For more than half a century, Atlantic Roofers has been a cornerstone of the construction landscape across Atlantic Canada. What began as a small, locally rooted roofing company has evolved into one of the region’s most established industrial, commercial, and institutional contractors. Today, under new ownership and leadership, the company is entering a transformative chapter, one defined by expansion and a renewed focus on culture and long-term vision.
Atlantic Roofers traces its origins back 54 years to founder Arthur Allain, who established the company just outside Moncton, New Brunswick. From its earliest days, the company focused on servicing both commercial and private roofing needs. Over time, it expanded geographically and operationally, growing into a multi-location business spanning New Brunswick, Prince Edward Island, Nova Scotia, and Newfoundland and Labrador.
“It started off by servicing commercial and private roofing needs. Over time, the company branched out,” says Travis White, newly appointed CEO of Atlantic Roofers.
That expansion included ventures into manufacturing and distribution, as well as the creation of additional divisions such as North Shore Roofing in Newfoundland and Labrador and Metaclad, which added expertise in metal roofing, siding, and cladding. Through decades of steady growth, the company built a strong reputation and deep relationships with general contractors and clients across the region.
Ownership transitions over the years have also shaped the company’s trajectory. Most recently, the business was acquired by Denis LeBlanc, marking the beginning of a new era. Over a two-and-a-half-year period, the company undertook a comprehensive effort to refine its operations and management structure, a process that ultimately enhanced its appeal to prospective ownership.
Following the acquisition, the company shifted its focus from internal optimization to outward expansion. With a strong operational foundation already in place, leadership began identifying opportunities to grow both geographically and in scope. Central to this strategy was a recognition that the company’s traditional focus—roofing and waterproofing—represented only one component of a broader opportunity within the building envelope sector. By expanding into adjacent services such as cladding and glazing, Atlantic Roofers could offer more comprehensive solutions to its clients.
This strategic shift reflects a broader trend within the construction industry, where clients increasingly seek integrated solutions rather than fragmented services. By positioning itself as a full building envelope provider, Atlantic Roofers is aligning with these evolving expectations.
As the company’s scope expanded, it became clear that its existing identity no longer fully represented its capabilities. The name “Atlantic Roofers,” while well established, did not encompass the breadth of services the company now offers, and the company’s diversification ultimately made a rebrand necessary, as its identity had evolved beyond roofing alone. However, the rebrand goes beyond a simple name change. It reflects a deeper shift in mindset and culture, one rooted in regional identity and a commitment to community. “A rebrand is not only about a change of a name,” White explains. “It’s about the type of people that we are and the company that we want to build.”
For Atlantic Roofers, that means embracing its roots as an Atlantic Canadian company serving Atlantic Canadian communities. The business sees itself not as a distant corporate entity but as a trusted local partner. “We want to be that trusted neighbor that lives down the street,” White says. “We’re very invested in looking after our customers.”
To support its expanded vision, Atlantic Roofers has pursued targeted acquisitions aimed at strengthening its capabilities and geographic reach. One of its most significant recent moves is the acquisition of Hampton Building Systems, a well-established glazing and cladding company in Newfoundland and Labrador. “Hampton was the premier glazing and cladding company in Newfoundland and Labrador,” White says. “We clearly saw that it was a piece of the puzzle that we needed.”
The acquisition allows Atlantic Roofers to integrate glazing expertise into its service offering while expanding its footprint in a key market. Importantly, the two companies share similar values and operational philosophies, making the transition a natural fit.
In addition to Hampton, the company has also made acquisitions in underserved regions such as northern New Brunswick, ensuring it can provide consistent service across all Atlantic provinces.
While growth and diversification are central to Atlantic Roofers’ strategy, leadership emphasizes that its most important asset is its people. “Strip away the assets, strip away the trucks, strip away the offices, it’s people,” White says. “That’s the foundational core that you build a company on.”
Under new ownership, the company has made a deliberate effort to foster a workplace culture where employees feel valued, supported, and empowered. This includes implementing feedback systems, revisiting incentive structures, and investing in professional development.
One of the team’s most notable initiatives is the creation of a Director of Education and Learning role, dedicated to supporting employee growth and leadership development. In addition, the company has reimagined its approach to human resources, focusing on people and culture rather than traditional HR functions. And the results have been significant: in 2025 alone, the company expanded its workforce by more than 100 employees, nearly doubling its size.
For White, who began his career with Atlantic Roofers as a field technician, this focus on people is deeply personal. “I started at the very lowest level,” he says. “It gives you a deep appreciation for what people go through working in the trades.” That experience informs his leadership style, which emphasizes empathy, empowerment, and collaboration.
Of course, in an industry where risk is ever-present, safety, too, remains a top priority for Atlantic Roofers. The company has elevated safety from a regulatory requirement to a core organizational value, and to support this commitment, has invested in digital tools and automation systems that simplify safety processes and improve compliance. Field technicians can now complete safety documentation through mobile devices, reducing the burden of paperwork and increasing efficiency.
The use of real-time dashboards and analytics also allows the company to monitor safety performance across job sites, identify trends, and reward strong performance. “At any given point in time, we can monitor safety in real time,” says White.
Equally important is the emphasis on leading by example. From field technicians to executives, everyone is expected to uphold the same safety standards.
Atlantic Roofers is also leveraging technology to improve efficiency and enhance project delivery. By integrating digital systems across estimating, project management, and finance, the company is streamlining its workflows and reducing manual processes. Automation and AI-driven tools are playing an increasing role, particularly in data capture and analysis. These technologies not only improve accuracy but also enable better decision-making and client service.
Sustainability is another area where Atlantic Roofers is making meaningful strides. Through collaboration with manufacturers and industry associations, the company is adopting practices that reduce waste, improve energy efficiency, and extend the lifespan of building systems. For example, “If the insulation in the roof assembly is still dry, you can do a recap instead of replacing the whole roof,” explains Daniel Godbout, Business Development Manager. “It prevents tons of waste going into the landfill.” This approach not only reduces environmental impact but lowers costs for clients, a win-win scenario.
The company is also exploring emerging trends such as reflective membranes, green roofs, and water retention systems, all of which contribute to more sustainable building performance.
The shift toward sustainability reflects a broader industry transformation. “In the past, materials went directly into landfills,” says Godbout. “Now you can recycle them or build upon them for the future.”
As Atlantic Roofers continues to grow, its leadership remains focused on balancing expansion with purpose. Financial success is important, but it is not the sole measure of achievement. “The most important thing to me is seeing the growth in the leadership of our management team,” White says.
With a clear strategic vision, a strong culture, and a commitment to innovation, the company is well positioned for the future. White is ambitious about what lies ahead, with plans to significantly increase revenue and further expand operations. Yet even as Atlantic Roofers grows, its core philosophy remains unchanged: invest in people, serve the community, and build with integrity. “We are a company about our employees,” White says. “When you invest in people, it grows the company organically.”
Godbout echoes this sentiment, emphasizing the values that define Atlantic Roofers today. “It’s all about our pillars,” he says. “Humble origins, a proud legacy, and being a regional leader.”
From its beginnings as a small roofing contractor to its emergence as a full-service building envelope provider, Atlantic Roofers is a company rooted in tradition yet firmly focused on the future. With strong leadership, strategic growth, and a people-first approach, this team continues to build not only structures, but a lasting legacy across Atlantic Canada.
