In manufacturing, longevity is never accidental. Markets shift. Technologies change. Customer expectations are evolving. Regulations tighten. Yet some brands and businesses endure — not because they resist change, but because they learn how to adapt while staying focused on what matters most to their customers. This year marks 50 years for Chemcraft, one of AkzoNobel’s industrial wood coatings brands. While anniversaries are often moments for reflection, this milestone offers something more meaningful: achance to examine what five decades of industrial wood coatings can teach us about wheremanufacturing is headed next.One lesson stands out above all others: sustainable success in manufacturing is built on partnership, not just products.

From product supplier to problem-solving partner

Fifty years ago, many coatings conversations focused primarily on performance characteristics —adhesion, durability, cure time, appearance. Those attributes remain essential today, but the role of acoatings supplier has expanded dramatically.Manufacturers now expect partners who understand their entire production environment. They want coatings that integrate seamlessly into existing lines, reduce waste, support throughput goals, meet regulatory requirements and deliver consistent color and finish at scale. Increasingly, they also wantguidance, not just coatings solutions.This shift from product supplier to problem-solving partner reflects a broader change across manufacturing. Success is no longer defined by selling a component alone, but by helping customers achieve operational excellence.For industrial coatings, that means collaborating closely with distributor partners and furniture manufacturers, cabinet makers and finishers to understand real-world challenges. From labor constraints and line speed pressures to substrate variability and changing design trends. It means building solutions with practicality in mind, not just performance.

Why color science has become a strategic capability

Few areas illustrate this evolution better than color. Color has always mattered in wood coatings, but today it has become a strategic capability rather than a purely aesthetic one. Manufacturers need color consistency across batches, plants and product lines. Designers expect precise matching and reliable reproduction. End customers demand finishes that look identical whether they were produced yesterday or six months ago.Meeting those expectations requires far more than a color formula. It requires advanced color measurement, controlled processes and skilled technicians who understand both materials and applications. Investments in dedicated color development facilities, like AkzoNobel’s Global Wood Color Studio and our recent investment in our lab in High Point, North Carolina, reflect how critical this capability has become. These environments allow coatings specialists to simulate production conditions, test finishes on real substrates and validate results before they ever reach a customer’s line. For manufacturers, this translates into fewer surprises, faster approvals and more predictable outcomes, all of which support efficiency and profitability. 

Innovation that starts with the factory floor 

One of the most persistent myths about innovation is that it begins with technology. In reality, the most valuable of innovations often begin with listening. 

Conversations on factory floors, in finishing rooms and with technical teams often reveal the real challenges. It starts with questions like: Where are you losing time? Where are defects occurring? What slows changeovers? What causes rework? 

When innovation is rooted in those realities, it becomes practical by design. 

Over time, this approach leads to coatings systems that improve transfer efficiency, simplify application steps, reduce sanding, enhance durability, and perform reliably in real production environments — not just under ideal test conditions. This type of incremental, application-driven innovation may not always make headlines, but it delivers something far more important: measurable gains for manufacturers – the kind that improve profitability over time. 

The next era of coatings 

Looking ahead, several trends will continue to shape the industry. 

Furniture manufacturers will demand even greater consistency and predictability as production becomes more automated. They will seek coatings solutions that support lean operations and minimize variability. Regulatory complexity will continue to influence formulation and process choices, and sustainability considerations will increasingly factor into purchasing decisions. 

At the same time, customization and design differentiation will remain powerful market drivers, placing additional emphasis on flexible color and finish capabilities. Meeting these expectations will require continued investment in technical expertise, digital tools, application support and collaborative development models. It will also require organizations to stay deeply connected to the people using their products every day which is why we have a local for local business model in the U.S. and a strong network of distribution partners. 

Why longevity still matters 

In a world that often celebrates what’s new, longevity signals something equally important: trust. It reflects decades of adapting alongside customers, solving problems, responding to market shifts and refining solutions. It reflects organizations that evolve without abandoning their core purpose. 

As Chemcraft reaches its 50-year milestone, the true significance isn’t found in looking back. It’s about recognizing what has made sustained success possible and committing to carry those principles forward. The future of wood finishes will be shaped by companies that view themselves not simply as suppliers, but as partners in performance. Companies that combine technical excellence with deep application knowledge. Companies that understand that a coating is only the beginning. Because in manufacturing, the most important innovation is not just what you make — it’s how you help others succeed.

About the author: Bilal Salahuddin is Global Business Director for Wood Coatings at AkzoNobel