Oldcastle Architectural renames high-performance wall system EnduraMax
New name better expresses unmatched assurance, performance, productivity and aesthetics
Oldcastle® Architectural, the largest producer of concrete masonry products in North America, has renamed its high-performance wall system EnduraMax™ to better communicate its unparalleled performance offering and reflect its place as a new perspective on a traditional product.
The rebrand follows extensive research into the desired product features architects and contractors seek in exterior cladding. The new name EnduraMax, which replaces SureTouch, better expresses the system’s unmatched assurance, performance, productivity and aesthetics.
“This renaming represents changes in our product and in the masonry industry as a whole,” said Michael Rohrer, Product Manager for EnduraMax, which was launched five years ago in Canada and came to the United States just over one year ago.
“Architects and contractors today are seeking a combination of features and benefits in cladding, from products that meet high energy efficiency codes and moisture management needs to materials that offer ease-of-installation on the job site,” Rohrer said. “EnduraMax provides an unmatched blend of the highest in performance standards and timeless character.”
Five years of research, testing and development have culminated in an attractive, yet highly-adaptable masonry product. It leads the way in the next generation of masonry products as the first of its kind, high-performance exterior wall system.
With components specifically engineered to work together, this modern masonry system can increase energy savings and manage moisture, while adding beauty to a property’s exterior. It accomplishes this through a system approach that includes polystyrene insulation panels with pre-molded cells for masonry units, specially-designed masonry units made of stone, clay brick and concrete brick, and a modified Type-S mortar with enhanced pumpability, strength and adhesion.
The system outperforms other cladding materials and provides homeowners with the enduring look and durability of stone and brick exteriors. The total system solution also requires less cleanup and ease-of installation requiring less time than traditional masonry.
Ideal for new construction, EnduraMax is also engineered to fit almost any existing structure for use on an entire building or as an accent to a structure’s exterior during remodeling projects.
About the Author
Mary Beth Sharp is the Marketing Manager for Oldcastle Building Products.