Specialist in roofing, wall and lining systems, Firestone Building Products, has announced that it is adopting the Holcim name and brand identity, becoming the Holcim Building Envelope division of its Solutions & Products Business Unit.
Firestone’s brand becomes ‘Elevate’. Holcim’s range of building envelope solutions includes wall, lining and waterproofing systems for commercial and residential applications. It includes a number of brands in the sector including 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.”
