Chicago, Ill.— Just after AZEK Building Products, a division of The AZEK Company, debuted its newest ad campaign during the Super Bowl, the company announced a rebrand.
Traditionally, the company went to market under both the AZEK and TimberTech brand names. TimberTech will now be the umbrella brand for all decking, railing, porch, paver, fastening and lighting products. The trim and moulding business will be positioned under the newly branded AZEK Exteriors.
TimberTech’s decking portfolio includes: TimberTech AZEK, TimberTech PRO and TimberTech EDGE. The AZEK line features the same premium, capped polymer deck collections and materials known previously, but now also includes an enhanced 50-year Fade and Stain Warranty.
“Our research clearly indicated that consumers want to be inspired, but they also seek reassurance and validation that they are making the right decision,” says Jesse Singh, CEO of The AZEK Company. “To deliver on those desires, and to continue disrupting and leading our industry, our marketing will challenge both ourselves and our customers to ‘Go Against the Grain’.”
TimberTech AZEK’s Vintage Collection is also launching multi-width decking, allowing homeowners to select from wide, standard, and narrow width planks. The TimberTech PRO line retains the original, four-sided capped composite collections, while TimberTech EDGE showcases an entire new series of three-sided capped composite deck boards.
“We launched TimberTech EDGE specifically for the cost-conscious consumer,” says Singh. “Previously, homeowners looking to renovate a wood deck may have opted out of composite materials given the price point. Now, we are offering a more affordable option while still maintaining the technological superiority found in all of our TimberTech collections.”
Also new in 2019 is PaintPro from AZEK Exteriors. The trim line is designed to allow homeowners to customize their curb appeal and forgo traditional white trim around the house, windows, and doors. Customers can select virtually any color they wish to truly make their home one of a kind. This includes a full range of today’s most popular dark colors in vinyl-safe paints—even black. Contractors will get the job done faster with reduced installation time due to PaintPro’s quick dry time.
TimberTech is also introducing new, limited warranty benefits on certain product systems for contractors enrolled in the TimberTech Loyal Rewards Program.