New SIG roofing brand flies the flag for roofing

Following a major rebrand and restructure by the newly formed SIG UK Exteriors – formerly SIG Roofing & Roofline – a new division has been created that is dedicated to roofing, named SIG Roofing, with the subsequent demise of SIG Roofing Supplies and Roofshop.

The new division offers a clear and defined structure that delivers a concise roofing proposition that is easy identifiable with customers. As well as incorporating all roofing branches previously belonging to SIG Roofing Supplies and Roofshop, three sub-brands for specialist categories of roofing will also fall under this division. These include industrial roofing, design and technology, and zinc and copper.

In order to ease the rebrand process and to demonstrate ongoing loyalty to the 130 branches that previously fell under SIG Roofing Supplies and SIG Roofing, the existing identity of each branch will sit alongside the flagship SIG logo for a transitional period – estimated to be one year. This is also testament to SIG UK Exteriors’ mission to deliver a national voice with a local accent.

This latest development has been driven by the brand promise ‘Make it Happen’, and as part of the the rebrand and structure, a separate division – SIG Building Plastics – will target the windows, roofline, drainage and sheet materials sectors. Recently acquired businesses, merchant brands and own label brands such as SIGA Slate and FIX-R will remain separate to the roofing division.

The rebrand is currently being rolled out across all roofing branches and will take on new signage, in-store branding, merchandise and POS displays, vehicle livery and uniforms. To educate and raise awareness of this major development, a high profile media campaign will run until the year end and a new website has also been introduced.

Commenting on this latest development, Philip Johns of the newly formed SIG UK Exteriors, said: “Despite being the the largest provider of expertise, advice and related products to the roofing market, SIG Roofing Supplies’ previous assortment of branches and separate identities created confusion and misunderstanding amongst its customers.

“By creating a dedicated brand for the roofing sector that is instantly recognisable and understandable, we are confident that we can add even greater value to our roofing proposition and continue to exploit the lucrative RMI market across private and social housing sectors,” adds Philip.

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.

SIG Roofing and Roofline’s metamorphosis into SIG UK Exteriors and the subsequent formation of the SIG Roofing and SIG Building Plastics divisions is seen as one of the most ambitious developments in recent years. The development follows the company’s broadening footprint in the roofing and building plastics market, and its continued growth and increasing recognition and reputation.

SIG Roofing

Pictured here; the brand identity for the newly formed SIG Roofing. Forming part of SIG UK Exteriors, formerly SIG Roofing & Roofline, this new division offers a clear and dedicated roofing proposition for customers and takes in 130 roofing branches across the UK. For a transitional period, the existing identity of each branch will sit alongside the flagship SIG logo.

About SIG Roofing: Built upon focus, specialisation and service, SIG Roofing strives to establish best practice across the whole roofing sector and is passionate about meeting building requirements better than any other supplier in the industry. With a comprehensive range of products, logistical systems and a nationwide network of branches, customers appreciate the specialist technical expertise, commercial support and fast, reliable delivery services that define the core values of this division. With the largest supply chain in the roofing industry combined with design expertise, SIG Roofing prides itself on working with and advising on complete roofing systems to suit all client requirements.