Holcim Building Envelope completes legal name change from Firestone


Holcim said it “will continue to phase out use of the legacy mark on all media, marketing and advertising materials, product packaging, and licensing and certificates” by March 2024.

Company websites now have the new branding, although some materials may continue to carry the legacy branding for some time, Holcim said.

Holcim officials said earlier Rubber News that the acquisition was made to help the company diversify into the building materials sector, particularly roofing. Traditionally, the company has focused on the concrete and cement sector.

However, under the Elevate brand, customers benefit from the same high level focus on products and services.

The Elevate brand name is found on products such as RubberGard EPDM and UltraPly TPO, originating from Firestone. The same network of guarantees remains in place.

In addition to Elevate, other Holcim Building Envelope brands include Gaco, which produces waterproofing and insulation solutions in silicone, foam, acrylic and urethane; GenFlex roofing systems and components; and Malarkey Roofing Products, a manufacturer of durable, high-performance roofing shingles for commercial and residential structures.

Holcim completed the acquisition of Malarkey Roofing Products on March 1. Overall, Holcim expects to achieve $4 billion in net roofing sales by 2025. Malarkey’s addition includes its 500 employees and two US-based factories and headquarters in Portland, Oregon.

Holcim expects to do more than $8 billion in business in the North American building materials market this year.

Holcim said its Building Envelope division expects continued growth, including one new plant per year in North America. It currently operates 13 plants in the United States, with a new one opening later this year in Salt Lake City. Two other factories are located in Europe.

The company foresees continued growth in green roofs and other sustainable products due to government mandates in Europe and a growing number of similar mandates elsewhere, first in Canada and eventually in the United States.


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