Key siding and building trends from James Hardie
James Hardie is a global brand in every sense of the word. Founded in Australia by a Scotsman from Linlithgow in 1888, the company has since moved its headquarters to Ireland (by way of the Netherlands), and it now has a corporate office in Chicago.
Today, the company boasts 5,000 employees around the world, 19 manufacturing facilities and three research and development centers, which tinker and test materials that expand upon the legacy of James Hardie's storied fiber cement innovations. And while it remains the most ubiquitous purveyor of siding for homes in the U.S. (more than 10 million in North America use its siding, per the company), Hardie is keeping its eyes fixed on the future.
Matt Logan, James Hardie's director of product management, shares insights on the company's priorities and products moving forward.
Q: What are some of the biggest trends you're seeing right now?
Logan: As we monitor the market, we’ve seen an increase in mixed material siding purchases, as well as more vertical siding application. Also, as the “neutral” era fades out, there are more and more contemporary color schemes happening in the market.
Another trend we have noticed, especially relevant in recent times, is that fire-resilient materials are becoming a larger priority than in the past. Especially in the West Coast where they are seeing a stronger need than ever before to incorporate noncombustible products into their home building and home renovation plans.
Fiber cement siding has been trending for a long time now. And the factors that make up fiber cement siding are a very important component of a fire-resistant home. One thing many people might not realize is that James Hardie actually invented modern fiber cement siding in the mid-1980s. This type of siding is popular because it resembles the look of wood, yet it's significantly more resistant to weather damage, fire damage and pests.
Q: What trends in siding/home building do you foresee becoming more important in the coming months or even years?
Logan: Prior to COVID, urbanization was a huge trend. We saw lots of multi-family builds and a large surge of migration into the cities. Once COVID hit and people wanted more space, they started to move away from the city to live in the suburbs.
For instance, I saw recently that mid-size cities in the West and Midwest are growing at a higher rate than large cities on the East and West coast. What we’re paying attention to is if this trend continues and then evaluating what that means – i.e., will mid-tier cities be more populous?
Lastly, we’re seeing a difference in how production builders are changing the footprints of homes. For example, footprints are becoming smaller inside, as well as building on smaller lot sizes. There’s also an uptick in multi-unit homes, condos, etc. versus single-family home construction.
Q: In your view, how is the business changing?
Logan: In the past, homebuilding industry changes seemed to move more slowly, and trends stuck around for a long time. In fact, the way we build homes today hasn’t changed much since the World War II timeframe.
That being said, everything in this day and age seems to be accelerating a little faster, and companies in the building industry are having to learn to move quicker to stay ahead of the trends and pressures that can quickly shift.
Q: What technologies are most important for James Hardie right now and moving forward?
Logan: Last year, we joined forces with Hover to make Hover Design Studio available to homeowners on JamesHardie.com.
Hover Design Studio is an exterior home design app that helps homeowners design their exterior re-side project and communicate their vision to a trade professional.
The app lets homeowners visualize their design and choose materials, which helps provide clear work orders to contractors.
Q: What aspects or segments of the business have been growing (and/or slowing)?
Logan: There’s been a fluctuation of demand for multi-family homes. There was a high demand for them coming right out of COVID and has since slowed down over the last couple of years. Interestingly enough, it seems like they’re starting to pick up again, so it’s something we’re always watching and paying attention to.
Additionally, new construction was strong for a while, until we started seeing strong interest rates in the 6-7 percent range for a prolonged period of time. Since then, it's tapered off as people are in a holding pattern to see if mortgage rates will lower soon.
Q: Anything you'd like to share regarding upcoming company projects, objectives or initiatives?
Logan: In January, we announced our 2025 Exterior Color of the Year – Evening Blue.
Evening Blue is available in new home construction or exterior renovation projects in a range of products like Hardie Plank Lap Siding, Hardie Shingle Siding, Hardie Panel Vertical Siding and Hardie Trim and Batten Boards.
Available in mid-2025 is the return of Hardie Artisan Trim. Hardie Architectural Panels will also be available nationwide starting mid-2025. The stucco- and nature-inspired textures can be paired with other Hardie products for a mixed materials look that elevates the traditional look of stucco.
Panels can be installed vertically or horizontally for additional design flexibility, and the varied textures help hide finishing nails. Additionally, the integrated systems of panels and trim assists with water management, helping to protect your siding and your home from the elements.
