ROXUL Inc. rebrands to Rockwool

ROXUL is now ROCKWOOL in North America.  Effective January 1st, the company officially adopted the name of its global parent company: ROCKWOOL–the world’s largest manufacturer of stone wool products. Now, with a truly unified global presence, ROCKWOOL plans to build on its 80-year history by leveraging its broad portfolio of capabilities to enrich modern living by releasing the natural power of stone. 

The rebrand to ROCKWOOL applies to all segments and product lines of the company’s North American stone wool insulation business–residential, commercial, roofing, OEM (core solutions) and technical insulation (industrial, marine & offshore).  North American customers and consumers will see the ROCKWOOL rebrand supported throughout 2018 with increased presence, promotional efforts and communications.

Customers in all segments will notice a transition to the ROCKWOOL branding on all packaging.  At retail home improvement and building centers, DIY consumers, builders and contractors will find a familiar look to the wrapping on ROCKWOOL COMFORTBATT®, SAFE ‘n’ SOUND® and COMFORTBOARD® products. The primary difference will be the new ROCKWOOL logo, which includes a graphic representation of a volcano–symbolically the source of the core material: volcanic rock, from which all ROCKWOOL products are made. 

Customers will also notice the new branding on all marketing materials, including hard-copy materials like sales literature, technical data sheets, and more, to ROCKWOOL’s new digital site and social channels throughout North America.  ROCKWOOL has adopted new social media handles on all North American platforms, and invites its customers, partners, and stakeholders to connect.

“The rebrand bolsters our position in the North American marketplace and internationally, as well,” says Trent Ogilvie, President, ROCKWOOL (North America). “It allows us to leverage our collective strengths to better serve both new and existing customers, while driving growth and investment across all regions.”

The ROCKWOOL commitment to progress is evident through investments in capacity, workforce and infrastructure. On the digital side, January marks the launch of ROCKWOOL’s new website in North America,, while the ROCKWOOL Group corporate site has transitioned to  The new websites provide a stronger digital presence intended to revolutionize how ROCKWOOL engages with its stakeholders. They leverage advanced personalization, intelligent search and chatbot technology to make each interaction a more customized, relevant and meaningful user experience. Both the corporate and North American websites have an easy-to-navigate set up that offers visitors an opportunity to engage and personalize their experience.

Significant investment in its manufacturing operations continue to support strong and growing demand for ROCKWOOL stone wool products in the United States and Canada.  Since 2014, the ROCKWOOL Group has invested some $350 million in three new North American manufacturing facilities, including a recently announced stone wool insulation plant in Ranson, West Virginia. 

“The North American rebrand is meaningful beyond its impact to our company,” says Mirella Vitale, ROCKWOOL Group SVP of Marketing, Communications, and Public Affairs.  “Under one, unified identity, ROCKWOOL is able to mobilize more effectively to address the challenges affecting modern society.  As we look to the future, ROCKWOOL stone wool products will play an increasingly important role, providing effective solutions to the critical issues of modern living such increased levels of urbanization, climate change, sustainability, water scarcity, flooding, energy consumption and noise pollution.  Our commitment to people and the planet is written in stone.”

*The rebranding applies to ROCKWOOL’s North American insulation business.  Rockfon and Grodan will continue to operate under their respective brand names.With five manufacturing facilities and 1,000 employees, ROCKWOOL is North America’s largest stone wool producer, offering advanced building insulation, industrial and technical solutions.

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