Lafarge Plasterboard has changed its name to Siniat, marking the start of a new chapter for the company, which has operated in the UK and Ireland plasterboard market for 25 years.

The launch of Siniat follows the manufacturer’s acquisition by Etex in November 2011.  Etex is a supplier of construction products throughout the world and the acquisition further strengthens its position in Europe and Latin America.

As well as a new name, the rebrand will include refreshed packaging and literature for end users, merchants and specifiers, and a new website to provide enhanced customer service.  Lafarge Plasterboard will trade as Siniat from 1 October 2012.

Jean-Michel Desmoutier, managing director for Siniat, explains: “In choosing a new name for the business we wanted to move away from a functional description focused purely on products, to one that captures our commercial ambitions for the future and our commitments to customers.  We have a strong heritage as Lafarge Plasterboard, but we needed a new name that has no existing associations so that it can develop over time to reflect our growing aspirations”.

“We will continue to focus on delivering high-quality products, but our customers are increasingly looking for consultants to offer expert guidance.  ‘Siniat’ reflects our transition to valued advisers, as well as first-rate suppliers.  More and more we are working in partnership with our customers to provide complete solutions that help shape the way people build.”

Over the next few months customers will receive updated technical and marketing materials and see changes to packaging and in store materials. The launch of Siniat will also be supported by a powerful new integrated products and systems database available through

Beyond the practical changes of the rebrand, Siniat’s customers will benefit from an increased focus on delivering innovative products – leveraging its affiliation with Etex to access an even greater pool of global research. The company will continue to foster strong relationships with its customers and offer excellent service and supply from its factories in Bristol and Ferrybridge. The company’s sustainability offering will be further strengthened with a focus on providing solutions with a lighter trace on the earth.

The GTEC product and systems range, which offers a complete drylining solution including performance boards, metal frame, fixings and finishings, will remain at the heart of the Siniat offer. The recognised GTEC Lifetime System warranty will remain unaffected by the new ownership and GTEC and will continue to be fully supported by a technical enquiry line, a specialist training centre and a highly trained sales and support team.

Jean-Michel Desmoutier adds: “The launch of our new brand is an exciting time for the company, particularly as this year we are celebrating 25 years in the industry, and customers will quickly see the benefits of our affiliation with Etex and its other divisions.”