Firestone Building Products Rebrands to Elevate

Firestone Building Products (FSBP) has now revealed details of its product rebrand to Elevate^TM as it adopts the Holcim name. The exciting announcement follows the news late last year that Holcim, a world leader in sustainable construction, had acquired Firestone Building Products in a deal worth $3.4 billion. FSBP has now officially become the Holcim Building Envelope division of its Solutions and Products Business Unit.

The new brand name – Elevate^TM – symbolises the commitment by Holcim to deliver innovative, advanced building products and continue to evolve the industry with an aim to ‘solve the challenges you face today, to evolve how we build tomorrow.’

It is an exciting time for the industry as FSBP, with a 40-year history as a leader and innovator, unites with some of the most trusted global brands. Holcim’s dedication to sustainability can now further contribute to the evolution of the construction industry’s most advanced roofing and building solutions in a brand new chapter.

Same high quality products and service, different name

The brand may be changing to Elevate^TM, but the trusted Firestone products, people and high standards will remain the same. RubberCover EPDM, RubberGard EPDM and all the Firestone installation essentials and accessories you’ve grown to know well over the years will remain core products under the new Elevate brand label.

Jamie Gentoso, global head, Solutions & Products for Holcim, said, “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. Together, Holcim and Elevate are committed to growing to new heights with our customers and partners, we look forward to building our new future together!”

What this means for PermaRoof UK

As you know, PermaRoof UK is one of the largest licensed importers and distributors of Firestone EPDM roofing systems and supplies DIY, trade and commercial roofers across the country. We are delighted to be a part of this exciting new chapter of FSBP and look forward to further strengthening our relationship as PermaRoof and the wider PermaGroup continues to grow and evolve too.

PermaGroup managing director, Adrian Buttress said, “It was great to be at the launch party for Elevate. Having had the structure explained to us on how it will grow, I am really excited for the future. Great to see some of our co-distributors from all across Europe too.”

“Together we have become a very powerful team. Now we know we are going for the full building envelope, I am now working on our updated growth strategy to encompass all of this. The potential for growth was already huge. Now this has happened, things just got so much bigger.”

What to expect in the coming months

We want our customers to be reassured that these high quality, high performance Firestone products will change in brand name only. In the coming months, you’ll notice our websites gradually updating to reflect these brand changes in our messaging and in some of our product logos.

Similarly, there will be no changes to any of our services at the current time and our industry renowned EPDM training courses will remain unaffected. We’ll keep you informed every step of the way, and you can talk to us at any time if you have questions as the brand evolves.

PermaGroup has established links with some of the biggest names in our industry thanks to our reputation of excellence. Read more about becoming a supplier or stockist here.