The Original Thatch Manufacturer
We Turn Dreams into Reality
Endureed is the original engineered thatch manufacturer, founded in 1999 by Abram Huber in Lake City, Florida. We pioneered the category of engineered synthetic thatch roofing — combining the aesthetic of traditional palm and reed thatch with advanced materials engineering to create a product that performs for decades without maintenance, fire treatment, or re-topping.
Endureed products are organized into three lines: Basics, designed for residential and DIY applications with a 10-year warranty; Performance, for commercial and higher-end residential projects with warranties up to 20 years; and Premium, a collection of globally inspired profiles for high-end immersive environments.
Today, Endureed roofs are trusted on thousands of projects across more than 45 countries, from private residences to large-scale resorts and cultural destinations.
About Endureed: Blending Traditional Thatch with Modern EngineeringHow We Make It
Every Endureed product is designed, engineered, and manufactured at our facility in Lake City, Florida. Raw materials are sourced domestically. No outsourcing. No shortcuts. Every panel is tested for wind resistance, UV stability, and fire performance before it leaves our facility.
Endureed FlameCore Technology is our proprietary fire resistance system — built into the material during manufacturing, not applied as a surface treatment. It is the only engineered thatch product to achieve Florida Product Approval, certifying performance against Category 5 hurricane wind speeds.
Endureed holds a 20-year warranty on qualifying products and has been trusted by Disney, Sandals Resorts, Royal Caribbean, Universal, Four Seasons, SeaWorld, and San Antonio Zoo.
"I'm in business to build a global team that inspires others."
— Abram Huber, Chief Executive Officer, Endureed
"I'm in business to build a global team that inspires others."
— Abram Huber, Chief Executive Officer, Endureed
How It Started
In 1999, Abram Huber identified a gap in the market: resort developers, architects, and homeowners wanted the look of natural thatch but had no reliable alternative that could withstand weather, resist fire, and eliminate ongoing maintenance costs.
Endureed was built to solve that problem. Starting from a single product manufactured in Lake City, Florida, the company grew into the world’s leading engineered thatch manufacturer — defining standards for performance, consistency, and longevity that the industry still measures against today.
More than 25 years later, the mission has not changed: to honor the craft and heritage of traditional thatching while delivering the performance and safety that modern architecture demands.
The experts behind your next project.
Endureed is built by a team of designers, engineers, and industry specialists who understand both the creative and technical sides of architecture. From early concept to installation, our team works alongside homeowners, architects, and builders to ensure every project is executed with clarity and confidence.
We take pride in being approachable, knowledgeable, and deeply invested in the success of each project we support. When you work with Endureed, you’re not just selecting a product — you’re gaining a partner.
Abram Huber
Chief Executive Officer
Lindsey Williams
Chief Operating Officer
Luke Sparks
Chief Growth Officer
Nick Rimert
Chief Product Officer
We believe roofing should do more than protect. It should inspire.
The Best Clients in the World
Brands Who Trust Us
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Learn how becoming a Strategic Partner connects your team to dedicated support, preferred pricing, and long-term collaboration.
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Let us help plan your project. Schedule a conversation with one of our experts and turn your vision into reality.
