At 20 years of age, Endureed's now CEO stood in a cramped, disorganized construction trailer at Disney's Animal Kingdom Lodge–the park's first African-themed mega-resort. Only months before, Abram and Barry Huber had won over the Disney standard-holders with the most lifelike engineered thatch the world had ever seen. The first installation of this new material would be here, in the land of magic, under the watchful eyes of Imagineers and tourists from around the world.

No Pressure.

Since that day Abram transitioned from Project Manager to Product Developer, from minority shareholder to sole ownership, to managing third-party manufacturing relationships to opening full-scale in-house manufacturing operations. In the two-plus decades, while the above transpired, the original Endureed installation shrugged off the Florida sun, six hurricanes, and numerous tropical storms.

As of today, Endureed has expanded our manufacturing to two lines of engineered thatch roofing in over seven styles. The Premium Collection gathers inspiration from reeds and grasses while VIVA conjures tropical palms. Our products represent traditional roofing materials from all over the world and now, proudly, they are also installed all over the world.

We continue to innovate in the commercial space and in the consumer space with the addition of TikiTops in 2020. This fun brand allows anyone to add a bit of island style to their home or business.

What started in the land of magic over 20 years ago remains true to its beginnings: We help dreams come to life.