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Florida Paints Introduces Altura Interior Paint & Primer

The high-performance new formula is engineered for exceptional hide, smooth application, and lasting durability.

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By: Rachel Klemovitch

Assistant Editor

Florida Paints launched Altura Interior Paint & Primer, a high-performance new formula engineered for exceptional hide, smooth application, and lasting durability. 

Altura combines paint and primer in a single formula designed to reduce project steps and support faster turnaround times. 

Altura Interior Paint & Primer features:

  • Advanced hide technology for outstanding coverage
  • Smooth, even application with excellent leveling
  • Durable finish designed to withstand daily use and high-traffic interior environments
  • Low-VOC formulation for improved indoor air quality
  • Available in multiple sheens to suit any space

“Altura represents the next evolution of interior paint for Florida Paints,” said Don Strube, Florida Paints Co-founder/Co-CEO. “We designed this product to perform beautifully under real-world conditions — from bold color changes to everyday wear and tear — while delivering the consistent, high-quality finish our customers expect.”

Altura is now available for pre-order, combining advanced coverage technology with the convenience of a paint-and-primer-in-one product designed for both professionals and homeowners seeking premium results.

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