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International Roofing Expo 2014: Owens Corning Demonstrates ‘Building Blocks of Success’

Owens Corning Roofing is demonstrating its "Building Blocks of Success" at the 2014 International Roofing Expo (IRE) in Las Vegas this week. The "blocks" of success for roofing contractors include the company's preferred products, branded system, warranty offerings, program membership and sustainable solutions.

Owens Corning Roofing and Asphalt also is strengthening its product portfolio with new product introductions, including Devonshire™ Shingles, a high-performing and stylish slate-look shingle.

The new Devonshire™ Shingles are inspired by the classic look of natural slate. An affordable alternative to other slate-look shingles, Devonshire™ Shingles can help contractors extend their customer reach by offering timeless beauty that enhances any home. As part of the Owens Corning™ Total Protection Roofing System™*, Devonshire™ Shingles aren't just stylish – they deliver the outstanding performance that contractors expect from Owens Corning™ shingles.

"When we created the Devonshire line of shingles, we took inspiration from the elegant slate roofs that adorn old-world homes in the English countryside," said Sue Burkett, marketing leader for Roofing and Asphalt at Owens Corning. "Devonshire™ Shingles offer homeowners the look of natural slate without the high cost or heavy maintenance, a powerful selling point for contractors."

Devonshire™ Shingles will be available in four distinct colors across the Northeast, Midwest and Southeast regions of the United States beginning in April 2014.

Additional Debuts Strengthen Roofing Portfolio
Also launching at IRE, Owens Corning Roofing and Asphalt's new DuraRidge™ Hip and Ridge Shingles are the first hip and ridge shingles with the strength of SureNail® Technology. This patented technology adds a layer of reinforcing fabric to a clearly defined nailing zone, taking the guesswork out of nail placement. Engineered with a multi-layered design that offers unique Triple Layer Protection® to deliver 130 mph wind warranty™+ performance, DuraRidge™ Hip and Ridge Shingles feature a Limited Lifetime Warranty for as long as a homeowner owns the home when installed with any Owens Corning™ laminate shingle.

With a precut design and prominent nailing area, DuraRidge™ Hip and Ridge Shingles are an easy-to-install solution for contractors and a strong addition to the Owens Corning™ Total Protection Roofing System*™. Available in vibrant colors, DuraRidge™ Hip and Ridge Shingles add an attractive and finished look to any roof with Owens Corning™ TruDefinition® Duration® shingles.

In addition, Owens Corning Roofing and Asphalt is featuring its patented WeatherLock® Mat Self Adhering Underlayment that helps make installation safe for contractors working on the roof. The product's design is engineered with SureStep™ Technology, which features a non-abrasive surface, providing excellent traction to help roofing crews reduce the potential for slippage. As part of the Owens Corning™ Total Protection Roofing System™*, WeatherLock® Mat Self Adhering Underlayment acts as a secondary water shedding layer under shingles to deliver the weather protection that homeowners expect, while featuring the self-adhering, lightweight and versatile design contractors need for convenient and safe installation. Contractors who visit the Owens Corning booth will be able to feel the difference of SureStep™ Technology and test the slip-resistant surface on the booth ramp.

A Systematic Approach to Roofing
Designed to protect and branded to sell, Owens Corning's Total Protection Roofing System™ is comprised of an integrated system of seven components engineered to withstand the forces of nature outside while helping to control temperature and humidity inside. With the addition of Devonshire™ Shingles, DuraRidge™ Hip and Ridge Shingles and the WeatherLock® Mat Self Adhering Underlayment, the Owens Corning™ Total Protection Roofing System™ offers contractors the convenience of working with a single manufacturer, additional warranty options and roofing components specifically designed to work together to protect their customers.

"As we expand upon our Total Protection Roofing System™ with new innovations, we're giving our contractors a more varied and comprehensive portfolio of products, and ultimately, making it easier for them to sell," said Burkett.

Building Blocks with Owens Corning at IRE
To help depict the "Building Blocks of Success" Owens Corning is asking booth visitors to join renowned artist and Lego® Certified Professional Sean Kenney as he builds a mural of the Total Protection Roofing System™ logo entirely out of Lego® blocks throughout the show.

You can find Owens Corning Roofing and Asphalt at IRE in booth #1449. For more information about Owens Corning's products and services – or to locate a local contractor – visit or call 1-800-Get-PINK®.


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