Firestone Building Products to reach new heights with rebrand to Elevate

By EBP Building Products Ltd

30 Jun 2022

What’s happening?

In April 2021 Firestone Building Products was acquired by Holcim, global leader in sustainable construction.

Both Firestone & Holcim are well-established multi-national companies in their own right with many years of expertise providing sustainable solutions to the construction sectors across the globe.

Firestone, a premier provider of industry-leading roofing, wall and lining systems, is becoming Elevate.

What does this mean?

In future RubberCover & RubberGard EPDM roofing membranes and accessories will be coming to you under the new name, Elevate.

The same great quality and trust you’ve come to know & expect from Firestone will now come via Elevate (part of the new Building Envelope division within the global Holcim Group).

“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.”

Sam Brooke, commercial director at EBP Building Products, provided his thoughts on the latest developments: “As an authorised importer and distributor, EBP are proud to be a part of what is essentially a new chapter in the evolution of RubberCover & RubberGard EPDM roofing membranes and accessories, both ranges are synonymous with quality and trust throughout the roofing and building industries and both systems provide some of the most durable weather protection that will endure the test of time.

"Having both RubberCover and RubberGard under the care of Elevate symbolizes Holcim’s continued commitment to superior quality and innovation for advanced building solutions, and lays the way for an exciting new era for all involved, not least our customers."