A conversation with composite materials pioneer Ralph Bruno
Not many people can say they helped launch an entire business category. Ralph Bruno is one of them. A couple times over, in fact.
In the ‘90s, Bruno worked at Mobil, which acquired proprietary technology that combined plastic and sawdust to make planks that were used in a variety of applications, such as park benches. Mobil created a composite products division shortly thereafter, which became a separate entity Bruno helped lead. The new company, called Trex, aimed to repurpose landfill-bound materials into usable products. (They succeeded.)
After a decade at Trex, where he helped shape and hone Trex’s vision for crafting eco-conscious, low-maintenance composite decking, Bruno launched a new venture called AZEK Building Products, where he served as president until 2009.
Bruno has been president of Derby Building Products since 2014, shepherding the company’s foray into yet another frontier of composite materials (namely shingles, shake, and stone cladding panels) through its Tando Composites division.
How it’s made
Derby Building Products produces its materials at a plant located in Quebec City, Canada. And while Trex largely used wood fiber and polyethylene film in its extrusion manufacturing process, Bruno says Derby uses injection molding to produce its composite products. It also uses a KAPGUARD by Kynar coating, which Bruno says is a similar technology to that used in metal roofing.
The process yields a product that’s “extraordinarily rigid and impact resistant. It’s also very thermally stable,” says Bruno, who adds that all exterior cladding will move, including products like wood and cement that change in size due to moisture content.
Stocked, trained and educated
While at Trex, Bruno says he “witnessed the power of creating a new category through a leading brand,” which takes no shortage of gumption and vision. It also takes some convincing and education. Bruno says, “A critical cog of success is creating a dealer network that’s well trained and merchandised thoroughly. You have to ensure, in all markets, the leading dealers are stocked and trained. This ensures the products are easy to buy.”
Part of that training involves hands-on demonstrations of how to install products correctly, which Bruno says the company does regularly, in addition to workshops and contractor days to ensure everyone’s on the same page.
“We have crews who go out on jobsites to demonstrate and show how to install the products properly. We use virtual training also.”
Trends, tactics and looking ahead
Style-wise, Bruno says the trend of exterior “mixed materials” keeps on growing, as homeowners opt for different colors, textures and materials on the outside of their homes. He cites the growing popularity of stone accents in particular, noting that manufactured stone veneer tends to deliver topnotch ROI well beyond installation (one source pegged it at 153.2 percent). Bruno touts the advantages of his company’s TandoStone composite stone cladding over veneers and natural stone, noting that siding installers (rather than masons) can do the job quite quickly. Installing real stone also depends on ideal weather conditions, Bruno says.
As for the shingle side of the business, Bruno believes composites are here to stay. “Today, composites have bought a share of the market psyche. Now, the word ‘composite’ is baked-in as superior and has positive connotations. The receptivity is very high.”
However, many consumers still demand products that ooze “authenticity” and have that “natural look.” Enter Tando Composites’ Beach House Shake, which mimics the look of natural, individual cedar shingles without the issues that plague the real thing (namely cupping, warping and hasty, uneven discoloration).
Bruno says the company’s breakthrough acceptance among homeowners and dealers (like Mid-Cape Home Centers) in Cape Cod—which is notoriously strict and fussy regarding home exteriors—offers powerful validation. “It’s the first non-cedar shingle product that’s gained widespread approval on the Cape. That really gave the Beach House Shake credibility nationwide,” he says.
And, while Bruno says there’s much less resistance and skepticism to composite materials in general today, there are bigger factors at play that will shape the market moving forward. Bruno names “macro trends” such as “affordability, inflation, labor shortages and cycle times of projects.”
Additionally, the remodel and renovation market is large and growing quickly, says Bruno. “There are so many homes in the U.S. that were built before 1995, which means the exteriors need to be replaced. The R&R market is going to remain huge amid ongoing housing affordability.”
Regardless, Bruno believes Derby Building Products is well positioned to weather whatever economic storms lie ahead. “People want authenticity combined with the expectation of lower maintenance, and that’s exactly what we provide.”
Formula for success
Amid challenges and uncertainty in the economy, Bruno is practical yet hopeful.
“There’s a lot of noise in the market today. If you get back to the basics of shelter, lifestyle, and working with leaders, you’re going to do well. We’re trying to lead by example and create new categories that will succeed amid volatility and align with the top dealers in the market,” Bruno says.
Ultimately, his formula for success is straightforward: “Create a better product, tell everyone about it, and make it easy to buy.”
