How a Composite Decking Leader Matched Market Expectations with Low-Gloss Surface Performance

Customer Challenge

A major composite decking manufacturer aimed to compete directly with premium brands sold through national retailers. To do that, they needed a product with high-end aesthetics, strong durability, and reliable production consistency. The specific surface requirements created a unique challenge. The material had to deliver a low-gloss appearance, deep-grain embossing, and measurable scratch and mar resistance. Existing materials could not deliver all three without compromise. Gloss varied with embossing depth, durability was inconsistent, and color varied from run to run. In-house testing methods were also limited, making it difficult for the customer to validate surface performance or maintain visual standards.

Americhem Solution

Americhem supported the customer with two distinct solutions across separate product lines: a custom precolored HDPE compound designed for deep embossing and low-gloss durability, and a custom masterbatch developed to ensure consistent color across a second HDPE capstock product. Both offerings met different application needs, but together reflect Americhem’s full-spectrum capability in supporting performance and visual consistency across composite decking systems—reinforced by comparative data demonstrating superior scratch and mar resistance in each application. The project also required hands-on collaboration. Americhem provided field and on-site technical support, helping the
customer’s team:

• Use light booths to evaluate gloss and color under controlled conditions
• Implement a standardized scratch and mar test method
• Select and validate testing equipment, including Erichsen units

This combination of formulation and training helped align production teams, improve internal testing, and accelerate product development.