All the new Citadel Contrast paints are coming to stores, however, this story may have a dark side that has scores of retailers quite upset at GW.
More hyped than Orktober, the new Contrast paints have had the center spotlight for the past month, but the scores of retailers (including one chain of 10+ stores) we’ve talked to are just ready for it to all be over…
Contrast paints are being marketed as a quick way to get your massive grey armies up to tabletop quality. Skilled painters are actually pulling off some pretty cool tricks as well.
However, there may be a dark side to these paints that has many retailers upset with the tactics Games Workshop has used for this product rollout!
What’s the Real Demand on Contrast Paints?
Like any business, there is only a certain amount of products that you can delegate out. Between independent stores across the world, Warhammer hobby centers, and GW’s online shop, they’ve made it pretty easy to get our hands on paints.
GW’s online store makes the bulk of retail profit. Just because there’s no middle man moving directly from their warehouse and to your front door. Beyond that, GW announced that the paints were selling quick and that demand was high.
However, several retailers and Industry Insiders have reported to us that Games Workshop told stores around the same time as their “selling quick post” that there was more availability now, and they could submit re-order numbers ahead of the actual product release.
Which, from what we are told, is a pretty rare if never occurrence from GW to independent retailers.
That seems to be a contradiction to the stocks selling fast at the online store, versus opening up more product availability to independent stores. This is complete speculation of course, but it could mean two possible things:
- They are trying to create “perceived scarcity” to promote hobbyists to load up on paint before it’s all Gone.
- GW hasn’t been selling Contrast paints like they thought they would, and are pushing their product off to retailers to meet their sales goals.
Either way, we will see how successful the paints are within the community as time goes on and all the sales data is in. Get ready to vote with your hobby dollars for Contrast this weekend.
GW Strong-arms Stores Into Buying The Contrast Rack
You might remember a few years ago when GW updated their paint line with a new rack. It was a cool thing to see in hobby stores. However, it was a roughly $2,000 investment for the local business to take on.
Fast forward to 2019, GW has been pushing the full new Citadel “360” rack which is a whopping $4,000 for hobby stores to shell out. But that’s not all. According to concerned retailers, there is major drawback for hobby stores that don’t buy the new paint rack.
We were told that GW is not allowing hobby shops to return the discontinued paints back to the company unless they buy the full new rack for $4,000. This is, of course, a stark contrast to the start of 8th edition when we saw tons products get shipped back for model reworks, base-size updates, and even “dead” units for the game. Even codex and rule books could be returned.
That policy even gave rise to this image posted by Games Workshop in June 2017
Supposedly they could also not guarantee Contrast restocks for any store that didn’t order the big “360” rack shown above.
Furthermore, it has been reported that stores that refused to buy the paint rack received follow up calls from what they described as “closers” whose sole purpose seemed to be to push these racks onto stores. Some stores also reported obvious real-time coaching of their reps on the phone to also quash any opposition to the racks in follow-up calls with retailers.
So to these same stockists, it looks like GW used the might of its media engine to spin up hobbyists into a buying frenzy for the 34 new contrast paints while using high-pressure strong-arm tactics to force them to buy a whole new rack with lines of new paint (in addition to Contrast) that just appeared out of nowhere, for $4,000.
Keep in mind that while GW’s rumored “behind the scenes” return policy may seem heavy-handed, to the hobby public, everything looks great as seen below:
Returns
If for any reason at all, you’re not satisfied with your purchase, you can return it to us for a refund, or exchange it for something else. No quibbles and no funny handshakes required. All we ask is the product still be in its original packaging and you have your proof of purchase and we’ll be happy to help.
Just call our Customer Service team on 1-800-394-4263 or email them at [email protected], they will take care of this for you as quickly and simply as possible.
I can tell you that I have never had any issues with Games Workshop on the customer service side of things as they really go the extra mile for their retail customers.
What do you think about GW’s Contrast Paints? Are they as useful as they are making them out to be? Why could GW be so heavy-handed to retailers and totally understanding to the individual hobbyist?
Let us know in the comments of our Facebook Hobby Group.
About the Author: Rob Baer
Rob Baer
Job Title: Managing Editor
Founded Spikey Bits in 2009
Socials: Rob Baer on Facebook and @catdaddymbg on X
About Rob Baer: Founder, Publisher, & Managing Editor of Spikey Bits, the leading tabletop gaming news website focused on the hobby side of wargaming and miniatures.
Rob also co-founded and currently hosts the Long War Podcast, which has over 350 episodes and focuses on tabletop miniatures gaming, specializing in Warhammer 40k. and spent six years writing for Bell of Lost Souls.
Every year, along with his co-hosts, he helps host the Long War 40k Doubles Tournament at Adepticon and the Long War 40k Doubles at Las Vegas Open, which attracts over 350 players from around the world.
Rob has won many Warhammer 40k Tournaments over the years, including multiple first-place finishes in Warhammer 40k Grand Tournaments over the years and even winning 1st place at the Adepticon 40k Team Tournament.
With over 30 years of experience in retail and distribution, Rob knows all the products and exactly which ones are the best. As a member of GAMA (Game Manufacturers Association), he advocates for gaming stores and manufacturers in these difficult times, always looking for the next big thing to feature for the miniatures hobby, helping everyone to provide the value consumers want.
While he’s played every edition of Warhammer 40k and Warhammer Fantasy (since 5th Edition) and has been hobbying on miniatures since the 1980s, Titans of all sizes will always be his favorite! It’s even rumored that his hobby vault rivals the Solemnance Galleries, containing rulebooks filled with lore from editions long past, ancient packs of black-bordered Magic Cards, and models made of both pewter and resin.
