September 19, 2022

The Crown Jewel of True Value’s EasyCare® Paint Brand, EasyCare LimitLess® Launched at Company’s 2022 Fall Reunion Event in Denver, CO

CHICAGO, September 19, 2022 — True Value Company has announced the launch of EasyCare LimitLess®, a super-premium interior paint. Unveiled last week at True Value’s 2022 Fall Reunion in Denver, CO, EasyCare Limitless® is the latest addition to the company’s paint lineup and slots into its painting-a-room anchor assortment, which gives consumers every product they need to complete a paint project.

“EasyCare Limitless® is the finest paint we have ever made,” said John Vanderpool, Divisional President at True Value Manufacturing/General Paint Manufacturing. “One of the great benefits of owning a paint factory is that we can formulate a product that is perfect for the market we serve. With EasyCare Limitless®, we have paired the attribute combination that matters to end users with the ultimate washable technology, a one-coat coverage guarantee, and Scuff Armour technology, which keeps consumers’ walls looking great for many years.”

True Value Company has one of the largest paint manufacturing facilities in the country and produces several millions of gallons of paint annually, sold under the EasyCare® label. EasyCare® paint is low-odor, low-VOC and 100% acrylic. Certified by the Asthma and Allergy Foundation of America (AAFA), EasyCare® paint minimizes irritants and pollutants in the air, creating a healthier indoor environment and allowing for newly painted spaces to be enjoyed sooner.

EasyCare® paint is available at True Value stores nationwide and many independent paint and hardware retailers. The complete EasyCare® paint lineup can be viewed at

About True Value Company
True Value Company, headquartered in Chicago, is one of the world’s leading hardlines wholesalers with a globally recognized brand and over 70 years of experience serving independent hardware retailers. True Value Company provides its customers in over 60 countries an expansive product set with market-customized assortments at highly competitive prices, superior product availability, innovative marketing programs and a la carte value-added services like eCommerce ship-to-store, store remodel support and True Value University, all within a flexible model that requires no membership. With 13 regional distribution centers, and approximately 2,500 associates serving over 4,500 stores, True Value Company celebrates independence and drives retail excellence across the U.S. and internationally. Learn more at