Westlake Royal Building Products plans to showcase its ‘Be Boundless’ campaign, top industry trends and new product innovations at the 2024 NAHB International Builders’ Show in Las Vegas, which begins tomorrow and runs through Wednesday, the company said in a Feb. 26 news release. 

Westlake Royal Building Products’ booth — located in the Central Hall C3819 — will highlight what it has described as cutting-edge design and boundless possibilities of from its portfolio of brands, including sidings like TruExterior and Versetta Stone as well as roofing, including Unified Steel Stone Coated Roofing, US Tile Clay Roofing Products, DaVinci Roofscapes and more. 

“We are eager to return to the International Builders’ Show, where Westlake Royal Building Products will demonstrate to attendees how to ‘Be Boundless,’ pushing their projects this year to new heights,” said Steve Booz, vice president, marketing, Westlake Royal Building Products. 

“Confident in the industry's outlook for 2024, we enthusiastically welcome our customers, including distributors, builders, contractors and designers, to our booth at IBS 2024,” Booz added.

BE BOUNDLESS CAMPAIGN

Building on its 2023 Boundless campaign, Westlake Royal said the campaign is a philosophy of thinking and an approach to working built on three pillars: Innovation, Connection and Expression. The pillars offer builders, contractors, designers and homeowners various opportunities to define, activate and expand in bigger and bolder ways. 

Westlake Royal 2024 Industry Trends

New in the booth this year, Westlake Royal will exhibit three overarching industry trends that it predicts to dominate in 2024:

Design Versatility | Bringing the visions of homeowners, architects, designers and builders to life demands the “…creation of unique and harmonious indoor and outdoor spaces that reflect continuously evolving tastes.” Westlake believes this can be accomplished through siding, trim, stone, roofing and outdoor products delivering the highest level of Design Versatility.

High-Performance Products & Materials | As the weather has intensified, the demand for high-performance building products has surged. Homeowners and building pros must navigate around the areas of regional weather events, performance and sustainability.

Innovative Industry Solutions | Building professionals face labor shortages and product delivery issues while trying to gain strong project margins and grow their businesses. To meet these varied and evolving needs, Westlake Royal Building Products is exploring every innovation, from new easy-to-install products to support services.

Westlake Royal will also detail how its products can help achieve these top trends.

‘New and Hot Product Highlights’

Siding & Accessories

At IBS 2024, Westlake Royal will showcase several new colors, profiles and products as part of its Siding & Accessories offerings:

  • NEW! Celect V-Groove Profile & Colors — With its “clean modern look” in both horizontal and vertical applications, the new V-Groove profile for the Celect Cellular Composite Siding line adds “effortless elegance” to virtually any home style. Three new colors have been added to the line: Imperial Red, Deep Pewter and Timberland.
  • NEW! Cedar Renditions Colors — Two new colors have been added to the Cedar Renditions aluminum siding line, consisting of 6-ich siding, board & batten, 6-inch soffit and accessories. The new colors include one traditional color, Burntwood, and one premium color, Blonde Oak.
  • NEW! Foundry Weathered Colors — Four new colors have been added to the Foundry Specialty Siding line: Arizona Clay, a burnt orange “evoking the desert West”; Reclaimed Cedar, a light rustic brown with the look of “vintage” wood; Midnight Cloud, offering the “feel of aged, patinaed” cedar; and Denim, a gray-blue similar to “weathered coastal cedar”. Available in 7-inch Split Shake and 7-inch Staggered Shake profiles, the new colors “reflect the latest trends and increased interest in darker hues, and deliver the warm look of cedar without the high maintenance.”
  • NEW! Versetta Stone Accessories — Versetta Stone siding provides “the beauty and texture of authentic stone masonry with the simplicity of panelized installation.” The line also features accessories and accessory colors that provide “an expert finishing touch with the same ease of installation.” 

Later this year, Westlake Royal will introduce Versetta Stone Pier Cap, which can be seamlessly notched for continuous columns, making them compatible with Royal, Kleer, and SkyTrim PVC column wraps for a “cohesive and visually pleasing look.”

  • NEW! Mid-America Shutters Colors — Four new, dark colors: Treated Cedar, Platinum, French Roast and Storm Cloud have been added to the Mid-America vinyl shutters line, including open louver, raised panel, board & batten and louver/panel combo shutters. These additions “cater to the rising demand for darker accessories, complementing current trends in siding colors.”
  • TruExterior Siding & Trim — Made with a proprietary blend of fly ash and polymers, TruExterior Siding & Trim combines “the look of wood with versatility and toughness to stand up to extreme weather, ground and masonry contact, and insects.” The booth will highlight a range of TruExterior profiles, showcasing its authentic looks and incredible workability.

Trim and Mouldings:

  • NEW! Royal WoodTone Styles blend “rich wood looks with the rustic warmth of beadboard.” Made of cellular PVC, Royal WoodTone Styles “lend sophistication and function to porch ceilings and soffit applications.” The company says its new product line is low-maintenance, moisture and insect proof, and easy to install due to its hidden nailing hems. Royal WoodTone Styles offer “the elegant look of stained wood in six trending colors, including American Walnut, Oak Ridge, Natural Cedar, Smoke Grey, Weathered Oak and Charred Timber.” The line features a 6-inch v-grooved plank, beadboard, crown and bed mould.
  • NEW! Royal Knock Down Column Wraps are an “easy-to-install and cost-effective way to add instant curb appeal” to a home. Featuring best-in-class lock miter joints for easy assembly, the column wraps can seamlessly slip over existing, outdated columns, giving a porch or exterior a cleaner and more modern look. Made of durable cellular PVC, Royal Knock Down Column Wraps are resistant to moisture and prevent issues found in traditional wood columns, such as warping, rotting and insect damage. In addition to their low-maintenance qualities and long-lasting performance, column wraps are beautifully versatile with their bright white color and smooth texture, which can be painted to complement a home’s exterior color palette.

Royal Knock Down Column Wraps are available in 4x4, 6x6 and 8x8 sizes and two standard lengths—8-foot, 6-inch and 10-foot lengths. Each piece is delivered flat in heavy-duty corrugated boxes for added protection and features a protective film on the outer surface to help keep the product clean and ensure a flawless installation.

Roofing

  • NEW! Unified Steel Material List Generator —  an interactive tool that auto-generates a roofing product list. The system simplifies the estimating process for both Unified Steel Stone Coated Roofing and Westlake Royal Roofing Components. The Material List Generator integrates seamlessly with roof measurements acquired traditionally or through 3D and geospatial measurement generating software solutions. There is no cost to builders and contractors who use it.
  • NEW! Unified Steel Cool Roof Colors — Developed in line with national color trends, regional building code requirements and for optimal performance, these products are Cool Roof Rated by the CRRC and manufactured to increase comfortability, help decrease energy costs and prolong the roof’s lifespan. The new colors, Harborwood and Stirling Gray, are offered in both PINE-CREST Shake and PACIFIC Tile profiles.
  • NEW! Roofing Underlayment CEU Course — The Importance of Roof Underlayment for Energy Efficiency and Fire Resistance explores the roof underlayment as an integral part of the total roof system design and educates architects on the performance, benefits, fire resistance and weather resilience of various underlayment types. Course participants will obtain 1.0 CEU credit upon completion. Architects may access the new CEU course at Hanley Wood University and through the AIA.
  • NEW! DaVinci Roofscapes E-books — In keeping with the 2024 trend and focus on home exteriors and colors, DaVinci Roofscapes has launched two new e-books in their FRESH series. Authored by international color expert Kate Smith with Sensational Color, the e-books provide “top-down” guidance on Fixed Features, Regional Colors, Environment & Surroundings, Style of the Home and Historic or HOA Colors. The first e-book invites people to follow the “5 Steps for Finding the Perfect Hues for Your Home” and the second new e-book tackles the topic of “FRESH Colors for Homes with Brick or Stone.”

Stone

Westlake Royal will feature Cultured Stone, Eldorado Stone and Dutch Quality Stone, made to enhance interior and exterior vertical spaces by featuring organic textures, dynamic color palettes and multisensory aesthetic cues that pay homage to architectural traditions while expanding the boundaries of design.

  • NEW! Dutch Quality Stone Colors includes two colorways debuting at IBS 2024. The first, Coal Crest, is a moody palette with a rich blend of charcoal and ash that "perfectly complements" the brand’s Dry Stack and Weather Ledge profiles. The second color palette, Oak Blend, was designed for the Limestone, Stack Ledge and Weather Ledge profiles to deliver a fresh take on earthy browns with the subtle interplay of cream and silver undertones.
  • Eldorado Stone presents the charming LoreioBrick, a long-format, linear brick veneer profile with gradient color blends, and Rivenwood, a panelized design with wood grain characteristics that exudes textural diversity for an aged yet contemporary look.
  • Cultured Stone displays its newest profile Tenley Brick, which offers unique bond and patterning options with its linear shape, organic tonality and four trend-forward colorways.

Tapco Tools Demonstration in Show Village

  • Brakes and saw tables from Tapco Tools offer the “utmost precision” to create a high-quality, finished look for custom exterior trim. At 1:30 p.m. on Feb. 27 and Feb. 28 (PST), IBS attendees can head outside to the ProBuilder Show Village to see the PRO 19 brake in action, where Aron Jones of @bigdogconstruction.gm will be on the ProTradeCraft stage demonstrating how to bend critical roof and wall flashings. 

Tapco Tools will also host on-demand product demonstrations and give visitors a chance to try it out in the Pavilion (next to the ProTradeCraft stage).

Build Show Meet & Greet

  • Meet the experts from The Build Show who will be at the Westlake Royal booth to make introductions, take pictures and answer questions. Appearances include Steve Baczek (9 a.m., Feb. 27), Stephanie Dailey (9 a.m., Feb. 28), and Matt Risinger (2 p.m., Feb. 28). Also, pick up a free BUILD hat while supplies last.

For more information, visit Westlake Royal Building Products at booth C3819 at the International Builders' Show and view press kit materials HERE.