The strength of a green core collection
Sustainability that enhances brand identity, sales AND impact
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?
The images on this page show the strong brand identity - in tabletop products - of various Dutch brands and retailers. Best practices of a strong core collection, and product innovation.
