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LITTLETON, Colo., June 6, 2023 ~ American Fiber Cement Corporation (AFCC) has announced a rebranding, unveiling their new name, American Fiber Cement (AFC), at the AIA Conference on Architecture Expo (June 8-9) at the Moscone Center in San Francisco. The new branding includes a logo, product names, website and brand positioning.
The company will continue to sell its full suite of fiber cement products, formerly produced by Cembrit (which was purchased by Swisspearl in 2022), under the new AFC product names. These include NATURAL: AFC Stone (Patina), AFC Groove (Patina Inline), and AFC Blast (Patina Rough); and COLOR: AFC Core (Solid), AFC Surface (Cover), AFC Matte (Transparent) and AFC Rustic (Deco).
Donna Anglada, General Manager of AFC, said "We are excited to reveal our new branding, but we also want to ensure that our distributors, reps, and customers understand that while the names are changing, we will continue to sell Patina, Patina Inline, Patina Rough, Deco, Solid, Cover and Transparent. In essence from a product standpoint nothing is changing. The same specifications support and service you've come to expect from us will still be available."
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Ms. Anglada added that by retaining their ability to sell former Cembrit products like Patina it gives them a distinct advantage over competitors due to their 30+ years of experience customizing products to customer specifications; their ability to provide superior technical support; and having a stronger knowledge base than those just beginning to sell these products. Additionally their U.S.-based inventory enables shorter fulfillment times and better volume pricing.
Representatives of AFC will be available at booth #1251 during the AIA conference's expo June 8-9 for further discussion on the company's new branding. For more information visit https://www.americanfibercement.com/.
The company will continue to sell its full suite of fiber cement products, formerly produced by Cembrit (which was purchased by Swisspearl in 2022), under the new AFC product names. These include NATURAL: AFC Stone (Patina), AFC Groove (Patina Inline), and AFC Blast (Patina Rough); and COLOR: AFC Core (Solid), AFC Surface (Cover), AFC Matte (Transparent) and AFC Rustic (Deco).
Donna Anglada, General Manager of AFC, said "We are excited to reveal our new branding, but we also want to ensure that our distributors, reps, and customers understand that while the names are changing, we will continue to sell Patina, Patina Inline, Patina Rough, Deco, Solid, Cover and Transparent. In essence from a product standpoint nothing is changing. The same specifications support and service you've come to expect from us will still be available."
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Ms. Anglada added that by retaining their ability to sell former Cembrit products like Patina it gives them a distinct advantage over competitors due to their 30+ years of experience customizing products to customer specifications; their ability to provide superior technical support; and having a stronger knowledge base than those just beginning to sell these products. Additionally their U.S.-based inventory enables shorter fulfillment times and better volume pricing.
Representatives of AFC will be available at booth #1251 during the AIA conference's expo June 8-9 for further discussion on the company's new branding. For more information visit https://www.americanfibercement.com/.
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