Adler Lacke Aims for Growth in China with Water-Based Paints
Adler continues to expand its operations in the Chinese market. Rising quality standards in the furniture industry and stricter environmental regulations are driving growing demand for low-emission water-based coatings in particular.
Long gone are the days when China was synonymous with cheap products and mass-produced goods. Today, the country is the world’s largest furniture manufacturer across all quality segments—from low-cost mass production to exclusive premium products. “The Chinese furniture industry is growing strongly, especially in the high-end segment. It produces not only for the domestic market but increasingly also for export to Asia, Europe, and North America,” explains Markus Bertsch, who oversees the Chinese market in the sales department of the Austrian paint manufacturer Adler.
Water-Based Coatings on the Rise in China
Adler is benefiting not only from rising quality demands but also from increasingly stringent environmental regulations, which are prompting more and more applicators to switch to low-emission water-based coatings. “Thanks to our many years of experience in this field and our exceptional product quality, we have great opportunities in China,” says Bertsch. For several years now, Adler has been working with a distribution partner in northeastern China whose customers include furniture manufacturers, window makers, and woodworkers. In 2025, a second distribution partner was added in southern China, which primarily supplies the furniture industry in the greater Dongguan area on the border with Hong Kong. Thanks to high product quality, well-planned logistics, and dedicated personal collaboration, Adler has now successfully gained a foothold in this new market. Key elements of the successful partnership with the Chinese trading partners include seamless support from Adler’s technical team as well as close marketing collaboration. “In addition to Guangzhou Design Week, one of Asia’s leading trade shows for the interior design industry, we will also be exhibiting for the first time this year at Bau China, which takes place in Beijing at the end of October,” said Bertsch. The signs point to growth: With the right partners, high-quality products, and personal commitment, promising prospects are opening up for Adler in China as well.
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