James Hardie’s European Exit

A Supply Alternative for Fibre Cement 
Building Material Distributors

James Hardie’s decision to wind down its European fibre-cement operations—independent of its €840 million sale of Fermacell to Holcim—marks a major shift in the region's building materials supply chain. For European distributors and builders' merchants currently carrying Hardie Plank and related inventory, this exit creates an urgent need to secure a long-term, high-capacity manufacturing partner to maintain supply continuity without disrupting established sales channels.


SHERA is a global manufacturer of fibre cement materials, and provides a direct, seamless alternative for European distributors seeking uninterrupted inventory flow, specification equivalence, and competitive commercial terms.

A new opportunity has arisen in Europe in terms of James Hardie ceasing operations in the European territory. SHERA is a highly suitable alternative supplier of quality fibre cement materials.

Why SHERA is the Ideal Alternative for European Distributors

  • Product Specification Alignment: SHERA’s fibre-cement plank and panel portfolio offers direct dimension and performance parity with standard European market profiles. Merchants can transition existing client bases to SHERA lines without requiring contractor re-education or architectural re-specification.
  • Global Manufacturing Scale: Operating extensive, high-volume production facilities in Asia allows SHERA to absorb large-scale European distributor demand immediately, eliminating the supply line bottlenecks that often follow market exits.
  • Streamlined Logistics & Containerised Supply: SHERA specializes in direct-to-distributor containerized shipping, delivering full vessel loads directly to major European ports and inland logistics hubs to keep stock turn high and lead times predictable.
SHERA is a global manufacturer of fibre cement building materials and a viable alternative to James Hardie as a supplier of fibre cement building products

The Strategic Advantage of Overseas Production

A common question among stocking distributors evaluating non-European manufacturers is how overseas production compares with local facilities on landed cost and long-term stability.

Maintaining primary manufacturing operations in Asia offers European distributors a distinct structural advantage:

  • Lower Production Overheads: Operating outside Europe insulates manufacturing from the high energy costs, heavy regulatory overhead, and elevated operational expenditure currently facing European industrial facilities.
  • Competitive Landed Pricing: These production efficiencies directly offset maritime freight costs. The result is a landed price point per unit that remains highly competitive—and often superior—compared to European-manufactured fibre cement.
  • Stable Margin Structure: Lower, more predictable factory-gate costs allow SHERA to offer stockists structured price protection and stronger gross margins, ensuring inventory remains commercially viable across varying market conditions.
Shipping SHERA fibre cement building materials from Thailand gives European distributors many long term advantages

Partnering with SHERA

SHERA is actively establishing stockist and distribution partnerships across key European territories to replace outgoing supply lines. Designed strictly for regional distributors, national buying groups, and independent merchants with existing warehousing and logistics networks, SHERA offers complete commercial support, consistent product availability, and long-term supply stability.


To discuss import allocations, request technical product comparison sheets, or evaluate containerized shipment pricing, contact the SHERA European Commercial Team directly:

Contact SHERA About Distribution Opportunities
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