Beauty that Lasts® Grabs Attention in Las Vegas

Allura Launched at International Builders Show in Vegas

Allura, a new fiber cement siding brand, offers Eye Catching Colors at International Builders Show

February 3, 2014 – HOUSTON, TEXAS – Twenty-two choices never looked so good. Allura, the newest siding brand to join the plank ranks, made a stunning first impression at the International Builders Show with its “Chill Zone” Booth (# C6928) offering the 6,000+ visitors a VIP sneak peak at the product line. Attendees had to know the secret word to gain entrance behind the velvet ropes to a luxury retreat housing a full-service bar, massage therapy, mystifying entertainment and a slew of handy giveaways sponsored by international consortium, Elementia. Anyone who ventured down the red carpet was witness to Allura’s eye catching colors and long-lasting textures.

“Beauty that lasts means delivering the finest products possible and building relationships through our genuine interest in helping our customers succeed,” said Jessica L . Navascues, CEO, Fiber Cement Divisions. “Allura is about providing more choices in products and in the marketplace.”

Beautiful, natural and made to last, Allura fiber cement siding offers top of the line textures, advanced durability and authentic looking grain. Builders can expect exceptional quality siding with the benefits of attractive color choices or primed and sealed panels that can be painted any color from the rainbow. The flexibility to change colors is limitless with Allura's ample offering of siding and accents.

Allura gives builders freedom of expression with each design panel and encourages its customers to embrace their inner creativity for a new exterior attitude.