NASHVILLE, Tenn.—Firestone roofing systems owner Holcim Ltd. is using legacy products to bring a new name to the roofing, wall and lining systems it purchased from Bridgestone Corp. last year.
Meet Elevate. It's a brand name Holcim feels symbolizes its continued commitment to quality and innovation within the building solutions arena.
Holcim also noted that, aside from the branding, nothing will be changing with the products, their quality or the standards that the industry has come to trust from Firestone. The Elevate moniker will be added to established brand names such as RubberGard EPDM and UltraPly TPO, which formerly were part of the Firestone Building Products portfolio.
"Building on Firestone's iconic brand and legacy, Elevate represents Holcim's commitment to deliver superior quality and innovation with advanced building solutions," the company said. "The Elevate brand will provide the highest quality products and solutions to solve the industry's shared challenges."
The Elevate products—serving both residential and commercial customers globally—have been rolled into the Holcim Building Envelope division of the Solutions & Products Business unit.
"Over the past 40 years, Firestone has built a reputation as a leader and innovator in the commercial roofing sector. And now, we are making it official; we are uniting Firestone Building Products' iconic legacy with Holcim's future focus on accelerating green growth," Jamie Gentoso, global head of Holcim's Solutions & Products, said in a statement. "As we open this new chapter of growth with star brands from Elevate to Malarkey, I am committed to contributing to our customers' success with a rigorous focus on advanced solutions, superior quality and innovation."
Holcim finalized its $3.4 billion purchase of Firestone Building Products in April 2021 from Bridgestone. In doing so, Holcim took on a roofing and related-goods business that had posted $1.8 billion in sales in 2020.
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