TimberTech Launches “The Future of Decking” Campaign

CHICAGO--(BUSINESS WIRE)--Jan 27, 2026--

TimberTech ®, the #1 brand in premium composite and PVC decking and railing solutions, and part of the James Hardie portfolio of exterior products, today announced its new marketing campaign, “The Future of Decking” -- marking a bold next chapter for the brand. Developed by the internal James Hardie creative team, the campaign will roll out across digital and social platforms, streaming TV, and select print publications.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260127128412/en/

Designed to reinforce TimberTech’s category leadership in outdoor living, “The Future of Decking” brings the brand’s product story to life through striking, futuristic animation paired with expert perspectives. The campaign features interviews with TimberTech’s product designers and material scientists, who explain how TimberTech’s products are engineered to deliver authentic wood aesthetics, superior performance, and purpose-driven sustainability. Together, these pillars define what TimberTech calls “Everything Wood Should Be” and bolsters the brand’s commitment to resilient beauty.

Visually bold and unmistakably modern, the creative breaks through category clutter while showcasing TimberTech’s advanced materials and craftsmanship. The campaign highlights how TimberTech products are made with a majority of recycled content and engineered to outperform wood in outdoor applications—offering long-lasting beauty without the maintenance, splintering, rotting, or fading associated with traditional wood decks.

“Innovation at TimberTech has always been about reimagining what’s possible outdoors,” said Samara (Sam) Toole, Chief Marketing Officer at James Hardie. “The Future of Decking brings our leadership to life—showing how TimberTech combines the warmth and beauty people love about wood with advanced materials that deliver long-lasting performance and sustainability. It’s a powerful expression of how we elevate outdoor living through design, durability, and smarter material choices.”

The campaign also spotlights TimberTech’s best-in-class fire resistance and Cool Touch Technology ® across key collections, underscoring the brand’s commitment to creating outdoor living solutions designed for real-world conditions. By combining advanced materials science with elevated design, TimberTech continues to set the standard for premium decking that performs as beautifully as it looks.

As the preferred choice for homeowners seeking luxury outdoor living solutions that balance design and durability, TimberTech has earned recognition from FastCompany, Good Housekeeping, and TIME among others for its brand leadership and product innovation.

Click here to learn more about “ The Future of Decking ”.

About TimberTech
TimberTech, a leading innovator in composite and PVC decking and railing solutions, is a brand under the James Hardie portfolio (ASX: JHX; NYSE; JHX). James Hardie is the industry leader in exterior home and outdoor living solutions, with a portfolio that includes fiber cement, fiber gypsum, composite and PVC decking and railing products. Our family of trusted brands includes Hardie ®, TimberTech ®, AZEK Exteriors ®, Versatex ®, fermacell ®, and StruXure ®.

With over 8,000 employees, James Hardie boasts 31 operating sites, 6 recycling facilities, and 6 research and development centers globally. Powered by a dynamic workforce, we're united by our purpose of Building a Better Future for All ™ through sustainable innovation, a Zero Harm culture, and a commitment to empowering our people and communities.

For more information, visit www.jameshardie.com.

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TimberTech®, the #1 brand in premium composite and PVC decking and railing solutions, and part of the James Hardie portfolio of exterior products, today announced its new marketing campaign, “The Future of Decking,” marking a bold next chapter for the brand.

THE HAGUE, Netherlands (AP) — A Dutch court convicted an Eritrean man Tuesday of people smuggling and extortion and sentenced him to the maximum 20 years imprisonment, saying that he and his accomplices subjected migrants to “cruel, violent, and degrading treatment.”

Tewelde Goitom, also known as Amanuel Walid, was found guilty by the Overijssel District Court of mistreating migrants seeking to cross the Mediterranean to reach Europe and extorting money from their families in the Netherlands to pay for the risky voyages.

The court rejected his defense that he was not the person identified by witnesses as a leader of a notorious smuggling network that shipped people from Libya to Europe and often onward to the Netherlands, where they applied for asylum.

Presiding Judge René Melaard called the case “exceptionally serious” because of both the nature and scope of the crimes.

“On the one hand, because of the gross undermining of Dutch and European immigration policy, but on the other, and especially, because of the particularly cruel, violent and degrading treatment to which you and your accomplices subjected the migrants,” Melaard said.

“You, along with your accomplices, were merciless, unscrupulous, and devoid of regard for human dignity in your treatment” of the migrants “apparently solely to extort as much money as possible from vulnerable and helpless people seeking a better future,” Melaard added.

Goitom was also ordered to pay more than 30,000 euros ($35,000) in damages to victims. He has two weeks to appeal his conviction.

Migrants seeking to get to Europe were held by Goitom's network in camps in Libya, where they were “mistreated while being forced to call family members, who were pressured to transfer money for their relatives’ passage,” the court said in a statement. “Only when their passage to Europe had been paid for was a migrant eligible to leave the camp and continue their journey.”

As his trial opened in early November, Goitom, 42, told judges that he was a victim of mistaken identity. He was extradited to the Netherlands in 2022 from Ethiopia, where he was convicted of similar crimes.

Goitom's case was delayed by the lengthy extradition process of another man, Kidane Zekarias Habtemariam, who escaped during trial in Ethiopia in 2020. Described as one of ’’the world’s most wanted″ human traffickers, Habtemariam was extradited from the United Arab Emirates to the Netherlands in late December and is expected to stand trial in a Dutch court at a later date.

Habtemariam was convicted in absentia and sentenced to life imprisonment after escaping from custody in Ethiopia while on trial on people smuggling charges.

Both men are facing justice in the Netherlands because Dutch prosecutors say some of their alleged crimes happened in the Netherlands. They say that Dutch-based relatives of migrants seeking to make the perilous journey from East Africa through Libya and across the Mediterranean to Europe were extorted by people smugglers.

Goitom's defense lawyers disagree. “There is no clear connection to the Netherlands,” Simcha Plas argued, saying that the payments were made in Eritrea or via the UAE, and that the Netherlands lacks jurisdiction.

The court rejected that argument as they convicted Goitom of multiple charges of complicity in people smuggling and extortion. He was acquitted in the cases of two migrants because judges said there was insufficient evidence.

Follow AP’s global migration coverage at https://apnews.com/hub/migration

FILE - Migrants from Eritrea, Libya and Sudan sail a wooden boat before being assisted by aid workers of the Spanish NGO Open Arms, in the Mediterranean sea, about 30 miles north of Libya, Saturday, June 17, 2023. (AP Photo/Joan Mateu Parra, File)