roxul

What roxul does

Roxul Inc. and Roxul USA Inc. are the wholly-owned North American operating subsidiaries of ROCKWOOL A/S, a publicly traded Danish industrial group listed on the Copenhagen Stock Exchange. The North American operations, headquartered at 8024 Esquesing Line in Milton, Ontario, are commercialized under the ROCKWOOL brand (formerly Roxul). The business manufactures stone wool insulation products from volcanic basalt rock, using proprietary electric melting technology developed over 80+ years. The North American footprint includes four production facilities (Milton ON, Grand Forks BC, Byhalia MS, Ranson WV) with a fifth under development in Wallula, WA on a 250-acre site in the Wallula Gap Business Park.

The core product portfolio spans batt insulation (Comfortbatt, Safe'n'Sound, AFB), rigid exterior continuous insulation boards (Comfortboard 80, Comfortboard 110, Cavityrock), and specialty products (Toprock DD for low-slope roofing, AFB evo formaldehyde-free variant). Products serve two primary customer segments: residential construction (homebuilders, renovators, homeowners) and commercial construction (architects, designers, specifiers, builders of offices, institutions, and multi-unit residential). Key value propositions include fire resilience (withstanding temperatures exceeding 2,000°F), thermal insulation, acoustic comfort, moisture repellence, and a documented 65+ year product lifespan with no maintenance required. Certifications include LEED v4/4.1 alignment via a Letter Generator tool and Environmental Product Declarations.

The business generates revenue through hardware sales of stone wool insulation products distributed via a three-tier channel: a dealer network (with website-based dealer finder), regional distributors, and direct sales representatives supported by a technical building science team. Sales motions target both consumer/DIY segments at retail and specification-grade commercial projects. Marketing leverages CEU-accredited webinars (ROCKonnect Masterclass), Lunch & Learns, technical documentation, case studies (University of Victoria, Arizona State University, AIA San Francisco, Ken Soble Tower Passive House retrofit, Charlie West Tower, Harvey Homes), and social media presence across LinkedIn, Instagram, Facebook, and YouTube. Pricing is not publicly disclosed and requires direct contact with sales representatives or dealers.

Name

roxul

Legal name

Roxul USA Inc. and Roxul Inc.

Website

https://roxul.com

Company type

Public

Founded year

1937

Operating status

Operating

Short description

Roxul is the North American operating subsidiary of ROCKWOOL A/S, manufacturing stone wool insulation from volcanic basalt for residential and commercial construction markets via dealers, distributors, and direct sales across the US and Canada.

Ownership category

akta.pro rank

Product category

Building Insulation Materials

NAICS

Mineral Wool Manufacturing (327993)

akta.pro primary industry

Mineral Wool (Rock/Slag Wool) Insulation (IMADAGAB)

Keywords

• Stone wool insulation
• Building insulation products
• Fire resistant insulation
• Acoustic insulation
• Exterior wall insulation

Headquarters

HQ city

Milton

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Stone Wool Insulation Products: ROCKWOOL generates revenue through the manufacture and sale of stone wool insulation products for residential, commercial, and industrial construction applications. Products include batt insulation, rigid boards, and specialty insulation for various building envelope applications.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Roxul (operating as ROCKWOOL in North America) manufactures stone wool insulation products made from volcanic rock (basalt) for residential, commercial, and industrial construction applications. The product portfolio includes thermal batt insulation, rigid exterior continuous insulation boards, cavity wall and rainscreen insulation, acoustical fire batts, and roofing insulation boards engineered for fire resilience, thermal performance, acoustic comfort, and moisture management.

Product overview

ROCKWOOL is a manufacturer of stone wool insulation products for the construction industry. The product portfolio includes a comprehensive range of insulation solutions organized by application: AFB (Acoustical Fire Batt) for interior steel and wood stud wall and floor applications; Cavityrock® for exterior cavity and rainscreen walls; Comfortboard® 80 and Comfortboard® 110 for exterior continuous insulation with varying density/compressive strength; Comfortbatt® for thermal batt insulation in exterior wall cavities; Safe'n'Sound® for fire and acoustic insulation in residential interiors; and Toprock® DD for low-slope roofing. The products are made from stone wool and offer fire resistance, soundproofing, thermal performance, moisture repellence, and durability. ROCKWOOL operates as part of the ROCKWOOL Group which also includes sister brands Grodan, Rockfon, Rockpanel, and Lapinus covering horticultural, marine, offshore, acoustic ceiling/wall, and facade systems.

Differentiator

Problem solved

Functional benefit

Brands

• Comfortbatt: Stone wool thermal batt insulation for exterior wall cavity wood and steel framing
• Safe'n'Sound
• Cavityrock
• Comfortboard
• AFB
• Toprock DD

Products and services

• AFB (Acoustical Fire Batt) Lightweight stone wool batt insulation designed for fire resistance and acoustic comfort in steel stud interior wall and floor applications. Also available as AFB evo with no added formaldehyde.
• Cavityrock
• Comfortboard 80
• Comfortbatt
• Safe'n'Sound
• Comfortboard 110
• Toprock DD

Quantifiable outcome

• 100 times energy savings over product lifecycle
• +2 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor.

• AIA San Francisco Center for Architecture + DesignminorStrategic or Co-development PartnerROCKWOOL provided insulation products for the renovation of AIA San Francisco's 10,000-square-foot landmark commercial space focused on acoustics and indoor environmental quality improvements.
• Passive House CaliforniaminorStrategic or Co-development PartnerROCKWOOL supports Passive House design principles through product development and educational content. The company participates in Passive House standards development and certification pathways.
• Rainscreen Association in North America (RAiNA)minorStrategic or Co-development PartnerROCKWOOL's US Senior Manager of Sustainable Solutions serves as past Chairperson of RAiNA, contributing to industry standards development for rainscreen envelope systems.
• New York Passive House (NYPH)minorStrategic or Co-development PartnerROCKWOOL maintains a board position at NYPH, supporting Passive House adoption in the Northeast US market.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Owens Corning: Owens Corning is a leading global manufacturer of insulation systems (primarily fiberglass) and building materials, directly competing with ROCKWOOL in residential and commercial insulation specifications across North America.
• Knauf Insulation: Knauf Insulation is one of the world's largest manufacturers of mineral wool and glass mineral fiber insulation, with a directly overlapping product portfolio and global manufacturing footprint that mirrors ROCKWOOL's strategic positioning.
• CertainTeed (Saint-Gobain): CertainTeed is a North American manufacturer of building products, with a comprehensive insulation lineup (batt, board, and spray-applied) that directly competes with ROCKWOOL in residential and commercial construction.
• Johns Manville (Berkshire Hathaway): Johns Manville is a major manufacturer of fiberglass and mineral wool insulation, building materials, and engineered products, competing head-to-head with ROCKWOOL across batt, board, and commercial insulation categories.

Others

• Huntsman Corporation: Huntsman produces polyurethanes and polyisocyanurate (PIR) foam systems used in spray foam and rigid board insulation, serving as an alternative chemistry competitor to ROCKWOOL's stone wool in thermal performance applications.

Emerging players

• Kingspan Group: Kingspan is a global leader in high-performance insulation panels and building envelope solutions, increasingly overlapping with ROCKWOOL in rigid board, continuous insulation, and rainscreen applications for commercial construction.
• Armacell: Armacell is a global manufacturer of flexible foam insulation (ArmaFlex) and engineered foams used in HVAC, industrial, and building applications, providing indirect competition to ROCKWOOL in mechanical and industrial insulation.
• Atlas Roofing Corporation: Atlas Roofing is a North American manufacturer of polyiso roof insulation and wall sheathing products, directly competing with ROCKWOOL's Toprock DD in commercial roofing and continuous insulation segments.

Broad incumbents

• BASF (Styrofoam / Neopor): BASF is a major producer of extruded polystyrene (XPS) and expanded polystyrene (EPS) foam insulation under the Styrofoam and Neopor brands, competing with ROCKWOOL in exterior continuous insulation and roof insulation categories.
• Saint-Gobain (Isover): Saint-Gobain's Isover brand is a global leader in mineral wool insulation and a broader building materials conglomerate, offering a comparable stone wool and glass wool portfolio alongside wider construction products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/rockwool

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about roxul