Ahead of the Trends: How James Hardie is Defining What’s Next in Homebuilding
James Hardie Chief Marketing Officer, Sam Toole spoke with leading experts in the field to discuss how resilient building solutions are shaping what’s next for builders and homeowners.
As the #1 brand of siding in North America* and a rapidly expanding exteriors powerhouse, James Hardie is setting trends for the future of exterior design.
Recently at the 2026 National Association of Home Builders (NAHB) International Builders’ Show (IBS) in Orlando, host Chip Wade — an Emmy Award-winning host, designer, and executive producer for networks like HGTV, FOX, and Food and DIY — was joined by a panel of industry experts to discuss how James Hardie is shaping the future of homebuilding through purposeful innovation and a broadened portfolio following the acquisition of The AZEK® Company.
The panel featured Sam Toole, Chief Marketing Officer at James Hardie; and Mike Massimino, Product Manager at James Hardie; Jeff Lear, VP of Strategic Sourcing and National Purchasing at Meritage Homes; and Josh Morgerman, renowned storm-chaser. Together, they unpacked where the market is heading and how resilient building solutions answer the needs of builders and homeowners.
Elevating Leadership in Home Exteriors
Homeowners increasingly demand products that are beautiful, durable, and low-maintenance. The recent expansion of the James Hardie portfolio — including products from TimberTech®, AZEK Exteriors®, and StruXure® — help deliver a complete exterior and outdoor living solution for builders and homeowners alike.
“This integration rounds out our portfolio and allows us to deliver a more complete exterior solution for both builders and homeowners,” Sam said. “TimberTech’s alignment with our focus on sustainability and design-forward innovation makes it a perfect complement to James Hardie’s leadership in durable siding and finish options.”
For builders, this expanded portfolio simplifies the construction process while elevating the final product.
“Pairing Hardie® siding with TimberTech® decking delivers a complete solution that performs over time, helping trade professionals meet complex homeowner expectations with a reliable, one-stop approach,” Jeff said.
Sustainability & Responsible Innovation
Sustainability remains a top priority across the building industry. Homeowners and builders want materials that minimize environmental impact without sacrificing performance. Because Hardie® siding is designed to last for decades, it naturally reduces waste over time.
“Sustainability is something we take very seriously — not just because it’s the right thing to do, but because it’s what builders and homeowners are demanding,” Sam said. James Hardie is on a mission to create low-maintenance, long-lasting, and environmentally friendly products.
Innovation plays a crucial role in achieving these sustainability goals. Mike highlighted how the TimberHue™ Collection uses advanced manufacturing techniques to create stunning designs with less environmental impact, all while maintaining the trusted durability James Hardie is known for.
Additionally, new innovations like the Trim-Over™ Installation Method and Statement Collection® Essentials provide professionals with the tools and support needed to optimize the building experience, making jobs faster, more seamless, and more profitable.
Builders also rely on trusted materials for the interior. Jeff emphasized the importance of Hardie® Backer Board, which provides water-resistant protection and industry-leading strength for renovations. As the #1 best-selling tile backer board among trade pros,** Hardie® Backer Board is trusted in over 40 million kitchens and bathrooms*** because it helps builders deliver long-lasting quality.
Exteriors Built to Withstand the Elements
When designing an exterior, resilience is just as important as aesthetics. Homeowners need peace of mind knowing their investment will stand up to harsh weather conditions.
Josh has seen firsthand how products by James Hardie perform when nature is at its worst. “From hurricanes to hailstorms, Hardie® siding proves itself time and time again,” Josh said. “Adding weather-resistant decking from TimberTech® to the mix only makes the exterior of the home more resilient. It’s really about giving homeowners peace of mind — and in extreme conditions, that peace of mind can make a real difference.”
With the addition of cutting-edge technology from brands like TimberTech® and AZEK Exteriors®, James Hardie is designing smarter, more resilient solutions that improve the entire exterior experience for families who will enjoy their homes for decades.
Leading the Category for What’s Next in Exterior Home Trends
James Hardie continues to show leadership in the exteriors category by anticipating the needs of homeowners and builders — consistently providing better, more forward-thinking solutions.
With new innovations like the Trim-Over™ Installation Method and Statement Collection® Essentials providing professionals the tools and support needed to optimize the building experience and new product lines like the TimberHue™ Collection using advanced manufacturing techniques to create stunning designs with less environmental impact — James Hardie is positioned to continue setting trends for exterior design for years to come.
With its newly expanded portfolio — including products from TimberTech®, AZEK Exteriors®, and StruXure®, builders and homeowners alike can look to James Hardie for all their exterior and outdoor living solutions.
“It comes down to our relentless focus on innovation and our ability to anticipate what homeowners and builders need before they realize it themselves,” Sam said.
*Based on Freedonia Group, Global Siding (Cladding) Report (2025).
**Based on 2024 Principia survey of backer board sales.
***Estimate based on Hardie® Backer sales volume and average tile area in kitchens and bathroom remodels (Principia, 2025).
