March 5, 2012—General Shale, the North American subsidiary of Wienerberger AG that identifies itself as a leading manufacturer of one of the world’s oldest green building materials, begins 2012 with a renewed commitment to “Building the American Dream.” Highlighted by an aggressive expansion of product offerings, the company now has a shortened name and a revamped logo to more accurately reflect the scope of its operations.
Effective immediately, General Shale Brick will be known as General Shale to symbolize the company’s significantly expanded product line. In addition, General Shale’s new logo will better represent the company’s enhanced image as a comprehensive provider of masonry selections and outdoor living products.
In addition to its corporate brand, General Shale has established the following sub-brands:
- Building Products
- Outdoor Living Products
- Renovation Products
- Arriscraft Building Stone, Brick and Limestone, a subsidiary of General Shale
The company’s expanded product line now includes numerous choices in thin brick and thin rock for interior or exterior recladding projects, as well as popular outdoor living items such as fireplaces, fire pits, pizza ovens, benches, water features, mailboxes, clay and concrete pavers, landscaping stones and more. Purchasers may view these products in attractive displays at outdoor living showrooms being added at General Shale sales locations nationwide.
General Shale’s corporate and local marketing efforts will re-emphasize direct sales to consumers while continuing to meet the rising demands of the entire building industry. The company points out that two key factors differentiate General Shale from its competition: 1/ The general public may purchase all products directly, including the new line of outdoor living selections and thin veneer products; and 2/ all products are professional-grade materials used by building contractors and landscaping companies.
General Shale has manufactured brick and masonry products for 84 years for residential, commercial and institutional projects throughout the United States and Canada, and says that only masonry allows complete design flexibility and the confidence of using the most trusted building material, which will stand the test of time in both style and sustainability.
With its product expansion and brand restructuring, the Johnson City, Tennessee-based company will continue to transition itself in phases over the next two to three years, as marketing materials, location signage and other branded entities will need to be updated with the new name and logo.
