience from order to delivery.

Our primary revenue driver is sales volume, but we also have the flexibility to increase pricing as we have done twice in the last 12 months. We expect to improve our margins through supplier volume discounts and increased operational efficiencies as we continue to scale.

Retail (DIY) sales comprise 85% of revenue, and our growing commercial (trade) business comprises 15% of sales. Our trade customers receive a 10% discount, but order higher volumes.

Palette uses a D2C model to directly service customers through Palette’s website and apps, and a business-to-business (B2B) model to supply our global distributors and paint partners.

Palette’s proprietary online paint fulfilment platform also provides us with the option to pursue a unique SAAS business model, where we would licence usage of our technology to other paint companies and book order processing fees per order. We believe this may significantly accelerate online adoption within the global paint industry.

Tint’s core strategy is to disrupt the outdated paints and home decorating industry and take market share from legacy brands. With COVID-tailwinds accelerating online adoption across all retail categories, and increased spending on home & garden categories in particular, Tint is well-positioned to further grow our traction with DIY and trade customers and maintain our dominant online position in the Australian market. 

Our model has had great success to date as we approach $5mn in annualised sales within 18 months. Our existing customers continue to shop with us, while newer customers start their Tint journey with higher average order value (AOV), indicating that our lifetime value metrics are likely to continue to rise over time. 

In addition to driving growing awareness in the broader market, we aim to increase AOV and customer lifetime value (LTV) by expanding our product range to new categories.

Our core strategy is focused on the following key pillars:

1. Increased Marketing Efforts
   We are supercharging our content flywheel with inspiring and educational content to engage our customer base, and are increasing our partnerships to drive further brand awareness.
   
2. New Product Categories
   We are expanding our product offering into new and complementary categories to increase average order value and customer lifetime values, as well as purchase frequency. 
   
3. Geographic Expansion
   We are completing our national fulfilment site rollout to grow our local market share. With immediate plans to expand into Sydney (Q3 FY22), then progressively into Brisbane, Perth and Adelaide, we expect to significantly improve delivery times, lower freight costs, and increase conversion rates over time — particularly for Tint Pro customers.
   
4. Growing the Trade Business
   Our members-only trade perks program and curated colour and high-quality products will continue to incentivise adoption amongst trade customers. Our expanding fulfilment footprint will accelerate this adoption, and we will leverage our proprietary colour technology to retain them. Our trade customers have significantly higher average order values (5x DIY), order frequency, and lifetime values (LTV).

The Australian decorative and speciality paint industry is valued at $1.6b (of the $2.5b total paint and home decoration market), and is expected to grow at an annualised 5.7% per annum over the next 5 years. It is dominated by incumbent multinationals, with key players in Australia including Dulux (owned by Nippon Paint), Taubmans (owned by PPG Industries), Wattyl (owned by Hempel). The industry is reliant on demand from households, painters, and decorators, with sales split approximately 50:50 between DIY and trade. Australians have traditionally bought paints and home hardware goods at big-box retailers such as Bunnings and Mitre 10, as well as a long tail of small independent stores. For the reasons highlighted in Section 2.3, we believe these legacy players are limited in their ability to compete with Tint.

The onset of COVID-19 prevented many customers from physically purchasing paint from these stores, and also saw people spending more time at home, driving online adoption for home and garden products. Australia’s eCommerce market is valued at US$25.7b and is expected to grow at a CAGR of 15.5% through to 2024. In comparison, the bricks and mortar retail market will only grow at a CAGR of 3.4% over the same period. The increasing online adoption of home product categories has seen the emergence of digitally-native brands like Koala, who successfully disrupted the traditional mattress and furniture retailer model by making the customer experience as convenient and frictionless as possible. 

The D2C model for paints and home interiors is seeing traction in other markets such as the UK and US, with recent entrants such as Lick, (UK), Coat (UK), Clare (US) and Backdrop (US) gaining momentum and appealing to more digitally-native customers who are looking for greater convenience and a frictionless shopping experience. They have been successful in taking market share within their respective geographical markets, however we are confident that Australia is not yet a target market for them. We also firmly believe our proprietary technology gives us a competitive edge over these brands.

They have also seen attention from investors and trade acquirors, with Lick and Coat seeing PE and VC investment (raising over £16m in 2021 alone), and Backdrop being acquired by an incumbent.

In Australia, the total addressable market for Tint is A$2.5b. We aim to address the decorator’s whole home, providing a significant opportunity for Tint to realise further growth. 

Underlying drivers of growth for this market includes millennials entering the renovation market, new technology allowing for superior shopping experiences, the proliferation of rapid delivery options and online shopping, and usage of social media as the start of the inspiration and buying journey. 

The company’s mission is to make colour accessible. Since day one, Tint has been supported by a community of customers and decorators, who have shared and inspired others with their personal painting journey. We have chosen to raise capital through equity crowdfunding to give our community and key stakeholders a chance to be part of our growth journey. We see this as an opportunity to give back to our loyal community as we celebrate our future successes together.

As Tint was formed with the goal of making painting accessible and sustainable, letting our early supporters become co-owners of the business at this stage just made perfect sense. We will continue to uphold our core values and remain community-focused. 

We hope to see you join our colourful Tint community!