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Resene: The Paint Titan Hiding in Plain Sight
A NZ giant's digital strategy contradicts its $205M revenue and 653 employees.
Resene is the paint the professionals use, yet its digital footprint looks more like a dormant startup than a $204.9M powerhouse. With 653 employees and deep roots in New Zealand, this is a company playing a dangerous game of digital invisibility.
"Resene has conquered the physical world of paint cans and hardware stores, but they are effectively ghosting the internet."
The B2B Behemoth
Resene isn't just a consumer brand; it's the backbone of professional painting in New Zealand. Their revenue suggests a dominant market position, but their lack of digital traffic data indicates they rely on entrenched B2B relationships, trade accounts, and physical distribution rather than direct-to-consumer online sales. The 'login.myresene.co.nz' subdomain is likely where the real volume happens, hidden behind authentication walls.
The SEO Anomaly
Despite a global rank of #5.4M (essentially invisible), Resene captures specific, high-intent keywords like 'sealing vs priming' (750 monthly volume). This reveals a content strategy that is purely educational. They aren't competing for 'buy blue paint'; they are competing for 'how to paint.' It's a defensive SEO play that drives brand authority rather than immediate e-commerce conversion.
Their tech stack is a fascinating contradiction. They use modern frameworks like Tailwind CSS and Bootstrap, yet the user experience feels static. The presence of PWA (Progressive Web App) technology suggests an ambition to bridge the web-app gap, but with 0 tracked visits, the execution is either too early or too niche to move the needle on global analytics platforms.
- Revenue vs. Traffic Mismatch: $205M revenue with near-zero measurable web traffic suggests a legacy business model.
- Content-Led Acquisition: They win on educational queries ('undercoats', 'priming') rather than transactional ones.
- Social Media as the Face: With 17k+ Facebook followers, social is their primary public-facing engagement channel, not their website.
- Hidden Infrastructure: The 'MyResene' login portal likely houses the bulk of their commercial traffic and sales tools.
The Sleeping Giant's Dilemma
Resene has successfully monetized the physical world. The question for investors and product leaders is whether they can ever translate that $205M dominance into a digital ecosystem that captures the modern DIYer.
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Open Graph Image
https://www.resene.co.nz/picts/home/welcome-to-resene.jpg
Meta Tags
Resene Paint, Wallpaper & Curtains – Get Decorating NZ
Explore Resene's range of interior and exterior paint, stains, curtains and wallpaper. Find decorating ideas, DIY guides and colour inspiration
Get decorating with Resene - paint, wallpaper and curtains
Find decorating ideas, DIY guides and colour inspiration
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About resene.com
Explore Resene's range of interior and exterior paint, stains, curtains and wallpaper. Find decorating ideas, DIY guides and colour inspiration
Company Overview
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Technology Stack
resene.com uses 17 technologies across their website including reCAPTCHA, PHP, unpkg, and more.
Security
reCAPTCHA
Programming Languages
PHP
CDN
unpkg
Advertising
Microsoft Ads, Facebook Pixel
Analytics & Marketing
Clarity, Hotjar, Google Tag Manager, Google Analytics
Performance
Lazy Loading, Priority Hints
Traffic & Audience
resene.com receives approximately 0 monthly visitors and ranks #5,399,662 globally. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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