Euclid Chemical Markets First Products for Residential Use in 90-Year History

Curved concrete walkway brick bordering stone look. Stamped concrete with brick border.The Euclid Chemical Company, a leading producer of concrete additives for commercial applications, announced today it has acquired a new product line for beautifying indoor and outdoor concrete floors, which it will make available to the residential markets.

Ultra-Tex is a proprietary blend of acrylics, cement, sealers and colorants that simulate the look of brick, stone, slate or tile on concrete surfaces. It is ideally suited for residential driveways, walkways, patios, swimming pools and interior floors. Commercial uses include theme parks, hotels, restaurants, stores and shopping malls.

“Ultra-Tex complements our line of high performance commercial floor coating systems, and it’s an exceptional product for many residential applications as well,” said Bob Swan, Director of Marketing for Euclid Chemical. “We believe the professionals who specify and install our products are well suited to install Ultra-Tex in both the commercial and residential markets.

“Architects and engineers already know and specify Ultra-Tex in commercial applications, but there is nothing like it available to consumers,” said Swan. “While we don’t see this as a do-it-yourself product, we believe we can tap the consumer market by making homeowners aware of it.

Ultra-Tex is installed in two layers over existing concrete surfaces, and can be used on either new construction or renovations. It uses patented templates to achieve a wide range of natural stone or masonry effects.

Euclid Chemical acquired the Ultra-Tex product line from Dryvit Systems. Both companies are owned by RPM Inc. in Medina, Ohio. Dryvit specializes in exterior insulation and finish systems for vertical surfaces. Euclid Chemical develops and manufactures concrete additives, sealers and repair products primarily for horizontal concrete surfaces.

“Ultra-Tex is a proven product. It’s been used commercially for 10 years, but contractors generally don’t think of Dryvit products for horizontal concrete surfaces. That’s our specialty, and we are confident we can expand the market for Ultra-Tex.”

Since 1910, Euclid Chemical products have been sold exclusively to contractors and ready-mix companies for use on commercial and residential construction projects. Ultra-Tex is the first product line Euclid Chemical will market to consumers.

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