ERLAC is opening a new chapter in its 60-year history with a new logo.
The Greek paint and varnish manufacturer recently unveiled its new corporate identity at an anniversary event marking 60 years of history. The event was held at the court of Amilla Peristeriou, the team it supports as a sponsor.
Representatives of government and the business community attended, including Deputy Sports Minister Yiannis Vroussis, Deputy Foreign Minister Yiannis Loverdos, Peristeri Mayor Andreas Pachatouridis, Hellenic-American Chamber of Commerce president Ioannis Sarakakis and Athens Chamber of Commerce and Industry vice-president Sofia Kounenaki-Efraimoglou.
The rebranding is part of a broader renewal at ERLAC, with an emphasis on modernising its operations, drawing on the expertise it has built up over six decades and maintaining trusted relationships with market professionals.
The evening focused on ERLAC’s transition into a new era, as the third generation of the family business continues the journey begun by Georgios Koutlis in 1965. George Grammatis, Themis Parousis and Georgia Koutli welcomed guests and outlined the company’s direction, emphasising the modernisation of its operations and the use of expertise developed over many decades.
Themis Parousis said ERLAC was undergoing a far-reaching transformation on several fronts, with an emphasis on improving internal organisation, developing new partnerships and adopting new technologies. The company is also focused on strengthening its commercial presence in Greece and abroad.
During the evening, a symbolic basketball match was played between two teams representing ERLAC’s old and new logos. Deputy Sports Minister Yiannis Vroussis took the opening tip-off and congratulated the company on its 60-year history and its support for sport.
Other attendees included figures from the arts, among them Makis Tselios, Angeliki Michaloliakou, Vassilios Kostetsos and Tonia Fouseki. A highlight was the presentation of the sculpture “Sunset Passion” by artist Christos Hatzivasileiou, which was painted using ERLAC products.
From Larissa to the Greek and international markets
ERLAC’s story began in Larissa in 1965, when Georgios Koutlis, after working in chemical industries in Austria and Germany, decided to put his experience to use developing his own floor varnish. Through repeated testing and refinement, he created the product that became the starting point for the development of the Greek industry.
Rising demand led to the transfer of production to Kifisia in 1970. Four years later, the company established a new industrial facility on a 55-stremma site at the 34th kilometre of the Athens–Lamia National Road.
In 1976, the company opened a synthetic resins plant. The investment enabled ERLAC to further integrate its production, giving it greater control over a key raw material used to make varnishes and paints.
The company continued to expand its activities in 1982, entering the building paints market. In the years that followed, ERLAC introduced paint-tinting machines at points of sale in Greece, giving professionals and consumers a wider choice of shades.
Another step came in 2010, when the company moved into automotive refinishing, drawing on the expertise it had developed in the production of specialist materials.
Today, six decades after its founding, ERLAC continues to operate in the Greek and international markets, with the family’s third generation taking the business forward. The renewal of its corporate identity accompanies an ongoing modernisation process, as the company seeks to further strengthen its presence at home and abroad.