Elevate Building Products at PermaRoof Store

Elevate Building Products is the new name for the iconic Firestone Building Products brand, following acquisition and subsequent rebranding announced last year. While your favourite EPDM systems and accessories change in brand name, you can be assured that they remain the same in every other way. Continue to buy RubberCover EPDM, RubberGutter SA and all the high performance essentials and accessories you’ve grown used to at PermaRoof Store online.

Who purchased Firestone Building Products?

Firestone Building Products was acquired in 2021 by Holcim, a global leader in sustainable building materials headquartered in Switzerland. FSBP became a part of the Holcim Building Envelope division as a result but continuing normal service at its Nashville headquarters with all 1,900 employees in place.

This major acquisition created a buzz of excitement across the industry and at PermaRoof UK as one of our biggest suppliers began a new chapter of its iconic and historic story. 

Rebranding to Elevate

The Firestone rebrand to Elevate was announced in 2022 alongside a continuing commitment to the iconic Firestone products. This means no planned manufacturing changes to RubberCover EPDM, RubberGard, the Firestone range of high performance adhesives, accessories and Resista insulation. All your favourite roofing systems are changing in brand name only. 

While a rebrand takes place, you’ll still see the Firestone branding on your Elevate EPDM products for some time yet. You may begin to see the Firestone-Elevate brand changes reflected across our websites and collateral over the coming weeks and months and we’ll keep you updated as the rebrand rolls out. 

Elevate EPDM at PermaRoof UK

We want to assure all our customers that your orders won’t be affected by any of the brand changes at Firestone. PermaRoof continues to be one of the UK’s largest importers of RubberCover EPDM systems and we’re looking forward to introducing even more innovative products from one of our major suppliers. Buy Elevate Building Products EPDM systems and supplies with confidence at PermaRoof UK.

If you have any concerns about ordering or further questions about the Firestone rebrand to Elevate, don’t hesitate to get in touch.