Firestone Building Products’ (FSBP) rebrand has now been revealed in a video announcement from its president, Jamie Gentoso. Details have been eagerly awaited by the industry since the final quarter of last year when the globally respected brand was acquired by leading innovator, Holcim.

FSBP is delighted to announce the beginning of a new chapter as it becomes ‘ElevateTM’ and forms part of the Holcim Building Envelope division of its Solutions and Products Business Unit.

Watch the full announcement from Jamie Gentoso:

Also global head of Solutions & Products for Holcim, Gentoso 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!”

An exciting time for commercial roofing

As Firestone becomes Elevate^TM there is a buzz of excitement across the commercial roofing and construction sector. With Holcim at the helm, following a string of high-profile acquisitions and an aim to ‘solve the challenges you face today, to evolve how we build tomorrow,’ we know that this is a time of opportunity – and we’re embracing it fully.

The trusted core Firestone products, people and high standards relied upon for more than 40 years will stay the same, changing in brand name only. Orders and tenders will not be affected. PermaRoof Commercial will continue to provide you with the highest standards in support and training and CPD seminars will continue to run without interruption.

What will change at PermaRoof Commercial?

Nothing will change in how you do business with PermaRoof Commercial. In the coming weeks and months, you’ll notice all our websites updating to reflect the brand change from Firestone to Elevate^TM. 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.

It may take some time for branding to update on RubberGard membranes and other core Firestone-branded products. This is an industry normal in these cases and Firestone branding may be gradually replaced by Elevate as the rebrand rolls out fully across all the manufacturing stages.

Be assured that both your existing and future potential orders will not be affected. Please contact us if you have any questions or require further information.

As the brand continues to evolve, we expect to gain access to even more innovative commercial construction systems, broadening to encompass the whole building envelope. This is an exciting time for PermaGroup and we’re updating our growth strategy following the acquisition of one of our biggest suppliers.

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.”