Oldcastle rebrands SureTouch as EnduraMax

Oldcastle Architectural, producer of concrete masonry products, has renamed its high-performance wall system with the new name of EnduraMax. 

The change -- the product was previously known as SureTouch -- better communicates its performance offering and reflects its place as a new perspective on a traditional product, the company said.

“This renaming represents changes in our product and in the masonry industry as a whole,” said Michael Rohrer, product manager for EnduraMax, which was launched five years ago in Canada and came to the United States just over one year ago.

 “Architects and contractors today are seeking a combination of features and benefits in cladding, from products that meet high energy efficiency codes and moisture-management needs to materials that offer ease-of-installation on the job site.”