As a building materials dealer, your success depends not only on what your customers ask for, but what they should have in their options. Fiberglass batts have been the standard for decades — but now a growing demand for better health, sustainability, and installer satisfaction is pushing a new alternative into the spotlight: Henry UltraTouch™ Recycled Denim Insulation. Henry’s R13 and R19 denim products offer performance on par with fiberglass — and advantages your contractors and homeowners will notice (and ask you about).
Here’s why stocking UltraTouch Denim isn’t just a nice idea — it’s a strategic move for dealers ready to lead instead of follow.
Denim vs. Fiberglass: What Dealers Need to Know
| Feature | Fiberglass | Henry UltraTouch™ Recycled Denim (R13 & R19) |
|---|---|---|
| Raw materials & sustainability | Typically made from glass fibers, often energy intensive to produce and less “green” in customer perception. | Made from 80-plus % recycled denim/cotton textiles. Reduces landfill waste. Almost zero-waste manufacturing. Henry |
| Health & handling safety | Irritating to skin, eyes, and lungs. Installers need gloves, long sleeves, masks, sometimes respirators. Handling is messy. | Soft, breathable, gentle on skin. Much less PPE needed. Contractors love that jobs can go more smoothly when comfort is higher. Henry |
| Installation speed & ease | Cutting, fitting, stapling, adjusting irregular cavities. Debris/glass dust to manage. Time and labor costs add up. | Perforated batts, easy tear lines, forgiving material. Fitting is faster; cleaner job sites; less time spent on protective gear and clean-up. Henry |
| Acoustic & comfort properties | Basic sound absorption, but often doesn’t perform quite as well in blocking or dampening noise. | Better acoustic performance — denser cotton fibers buffer sound more effectively. Buyers often value quieter homes. Henry |
| Fire, mold, health & code compliance | Fiberglass has established market acceptance; performance depends on product. Some concerns about irritants and VOCs. | UltraTouch Denim treated with EPA-registered fungal inhibitor, borate for fire resistance; no volatile organic compounds or harmful fibers. Meets or exceeds many expectations. Henry |
| Market differentiation | Many dealers stock many brands of fiberglass — becomes a commodity; hard to stand out. | Offers your store a point of differentiation. Eco-friendly, health-friendly, installer-friendly — a premium alternative you can promote. |
Why Dealers Should Act Now
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Growing demand from end purchasers
Consumers are more aware of indoor air quality, sustainability, and healthier materials. Contractors are being asked about these topics more often. Dealers who have denim insulation in stock are already positioned to win those orders instead of losing them. -
Installer preference matters
Contractors often complain about fiberglass dust, itch, PPE hassles, fitting issues. If you can stock a product that installers prefer (and tell their customers about), you gain loyalty and repeat business. -
Margin opportunity
Because UltraTouch Denim is positioned as a premium, eco-friendly insulation with installation benefits, there can be better margins or at least less discounting pressure. Also, being among the first dealers in your region to offer it can build market share and reputation. -
Supply readiness & availability
Henry’s R13 and R19 denim insulation are in stock now at MRS. No long wait, no backorders. That means you can begin offering it to your contractors immediately — no risk of being caught scrambling. -
Marketing & sales support
There are growing resources (case studies, installation guidance, acoustic and fire ratings) to help you train your sales staff. You can use the sustainability story, comfort story, installer-ease story as tools in your sales arsenal.
How to Sell the Switch: Talking Points Your Staff & Contractors Will Love
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“No itch, no irritation — denim handles like clothes, not glass wool.”
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“Better acoustic performance — quieter walls, floors, ceilings.”
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“Eco story: made from reused textiles, fewer chemicals, fewer health concerns.”
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“Ease & speed: perforated batts, tears easily, less PPE needed, jobsite clean-up easier.”
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“Performance is comparable to fiberglass in R-value; meets relevant building codes and fire/mold safety.”
Why Henry UltraTouch™ Denim R13 & R19 Specifically
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Both R13 and R19 grades cover the most common wall and ceiling/attic needs. That means dealers can cover a wide range of jobs without carrying dozens of SKUs.
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Henry’s product has strong credentials: treated for fire resistance, EPA-approved fungal treatments, etc.
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Perforations make it easy to tear/break pieces without tools. Contractors will appreciate less measuring/cutting waste.
Henry UltraTouch™ Recycled Denim R13 & R19 are in stock now at MRS. Contact your MRS representative today to place your initial stock. Train your sales team on the denim vs fiberglass comparison, highlight the installer benefits, and you’ll be set to be the dealer in your area that offers something better.
The insulation market is changing. Fiberglass will still be around — but it’s increasingly viewed as the base standard. Dealers who anticipate what contractors and homeowners care about — comfort, health, sustainability, ease of use — will carry the products that become the new baseline. Henry UltraTouch™ Denim R13 & R19 give you that chance. Let your inventory reflect not just what has always sold, but what will sell.
