One contact for the entire product range

One contact for the entire product range

Eternit has been operating in Austria under the name Swisspearl for just over two years. How did trade customers and end consumers react to the name change?

Michael Foisel: In order to bring a company together internationally under one roof, it needs a common brand. It was therefore our declared goal to bundle all of our activities worldwide under a common brand. For many of our long-standing partners in the roofing trade, it was of course initially a change - Eternit is a name with over 130 years of history and stands for quality, tradition and reliability. Generations of roofers in Austria have grown up with Eternit. At the same time, Swisspearl had long been established as a strong brand in many European export markets, as we did not have any trademark rights to Eternit there.
Today Swisspearl arrived in Austria - although of course we still have to do some explaining. It is particularly important to us that the roofing trade acts as a competent intermediary and explains the added value to the end customers.

The Eternit name remained with strategically important and very well-known products. Is that still the case and will it stay that way?

Yes, from today's perspective it remains that way. Eternit is not just any brand name, but a piece of Austrian building history. That's why we consciously continue to use it in particularly strong, traditional products such as the Eternit roof panel or the corrugated panel. We are proud of these roots and we want that to remain visible.

It gets a little more complicated: As part of the big Terreal deal in spring 2024, Swisspearl's parent company, the Swisspor Group, bought parts of Creaton, including the specially founded Austrian subsidiary, which became Creaton Steildach GmbH. The original fiber cement manufacturer thus offers the complete product range of covering materials - including clay roof tiles. Which products does Swisspearl Austria now sell in this segment?

We are very pleased that we were able to expand our range: In addition to our core material fiber cement and concrete roof tiles, we now also offer high-quality clay roof tiles. We are therefore the only roof manufacturer with all ecological roof coverings in Austria. The clay roof tiles are produced, among other places, at the Lenti factory in Hungary, which industry experts describe as one of the most modern and best-quality factories in Europe. This means we can offer the roofing trade in Austria an even more comprehensive product range - an optimal addition to our portfolio.
We were able to learn an enormous amount in the first six months. We have acquired a product portfolio from Creaton that is impressive in breadth and depth. We were able to actively support the processes - especially in the areas of logistics and warehousing. There were occasional delivery problems in the first few months, but we are now in a much better position.
At our Swisspearl headquarters in Vöcklabruck, we have built a new warehouse with several 1,000 pallet spaces. This investment of over one million euros enables us to react much more quickly to market requirements.

The new, revised roof panel was introduced in spring 2024. It is the “original product” of Eternit. Can you tell us more about the product improvements?

For our 130th birthday, we modernized our traditional roof panel: TEC+ is particularly durable due to an all-round acrylic coating. The new roof panel impresses with its simple aesthetics and low weight. Our partners also appreciate the ease of processing. By the way, TEC+ is also used in training – in all apprenticeship competitions and master’s examinations in Austria. This allows the roofers to really showcase their skills. The feedback from the trades is all positive, and the sales figures also confirm this. The Eternit roof panel, now from Swisspearl, is not only our heartfelt concern, but also that of the Austrian roofing community - and it should stay that way.

Where are the various covering materials produced for the Austrian market?

TEC+, like our other fiber cement products, will continue to be manufactured primarily at the traditional location in Vöcklabruck - sustainably using regional raw materials and our own hydropower. The Central European region has very demanding climatic requirements. Roofing materials increasingly have to withstand increasingly frequent storms and can easily cope with temperature fluctuations of -30 to +60 degrees. Swisspearl has always been a pioneer here and has produced “locally for local”. Our new Tondach products come from factories in Poland and Hungary. As mentioned, the factory in Lenti, Hungary, particularly stands out for its quality and modern technology.

How is the distribution of the various products organized in Austria?

We remain a reliable partner for the trade with one contact person for the entire product range - from fiber cement to concrete roof tiles to clay roof tiles. Behind it is the largest sales team in the industry in Austria with over 20 colleagues. By taking over Creaton, we have gained additional expertise and manpower and can support our partners even more comprehensively.

Swisspearl has recently introduced an innovation: colored PV modules for roofs and facades. Tell us more about it?

It has always bothered us that many PV solutions seem to be screwed on and affect the design of the building envelope. That's why we developed the Sunskin Roof System almost ten years ago: a roof-integrated, water-bearing PV solution. What's new is that we now also offer these modules in color - for example in red or gray. This allows you to design an aesthetically consistent building envelope, including coordinated joint profiles and snow retention solutions. A real world first that we are very proud of.

How important do you consider the topic of photovoltaics for the roofing trade?

Extremely important! In recent years, many roofers have had the PV market taken over by companies from outside the industry who installed systems without much specialist knowledge. Our systems, on the other hand, are part of the water-bearing level - real roofing that can only be installed by a professional. In this way, we provide local craftsmen with an aesthetic product to regain market share. Austria has set itself the goal of being climate neutral by 2040. In order to achieve this goal, a massive expansion of photovoltaics is still required and corresponding investments from the public sector are to be expected.

Does Swisspearl Austria offer training and processing support for its customers in the trades in the area of ​​PV and also for its other product solutions?

Yes, for over 50 years. The Swisspearl Partner Academy in Vöcklabruck is a central training center for the roofing trade: with apprentice courses, master courses and special seminars on PV, facades and processing techniques. There is hardly a roofer in Austria who has not been trained at our partner academy. Over 20 courses take place here every year, especially in the months with reduced order volumes from January to March. In addition, we have two of our own master roofers who provide support directly on site at construction sites and carry out teaching installations.

Finally, a look at the current market situation: How will 2025 work in the roofing industry? Where do you see the most promising areas of work for roofing tradesmen?

Despite the initial euphoria, the 2025 market is currently moving sideways. Our growth in the first half of the year comes primarily from the expansion of our portfolio - for example in the area of ​​clay roof tiles. I am particularly pleased that our anniversary roof panel TEC+ has been very well received. We are seeing good growth rates for this product in the first half of 2025. In the second half of the year we expect additional tailwind from the new construction, which has already started to pick up again in the last two months.
In addition to roof panels, clay tiles and PV, we see great potential in the facade sector - for example with corrugated panel facades such as Ondapress, which are used by leading architectural firms. There will be many innovations in the next 12 months, such as closed corner solutions or hidden fix systems, which will contribute greatly to the property's aesthetics. So there is still a lot going on.

About Swisspearl

Swisspearl Österreich GmbH (formerly Eternit Österreich GmbH) is one of the top domestic players in the pitched roof sector. At the company location in Vöcklabruck (Upper Austria), high-quality fiber cement products for roofs and facades have been manufactured since 1894 using a process patented and developed here. With the takeover of Creaton Steildach GmbH, Swisspearl Austria has expanded its product portfolio to include clay roof tiles, clay roof tiles and facade tiles and now offers a complete range of mineral and ecological roofing and facade solutions.
The company employs around 300 people and also trains apprentices at the location.
Swisspearl Österreich GmbH is part of the global Swisspearl Group with headquarters in Niederurnen (Switzerland), eight production locations in Europe and around 2,300 employees.
Further information: www.swisspearl.com/at