Dulux UK is expanding its colour-matching service for the trade segment, a move that could reshape distribution channels. The enhanced matching capability allows contractors to source matched colours directly from the manufacturer, reducing reliance on traditional merchant stockists. For paint retailers and builders' merchants, this represents a strategic shift: precise colour-matching has long been a key service differentiator and customer retention tool. The question for the trade now is whether Dulux positions itself as channel partner or competitor.