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Industry NEWS

roxul inc. rebrands to rockwool It reinforces ROCKWOOL’s position as a The evolution to ROCKWOOL is a natural
world leader in a diverse range of stone step. It follows an April announcement
wool solutions, while unlocking significant from the ROCKWOOL Group that all its
potential for our business.” global subsidiaries have assumed a new,
The rebrand will allow ROXUL to cohesive brand identity. This marked the
better leverage the ROCKWOOL Group’s introduction of the ROCKWOOL symbol--a
longstanding leadership position in the graphic representation of a volcano--as well
ROXUL Inc., the North American division of international insulation marketplace. as a new purpose statement that conveys a
the ROCKWOOL GROUP, the world’s largest The rebrand will make possible a singular, overarching goal for all ROCKWOOL
stone wool manufacturer, has announced it multitude of advantages--some of which companies: release the natural power of
will commence a full rebrand to ROCKWOOL. have already been evident. These include stone to enrich modern living.
The ROCKWOOL brand has been marketed continued strong investment to support “This North American transition
proudly and internationally for 80 years and further growth and improved infrastructure marks the next step in our efforts to
now will be adopted in North America*. across all regions. Since 2014, the create a strong global brand,” says Jens
The rebrand takes effect January 1, ROCKWOOL Group has invested some Birgersson, ROCKWOOL Group CEO. “The
2018 and will apply to all segments of $350 million in three new North American North American market continues to grow
ROXUL’s North America insulation business- manufacturing facilities, including a recently in importance, and the rebranding will
-residential, commercial, roofing, OEM announced stone wool plant in Ranson, strengthen our ability to meet customer
(core solutions) and technical insulation West Virginia. Under the ROCKWOOL brand, requirements while at the same time
(industrial, marine & offshore)--as well as all additional benefits will extend to greater addressing global concerns around energy
product lines. product innovation, enhanced customer consumption, water shortages and the need
“ROXUL is soon to be ROCKWOOL solutions and service, stronger marketing for safer, more resilient cities.”
in North America,” says Trent Ogilvie, muscle, exceptional employee engagement The new ROCKWOOL branding will soon
President, ROXUL Inc. “The rebrand creates and training, expanded education initiatives, be integrated into all products, marketing
a unified identity for our company, its and industry research. materials, digital and social channels
solutions and benefits on a global scale. throughout North America. The company’s

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www.lbmao.on.ca LBMAO Reporter - September-October 2017 13