Jean-Michel Desmoutier: Siniat is providing complete building solutions.

Lafarge Plasterboard becomes Siniat

Published:  20 September, 2012

BRISTOL: Lafarge Plasterboard has changed its name to Siniat, marking the start of a new chapter for the company which has operated in the UK and Ireland plasterboard market for 25 years. Lafarge Plasterboard will trade as Siniat from 1 October 2012.

The launch of Siniat follows the manufacturer's acquisition by international building materials company, Etex, in November 2011. Etex is a principal supplier of construction products throughout the world and the acquisition further strengthens its position in Europe and Latin America.

As well as a new name, the rebrand will include refreshed packaging and literature for end-users, merchants and specifiers, and a new website to provide enhanced customer service.

Jean-Michel Desmoutier, managing director for Siniat, said: "In choosing a new name for the business we wanted to move away from a functional description focused purely on products, to one that captures our commercial ambitions for the future and our commitments to customers. We have a strong heritage as Lafarge Plasterboard, but we needed a new name that has no existing associations so that it can develop over time to reflect our growing aspirations.

"We will continue to focus on delivering high-quality products, but our customers are increasingly looking for consultants to offer expert guidance. 'Siniat' reflects our transition to valued advisers, as well as first-rate suppliers. We are working in partnership with our customers to provide complete solutions that help shape the way people build."

Over the next few months, trhe company's customers will receive updated technical and marketing materials and see changes to packaging and in store materials. The launch of Siniat will also be supported by "powerful new integrated products and systems database available through", Mr Desmoutier reported.

"Beyond the practical changes of the rebrand, Siniat's customers will benefit from an increased focus on delivering innovative products – leveraging its affiliation with Etex to access an even greater pool of global research."

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