General Shale Announces New Brand Strategy After Completing Industry Milestone Acquisition


The company is also assigning established and highly regarded General Shale brands to legacy Meridian Brick locations, which will enhance the company’s portfolios in the Northeast, Mid Atlantic and South US markets. These brands include Watsontown Brick, General Shale Brick and Columbus Brick.

“This announcement fully reveals our strategy to acquire Meridian Brick,” said Charles smith, President and CEO of General Shale. “Now that we have grown into the largest manufacturer in the industry, our footprint spans many regions and covers a very passionate and diverse customer base. Our goal is to connect with these customers through meaningful regional associations, while building their familiarity with the brands that continue to resonate today. “

Canada Brick

Canadian manufacturing facilities in Aldershot and Burlington, Ontario, will be renamed Canada Brick. The name is a reintroduction of a brand that was used decades ago, as its use still retains a valuable association with high quality products. The Canada Brick brand also boasts a rich heritage of craftsmanship in the Canadian market, particularly in Ontario and Quebec. Canada Brick joins Arriscraft, General Shale’s stone products group, in its Canadian operations.

“We are excited about our future in the Canadian market,” said Smith. “The re-establishment of the Canada Brick name provides opportunities to grow our business in Canada through new customer relationships. In addition, we are now able to provide North East American customers with a variety of commercial products which give us a competitive advantage in architectural and specialty projects. “

Michigan Brick

The manufacturing plant of La Coruna, Michigan, will carry the Michigan Brick brand, making the company the leading provider of brick solutions in the Midwest. Similar to Canada Brick, the name has a history spanning decades and is still considered a quality producer of residential brick.

“We are making a statement by reintroducing the Michigan Brick name,” Smith said. “The products the brand is known for reflect General Shale’s mission to provide the highest quality masonry materials through innovation and technology, which includes one of the few brick extrusion operations thin industry. We are eager to start offering these exceptional products to customers. throughout the Midwest and Canada. “

Brick of the Red River

General Shale’s acquisition of Meridian Brick gave the company access to markets in the Southwestern United States, which are the country’s largest consumers of brick. Specifically, the company added six factories in Texas and two factories in Oklahoma to its manufacturing operations. These facilities will now bear the name Brick of the Red River.

Brick of the Red River takes its name from the Southern Red River, which runs through much of the southern United States. Name recognition expands the brand’s footprint to include key areas of the region where production sites and distribution centers are located.

“Knowing that this would be the introduction of our company into important markets in Texas and Oklahoma, we wanted to capitalize on this opportunity with a unique, memorable and regionally relevant name, ”says Smith. “The Red River Brick brand consists of more than 60 unique residential colors spread over eight collections, and offers an architectural offering that will quickly position Brick of the Red River as the preferred brick brand in the southern and midwestern regions of the United States ”

Watsontown Brick

Prior to Meridian Brick, the most recent acquisition of General Shale dates back to 2018, when the company acquired Watsontown Brick Company in Pennsylvania. Now established as a value brand as part of the General Shale network, Watsontown Brick will enhance its brand and product offerings with the addition of the former Meridian Brick factory to Colombia, South Carolina.

“Bolt on the Colombia installing the Watsontown brand is a demonstration of our business strategy moving forward, ”said Smith. “This operation produces great commercial products which are in great demand. As Watsontown, the Colombia the factory has a tremendous ability to match brick to existing structures, and we believe this ability, along with other attributes such as unique textures and contemporary colors, gives our business a competitive edge in the metropolitan markets of northeast and central Atlantic. “

Columbus brick

General Shale acquired Columbus Brick Company in 2017. The acquisition expanded the company’s presence in southern markets and added an industry-unique paper-cut product to its portfolio. The Columbus Brick brand will expand to include the former Meridian Brick factory in Phoenix City, Alabama. This facility produces a residential collection and a commercial series of products that will be offered to customers in the southern and midwestern regions of the United States.

“Columbus Brick’s history and premium products have been of great benefit to our North American business model,” notes Smith. “We look forward to seeing this brand expand both its portfolio and geographic reach as we tackle the City of Phoenix and we look forward to providing our southern customers with even more sustainable building solutions for residential and commercial projects. ”

General shale brick

Former Meridian Brick factories and distribution centers not included in the new brands will be assigned to General Shale’s oldest brand – General Shale Brick. The brand’s product offering will be enriched by the addition of plants in Augusta, Georgia; Salisbury, North Carolina; Stanton, Kentucky; and Terre Haute, Indiana. Together, General Shale Brick will add nearly 70 residential colors and over 20 commercial colors to its portfolio.

“The General Shale Brick brand is at the heart of our 93-year success,” said Smith. “This name is endorsed by many residential and commercial customers and has brought us to where we are today. I am delighted to welcome new employees and customers to General Shale Brick and to position our historic brand for success in new regions of the South East. , Mid-Atlantic and Midwest. “


Founded in 1928, General Shale is the North American subsidiary of Wienerberger AG from Vienna, Austria, an international supplier of building materials and infrastructure solutions. General Shale is North America largest manufacturer of bricks, stones and concrete blocks, with 28 production facilities in 17 states and provinces, including a PVC pipe manufacturing plant in Siloam Springs, Arkansas. General Shale also has a network of 40 points of sale and more than 200 affiliated distributors across North America.

To learn more about General Shale’s brand network, visit

Contact details: Luc Guinn, 800-414-4661, [email protected]

SOURCE General schist


Comments are closed.