Originally Published as: Metal Exteriors: Growing Through Quality, Innovation, and a Commitment to Customers
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When Carl and James Zimmerman founded Metal Exteriors LLC in Shiloh, Ohio, in June 2013, they weren’t trying to become innovative leaders in metal siding. They simply recognized an opportunity to meet a need in their local community.
Carl saw a demand for a dependable manufacturer of metal roofing and siding products that customers could trust for both quality and service. That vision became the foundation for Metal Exteriors. What began as a small operation with just three employees has steadily expanded into a wholesale manufacturer serving lumberyards, post-frame building companies, and other industry partners across the United States.
Today, although it distributes nationwide, the company remains rooted in the same principles that inspired its founding. Owner and co-founder Carl Zimmerman, along with General Manager Loren Zimmerman, continues to guide the business with an emphasis on craftsmanship, customer service, long-term relationships, and innovation.
Building on a Strong Foundation
Like many successful roll-forming companies, Metal Exteriors began with a focused product offering. Rather than trying to manufacture every possible profile, the company concentrated on producing ag panels and standing seam roofing panels.
Those products established the company’s reputation for dependable manufacturing while providing a platform for future growth.
“We started with a focus on Parallel Rib (ag panel) and Standing Seam,” explains Adam Smith of Metal Exteriors. “Since then, we’ve become an industry leader with innovative metal siding panels.”
That willingness to evolve has been one of the company’s defining characteristics. Rather than remaining focused solely on traditional ag and roofing products, the company has invested in developing architectural siding systems that appeal to a growing segment of residential and commercial construction.
Today, while roofing panels and recoiling services remain important parts of the business, architectural metal siding has become one of the company’s strongest areas of growth.
Opportunities in Architectural Siding
As designers, builders, and property owners continue to embrace metal as both a durable and attractive exterior material, Metal Exteriors has positioned itself to meet that demand.
Its signature Metal Batten siding system has become one of the company’s best-known products, offering architects and builders a clean, contemporary look. The lineup also includes specialty profiles such as Metal Axis, Reveal Plank, Metal D5, and the Metal Loc 1.5 standing seam roofing system.
Customers can further customize projects through an offering of more than 44 colors, textures, and painted finishes, each backed by a limited lifetime transferable warranty.
The company’s continued investment in specialty siding reflects what customers are asking for. Many clients want a rich and varied layering of multiple patterns and textures.
For Smith, the company’s continued investment in specialty siding reflects what customers are asking for.
“We are seeing significant and sustained growth in metal siding across both residential and commercial segments,” he says. “Many clients are seeking a rich and varied layering of multiple patterns and textures. Our recent experiences and data lead us to believe that this will only accelerate in the years to come.”
That trend has encouraged Metal Exteriors to continue expanding its product portfolio while helping customers create projects that stand apart visually.
More Than Products
Although product innovation has fueled much of the company’s growth, Smith believes products alone do not explain Metal Exteriors’ success.
The company has worked intentionally to create a culture where employees are empowered to solve problems instead of passing them along.
“Our owners and leadership give every employee the authority to ‘make it right,’” Smith says.
That philosophy comes with high expectations.
Employees are expected to pay attention to detail, strive for excellence, and do the job correctly the first time. At the same time, they’re encouraged to step outside their formal job descriptions whenever necessary to help a customer.
“That has helped create a culture where no task is beneath anyone and no employee hesitates to step in when a customer needs something done,” Smith says.
In manufacturing, where schedules are tight and unexpected challenges are inevitable, that mindset helps the company respond quickly while building trust with customers.
Serving the Wholesale Market
Unlike companies that market directly to building owners, Metal Exteriors has chosen to focus exclusively on wholesale distribution.
Its primary customers include lumberyards, post-frame building companies, and related businesses that rely on dependable manufacturing partners to support their own customers.
That business model allows Metal Exteriors to concentrate on manufacturing quality products while supporting dealers with reliable inventory, product knowledge, and responsive service.
Because many of those customers serve differing markets—including agricultural, commercial, residential, and post-frame construction—the company has developed a product mix capable of meeting a wide variety of project needs.
Competing Through Quality
Operating in a region with many metal component manufacturers might seem challenging, but Smith views the competition differently.
“We’re fortunate to operate in an area with a healthy level of competition and, just as importantly, to know many of the people in it,” he says. “We view that as a good thing—iron sharpens iron.”
Rather than attempting to compete solely on price, the company chooses to focus on areas it can control.
That starts with investing in a dependable supply chain and sourcing quality steel from trusted suppliers. Those decisions allow the company to confidently stand behind its products with a lifetime warranty.
The company also maintains a deep inventory of in-stock coils to improve lead times and respond quickly to customer demand.
“We differentiate ourselves by offering stronger quality, better selection, and faster availability,” Smith says.
That commitment to continuous improvement has also driven significant product expansion.
The company has grown from offering five core panel systems to more than 15, giving customers additional design flexibility without sacrificing manufacturing consistency.
Investing in Equipment
Behind every finished panel is equipment capable of producing consistent results.
Metal Exteriors relies on Metal Rollforming Systems panel roll formers for panel production, SWI slitters for coil processing, and Variobend trim brakes for trim fabrication.
Those investments help the company manufacture products that meet customer expectations while supporting efficient production.
The business also partners with suppliers including AkzoNobel, Northern Steel Alliance, Levi’s Building Components, and numerous other industry partners for coatings, steel, fasteners, and related building components.
By working closely with trusted suppliers, Metal Exteriors can provide customers with products designed for long-term performance while maintaining dependable availability.
Lessons Learned
Like every growing company, Metal Exteriors has gained valuable perspective over the past 13 years.
When asked what the company would do differently if given the opportunity, Smith points not to manufacturing equipment or product development, but to marketing and communication.
“Looking back, I think we would have invested even earlier in building a stronger marketing and sales system around the customer journey, not just the product,” he says.
The company learned that customers often make purchasing decisions based on trust and relationships as much as specifications.
“In an industry that can feel commoditized, we learned quickly that long-term success comes from trust, consistency, and educating the customer on value, not just competing on price.”
Smith also believes earlier alignment between departments would have helped support growth.
“We’d also put even more emphasis on aligning internal teams, sharpening our message, and creating scalable processes sooner so we could grow with more clarity and less friction.”
Those lessons continue to shape the company’s approach as it grows and expands.
Looking Ahead
Economic uncertainty has presented challenges for manufacturers throughout 2026, but Metal Exteriors continues moving forward with confidence.
Smith acknowledges that changing economic conditions have affected the industry, yet the company’s response has remained consistent with the principles that have fueled its growth.
“Uncertainty and complexity of economic shifts are apparent, but our team has responded to the challenges of 2026 with the same attitude that got us here,” he says. “Overall, we are happy with the pace of our growth and are looking forward to bringing more exciting things to the market soon.”
That optimism reflects a company focused on long-term growth rather than short-term market fluctuations.
It’s About the People
While Metal Exteriors has expanded its product offerings, invested in equipment, and broadened its reach nationwide, Smith believes the company’s greatest strength isn’t found in its machinery or product catalog.
Instead, it’s found in the people who contribute to its success every day.
“With our industry and products, it is easy to let an attitude of commoditization overshadow the people who make the work meaningful,” Smith says.
He credits employees, vendors, partners, and customers alike for helping shape the company into what it is today.
“We are deeply grateful to our employees, vendors, partners, and customers for the trust, professionalism, and support that set Metal Exteriors apart.”
That appreciation extends beyond business transactions.
“We work hard and stand behind our work,” Smith says. “But what truly makes Metal Exteriors, Metal Exteriors, is the people we are privileged to come alongside during the journey. We hope that never changes.”
For a company that began with two brothers identifying a need in their local market, those relationships remain at the center of everything it does. As Metal Exteriors continues to expand its product offerings and serve customers across the country, its commitment to innovation, quality, and customer service remains unchanged. In an increasingly competitive roll-forming industry, the company believes lasting success is built not only by producing quality panels, but also by earning the trust of the people who depend on them.
