At Roxul, a brand makeover

Insulation company to rebrand as Rockwool North America Jan. 1

From now on, the name is "Rockwool."

Milton, Ontario-based Roxul Inc., the North American division of the Rockwool Group, said it would rebrand all segments of its North America insulation business to Rockwool, effective Jan. 1, 2018.

In announcing the rebranding, Roxul president Trent Ogilvie said, “The rebrand creates a unified identity for our company, its solutions and benefits on a global scale.  It reinforces Rockwool’s position as a world leader in a diverse range of stone wool solutions, while unlocking significant potential for our business.” 

The Rockwool brand has been marketed internationally for 80 years and now will be adopted in North America and will encompass the residential, commercial, roofing, OEM (core solutions) and technical insulation (industrial, marine & offshore) segments as well as all product lines.

Since 2014, the Rockwool Group has invested about $350 million in three new North American manufacturing facilities, including a recently announced stone wool plant in Ranson, W.Va.  According to Ogilvie the Rockwool brand will bring about several key benefits including greater product innovation and stronger marketing muscle.

The evolution to Rockwool follows an April announcement from the Rockwool Group that all its global subsidiaries have assumed a new, cohesive brand identity.  This marked the introduction of the Rockwool symbol--a graphic representation of a volcano--as well as a new purpose statement that conveys a singular, overarching goal for all Rockwool companies: release the natural power of stone to enrich modern living. 

“This North American transition marks the next step in our efforts to create a strong global brand,” said 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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