HOUSTON (June 4, 2024) — Westlake Royal Building Products™ (Westlake Royal), a Westlake company (NYSE:WLK), will showcase its Be Boundless™ campaign, top industry trends and new product innovations at the AIA Conference on Architecture & Design 2024 (AIA24) in Washington D.C. on June 5-8, 2024.
Westlake Royal Building Products’ booth, located at #2801, will highlight the rich legacy, innovative design and boundless possibilities of Westlake Royal’s portfolio of industry-leading brands, including Celect® Cellular Composite Siding, Cedar Renditions™ aluminum siding, Foundry® Specialty Siding, TruExterior® Siding & Trim, Versetta Stone®, Newpoint® Concrete Roof Tile, DaVinci Roofscapes®, US Tile® Clay Roofing Products, Unified Steel® Stone Coated Roofing, Dutch Quality Stone®, Cultured Stone®, Eldorado Stone®, Atlantic® Premium Shutters and more.
"At Westlake Royal, we continually strive to push the boundaries of what’s possible in the building products industry, providing our customers with cutting-edge solutions that enhance both the aesthetic and functional aspects of their projects," said Steve Booz, vice president, marketing, Westlake Royal Building Products. "We are thrilled to return to the AIA Conference on Architecture & Design this year to further demonstrate this commitment to innovation, performance and design through our Be Boundless campaign, diverse product offerings and insights of industry trends.”
BE BOUNDLESS CAMPAIGN
Building on the success of its 2023 Boundless™ campaign, Westlake Royal will highlight Be Boundless, a philosophy of thinking and an approach to working built on three pillars—Innovation, Connection and Expression. Together, these pillars give builders, contractors, designers and homeowners limitless opportunities to define, activate and expand in bigger and bolder ways. They empower the industry to think, manufacture, distribute, design, build and remodel as creatively and productively as they dare.
WESTLAKE ROYAL 2024 INDUSTRY TRENDS
New in the booth this year, Westlake Royal will exhibit three overarching industry trends that it predicts to dominate in 2024:
- Design Versatility - Bringing the visions of homeowners, architects, designers and builders to life demands the creation of unique and harmonious indoor and outdoor spaces that reflect continuously evolving tastes. This can be accomplished through siding, trim, stone, roofing and outdoor products delivering the highest level of Design Versatility.
- High-Performance Products & Materials - As weather has intensified, the demand for high-performance building products has surged. Homeowners and building pros face complex product selection decisions—navigating around the areas of regional weatherability, performance and sustainability.
- Innovative Industry Solutions - Building professionals are facing the daunting challenges of labor shortages and product delivery issues, while trying to gain strong project margins and grow their business. To meet these varied and evolving needs, Westlake Royal Building Products is exploring every innovation, from new easy-to-install products to support services.
Westlake Royal will also detail how its products can help achieve these top trends.
NEW AND HOT PRODUCT HIGHLIGHTS
Siding & Accessories
Westlake Royal will highlight its Siding & Accessories offerings, providing game-changing ways to fulfill the design potential of every home.
- Celect Cellular Composite Siding mimics the natural beauty of wood while offering unparalleled durability, withstanding even the harshest weather conditions. With its patented interlocking system, Celect ensures easy installation while resisting moisture and eliminating seams. Celect Siding also offers design versatility, complementing a variety of home styles with its selection of four profiles, including 7” Clapboard, 7” Shake, Board & Batten, and 11” Board & Batten. Its palette of 15 contemporary colors includes three new colors for 2024: Imperial Red, a robust shade of red; Deep Pewter, a compellingly modern forest green; and Timberland, a rich, natural brown. Backed by a limited lifetime warranty and 25-year color-protection warranty, all Celect products ensure long-lasting aesthetics, further reinforced by its fade-resistant Kynar Aquatec coating that eliminates the need for repainting.
- Cedar Renditions is a sleek and modern aluminum accent siding, delivering the beauty of stained wood without the upkeep. It provides distinctive benefits, including easy to install, non-flammable, moisture-proof, non-combustible and virtually maintenance-free. It has a PVDF top coat that repels dirt build-up and stains, minimizes fade and increases durability. In 2024, two new colors were added to the Cedar Renditions line which consists of 6” siding, board & batten, 6” soffit and accessories. The new colors include Burntwood, a traditional color offering a unique stained woodgrain look, and Blonde Oak, a premium color featuring multi-tonal woodgrain designs.
- Foundry Specialty Siding offers the warm look and beautiful colors of cedar without the high maintenance. A wide variety of shingle and shake siding profiles is available, including Grayne Shingle Siding, featuring custom cedar looks and true-to-life weathered hues; Perfection Shingles with deep shadow lines; dramatic Split Shake and rugged Staggered Shake; and charming Round Shingles.
- TruExterior Siding & Trim is an innovative and high-performance solution made from a proprietary blend of fly ash and polymers. TruExterior Siding & Trim combines the look and workability of wood with versatility and toughness to stand up to extreme weather, ground and masonry contact, and insects.
- Versetta Stone delivers the authentic look and feel of stone in a panelized format that is easy to install with screws or nails and requires no metal lath or scratch coat. The stone siding features a tongue-and-groove system for perfect spacing, has a built-in rainscreen, and can be installed almost anywhere without additional footings for support. It is also wind resistant up to 110 MPH and carries a Class A fire rating.
- Atlantic Premium Shutters come in a range of styles that are architecturally and historically accurate, from classically traditional to uncommonly elegant to boldly adventurous, with options such as panel, board & batten, faux louver, open louver, louver & panel combination and Bahama. Carefully handcrafted to the buyer's precise specification, Atlantic Premium Shutters are highly customizable and can be installed fixed or fully functional, making them versatile for any use. Made with proprietary, exterior-grade composite wood, Atlantic shutters will not rot, crack or split, delivering years of beauty with very low maintenance.
PVC Trim & Mouldings
Westlake Royal will feature its low-maintenance Trim & Mouldings, the key to heightening and distinguishing any home design.
- Royal™ Column Wraps offer an easy and cost-effective way to enhance a home's curb appeal. With best-in-class lock miter joints, they slip seamlessly over existing columns, updating a porch or exterior with a cleaner, modern look. Made of durable cellular PVC, these wraps resist moisture and prevent issues found in traditional wood columns, such as warping, rotting and insect damage. Their bright white color and smooth texture can be painted to match any exterior color palette, making them beautifully versatile.
- Royal® Trim & Mouldings are made of 100% cellular PVC, requiring minimal maintenance. Their closed-cell technology keeps face and edge surfaces clean, while remaining moisture and insect proof, and resisting mold and mildew. Available in an extensive array of profiles, Royal Trim & Mouldings can complement any home and siding style.
- Kleer® Trim and Sheet products provide affordable, durable, low maintenance alternatives to wood trim and wood exterior products without compromising beauty or function. Kleer products make it easy to distinguish a home’s exterior with attention-getting fascias, soffits and corners or custom architectural details. Inside or outside the home, Kleer’s decorative mouldings, beadboards and trim are designed to impress and endure. Made from high-quality PVC resin, Kleer products do not require paint for protection or to maintain their brilliant white color, though they can be painted for color coordination. They also stand up to extreme weather, resist dirt with TruEDGE® technology, and prevent yellowing with UV inhibitors.
Roofing
Westlake Royal is a leader in energy-efficient and weather-resistant roofing systems and components. The company will showcase a selection of offerings from its five key product lines as well as a Roofing Underlayment CEU Course.
- Newpoint Concrete Roof Tile is a concrete tile line known for its superior strength, durability and lasting beauty. The tile is offered in numerous profiles and hues, offers a multi-dimensional look, and harmonizes with a multitude of home architectural styles. Manufactured with locally sourced geologic materials, Newpoint protects the home from the elements.
- DaVinci Roofscapes is a line of premium composite slate and shake roof tiles. Made of virgin resins, UV and thermal stabilizer, plus a highly specialized fire retardant, each tile resists impact, fire and severe weather. They also defy insects, rotting, fading and splitting. Available in dozens of colors, the authentic looking composite tiles are backed by a Lifetime Limited Material Warranty. DaVinci Roofscapes’ roofing tiles are tested for straight line winds up to 110 mph and rated up to 180 mph Hurricane Velocity Winds. They are code approved for use in Miami-Dade County, Texas Dept. of Insurance, and WUI 4175.
- US Tile Clay Roofing Products is a legacy line of stunning clay tile manufactured to exceptional standards in sustainability and craftsmanship. Offered in standard and lightweight options, the clay tile is manufactured using raw materials sourced locally and up to 59% recycled content, reducing transportation and environmental impacts.
- Unified Steel Stone Coated Roofing is an ultra lightweight roofing weighing 1.5 pounds-per-square-foot and benefitting from the structural strength of steel. Ideal for retrofit and new construction applications alike, the line features five distinct profiles emulating the look of shingle, clay tile, cedar shake and slate and is known for durability and weather resistance.
- Westlake Royal Roofing Components is a full range of integrated roof components designed to deliver a higher standard in roof installation and performance. Included are: underlayments, battens and batten extenders, flashing options, hip and ridge products, eaves, rake and gable ends, valley products, tools and fasteners, tile mortar and more.
- Roofing Underlayment CEU Course, The Importance of Roof Underlayment for Energy Efficiency and Fire Resistance, explores the roof underlayment as an integral part of the total roof system and explores the performance, benefits, fire resistance and weather resilience of various underlayment types. Course participants obtain 1.0 CEU credit upon completion. The CEU course is accessible at Hanley Wood University and through the AIA.
Stone
Westlake Royal will feature Dutch Quality Stone, Eldorado Stone and Cultured Stone, made to enhance interior and exterior vertical spaces by featuring organic textures, dynamic color palettes and multisensory aesthetic cues that pay homage to architectural traditions while expanding the boundaries of design.
- Dutch Quality Stone includes two new colorways. The first, Coal Crest, is a moody palette with a rich blend of charcoal and ash that serves as the perfect complement to the brand’s Dry Stack and Weather Ledge profiles. The second color palette, Oak Blend, was designed for the Limestone, Stack Ledge and Weather Ledge profiles to deliver a fresh take on earthy browns with the subtle interplay of cream and silver undertones.
- Eldorado Stone presents Rivenwood™, a panelized design with wood grain characteristics that exudes textural diversity for an aged yet contemporary look.
- Cultured Stone displays its newest profile Tenley Brick™, which offers unique bond and patterning options with its linear shape, organic tonality and four trend-forward colorways.
For more information, visit Westlake Royal Building Products at booth #2801 at the AIA Conference on Architecture 2024 and view press kit materials here.
Media Contact:
Kriss Swint
Westlake Royal Building Products
1-614-754-3455
Kswint@Westlake.com
About Westlake Royal Building Products
Westlake Royal Building Products USA Inc., a Westlake company (NYSE:WLK), is a leader throughout North America in the innovation, design, and production of a broad and diverse range of exterior and interior building products, including Siding and Accessories, Trim and Mouldings, Roofing, Stone, Windows and Outdoor Living. For more than 50 years, Westlake Royal Building Products has manufactured high quality, low maintenance products to meet the specifications and needs of building professionals, homeowners, architects, engineers and distributors, while providing stunning curb appeal with an unmatched array of colors, styles, and accessories.
For more information, please visit WestlakeRoyalBuildingProducts.com. Follow us on LinkedIn and Instagram and “Like” us on Facebook.