Dried paint was becoming a problem for Billie Asmus. An entrepreneur who was running a small furniture refinishing company from her basement studio, she kept having to toss out paint trays that were caked with dried paint. I looked over at my garbage can and it was just filled with plastic paint dry liners. And I was like, oh my gosh, there seriously has to be a better way. Something that’s more sustainable, something with a lid, something that’s reusable, she says.
It was 2021. She searched in all the typical places online for a product that could cut down her modest business’s immodest waste stream. Nothing showed up, she says. That sent me down this huge rabbit hole of seeing if anything was even out there, or how I could make something like this exist.
Billie Asmus [Photo: Repaint Studios]
And that’s how Asmus created a silicone-based paint tray system that is endlessly reusable, capable of keeping paint fresh for weeks, and cleanable by simply peeling off pain after it’s dried. The Repaint Tray is a clever reinvention of a utilitarian tool. It could be the last paint tray some painters ever need to buy.
The idea for the tray was spurred by a speed bump Asmus hit while renovating her home. She was painting over an unfortunate orange color scheme in the bathroom and trying to get the new shade as close to the shower’s edge as possible. Her clean paint job was foiled by a line of silicone caulking. Paint would not adhere to it no matter how much you tried, she says.The experience stuck in her mind, and jumped out when she was looking at just how many paint trays she was going through in her furniture refinishing work. Silicone, she figured, could be the basis for a better, reusable tray. With $50 worth of medical grade silicone and some foam board she bought at a dollar store, she made her first mockup. The concept worked, and she saw the inkling of a business.
[Photo: Repaint Studios]
Asmus then enrolled in an entrepreneurship course, and spent a year interviewing DIYers, manufacturers, and business people to better understand the market. She also refined her prototype to a familiar metal paint tray, a bright green silicone liner that fits snugly inside it, and a matching lid that creates and airtight seal over the top. By January 2023, she had enough momentum and a solid enough design to approach manufacturers. That fall she had a preproduction model in hand that is capable of being used with water-, acrylic, and latex-based paints, but not oil-based paints or varnishes.
[Photo: Repaint Studios]
That was enough to get her accepted into a product pitch competition run by the home improvement chain Lowe’s. Her reusable paint tray concept won the competition’s paint category, and she got her first official order from the national retailer.
We launched February 1 of 2024, and I ordered the minimum amount of trays I could possibly get, which was 5,000 units, she says. I ended up selling out within four months.
A year later, more that 10,000 Repaint Trays have been sold, including in more than 400 Lowe’s stores, as well as through Asmus’s website. DIYers are the main market for the tray system, but Asmus says a fair number of commercial painters are also using it. Their experience reusing the tray over and over again has been validating, she says. It may also be opening a door for her business to expand. The biggest thing I hear from them that they want something bigger, she says. We are already working on developing new products.
