Firestone unveils new Elevate Brand

Firestone Building Products range distributed by QBM, a leading roofing supplier has announced that the Firestone brand in roofing, wall, and lining systems, will now be known as ‘Elevate’.

The new Elevate brand name comes as the company adopts the Holcim name, becoming part of the Holcim Building Envelope division of its Solutions & Products Business Unit.

The new Elevate brand name for Firestone Building Products roofing, wall, and lining systems “symbolizes Holcim’s continued commitment to deliver superior quality and innovation with advanced building solutions”, the company says.

Holcim’s range of building envelope brands now encompasses Gaco, GenFlex, and Malarkey Roofing Products, as well as Elevate, the new brand name for Firestone roofing systems.

“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,” said Jamie Gentoso, Global Head, Solutions & Products for Holcim.

“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.”

New Elevate Brand

Under the new brand, the people, products, and standards in the industry will remain the same. Sales representatives and distribution networks will continue to provide the same customer service and product support.

Customers will now see Elevate as the brand name on products including RubberCover, RubberGutter, PondGard, PondEasy, GeoGard and Geosmart, RubberGard EPDM and UltraPly TPO, all of which will remain in the market. The network of licensed applicators and warranties will also remain unchanged.

Holcim’s other brands in the construction industry include ACC, Aggregate Industries, Ambuja Cement, Disensa, Geocycle, Holcim, Lafarge and Malarkey Roofing Products. Holcim employs 70,000 people globally through four business segments: Cement, Ready-Mix Concrete, Aggregates and Solutions & Products.

As Ireland’s distributor for Elevate, QBM Managing Director, David Butler, said: “Supporting Elevate to accelerate green growth and continuing to promote the benefits and value of the Elevate range in Ireland is our key focus over the next 12 months. This rebrand signifies the company’s commitment to quality and innovation and we are eager to pass this on to our customers in Ireland.”

Follow Irish building magazine on LinkedIn for the latest news and updates