A New Chapter for Alusteel: Expanding into the North American Market

By Rodolphe Asmar, Managing Partner of Alusteel Group

For Alusteel, entering the North American market represents an important milestone in a journey that began in Lebanon, as a family business with a clear vision to become a leading provider of state-of-the-art building envelope solutions. While our expansion pipeline has steadily grown to meet international market needs across the Middle East, Africa and Europe, North America’s status as one of the most demanding construction environments in the world gives this next chapter a particularly momentous significance.

Launched in 2025, our work in North America focuses on the supply of ready-to-install aluminium façade and fenestration systems for projects across the city. From curtain wall assemblies and aluminium doors and windows to louvers, architectural screens and bespoke aluminium elements, the systems we produce are fabricated according to client drawings and the specific performance requirements of each project. Every component is manufactured with installation in mind, ensuring accuracy, durability and compatibility with on-site construction workflows.

Compliance without Compromise

World renowned for its long-standing culture of architectural innovation represented across iconic development projects, North America is a market shaped by strict regulations and complex conditions. Thus, operating in such an environment requires a level of technical compliance that leaves no room for compromise.

All supplied systems are produced in accordance with applicable US standards and certification requirements, supporting permitting processes and providing confidence to local contractors responsible for installation. This ability to adapt our engineering and manufacturing processes to meet international regulatory frameworks is something we have developed over many years working across different markets.

Continuing a Legacy

Indeed, Alusteel has long been known for pushing the boundaries of creativity to bring outstanding design visions to life. So, becoming part of an environment defined by ambitious architecture and engineering excellence is something we are extremely proud of. It also reinforces the direction in which Alusteel continues to move, expanding our reach while maintaining the same standards that have shaped our work from the beginning.

This latest move further establishes our firm presence at the helm of the industry, continuing our legacy of excellence as pioneers of cutting-edge engineering and innovation, always according to the highest standards of quality. As we continue to support projects in this market, the focus remains the same as it has always been: delivering façade systems that are manufactured with precision, ready to perform in some of the most demanding built environments and shaping skylines around the world.

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FADI ROMANOS

MANAGING PARTNER, ALUSTEEL GROUP DIRECTOR

With over 17 years of mechanical engineering experience, Fadi Romanos has honed his expertise through his work on a wide range of prestigious projects in both Lebanon and internationally. As a managing partner and Alusteel Group Director, he taps into this expertise by efficiently managing and scheduling all phases of the group’s projects, monitoring production and ensuring a high-performance workflow based on daily reports. He is also responsible for controlling cost and cash flow, coordinating with subcontractors and suppliers, as well as maintaining contractual records and contracts.

ROLAND ASMAR

MANAGING PARTNER, ALUSTEEL GROUP GENERAL DIRECTOR

Roland Asmar brings a wealth of expertise to his role as a managing partner and Alusteel Group General Director, honed over 19 years of experience working within the building envelope industry. He has overseen the group’s portfolio of standout projects as head of operations, managing the day-to-day activities across the global network. Ensuring Alusteel consistently works according to the highest standards of quality and performance, Roland manages quality assurance programmes for the group. While his continuous research into new technologies and alternative methods of efficiency, ensures expectations are exceeded, always with a commitment to peak standards, from design to build environments.

RODOLPH ASMAR

MANAGING PARTNER, ALUSTEEL GROUP BUSINESS DEVELOPMENT MANAGER

A success-driven innovator, Rodolph brings over eight years of experience developing and executing business development strategies, to his role as a managing partner and Alusteel’s Group Business Development Manager. With a background in international affairs, operations and human resources, Rodolph has an in-depth understanding of what each client needs. Which he backs up with proven ability to present and plan technically oriented solutions, all while maintaining seamless communication and superior standards of excellence. Responsible for identifying new market opportunities and developing strategies for further expansion, Rodolph also ensures project scopes and milestones are well defined, to successfully meet all client requirements.

RICHARD ASMAR

MANAGING PARTNER, ALUSTEEL GROUP HEAD OF OPERATIONS

Overseeing and managing all workshop operations and activities at Alusteel, Richard Asmar guarantees the high-quality of all materials and ensures company targets, goals and objectives are consistently met in terms of both time and budget. In his role as a managing partner and Alusteel Group Head of Operations, Richard has worked on a number of landmark projects, maintaining the company’s role as leaders in the building envelope industry through state-of-the-art engineering and operational proficiency. A specialist in Auto-Cad, Revit, Opticut, Office, MS project/Primavera, Chaccal, Logikal and Orga data, Richard also holds a BA in Computer Engineering and System Information.

DR. ROY ASMAR

MANAGING PARTNER, ALUSTEEL GROUP CHAIRMAN

Having built an impressive career in Material Physics and mechanics, Dr. Roy Asmar has amassed vast expertise in the production and implementation of metallic and glazed façades. He also brings a wealth of scientific building envelope engineering know-how and technical proficiency to the role, garnered through previous experience working as a professor of Material Physics, with particular specialisation in the material fabrication and characterisation fields of metals, alloys and glass. With a Ph.D. in Material Physics from Montpellier II University, Dr. Roy has been published in a plethora of acclaimed international journals. He has also been on the committee of a selection of reputed workshops and has won a number of international awards for his innovative practices, broad research and high-quality products.