Firestone EPDM: Same Iconic Products, New Brand Name – Elevate

Elevate is the new brand name for Firestone’s iconic EPDM. With no changes to the products, you can still purchase all your favourite RubberCover and RubberGard systems with confidence at PermaRoof UK. As we move through the rebrand of our biggest EPDM supplier, you’ll see a wider range of some of the most innovative construction materials in the industry.

Why is Firestone EPDM rebranding?

Firestone Building Products was acquired in 2021 by Holcim, a leading global supplier in sustainable building materials. FSBP has now become a part of the Holcim Building Envelope division, headquartered now in Switzerland. Normal service resumes at the Nashville base, however, with all 1,900 employees retained and working to bring you your iconic EPDM products.

This major acquisition led to a buzz of excitement across the roofing and construction industry and at PermaRoof UK too, as one of our biggest suppliers began a new chapter of its iconic and historic story.

The rebrand to Elevate

Announced last year, the Firestone rebrand to Elevate was announced in conjunction with a continuing commitment to the iconic Firestone products. No planned changes to the manufacturing processes spells a continuance of the high performance we’ve all grown accustomed to over 40 years.

Continue to buy with confidence across a wide range of products that are changing in brand name only:

• RubberCover EPDM
• RubberGard
• High performance adhesives
• EPDM accessories
• Resista insulation

Your orders remain unaffected

We want to offer assurance to all our customers that your orders won’t be affected by any of the brand changes at Firestone. At PermaRoof, we’re continuing our role as one of the UK’s largest importers of RubberCover EPDM systems and we’re excited about introducing a wider range of innovative roofing and construction products as a result… watch this space!

If you have concerns about your orders, we’re happy to reassure you in person, simply pick up the phone and talk to the teams, find out more about Elevate products at PermaRoof UK.

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.