The AFCC will Rebrand as AFC During the AIA Conference

American Fiber Cement Corporation (AFCC), a prominent distributor of high-density fiber cement products, has announced that it will be renamed American Fiber Cement (AFC) and will debut new branding at this week’s AIA Conference on Architecture Expo (June 8-9) at the Moscone Center in San Francisco.

A new logo, product names, website, and brand positioning will be part of the new AFC branding.

Furthermore, the business indicated that it will continue to market its whole suite of fiber cement products, which were formerly manufactured by Cembrit (which was acquired by Swisspearl in 2022), but under the new AFC product names. The new fiber cement product names, which include their former Cembrit names, are as follows:

NATURAL

AFC Stone (Patina)
AFC Groove (Patina Inline)
AFC Blast (Patina Rough)

COLOR

AFC Core (Solid)
AFC Surface (Cover)
AFC Matte (Transparent)
AFC Rustic (Deco)

“We are happy to introduce our new branding, but we also want to make sure that our distributors, reps, and customers realize that, even though the names are changing, we will continue to sell Patina, Patina Inline, Patina Rough, Deco, Solid, Cover, and Transparent. In essence, nothing has changed in terms of the product. We will continue to provide the same specs, support, and service that you have come to expect from us “AFC General Manager Donna Anglada stated.

Ms. Anglada went on to say that keeping AFC’s ability to sell former Cembrit products, such as Patina, gives the company a distinct advantage over its competitors, owing to its 30+ years of experience customizing products to customer specifications, its ability to provide superior technical support, and having a stronger knowledge base than those just starting to sell these products. Furthermore, AFC’s inventory is based in the United States, allowing for faster fulfillment times and better bulk pricing.