The Monthly Mix: Market Updates for Roofing & Exteriors Pros

Roofing & Exteriors'  Monthly Mix highlights a handful of notable updates across the roofing and exteriors industry over the last month. This news roundup publishes at the end of each month and covers newsworthy, impressive and important updates.

To submit company updates, award announcements, acquisitions or other news for consideration, email R&E Associate Editor Kaitlin Schuler at [email protected]. 

Here is June's Monthly Mix:

Firestone Building Products rebrands as Elevate, joining Holcim family of brands

Firestone Building Products recently announced it is adopting the Holcim name and brand identity, becoming the Holcim Building Envelope division of its Solutions & Products Business Unit. A recognized industry brand for roofing, wall and lining systems, Firestone is rebranding to Elevate, a symbol of "Holcim's continued commitment to deliver superior quality and innovation with advanced building solutions," according to the press release. Holcim's range of building envelope solutions includes wall, lining and waterproofing systems for commercial and residential applications, and encompasses brands such as Gaco, GenFlex and Malarkey Roofing Products, as well as Elevate.

Under the Elevate rebrand, the people, products and standards will remain the same, according to the company. Sales representatives and distribution networks will continue to provide customer service and product support. Customers will see Elevate evolve as the brand name on products like RubberGard EPDM and UltraPly TPO, all of which will remain in the market. The network of licensed applicators and warranties will also remain unchanged.

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JELD-WEN launches Auraline True Composite windows and patio doors, furthering its dedication to sustainability

The global manufacturer of high-performance interior and exterior building products announced today its first shipments of Auraline True Composite windows and patio doors, a new product line that blends the look of wood with more strength and durability than vinyl, according to JELD-WEN. Auraline products are GREENGUARD Gold certified and feature contemporary designs and clean lines. 

A new alternative to vinyl and wood, the products blend wood fiber with synthetic polymers and a co-extruded color. The company touts that Auraline True Composite is "twice as rigid as vinyl for improved strength and cleaner installation." Auraline products also come in PG35 standard, category-best PG50 and LC-rated options. 

According to JELD-WEN, slimmer sight lines are a signature part of Auraline True Composite windows and patio doors, with up to 28% more visible glass—providing homeowners with more natural light, which the company claims can reduce energy consumption stemming from artificial interior lighting needs. Multiple finish and hardware options are available, and at this time, single-hung windows, two- and three-panel sliding windows, and two-panel sliding patio doors are available, with expanded options coming in phases throughout the remainder of the year. 

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Total construction starts an increase in May, though growth in residential market falls due in part to falling demand, rising rates

Total construction starts rose 4% in May to a seasonally adjusted annual rate of $979.5 billion, according to the latest June update from Dodge Construction Network, which leverages data, analytics and industry-spanning relationships to generate a powerful source of information, knowledge, insights and connections in the commercial construction industry. Nonresidential building starts drove the month's numbers higher, rising to 20%, while residential starts fell by 4% and nonbuilding lost 2% during the month.

Year-to-date, total construction was 6% higher in the first five months of 2022 compared to the same period of 2021. For the 12 months ending May 2022, total construction starts were 10% above the 12 months ending May 2021—not particularly surprising on either point, as the U.S. continues to move on from skewed patterns during the continued COVID-19 pandemic.

“The construction sector has become increasingly bifurcated over the past several months,” said Richard Branch, chief economist for Dodge Construction Network, in the press release. “Nonresidential building construction is trending higher with broad-based resilience across the commercial, institutional and manufacturing spaces. However, growth in the residential market has been choked off by higher mortgage rates and rapidly falling demand for single-family housing. Nonbuilding starts, meanwhile, have yet to fully realize the dollars authorized by the infrastructure act. While the overall trend in construction starts is positive, the very aggressive stance taken by the Federal Reserve to combat inflation risks (is) slowing the momentum in construction.”

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