We have circularity principles to evaluate the products of our design brands and related core business processes.

  1. All designs should be durable, timeless, multifunctional, adjustable and strive to create a personal attachment.
  2. Materials should be recycled or certified to document less negative environmental impact.
  3. All brands should produce and distribute their products with high quality, minimal waste and with the aim of no overproduction.
  4. We should help customers in how to care for their products and help with repairs.
  5. There should be very few reasons to recycle a product from our brands, nevertheless it should still be possible. The products from our brands are built to be used for a long time, and hopefully passed on to another home or the next generation.

Our choice of material matter

A part of our environmental impact derives from the materials our brands use, therefore this is a priority.

Steel & Aluminium

Steel and aluminium can be recycled infinitely with unaffected quality. It is part of our strategy to prioritise recycled metals.

100% of our steel and aluminium is recycled, if you exclude accessories such as screws.

Paper and wood

We use a lot of wood: solid wood and fibre boards for furniture, for shelfs and for toys. We use paper for wallpaper and for our packaging.

Naturally, all our wood and wood-based products must comply with the EU Timber regulation. It is also our goal to only buy recycled or certified wood and wood-based materials. Today, 98% of our paper is sourced from certified sustainable managed forests and more than 50% of our wood and 50% of our cardboard packaging is from certified sustainable managed forests.


Ceramic mass is made from natural minerals in abundant supply and is used by our interior and accessories brands to create durable, beautiful products. If it is colored and glazed, it must always comply with the EUs strict chemical legislation.


One of our brands, Kid’s Concept, use cotton. They strive to use the best environmental alternatives, and securing good social conditions in the supply chain. In 2022 they were GOTS-certified.

100 Of main steel and aluminium are recycled and recyclable
98 Of paper sourced from sustainable managed forests
64 Of wood sustainable managed forests
50 Of cardboard packaging is recycled of FSC certified