General Shale Launches New Corporate Branding Strategy, Introduces Expanded Product Offering

Feb 15, 2012, 10:07 ET from General Shale

JOHNSON CITY, Tenn., Feb. 15, 2012 /PRNewswire/ -- General Shale, the North American subsidiary of Wienerberger AG and a leading manufacturer of one of the world's oldest green building materials, begins 2012 with a renewed commitment to "Building the American Dream." Highlighted by an aggressive expansion of product offerings, the company now has a shortened name and a revamped logo to more accurately reflect the scope of its operations.

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Effective immediately, General Shale Brick will be known as General Shale to symbolize the company's significantly expanded product line. In addition, General Shale's new logo will better represent the company's enhanced image as a comprehensive provider of masonry selections and outdoor living products.

In addition to its corporate brand, General Shale has established the following sub-brands:

  • Building Products;
  • Outdoor Living Products;
  • Renovation Products; and
  • Arriscraft™ Building Stone, Brick and Limestone, a subsidiary of General Shale.

With its product expansion and brand restructuring, the Johnson City, Tenn.-based company will continue to transition itself in phases over the next two to three years as marketing materials, location signage and other branded entities will need to be updated with the new name and logo.   

"Consumer trends and preferences continue to evolve," says General Shale President and CEO Dick Green. "Our new business model signifies our company's commitment to providing our customers with a variety of product solutions, whether they involve building a new home, remodeling or improving their outdoor living area. While we will always remain true to the core product that has been the basis of our success – and we believe brick is still the most durable, most attractive and 'greenest' building material on the market – these new products provide our customers a full range of choices for all their building and remodeling needs."

Recognized as one of the nation's leading manufacturers of brick and masonry products for 84 years, General Shale's expanded product line now includes numerous choices in thin brick and thin rock for interior or exterior recladding projects, as well as popular outdoor living items such as fireplaces, fire pits, pizza ovens, benches, water features, mailboxes, clay and concrete pavers, landscaping stones and more. Consumers may view these products in attractive displays at outdoor living showrooms being added at General Shale sales locations nationwide. To view images of General Shale products, a fact sheet and the company's various sub-brand logos, visit

Outdoor living space was one of the top three most-requested items by home buyers in 2011, and marketing data reflect that trend:

  • The National Association of Home Builders estimates that an outdoor living area provides more than a 130-percent return on investment, and most homes in the U.S. are expected to have some type of outdoor feature by 2015.
  • Industry analysts suggest that consumers are now more likely to invest in creating a customized "vacation experience" in their back yard, adding permanent value to their home, instead of spending money on expensive trips.
  • A recent Harvard report predicts remodeling expenditures to rise at an inflation-adjusted annual average of 3.5 percent through 2015.

General Shale's corporate and local marketing efforts will re-emphasize direct sales to consumers while continuing to meet the rising demands of the entire building industry. Green points out that two key factors differentiate General Shale from its competition: (1) The general public may purchase all products directly, including the new line of outdoor living selections and  thin veneer products; and (2) all products are professional-grade materials used by building contractors and landscaping companies.


General Shale is 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 and various building materials. There are approximately 250 distinct combinations 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 35 distribution centers across the country. General Shale was founded in 1928 and is headquartered in Johnson City, Tenn. For more information, visit

Contact Information
Dawn Duncan, (423) 282-4661


SOURCE General Shale