Raising the Roof
The Polymer-Modified Shingle Evolution
Malarkey Roofing Products sees roofing as more than just a way to cover a building. It is an opportunity to create longer-lasting, higher-performing, and more sustainable solutions for homeowners and communities. For Eleilani Madden, Territory Manager, Hawaii, this mission is deeply personal. She is passionate about her work and the impact Malarkey has made on Hawaii’s construction industry.
Founded in 1956, Malarkey Roofing Products has deep roots in the Pacific Northwest, where it remains headquartered today. The company was family-owned until 2018 and has steadily expanded into new markets, including Hawaii, where growth initially took time to build momentum.
“The company entered the Hawaii market in the late 1980s, but growth was slow at first because there was not much marketing here,” Madden explains. “When I came on board 13 years ago, our presence began to grow significantly. Today, we hold about 30% of the market share for asphalt shingles in Hawaii, going from zero to 30% in just over a decade. Given that our main competitor had dominated the market for over 30 years, breaking through was a significant challenge. We have made remarkable progress, and we are still growing.”
Storm-ready solutions
Malarkey Roofing Products has built its reputation on innovation and a commitment to quality. Madden explains that one of the company’s biggest differentiators is its formula. “We are unique. We are the only asphalt shingle manufacturer that offers a complete product line of Polymer Modified shingles of Styrene-Butadiene-Styrene (SBS) modified asphalt,” she says.
SBS, a rubberized polymer, gives shingles increased flexibility, durability, tensile strength and impact resistance. “We have worked on this for over 30 years. Insurance companies have recognized that SBS has better impact resistance, which means better performance against hail, storms, and debris, as well as a longer lifespan. Retaining granules much longer than an oxidized shingle. Homeowners are starting to receive discounts on their insurance premiums when they choose an impact-resistant roof. This recognition is slowly spreading throughout the United States.”
Madden notes that competitors have been trying to catch up. “Competition has been trying to emulate what we have for the last five years. The problem is that they are far behind the curve. They are facing the problems we had 30 years ago. You must fine-tune the formula so it can withstand different temperatures. What works in the Midwest might not work in Hawaii, and we have already done that work.”
Partnering for progress
Malarkey continues to advance roofing technology through meaningful partnerships that strengthen performance and sustainability. One of the most impactful advancements comes from a long-standing collaboration with 3M. This partnership introduced copper granules into Malarkey’s shingles, providing powerful algae resistance, an especially valuable feature in humid climates like Hawaii. The relationship with 3M also reinforces Malarkey’s reputation for quality by aligning the brand with a trusted and globally recognized materials innovator.
“Being backed by a household name like 3M really helped our brand,” Madden says. “We have carried 3M’s algae resistance on our packaging for over 25 years now. About five years ago, they came out with the next big thing, smog-reducing granules.”
These granules are more than just a clever idea. They actively clean the air, turning roofs into passive environmental allies. “When heat hits the granules, they attract harmful NO₂ gases out of the air like magnets. When moisture comes, it washes off the roof as a light, water-soluble solution that acts like a gentle fertilizer,” Madden explains. “It is non-harmful to plants and animals, and for every 3,000 square feet of roof, it is like having two full-grown trees cleaning the air.”
Leading with sustainability
Sustainability is not an afterthought at Malarkey but a cornerstone of how the company operates and innovates. “Each of our plants is GreenCircle Certified,” Madden says with pride. “That means 90% of our waste is diverted from landfills. Not only is our product green, but we back it up throughout our manufacturing process.” Achieving GreenCircle Certification requires rigorous third-party verification that production facilities meet strict recycling and waste-reduction benchmarks. For Malarkey, this certification is more than a badge of honor; it is proof that the company truly prioritizes environmental stewardship.
This commitment also extends to the materials used in production. “We use upcycled polymers in our asphalt, which strengthens the product and makes it better quality,” Madden explains. By repurposing plastics that would otherwise end up in landfills, Malarkey creates shingles that perform better and reduce the environmental footprint of every roof they produce. “For every 3,000 square feet of roofing, we save about 3,000 plastic bags and 5 tires from going into the landfill. In the last few years, we have saved millions of bags and tires from the waste stream,” she notes. These numbers represent a measurable contribution to a cleaner planet.
For Madden, these initiatives are more than corporate goals; they reflect Malarkey’s core values and the personal philosophy of its leadership. “We have always been green,” she says. “The original owner comes from the Pacific Northwest, where sustainability is part of the culture, and he instilled that value into the company.” That influence is still felt today, with sustainability remaining a guiding principle as Malarkey grows. The company continues to set the standard for responsible manufacturing in the roofing industry.
Expanding nationally with global support
In 2021, Malarkey entered a new chapter when it was acquired by Holcim, a global leader in building materials headquartered in Switzerland. While acquisitions can often raise concerns about culture shifts or operational changes, Madden says the partnership has been nothing but positive. “Our growth capacity under Holcim has been incredible,” she shares. “Their resources and national reach have accelerated plans we were already pursuing and allowed us to think bigger about what is possible for the brand.”
On June 23, 2025, Our parent company debuted as an independent, publicly traded company with the completion of its spin-off from Holcim. Under Amrize, our Malarkey brand will continue delivering the trusted products and services you know and rely on. Along with other brands such as: Duro-Last, Elevate, Enverge, and GACO in the roofing industry.
That growth is taking physical shape with the construction of Malarkey’s sixth manufacturing plant, slated to open in Franklin, Indiana, toward the end of 2026 or early 2027. This new facility is strategically important because it brings Malarkey closer to the East Coast, a region the company has long aimed to serve more directly.
“Getting a plant in Indiana is a huge step toward our goal of becoming a truly national brand within the next five years,” Madden says. “It means better logistics, faster turnaround for our customers, and more consistent availability of our products across the country.”
Even with this global backing and rapid expansion, Malarkey remains persistent in its pledge to U.S.-based production. “Everything is still made in the U.S., just like it has always been,” Madden emphasizes. For contractors and homeowners alike, this is a reassurance that the brand’s quality and supply chain integrity remain intact, an increasingly important factor in an era of complex global manufacturing challenges.
A Culture of Openness and Trust
Even with its growth and global backing, Malarkey maintains a family feel, a quality that Madden deeply values. “The greatest value I get from Malarkey is the family feeling,” she says. “The company is very transparent. I have no fear of approaching the president and asking a question. If it is confidential, he will tell me honestly, but otherwise, I get a straight answer. We have bonding exercises and charity work at our team meetings, and it is always a good feeling to be together.”
For Madden, working for Malarkey is a perfect fit. “I am not made to do corporate work,” she admits. “When we were acquired by Holcim, I was nervous because I had worked for corporate America before and did not like it. But Malarkey still feels like a family company. They give me freedom and say, ‘If anybody knows Hawaii better, it is you.’ It feels like I am running my own company with full support behind me.”
Making a difference
Malarkey’s commitment to community involvement is another point of pride. “Malarkey is big into charity and always has been,” Madden says. “We have done Habitat for Humanity roofs, and I personally support customers’ charitable functions on behalf of the company. Each territory does its own charitable projects, and when we meet for sales meetings, there is always a group charity activity included.”
Driving industry change
Madden is optimistic about the future of the roofing industry and Malarkey’s role in shaping it. “We see the market for steep slope roofing moving toward SBS products,” she says. “Only SBS products can achieve Impact Ratings. Traditional asphalt shingles do not have the strength to be classified as impact resistant. With Mother Nature causing hail, thunderstorms, and hurricanes, insurance companies are realizing that SBS-modified shingles perform better and reduce claims.”
Malarkey is committed to staying ahead of these trends. “Improving our polymer-modified formula is always at the forefront of our thoughts,” Madden says. “As we say at Malarkey, WHEN IT MATTERS.”
Looking ahead, the company’s focus remains on North American growth. “We are already in Canada and staying focused on national growth before looking beyond,” Madden explains. “With Holcim’s backing, we are moving faster than we anticipated. The future looks bright.”
For Madden, the journey is personal. “I am thrilled that I work for them,” she says. “They give me freedom, trust, and the backing I need to make an impact here in Hawaii. We are growing, we are innovating, and we are making products that make a difference, not just for homeowners, but for the planet.”
At A Glance
Who: Malarkey Roofing Products
What: A leading manufacturer of eco-friendly, high-performance roofing systems
Where: Headquartered in Portland, and is represented in Hawaii through regional territory management.
Website: https://www.malarkeyroofing.com/
