The Sherwin-Willliams Co. raised the curtain on its latest architectural paint brand, HGTV HOME INFINITY, described as a premium line of interior and exterior paint that “will deliver on the 150-year-old company’s highest quality standards.”

The new label goes on sale this month at Lowe’s.

Sherwin-Williams said the all-acrylic INFINITY is a complete, one-coat paint and primer in one can, offering “exceptional hiding power and coverage” and “extreme durability and the beautiful, designer-finished appearance both pros and DIYers expect from this leading brand.”

In addition to a high degree of scrub and stain resistance, the paint excels in hiding existing paint colors, the company says.

“With INFINITY, we have combined several of our very best technologies,” said Andrew Kinnen, senior director of paint marketing for Sherwin-Williams’ Diversified Brands Division. The formula’s crosslinking chemistry “forms a tough barrier that provides exceptional resistance to stains,” the company says in an announcement on the product.

The paint is available in 16 designer-inspired color collections, each composed of 20 coordinating colors. The collections are designed to inspire bold concepts and mixing and matching of color choices, the company says.

The exterior paint line is optimized to offer a high degree of adhesion even when applied to chalky, glossy or unprimed surfaces, and withstands the stresses of extreme weather, the company says. Enhanced fade-resistant technology protects against UV, and the product also boasts algae resistance.

Sherwin-Williams said the paint will carry a premium price tag as well—starting at $45.98 per gallon—and will be available exclusively at Lowe’s nationwide beginning early in March. Sherwin-Williams’ HGTV HOME Ovation® and Showcase® lines are currently offered at Lowe’s.

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