SIG Roofing & Roofline launches rebrand and restructure

SIG Roofing & Roofline – the leading specialist supplier of expertise, support and related products to the roofing and roofline markets – has announced a major corporate rebrand and restructure to its operations, including a new mission and visual identities.

With immediate effect, SIG Roofing & Roofline will be known as SIG UK Exteriors. A total of 45 brands have been amalgamated into this newly created company to create a distinct and defined structure that clearly identifies with the company’s diverse array of customers, products and markets.

Driven by the brand promise ‘Make it Happen’, the rebrand sees the formation of two main divisions – SIG Roofing and SIG Building Plastics – both held under SIG UK Exteriors. To lend added clarity and consistency, a series of new SIG brands now form part of each division, with each clearly sub-branded by market and business focus.

To ease the rebrand process and to demonstrate ongoing loyalty to local brands, a transitional phase has been introduced – estimated to be one year – whereby local brand identities will sit alongside the flagship SIG logo. Own brands such as FIX-R and SIGA, and newly acquired businesses will remain outside of this new structure.

Philip Johns, Managing Director of the newly formed SIG UK Exteriors comments:

“In what is seen as one of the most ambitious developments in recent years, the rebrand and restructure are the positive outcomes of our broadening footprint in the roofing and building plastics market, and our continued growth and increasing recognition and reputation.

“By presenting a cohesive and unified brand structure, we have taken a logical step that will enable both customers and end users to easily identify and connect with our comprehensive portfolio of brands, products and services. The transitional phase will help ease our suppliers and customers through this major change.”

“Our mission is to create confidence in roofing and building plastics. ‘Make it Happen’ is built on our key values of commitment, confidence, connection and creativity, and these stem from our vision of providing unified brands with a complete customer proposition.”

As part of this new customer proposition, the focus will be on four areas:

  • To increase branch efficiency, a new IT system will be introduced, along with a specially developed integrated Customer Relationship Management (CRM) and accounting system.
  • Careful to maintain its enviable reputation and proven reliability of service, two primary sectors have been identified, namely Roofing and Building Plastics, and the company’s internal structure has been split accordingly. By providing a clear focus to these two areas, customers will be able to source the right product at the right location.
  • A core range of products has been developed that will be available at any time and at any branch, providing customers with a ‘familiar sense of relief’, regardless of where they are in the country.
  • There will be a strong focus on ensuring that customers obtain the right products, in the right places, in the right quantities, at the right time, via the company’s 200+ depots nationwide and its national logistics network.

The rebrand and restructure follows months of in-depth market and customer research. In direct response to customer feedback, the new restructure provides clarity, simplicity and consistency across all sectors, and delivers a national voice with a local accent. Branches from each sector will now become more than just merchants, offering a standard core range of products that guarantee quality, reliability and outstanding service levels.

The rebrand is currently being rolled out across all branches and will take on new signage, in-store branding, merchandise and POS displays. It is also being introduced to vehicle livery and uniforms. All associated websites will also reflect the rebrand with immediate effect, and to educate and raise awareness of this major development, a high profile media campaign will run until the year end.

Philip adds:

“Our unparalleled expertise and market commitment compels us to evolve with our customers. By unifying and aligning this incredible array of businesses into an easily recognisable and understandable structure, we are confident we can add even greater value to our much-revered products and services.

“‘Make it Happen’ sums up the vision for the group and this launch is just one of many exciting new developments to come. We have some great momentum right now, and with no signs of slowing, there has never been a better time to rebrand, concludes Philip.”

For further information contact Stuart Base on 01480 466777 or visit