Sustainable collaboration with suppliers
From checklist to co-creation
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?
The images on this page show the strong brand identity - in home textile products - of various Dutch brands and retailers. Best practices of effective product innovation through supplier collaboration.
