Firestone Building Products announces new brand identity as part of Holcim

It has been announced that Firestone Building Products has joined forces with Holcim Building Envelope, adopting the Holcim name and brand, to further their commitment to delivering the highest quality products and services, with sustainability at the core.

Since 1974 we have been a leading distributor of Firestone products in the UK and we look forward to continuing this longstanding, successful relationship in this new age.


Firestone, a premier provider of industry-leading roofing, wall and lining systems, is becoming Elevate. Building on Firestone’s iconic brand and legacy, Elevate represents Holcim’s commitment to delivering superior quality and innovation with advanced building solutions. The Elevate brand will provide the highest quality products and solutions to solve the industry’s shared challenges.

To any of our customers who are wondering what this means in terms of the existing Firestone materials, under the new Elevate brand, the people, products and standards trusted in the industry will remain the same. Customers will see Elevate evolve as the brand name on trusted products like RubberGard™ EPDM and UltraPly™ TPO, all of which will remain in the market. Plus, the high-quality solutions, network of licensed applicators and industry-leading warranties will remain unchanged.

For more information, visit Holcim