Condo Media - June 2010 - 34

VENDOR SPOTLIGHT

James Hardie Commercial
Selling Peace of Mind
hen the multifamily and light commercial markets experienced a downturn in 2008, architects, builders and owners started searching for ways to valueengineer their buildings. Not only were they looking for materials that were more affordable, they wanted products that were more durable and cost-effective. James Hardie Building Products Inc., which is the global leader in fiber cement siding and has dominated the U.S. residential market since introducing the product here more than 20 years ago, has stepped in to fill that demand. “Our fiber cement siding and panels are a perfect fit for the multifamily and commercial market,” says Brian Martisauski, multifamily/light commercial segment manager for James Hardie. “They offer exceptional durability, a predictable maintenance schedule and a very competitive price point.” In many ways, fiber cement is the ideal siding material. Engineered from sand, cement and cellulose fibers, fiber cement combines the best attributes of cementitious products — durability and resistance to fire, moisture, rotting and insects — with the workability and ease of installation of wood. Fiber cement products are available in a wide variety of styles and shapes, and a wide spectrum of factory-applied, fade-resistant colors. As an added bonus, fiber cement siding is among the most environmentally friendly cladding products on the market. “James Hardie siding adds value to a property because of its low maintenance and long-term durability,” says Denis Dunathan, senior project manager at Trammell Crow Residential (TCR), which used James Hardie siding on its

698-unit Reston Town Center project in Reston, Va. “Plus, James Hardie has much cleaner, neater lines than vinyl.”

Market-Leading Durability
Although fiber cement technology is more than 100 years old, the product has gone through a renaissance in

Sided with James Hardie siding with ColorPlus Technology, the Fieldpointe of St. Louis community in St. Louis was named the Institute of Real Estate Management’s 2009 Property of the Year.

recent decades. Since James Hardie brought it to the U.S. residential market, the company has consistently introduced new products and upgraded existing ones. “We’ve invested more than $130 million in research and development over the years,” says Martisauski. “We’re always looking at new formulations, shapes and thicknesses. Innovation has been vital to maintaining our leadership position in the marketplace.”

That commitment to innovation led James Hardie to develop the HardieReveal product line for the commercial and multifamily markets. HardieReveal is a thicker fiber-cement panel that provides increased durability with the same level of workability. “There’s a lot of pressure on cladding to perform well due to the high amount of potential impact on siding, especially on the first floor, around the doors and on balconies and porches,” says Martisauski. “With its thicker profile, HardieReveal really enhances the longterm performance of the product.” HardieReveal panels are 7/16 inches thick, 40 percent thicker than the James Hardie’s residential product lines. The 4- by 8-foot panels can be easily fastened to wood or metal frames, over OSB sheathing and even onto rainscreen applications. HardieReveal fills the gaping void in the market for multifamily and commercial siding. Although there is a wide range of siding materials in the marketplace, each one has significant downsides. High-end products such as color-through cement or metal panel systems have limited applications because of their price points. EIFS and stucco systems, while they are more affordable, have latent problems with moisture management and are difficult and messy to install. Vinyl just isn’t durable enough. “Our HardieReveal system is an easy choice for architects, developers and owners,” says Martisauski. “It has a lot of design flexibility, is very durable, installs quickly and with little mess and is competitive on price.” Because of the performance and durability of the products, James Hardie

Condo Media - June 2010

Table of Contents for the Digital Edition of Condo Media - June 2010