Rebrand for North American Insulation Division

by Kacey Larsen

MILTON, Ontario—Roxul Inc., the North American division of the ROCKWOOL Group, announces it will commence a full rebrand to ROCKWOOL. The rebrand will take effect Jan. 1, 2018, and will apply to all segments of Roxul’s North America insulation business as well as all product lines. The rebrand will allow Roxul to better leverage the ROCKWOOL Group’s position in the international insulation marketplace, which has been marketed internationally for 80 years.

The evolution to ROCKWOOL is a natural step, following an April announcement from the ROCKWOOL Group that all its global subsidiaries have assumed a new, cohesive brand identity. Additionally, the rebrand makes possible a multitude of advantages, including a continued investment to support further growth and improved infrastructure across all regions. Since 2014, the ROCKWOOL Group has invested some $350 million in three new North American manufacturing facilities, such as its recently announced stone wool plant in Ranson, West Virginia—the factory will now open and operate under the ROCKWOOL name.

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