Click here for New Product Information.
FOR IMMEDIATE RELEASE:
Feb. 4, 2014
Contact Information: Dawn Henning
800-414-4661, dawn.henning@generalshale.com
General Shale Showcases Expanded Product Offerings
at NAHB International Builders’ Show
JOHNSON CITY, Tenn. – General Shale is unveiling an array of new product offerings at the
National Association of Home Builders (NAHB) International Builders’ Show® in Las Vegas, Feb.
4–6 at the Las Vegas Convention Center.
General Shale is the North American subsidiary of Wienerberger AG and a leading
manufacturer of brick, one of the world’s oldest green building materials.
The Johnson City, Tenn.-based company has expanded its product line far beyond traditional
brick and will spotlight some of the latest offerings from its Outdoor Living collection, a new
cutting-edge brick product, and new brick, stone, clay and concrete products and colors.
“Since our beginning more than 85 years ago, General Shale has greatly expanded its core
product line to offer a full spectrum of items for a variety of home improvement projects,” says
General Shale CEO Dick Green. “We are pleased to introduce our exciting new product
offerings to builders, remodelers, architects, designers and other building professionals at the
International Builders’ Show.”
ENDURANCE RS4™ STRUCTURAL BRICK
General Shale’s Endurance RS4™ Structural Brick, one of the company’s most revolutionary
products, is oversized for safer, stronger, more sustainable and energy-efficient construction.
RS4 stands for “Real Strong, Real Safe, Real Sustainable, Real Smart,” which gives Endurance
a significant advantage when compared to traditional brick products.
Endurance Brick eliminates the need for load-bearing wood or steel framing and has excellent
thermal mass properties. Designed for structural longevity and suitable for any type of
foundation, the product is engineered to bear higher loads and meet seismic requirements. As a
result, Endurance Brick is the ideal solution for homes in areas prone to high winds, tornadoes
and earthquakes, or for important commercial or government buildings, such as hospitals,
schools, courthouses and police stations.
When combined with continuous insulation, General Shale’s Endurance Brick, as well as the
company’s offerings of traditional brick and thin veneers, are ideal solutions for complying with
the 2012 International Energy Conservation Code. The 2012 code contains stringent
requirements for insulation in new buildings throughout most of the United States in order to
improve energy efficiency.
“Sustainable building has always been the very foundation of our business,” Green says. “Brick
is the ultimate construction material for environmental concerns and energy savings, and we are
proud to offer a forward-thinking product such as Endurance Brick, which offers a number of
advantages for both builders and homeowners.”
OUTDOOR LIVING PRODUCTS
Joining General Shale’s popular Serenity Series fireplaces from its Outdoor Living products is
the Serenity 150 Fireplace Kit. This new fireplace offers the quality and style of the Serenity 100
Fireplace, but includes a hearth, added height, firebox lintel and optional thin brick upgrade.
The new Gathering Grill, available in four colors, is designed to include the unique look of the
Gathering Square Fire Pit, but engineered to include a metal grill insert for cooking outdoors.
The company’s line of expanded Outdoor Living products also includes the new Autumn Ridge
beveled-edge paver, Stone Canyon clay paver and Ashlar Park paver.
Autumn Ridge, General Shale’s first beveled-edge concrete paver, is being offered as a
competitive price-point product for the company’s distributor markets. The Stone Canyon clay
paver provides customers with a brown version of the popular Phoenix paver. Stone Canyon’s
through-the-body coloring allows this paver to withstand the rigors of time and the outdoor
elements by holding true to its original color.
Ashlar Park pavers feature multiple-size pavers in a clay package, something for which concrete
pavers have been known for years. The series’ three individual sizes can be combined to create
exclusive patterns that yield a distinct character and style. Heavily textured, Ashlar Park pavers
must be installed only in a flush surface pattern. These pavers are available in four colors:
Avondale Park, Cypress Park, Elmwood Park and Sycamore Park.
NEW BRICK COLORS
General Shale’s recent acquisition of Cunningham Brick Company’s Cleveland County plant in
Grover, N.C., will give General Shale customers expanded product offerings for architectural and
commercial projects. Over the past 15 years, Cunningham Brick has used clay and shale from
the southeastern U.S. to create unique brick selections to complement any design. These
products have been used in high-profile projects throughout the eastern part of the U.S.
General Shale’s new brick colors from the Cleveland County plant include Silverstone,
Graystone, Red Smooth Select, Cascade White and Tan.
“This is an important acquisition for several reasons,” Green says. “The Cunningham plant’s
unique products add exclusive colors, sizes and textures to strengthen our company’s wellknown line of residential clay brick. The enhanced product lines open the door for General
Shale to offer the broadest portfolio and unique choices available for architectural and
commercial applications.”
In addition to the new colors that have been introduced via the Cunningham plant acquisition,
General Shale has added a variety of color choices to its vast brick selection. Mallory Creek
features elegant, earth-tone colors that are available in Lightweight Queen, Lightweight
Engineered Modular and Lightweight Modular. Mountain Creek, produced on a “Millstone” brick
with added textures reminiscent of a rock face, is currently available in Lightweight King,
Lightweight Queen and Lightweight Modular sizes.
Stone Canyon Tudor brick features through-the-body coloring, allowing it to remain true to its
original color in spite of the outdoor elements. Stone Canyon Tudor is available in Lightweight
Queen, Lightweight Engineered Modular and Lightweight Modular. Scottish Manor Tudor brick
offers an affordable alternative to the popular Charlestown Landing for the Northern markets,
while Windsor White Tudor, a white brick with soft gray and brown undertones, is designed with
an “old world” appearance for the Midwest region.
ASHLAR PARK BRICK
Ashlar Park Brick adds an extra dimension to General Shale’s well-known textured brick
products. Ashlar Park’s most compelling characteristic is the unique look created by the
bundling of three individual sizes within each product: Full Single Units (2 1/4-inch x 7 5/8-inch),
Double Units (4 7/8-inch x 7 5/8-inch) and Triple Units (7 5/8-inch x 7 5/8-inch). Additionally,
Ashlar Park provides customers the option of laying brick in a flush pattern or to reveal out
(extend beyond) from the wall for an even more unique look. This brick is available in five
colors: Ashbrook Park, Eastover Park, Essex Park, Rockbridge Park and Woodrose Park.
MOISTURE SHIELD SYSTEM
The General Shale preferred drainage system is the Moisture Shield system. Moisture Shield is
a revolutionary moisture barrier that protects exterior substrate walls when thin brick is used.
Thin, lightweight and easy to install, Moisture Shield also provides an additional layer of
insulation for homes.
ABOUT GENERAL SHALE
General Shale is North America’s largest brick, stone and concrete block manufacturer,
supplying a wide variety of masonry materials for residential, commercial and specialty
architectural projects. These materials include brick, thin veneers, stone, outdoor living kits,
concrete block and various building materials. The company offers an endless array of sizes,
colors and textures to complete any building project. With a life cycle of more than 100 years,
the sustainability of brick is the company’s commitment to responsible stewardship.
Throughout the U.S. and Canada, General Shale operates manufacturing facilities in nine states
and provinces, in addition to a network of 31 distribution centers across the country. General
Shale was founded in 1928 and is headquartered in Johnson City, Tenn. For more information,
visit www.generalshale.com.
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