Hardiflex maker forges alliance with developers

James Hardie Phils. Inc. (JHPI) – makers of the HardiFlex, Hardiflex Lite and HardiPlank lines of fiber cement boards (FCBs) – has allied with the country’s major real estate owners and housing developers to perk up the construction industry amidst a lingering slowdown.

"JHPI is committed to supporting developers in growing their business, especially during this critical period," said national sales manager Jett Bije. "That is why we came up with the Business Development Agreement (BDA), which assures our partners of a reliable supply of James Hardie’s top-of-the-line FCBs."

Extensive research and development efforts have enabled JHPI to produce building materials made of wood fiber and cement that are durable, safe, versatile and cost-effective. HardiFlex, James Hardie’s flagship product, has been cited as the country’s best building board brand by various consumer organizations in the country.

James Hardie, which has been operating in the Philippines since 1996, has already forged partnerships with more than 30 leading Filipino developers. Collectively, they account for more than 20,000 housing units, shopping malls, hotels and residential towers nationwide.

The Hardie-developed BDA binds the developer or contractor, on one hand, to use HardiFlex fiber cement boards for their projects, while James Hardie, on the other hand, will provide its developer partners with customized technical, marketing and corporate support for the duration of the contract, which could last for, at most, two years.

The BDA is Hardie’s way of recognizing the loyalty of its long-time partners, Mr. Bije pointed out. "Developers who haven’t used our products before will find that the BDA will help boost the quality of their current and upcoming projects," he added.

James Hardie’s partner developers have been for innovation in their products, services and building solutions, ever driven by their desire to exceed their customers’ expectations, Mr. Bije stressed.

As they continue their innovation initiatives, James Hardie is providing marketing support, training them on the innovative and cost-efficient ways of using HardiFlex, and actively participating in their corporate development programs. This is a win-win arrangement for both parties," Mr. Bije declared.