We’ve been selling gaffers tape for a long time, and Permacel 665 has always been the first choice for most of our high end customers when they purchase utility-grade gaffers tape. Permacel has had a few stumbles over the years, but they are still recognized as the market leader in this segment of the adhesive-backed tape market. That may be about to change.
A couple of years ago, the division of Permacel that makes 665 gaffers tape was acquired by a North Carolina company, Shurtape. Shurtape already made a competitive gaffers tape, so it was a bit of a mystery as to what they would do with the new brand.
In a move counter to other gaffers tape makers, Shurtape announced a price increase on this product, effective at the end of January. This, at a time when oil prices were the lowest in 9 months and cotton prices were at the lowest point in a year and a half. Petroleum based adhesives and cotton cloth are the primary raw materials in gaffers tape, so this price increase just didn’t make sense.
More importantly, Shurtape has now discontinued all colors for this product except black, white and grey. This will have a big impact on how brand sensitive buyers make their purchasing decisions. Those who have never tried another brand of tape because they could get every color they needed in the 665 line, will now have to turn to another manufacturer for colored tape. If they like what they find in the avialable market for colors, then they will probably give the competing brand a try for their black, white and grey as well. I think they will probably like what they find.
We will, of course, continue to offer Permacel 665 for those customers who are willing to pay a premium, but this may be the beginning of the end game for this venerable product.
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