ROXUL insulation rebrands to ROCKWOOL


ROXUL Inc., the North American division of the ROCKWOOL Group, the world’s largest stone wool manufacturer, says it will commence a full rebrand to ROCKWOOL. The ROCKWOOL brand has been marketed proudly and internationally for 80 years and now will be adopted in North America

The rebrand takes effect Jan. 1, 2018 and will apply to all segments of ROXUL’s North America insulation business–residential, commercial, roofing, OEM (core solutions) and technical insulation (industrial, marine and offshore)–as well as all product lines.

“ROXUL is soon to be ROCKWOOL in North America,” ROXUL Inc. president Trent Ogilvie said in a statement from the company’s Milton, ON location. “The rebrand creates a unified identity for our company, its solutions and benefits on a global scale. It reinforces ROCKWOOL’s  as a world leader in a diverse range of stone wool solutions, while unlocking significant potential for our business.”

The rebrand will allow ROXUL to better leverage the ROCKWOOL Group’s longstanding leadership position in the international insulation marketplace, the company says.

Since 2014, the ROCKWOOL Group has invested some $350 million in three new North American manufacturing facilities, including a recently announced stone wool plant in Ranson, WV. Under the ROCKWOOL brand, additional benefits will extend to greater product innovation, enhanced customer solutions and service, stronger marketing muscle, exceptional employee engagement and training, expanded education initiatives, and industry research.

“This North American transition marks the next step in our efforts to create a strong global brand,” says Jens Birgersson, ROCKWOOL Group CEO. “The North American market continues to grow in importance, and the rebranding will strengthen our ability to meet customer requirements while at the same time addressing global concerns around energy consumption, water shortages and the need for safer, more resilient cities.”


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