EQUITONE’s facade portfolio and its EPD coverage
EQUITONE sits in a crowded fiber‑cement facade market where EPDs often decide who lands on shortlists. Here’s a fast read on what they sell, how broad the range is, and how well the collections are backed by declarations that keep projects moving.
Who EQUITONE is
EQUITONE is an Etex brand focused on high‑density fiber‑cement rainscreen panels. Think pure‑play facade materials rather than a sprawling multi‑category catalog. Collections familiar to specifiers include [natura], [tectiva], [pictura], [linea]/[lines], [lunara] and [textura]. Colorways, formats and two common thicknesses push the offer into the dozens of SKUs, likely low hundreds when trims and sizes are considered.
What they sell, in practice
The range covers ventilated facade panels for commercial, education, healthcare and multifamily projects. Most panels can be cut, routed, perforated or engraved, which keeps designers flexible without swapping systems midstream. Accessories and fixings are secondary; the core story is the panel surface and finish.
EPD coverage at a glance
Coverage is strong across flagship lines. Public operator listings show product‑specific EPDs for EQUITONE [tectiva] 8 mm as well as [lunara] and [linea]/[lines] with validity into 2030 (EPD Hub, 2024). French FDES entries cover [natura] and [textura] on metal or timber substructures with validity into 2027 (INIES, 2024). Parent company Etex reports 74% of European turnover covered by third‑party EPDs in 2024, up from 58% in 2022, which signals a consistent push on transparency across brands (Etex Group, 2024).
What’s less clear is whether every finish and thickness in each collection has its own up‑to‑date EPD across all geographies. That happens alot in facades. When one finish lacks a dedicated declaration, some project teams hesitate or default to a competitor that makes carbon accounting simpler.
Where the gaps may matter commercially
If a popular coated finish or thicker gauge lacks a current EPD in the region of sale, it can bump the material off specs that ask for product‑specific, third‑party verified data. Teams targeting LEED v5 or corporate carbon rules tend to reach for SKUs with ready documentation. Even a small paperwork gap can slow approvals or trigger substitutions.
Competitors EQUITONE meets in the spec lane
- James Hardie appears frequently on mixed‑use and institutional projects, with fiber‑cement cladding EPDs valid through December 2027 in The International EPD System (EPD International, 2027) (EPD International, 2027).
- Swisspearl covers multiple facade families and roof slates with program‑operator EPDs carrying validity into 2029 via IBU and into 2030 via EPD Danmark for specific SKUs (IBU, 2029) (EPD Danmark, 2025).
These brands compete head‑to‑head on ventilated facades. In value‑engineer moments, buyers often compare finish durability, lead times and whether a product‑specific EPD is already in the folder.
What good looks like for specability
- Mirror the way specifiers buy. Ensure each collection and thickness sold in a market has a product‑specific EPD that matches common substructures and fasteners in that market.
- Keep a tidy renewal calendar. Aim to refresh months before expiry so bids never stall in the last mile.
- Publish in the operator your customers use. In the US that is often Smart EPD or UL, in DACH and France frequently IBU and INIES. Mutual recognition between some programs reduces friction, but teams still search where they live (IBU, 2024).
Sustainability signals buyers will notice
EQUITONE leans into Cradle to Cradle certification and circularity pilots, which pairs well with EPDs on carbon transparency. Their sustainability hub is easy to point to in submittals and RFPs (Sustainability at EQUITONE).
Bottom line for manufacturers sizing up EQUITONE
They are a focused facade player with broad EPD coverage on core families and credible progress at group level. In tight comparisons, the winner is often the SKU with a current, project‑ready EPD in the right program. If a finish is a bestseller, give it its own declaration and keep it current. That one move can protect margin and keep you specified instead of swapped.
Frequently Asked Questions
How broad is EQUITONE’s product range and how many SKUs do they likely offer?
They are a pure‑play in fiber‑cement ventilated facades with several collections ([natura], [tectiva], [pictura], [linea]/[lines], [lunara], [textura]). Across finishes, colors, panel sizes and two common thicknesses, the portfolio sits in the dozens of SKUs, likely low hundreds when trims are included.
Does EQUITONE have product‑specific EPDs for its main panels?
Yes. Public listings show EPDs for [tectiva], [lunara] and [linea]/[lines] valid into 2030 (EPD Hub, 2024), plus French FDES for [natura] and [textura] into 2027 (INIES, 2024). Group‑level data shows 74% of European turnover covered by EPDs in 2024 (Etex Group, 2024).
Who are EQUITONE’s main competitors on projects?
James Hardie and Swisspearl are frequent alternatives. Both have active EPDs listed by program operators, with validity windows through 2027 and 2029 to 2030 respectively (EPD International, 2027; IBU, 2029; EPD Danmark, 2025).
About the Author
Eric works at the intersection of sustainability, regulation, and business strategy, helping manufacturers navigate the evolving landscape of EPDs and LCAs. Having spoken with hundreds of teams across North America, brings a deep understanding of what drives ROI, what regulators are asking for, and how companies can stay ahead with smart, scalable approaches to environmental reporting.
