Expansion Coatings JC Licht is expanding its footprint with new architectural paint store assets in Milwaukee in May 2026, in tandem with strategic moves involving Diamond Vogel. This expansion creates a broader commercial and industrial coatings pipeline and presents opportunities to win facility managers, contractors, and designers across Wisconsin and neighboring markets by leveraging existing Axalta coatings partnerships and a stronger local presence.

Industrial Partnerships Long-standing partnerships with coatings manufacturers, including Axalta since 2020, position JC Licht to offer industrial and commercial coatings at scale. Use this to target facilities teams, manufacturers, and multi-site property managers with bundled coatings solutions and dedicated account management.

Premium Bundling As Chicagoland's largest Benjamin Moore retailer with Hunter Douglas window treatments, wallpaper, and design services, JC Licht can bundle premium paints, specialty finishes, window treatments, and in-home color consultations to win high-value residential, design-led, and commercial projects.

Digital Marketing With a tech stack that includes Microsoft Advertising, LinkedIn Insight Tag, and YouTube, JC Licht can run targeted campaigns toward designers, contractors, and property managers, while promoting in-store showrooms, home consultations, and virtual design services to generate qualified leads.

Local Network 65+ locations across Illinois, Indiana, and Wisconsin plus active community partnerships create a competitive edge for repeat business from builders, remodelers, and trade professionals; leverage this network for multi-location projects and recurring service contracts in commercial and residential segments.