cover story

100% circular design by 2035 S

ustainability is central to Brabantia’s ethos and its products. As a family- run business, the Dutch homewares

manufacturer wants to leave the world a more beautiful place for the next generation - that’s why the company has committed to becoming circular in all its designs. It’s an ambitious target, but nothing worthwhile is ever easy… In this month’s cover story, Housewares takes a look at the steps Brabantia is taking in its mission to reach 100% circular design by 2035.

100% Material health: Brabantia is partnering with suppliers to increase its use of chemicals that are as safe as possible for humans and the environment. The company has already reached 98% but aims for 100% healthy materials as soon as possible.

100% Recycled/biobased: This is one of Brabantia’s most ambitious targets. Many of its plastic parts are already made from post-production recycled material, but the brand intends to expand this by using more aluminium, bio plastics, FSC wood and good cotton.

100% Recyclable: Brabantia intends to make all its products 100% recyclable in the future. Designing recyclability into all its products and choosing materials that can be recycled more efficiently is an ongoing effort. The good news is that the brand is already at 98% recyclable, of which 50% can be used to make new high-

quality products. But there is still some work to do to reach the magic 100%.

100% Renewable energy: Making smart energy choices is an ongoing process and Brabantia is taking steps to move towards 100% renewable energy in the future. The addition of more solar panels and choosing for suppliers of renewable energy will not only make the business more self-sufficient, but more sustainable too.

100% Clean water: The goal is to have all the wastewater clean enough to put back into the system where it can then be processed into drinking water. Brabantia is currently at a 99% clean water level.

100% Waste recycled: At the moment around 93% of Brabantia’s waste is recycled. The company aims to recycle all the wood, plastic, metal, water, paper and cotton waste from its production by working on smarter waste separation and collaboration with its suppliers to eliminate waste altogether.

Solutions for sustainable living Consumers not only contribute to a sustainable world by buying Brabantia products, they’re also taking steps towards living a more sustainable lifestyle. From separating waste to drying outdoors: Brabantia offers a green solution for many household chores. For example...

Start separating: Brabantia’s offering includes bins with up to three inner buckets to help consumers to separate recyclables from other waste. With a space-saving design, it doesn’t have to mean you lose a lot of space.

Measuring makes the meal: Did you know that in developed countries, 1/3 of the produced food is thrown away, while 815 million people are still living with chronic hunger? Brabantia’s smart storage containers have clear markings on the measuring cup that allows consumers to measure out just the right portion size.

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In addition, for each canister sold, the manufacturer donates to The Hunger Project, who are committed to end chronic hunger worldwide, permanently.

Drying without a dryer: A tumble dryer consumes a lot of power, which is a burden on the environment. A clothesline or drying rack helps consumers to dry their washing the economical way. Not only good for the wallet, but for nature too. Brabantia, together with WeForest, plant a tree for every clothesline or drying rack sold. There’s no longer a choice between profit or planet - we’re entering a period in time where all of us have the chance to make a difference. That’s why Brabantia is choosing to leave the next generation a legacy, not a mess: making the move to 100% circular design by 2035.

Cradle to Cradle Certification Many of Brabantia’s products are Cradle to Cradle Certified at Bronze level. This means they meet strict requirements for the (re)use of materials, renewable ener- gy, water management and social justice.

Cradle to Cradle Certified is a globally rec- ognised measure of safer, more sustain- able products made for the circular econ- omy. Product designers, manufacturers and brands around the world rely on this standard as a transformative pathway for designing and making products with a positive impact on people and planet. A growing number of brands, organisations and standards also recognize Cradle to Cradle Certified as a preferred product standard for responsible purchasing decisions.

Brabantia’s goal is for 100% of the prod- ucts it produces to be Cradle to Cradle Certified at Bronze level, and so far they’re at 90%!

October 2021

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