Pittsburgh Paints Introduces VELOURA Waterborne Enamel for Trim, Doors and Cabinets
PITTSBURGH PAINTS™, a paint brand serving professional contractors and homeowners, has launched VELOURA™ Trim, Door and Cabinet Interior and Exterior Waterborne Urethane Alkyd Enamel. Designed to deliver a smooth, factory-like finish, the new product combines advanced application technology with durability for interior and exterior trim, doors, and cabinets.
The enamel features SMOOTHFLOW™ technology, which is designed to improve paint flow and leveling during application. The formulation also offers high hiding power and coverage, helping users achieve a consistent finish across different surfaces and application methods.
According to the company, VELOURA was developed in response to customer demand for a premium urethane enamel that provides reliable application performance and a high-quality finished appearance. The product is intended to serve both professional painting contractors and homeowners undertaking renovation, maintenance, and improvement projects.
Dennis Karnstein, president of Commercial at Pittsburgh Paints Co., said customers were looking for a premium interior and exterior urethane product with excellent application characteristics and finish quality. He explained that the company’s teams worked together to develop a solution designed to meet and exceed those expectations.
Advanced Technology for a Smooth Finish
One of VELOURA’s primary features is its SMOOTHFLOW technology, which supports paint flow and leveling to create an even surface with fewer visible application marks.
Achieving a smooth finish is particularly important when painting trim, doors, and cabinets, where surface appearance and consistency are essential. These applications often require a refined finish that complements surrounding architectural details and interior design elements.
The enamel is designed to provide a factory-like appearance while supporting different application methods. Its flow and leveling characteristics are intended to help painters achieve professional-looking results with greater ease.
VELOURA also offers strong hiding power and coverage, allowing the coating to cover underlying surfaces effectively. Improved coverage can help reduce the amount of material needed for a project, depending on the surface condition, color change, and application requirements.
These characteristics make the product suitable for projects where appearance, application efficiency, and finish consistency are important considerations.
Durability for High-Use Surfaces
In addition to its appearance, VELOURA has been formulated to withstand the demands of frequently used surfaces. Doors, cabinets, and trim can experience regular contact, cleaning, and abrasion, making durability an important factor in selecting a coating.
The enamel provides hardness and block resistance, helping the painted surfaces resist sticking when two coated areas come into contact. This characteristic is particularly relevant for doors, cabinet fronts, and other surfaces that may touch during normal use.
The durable coating is also designed to withstand repeated cleaning. According to Pittsburgh Paints, the formulation resists changes in gloss and color loss caused by scrubbing, helping preserve the finished appearance over time.
These properties are intended to support long-term performance in residential and commercial environments where painted surfaces must maintain both functionality and visual appeal.
By combining surface hardness, block resistance, and cleaning durability, VELOURA aims to provide a coating solution for applications that require more than a standard decorative finish.
Low-Odor and Low-VOC Formulation
VELOURA also incorporates a low-odor, low-volatile organic compound (VOC) formulation. VOCs are chemicals that can be released into the air from certain paints and coatings, making VOC content an important consideration in product selection.
The company states that VELOURA contains less than 50 grams of VOCs per liter and complies with applicable requirements in regulated areas.
Its low-odor formulation may also make it a practical option for projects where managing paint odors is a consideration. As with any coating, users should follow the product label and application instructions, including appropriate ventilation and surface preparation requirements.
The combination of low VOC content, durability, and smooth application reflects the company’s effort to offer a product that addresses both performance expectations and environmental considerations.
Key Performance Features
Pittsburgh Paints highlights several characteristics that distinguish VELOURA within its enamel portfolio.
SMOOTHFLOW technology supports improved flow and leveling for easier application. Strong hiding power and coverage help deliver a consistent finish, while the formulation is designed to create a smooth appearance across different application methods.
The product’s hardness and block resistance support durability on doors, cabinets, and trim. Its resistance to repeated cleaning, gloss changes, and scrubbing-related color loss is intended to help maintain the finished surface.
The enamel’s low-VOC formulation, with VOC levels below 50 grams per liter, provides another feature for customers evaluating coating performance and environmental requirements.
Together, these properties position VELOURA as a premium coating option for projects requiring a combination of appearance, durability, and application efficiency.
Strengthening the Pittsburgh Paints Product Portfolio
The launch expands the Pittsburgh Paints product portfolio with a specialized enamel for interior and exterior trim, doors, and cabinets.
Karnstein said the introduction strengthens the company’s product offering and demonstrates its ability to respond quickly to market requirements. He added that VELOURA is designed to compete with leading urethane enamels while providing the durability expected by professional painters and homeowners.
The product’s focus on application performance and surface protection reflects the importance of coatings that can deliver attractive finishes while withstanding everyday use. For contractors, these characteristics can support work on residential renovations, cabinet refinishing, door painting, and other finishing projects.
For homeowners, the enamel provides another option when updating or maintaining painted surfaces where a smooth appearance and lasting performance are priorities.
VELOURA Day Demonstrations Planned Nationwide
To introduce the new enamel to customers, Pittsburgh Paints plans to host VELOURA Day on November 5 at approximately 50 Pittsburgh Paints store locations across the United States.
Representatives are scheduled to conduct live demonstrations from 11 a.m. to 2 p.m. local time. The events will showcase VELOURA enamel alongside other products in the company’s portfolio, giving customers an opportunity to learn more about the formulation and its application characteristics.
The demonstrations are intended to help painting professionals and homeowners understand the product’s features and potential uses.
With the introduction of VELOURA, Pittsburgh Paints is expanding its range of coatings for detailed finishing applications. By combining smooth application, strong coverage, durability, and a low-VOC formulation, the company aims to meet the needs of customers seeking reliable performance for trim, doors, and cabinets in both interior and exterior settings.
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