Firestone Building Products Takes On New Identity As Part Of Holcim

Nashville, TN - Firestone Building Products is adopting the Holcim name and brand identity, becoming the Holcim Building Envelope division of Holcim's Solutions & Products Business Unit. Firestone’s iconic brand, a recognized industry leader in roofing, wall and lining systems, becomes Elevate™, symbolizing Holcim’s continued commitment to deliver superior quality and innovation with advanced building solutions. Holcim’s range of building envelope solutions includes wall, lining and waterproofing systems for commercial and residential applications. It unites some of the most trusted and high-quality brands in its 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.”

About ELEVATE

Under the new Elevate brand, the people, products and standards trusted in the industry will remain the same. Sales Representatives and distribution networks will continue to provide the same superior customer service and product support. Customers will see Elevate evolve as the brand name on trusted products like RubberGard™ EPDM and UltraPly™ TPO, all of which will remain in the market. Plus, the high-quality solutions, network of licensed applicators and industry-leading warranties will remain unchanged. For more info, click holcimelevate.com/en

About Holcim

As a global leader in innovative and sustainable building solutions, Holcim is committed to enabling greener cities, smarter infrastructure and improving living standards around the world. With sustainability at the core of its strategy Holcim is becoming a net zero company, with its people and communities at the heart of its success. The company is driving circular construction as a world leader in recycling to build more with less. Holcim is the company behind trusted brands in the building sector including ACC, Aggregate Industries, Ambuja Cement, Disensa, Geocycle, Holcim, Lafarge and Malarkey Roofing Products. Holcim has a global workforce of 70,000 people focusing on four business segments: Cemen; Ready-Mix Concrete; Aggregates; and Solutions & Products. To learn more, visit www.holcim.com/.