Benjamin Moore & Co. announced its reinvigorated commitment to the independent channel by unveiling RE/GEN Main Street, a vibrant new program seeking entrepreneurs to grow its network of locally-owned retailers. The paint company announced this during the annual Berkshire Hathaway Shareholders Meeting.

RE/GEN Main Street will offer selected entrepreneurs both an easy “on-ramp” to owning their own retail business as well as a comprehensive roadmap to ensure that business is successful, including a financial plan and package, in-depth training and ongoing mentorship from experienced retailers. From store site selection to merchandise planning to growth modeling, the RE/GEN Main Street program will provide new entrepreneurs with a step-by-step process to become a successful retailer/dealer of Benjamin Moore products.

RE/GEN Main Street will make its debut in the Washington D.C. metro area first, where Benjamin Moore will focus on working with individuals who are passionate about the brand and highly qualified to run the very best retail experience to consumers, the design community, professional painters and contractors. The D.C. metropolitan area is also connected to many of the nation’s wealthiest counties and is a city filled with monumental architecture, top-rated universities and an affluent design-driven community.

“There are many creative entrepreneurs seeking news ways to be masters of their own destiny and at the same time leverage the powerhouse strength of a premium brand reaching a variety of customers,” said Mike Searles, president and CEO of Benjamin Moore & Co. “This program allows us to build on the strength of our current Benjamin Moore retailers as well as local market partners, municipalities and local Chambers of Commerce to nurture new generations of entrepreneurs in all areas of the country.”

According to published reports, U.S. demand for paint and coatings is on the rise and is forecast to reach 1.5 billion gallons in 2017, making it a $30.6 billion dollar business. The industry continues to be bolstered by an improved economic outlook, greater consumer confidence and a rebound in construction activity, which will propel demand for premium architectural and residential paint.

Finding the next generation of retailers is only the first part of RE/GEN Main Street as Benjamin Moore also plans to launch new efforts to refresh and renew its retail store experience. Through RE/GEN Main Street, entrepreneurs join a community of over 5,500 locally-owned stores and have access to all of the power of an internationally recognized brand without the constraints and costs of a franchise.