Many brands and importers have thoroughly questioned their suppliers to map out their ecological footprint. The Codes of Conduct are perfectly in order. All boxes on the checklist ticked. But when it comes to actually improving products, that supplier collaboration hits a wall. What a missed opportunity — because this is precisely where the key to real impact lies, and to commercial success.
Plenty of knowledge among suppliers
For more than 10 years, I've been training manufacturers on sustainability and circularity, and I see it happen time and again: as soon as suppliers gain insight into consumer behavior and market propositions in Europe, lightbulbs start flashing. They realize how much value they can add – provided they're involved. Yet many suppliers still wait passively for instructions. A missed opportunity, because they possess valuable knowledge and insights into the production process. Actively engage them as development partners, especially in the early stages of product development. That's where the opportunities for innovation and impact lie.
From passive to proactive
The biggest gains come from actively involving suppliers in product development. Share share sales data and consumer insights. Talk through sustainability dilemmas together. Dig deeper; challenge your supplier to think about alternatives for materials, longer lifespan, and circular design. They know the supply chain from the inside out and can provide valuable information about material origins, technical possibilities, and improving your product.
Work with a sharp design brief
A good design brief is essential. Provide clear frameworks: what kinds of products do you expect, how many variants, within what price range and timeframe? Not only establish the hard sustainability frameworks (such as legal requirements and strategic objectives), but also give direction to the softer ambitions: where do you want to go, what do you want to investigate or test? This creates both direction AND space for innovation. I can help you develop such a briefing.
Think beyond data points
Good information consists of more than just data points for sustainability reporting. Work actively with your supplier to uncover relevant information — focused on product development AND usable for your internal processes. Ensure that this information not only fits into your PIM system but is also understandable and accessible to teams like marketing, design, and purchasing. This way, product information becomes not just an isolated data point, but a shared basis for better design and purchasing decisions.
What's in it for you?
A stronger brand, a future-proof assortment, and a more solid relationship with your supplier. Don't just impose requirements on your manufacturers; also look at how you can guide them toward cleaner and more efficient production. You'll often find this leads to cost reduction as well. This way, compliance isn't a checkbox exercise, but a starting point for innovation.
From strategy to briefing, and from supplier approach to product development: I help brands and retailers in home & living make their assortment more sustainable. As a sustainable design director, I work side by side with purchasing and design teams.
Interested to collaborate?
Here's what I see all the time: importers and retailers making big sustainability moves – solar panels on the roof, eco-friendly packaging, electric vehicles. They've mapped their ecological footprint and all progress is being communicated. But what about their actual products? Those often remain untouched. And that's exactly where your biggest opportunity lies. When you transform your core assortment, you're not just boosting your impact – you're driving sales and creating real differentiation.
Why the product itself makes the difference
In the home textiles and home decoration sector, the products ARE the brand experience. Yet I keep seeing companies tackle sustainability with one-off projects: they launch a "green" collection, generate some buzz, and then... silence. That's not how lasting change happens. For real results, sustainability must be anchored in your existing offering – in your core.
Start with the basics: your core ranges
The core assortment determines both your brand identity and your sales. These products form the heart of your brand. That's why I examine with you which product groups are essential to your brand signature. We assess how they score on sustainability and look at where we can optimize: extending lifespan, boosting recyclability, changing material or production method. Where possible, we make immediate adjustments.
Develop new products with sustainability as a starting point
When creating new products, flip the script – make sustainability your launching pad, not an afterthought. I dive into trends, consumer behavior, and market data to shape relevant, future-proof product directions. Then we look at how best to develop or source the product. Sometimes that means: your best designers at the table. Sometimes: your category manager going into the supply chain. Or: intensive collaboration with suppliers. This way, we create an assortment that both connects with trends and excels in sustainability.
Anchor sustainability in your strategy
Product-level improvements give your sustainability strategy real teeth. You comply with European laws and regulations, sustainability reporting, and work toward the eco-design directive – but more importantly: you tangibly transform your ambitions into your assortment. This creates a sustainable, future-oriented, AND commercially strong offering.
Ready to collaborate? Let's do this!
As a sustainable design director, I help brands and retailers in home textiles and home accessories to make their collections more sustainable. I work side by side with the purchasing and design team. I provide structure, collaboration, knowledge retention, and clear supplier briefings – with visible, sustainable improvements in product and process. And not to forget: sustainable commercial success.
Curious to know more?
Ik zie het vaak: bedrijven zetten grote stappen op het gebied van duurzaamheid – zonnepanelen op het dak, verpakkingen vergroend, een elektrisch wagenpark. De ecologische impact is in kaart gebracht en er wordt gecommuniceerd over alle voortgang. Maar het product zelf? Blijft vaak onaangetast. En precies daar ligt de grootste kans. Want als je jouw kernassortiment aanpakt, vergroot je niet alleen je impact, maar ook je omzet en onderscheidend vermogen.
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Waarom juist het product het verschil maakt
In de woontextiel- en woondecoratiesector speelt het product een centrale rol in de merkbeleving. Toch zie ik veel bedrijven die verduurzaming aanpakken met een tijdelijke lijn: een duurzame collectie, veel media-aandacht, en daarna... stilte. Voor structureel resultaat moet verduurzaming verankerd zijn in je bestaande aanbod – in je kern.
Begin bij de basis: je kernassortiment
Het kernassortiment bepaalt je smoel én je omzet. Deze producten vormen het hart van je merk. Daarom onderzoek ik samen met jou welke productgroepen essentieel zijn voor jouw merksignatuur. We toetsen hoe ze scoren op duurzaamheid en kijken waar we kunnen optimaliseren: op levensduur, recyclebaarheid, materiaalkeuze of productiemethode. Waar mogelijk passen we direct aan.
Ontwikkel nieuw met duurzaamheid als uitgangspunt
Als je nieuwe producten ontwikkelt, laat duurzaamheid dan het vertrekpunt zijn. Ik analyseer trends, consumentengedrag en marktdata om tot een relevante, toekomstbestendige productrichting te komen. Daarna bekijken we hoe je het product het beste ontwikkelt of sourcet. Soms betekent dat: je beste ontwerpers aan tafel. Soms: je category manager de keten in. Of: intensieve samenwerking met leveranciers. Zo creëren we een assortiment dat zowel aansluit op trends als uitblinkt in duurzaamheid.
Veranker verduurzaming in je strategie
Door te verbeteren op productniveau, geef je diepgang aan je duurzaamheidsstrategie. Je voldoet aan wet- en regelgeving, duurzaamheidrapportages en werkt naar de eco-design richtlijn toe – maar belangrijker: je zet je ambities tastbaar om in assortiment. Zo ontstaat er een duurzaam, toekomstgericht én commercieel sterk aanbod.
Samenwerken? Graag!
Als duurzaam assortimentscoördinator help ik merken en retailers in woontextiel en woonaccessoires bij het verduurzamen van hun collecties. Ik werk zij aan zij met het inkoop- en designteam. Ik zorg voor structuur, samenwerking, kennisborging en duidelijke leveranciersbriefings – met zichtbare, duurzame verbeteringen in product en proces.
En niet te vergeten: voor duurzaam commercieel succes.
Nieuwsgierig geworden? Bel of
Lees ook het artikel Duurzame samenwerking met leveranciers - van checklist naar co-creatie
What happens if you ask a jeweller’s daughter to create new opportunities for the family business? She will explore creative applications for the wonderful semi-precious materials that are expertly crafted by hand! Irene Setiawati steered Maharani Craft into new waters by launching ranges of home décor.
Products include beautiful bowls, plates and candle holders. And gems for the dinner table – a collection of napkin rings and cutlery with semi-precious metals and stones. Hooks and doorknobs are also available in these finely crafted materials.
Maharani uses local, natural materials such as agate, pyrite, petrified wood and jasper as well as brass, silver and seashells. They also use locally sourced natural wood which is traceable and has VLK certification.
All products are crafted by hand by artisans earning a fair wage. Maharani has been a guaranteed member of the World Fair Trade Organisation since 2017. They work with producer groups and communities across Bali in Indonesia. Maharani supports their producers by providing equipment to ensure good working conditions.
All products show an amazing attention to detail, beautifully polished and finished. Like you would expect from a jewellery maker. That does not mean Maharani is afraid of being bold. They are also designing chunky and bold shapes with a rough finish. Their robust platters can be used for candles, for cheese or for showcasing jewellery.
Irene Setiawati will visit Ambiente Frankfurt from Februari 7 to 11, 2025. She is more than happy to schedule an appointment at the trade fair. If you would like to receive a catalogue or know more about buying from Indonesia or co-creating with Maharani, you can also contact Irene Vermeulen, based in the Netherlands. And guess what, Maharani also still makes jewellery.
From the lovely shades of natural dyes to stunning traditional patterns and the wealth of local and natural material available to weavers. Textiles from Laos are amazing. Come and visit Maison & Objet, where five home textile exporters will exhibit. Or come and explore Laos yourself to meet many more manufacturers and their artisans!
Craftscurator has trained and coached textile manufacturers from Laos, and five of them are ready to export to the European market. They will be showcasing their products at Maison & Objet and are able to produce small to medium sized batches for international buyers, whether they are importers, retailers or decorators. Customization is also possible. Here is a short profile of the five leading exporters.
Celebration of stripes
Tai Baan Crafts is known for their beautifully textured and naturally dyed cotton fabrics. They have developed a new collection of handwoven stripes, in the lovely shades of their plant based palette. The stripes are combined with other stripes and plains to create wonderful patchwork throws and cushion covers. Tai Baan works with producer groups in rural areas of Laos and is a provisional member of the World Fair Trade Organization.
From the craft and sustainable design centre
Her Works specialized in handmade and embellished textiles. Recently, they have set up their own centre where textile research and development will take place. In the centre, they are now training the producer groups they work with, from various ethnic groups across Laos. Their range of home textiles includes wonderfully textured tabletop textiles.
A world of weaving techniques
Ock Pop Tok’s supplementary weaving is a work of art. That is why the more intricate patterns in silk, as well as the bold and more contemporary patterns in cotton are often displayed as showpieces on a wall. They also manufacture rugs, throws and cushion covers in striking colours, with all dyes meeting strict European standards. Ock Pop Tok is a social enterprise and their Living Crafts Center in Luang Prabang is certainly worth a visit.
From the jungle – a new natural fiber
Nikone Handcraft has a small workshop in the capital of Laos, Vientiane, where they have over 20 skilled weavers making the intricate patterns by hand. They mix locally grown cotton with a jungle vine that is unique to Laos, which creates a beautiful textured effect. Their range of checked cushion covers in subtle colours is stunning, but they also work with fibers in their natural tones.
A new take on traditional textiles
TAEC, the Traditional Arts and Ethnology Centre, is an exporter from Laos but they also show their textile expertise in their own museum in Luang Prabang. Their collection consists of home textiles from the Tai Lue community, as well as from a group in Southern Laos, called Nge. TAEC works closely with artisans from various ethnic groups and can co-create with fashion and homeware designers.