Launched only last November, the HardieFlex Flooring is James Hardie’s latest product that innovates the way people build and live. Diamond-trimmed which delivers flatness, evenness and squareness for easy installation in any type of space, HardieFlex Flooring meets the requirements of the National Structure Code of the Philippines and the Australian Loading Code.
MANILA, Philippines – With countless companies playing in the global building materials field, only a handful of them are true heritage brands. Taking pride in their tradition and long experience and expertise in offering the best products for consumers, James Hardie is one of the esteemed few as it marks its 125th anniversary this month.
Considered as a world leader in building materials, James Hardie has stayed true and relevant to the times by constantly challenging itself by coming up with products, technologies and solutions that redefine how people construct their homes, buildings, structures — the built environment.
“At James Hardie, we are delighted to mark this milestone along with our partners and consumers whose unwavering belief in the company inspires us to exceed expectations every step of the way,” said Mark Sergio, James Hardie Philippines sales and marketing director.
“In those 125 years, we have created a variety of products that ease and upgrade the life of homeowners, encouraging them to live without compromise. Longevity in the very competitive field of construction business does not only mean endurance but excellence. We are proud that our company has subscribed to the ideals of our founders,” Sergio added.
James Hardie was founded by Scotsman James Hardie in 1888 in Melbourne, Australia as he was exploring possible business ventures in the new country. He was eventually joined by Andrew Reid in 1895 who was instrumental in growing the company. It became publicly listed when the company joined the Australian Stock Exchange in 1951.
An innovator of building and industrial products, James Hardie Industries pioneered the development of advanced fiber cement technology in the mid-1980s.
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In the Philippines, James Hardie is known locally as the manufacturer of HardieFlex advanced building composites. It formally entered the Philippine market in 1996 and established its first manufacturing facility in Cabuyao, Laguna two years later.
“It is the people who drive the company forward and we are proud that we employ a committed, hardworking lot in our company,” Sergio said.
“Our corporate culture allows for individual growth, which in turn encourages our employees to contribute to the growth of the company. At James Hardie, we are a family,” he said.
The arrival of James Hardie revolutionized how Filipinos built their homes, freeing them from the constraints of substandard building materials such as lawanit and plywood.
Made from cellulose fiber, Portland cement, sand and water, HardieFlex advanced building composites are known for their beauty and durability and can be used for a variety of applications such as internal ceilings and walls, external cladding, flooring substrates, wet area lining and decorative elements, among others.
Aside from being resistant to damage caused by moisture, fire, and termites, HardieFlex advanced building composites are sustainable as well.
“The Philippine construction industry is increasingly demanding more versatile, more durable and more aesthetically-pleasing materials for use in building the modern Filipino home,” Sergio said.
“HardieFlex advanced building composites, which come in a variety of size, finishes and profiles, address the growing needs of the Filipino homeowners. Our 125-year history emboldens us to innovate products and maximize technology to improve current building trends,” he said. 
Last month, James Hardie launched its first-ever consumer-targeted magazine called LookHome Philippines. In its latest product innovation, it recently launched HardieFlex Flooring that is designed and manufactured specifically for the Philippine market’s needs.
“James Hardie is a truly global brand company which combines local skills and knowledge with international experience,” Sergio said.
“We focus on innovation and constant improvement in our technology and product line, with our chief aim being to offer our market with a smarter, more efficient and sustainable way to build. In our 125 years of operations, we believe more than ever on life lived without compromise,” he added.
