Flex Seal, one of the most recognized brands in sealants, coatings, and waterproofing products, and Datavations, a leader in commercial intelligence for home improvement manufacturers, have renewed and expanded their multi-year partnership. Now in their third year, Flex Seal has broadened its data coverage across major retailers to sharpen its competitive strategy.
The expanded partnership strengthens Flex Seal’s use of the Datavations platform across two strategic pillars: accelerating in-store growth and sharpening new product development.
“Datavations gives us the kind of clear, no-nonsense intelligence that helps us move fast and make smarter decisions. When we walk into a meeting now, we’re armed with real data, real insights, and a real advantage. And we’re just getting started.”— Phil Swift, CEO, Flex Seal
On the merchant enablement side, Flex Seal’s team now brings Datavations’ insights into every retailer conversation. Using per-SKU, store-level sell-through data, Flex Seal demonstrates its competitive performance, helping the sales team secure new placements, expand distribution, and position the brand as a proactive partner even between Product Line Reviews.
For product development, Datavations’ intelligence drives a rigorous, data-driven NPD process. With visibility into growth categories and winning price tiers, Flex Seal can launch new products with greater precision and reduced risk. The platform also identifies categories where investment is not warranted, resulting in a more capital-efficient innovation roadmap.
The expanded retailer coverage further strengthens Flex Seal’s ability to benchmark performance and align NPD priorities with real-world shelf dynamics.
“Flex Seal is the kind of partner that makes the Datavations platform sing. They’re not using the data to look backward, they’re using it to get out ahead of the market. Expanding their coverage yearly with Datavations reflects how seriously their team takes data-driven execution, and we’re proud to be part of how they compete.”— Philip Odelfelt, Founder & CEO, Datavations
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