Anaheim, CA – March 8, 2010 – Parex USA, Inc. the parent company of leading building material brands; Parex, LaHabra , El Rey Stucco, Teifs, and Merkrete today announced the re-launch of the Parex USA Elastomeric Finish Line.
The culmination of a year long project, this launch introduces the new Ultra e-lastic series of finishes as well as a new formulation of the e-lastic series finishes. The Marketing, Technical, and R&D teams engaged in an extensive project to compare existing elastomeric finish offerings to the needs of the market. Based on their combined market research, the team set about to develop two unique series of products.
“This is an exciting time for the company as this launch provides the market with two great new products,” said Quenton Roehricht, Brand Manager. “These improvements position Parex USA to provide the best elastomeric finish offering in the market."
e-lastic is a new and improved formula. The product has been significantly upgraded and the applicator will find improved workability, color fastness, texture, and opacity compared to the original formula. The new Ultra e-lastic line possesses the same great features as the standard e-lastic line but with significantly increased level of elongation and flexibility only found with this premium product.