During the Circular Economy Week, the editors of NUzakelijk spoke with Auping CEO Aart Roos about circular entrepreneurship. Auping aims to make exclusively 100% recyclable products and have all its processes set up sustainably by 2020. This endeavour spans the spectrum from fully recyclable beds and mattresses to the factory in Deventer that will no longer consume but generate energy. ‘And we hope to take a step forward in 2017 by focusing on use rather than ownership. It would be fantastic if we could begin testing the idea of leasing beds this year,’ says Roos.
Founder Johannes Auping already wanted to make beds featuring sustainable quality when the company was founded in 1888. And that idea continues to live on 129 years later. Circular enterprise has now become an integral part of Auping’s earning model. Auping considers itself to be a supplier of a good night’s sleep. So a good night’s sleep can also be seen as a service and customers do not necessarily have to own a bed.
Aart Roos explains: ‘This means as a company we retain ownership of our product. You can use this to create value for both your company and the planet. What’s more, you can eliminate waste by reusing things. This has a carry-over effect throughout the entire production process: you have to be able to make something that will remain good in the long term. So it must be repairable and recyclable.’
It takes a great deal of time to put a circular business model in place. But Auping has already taken a number of steps. The recycling policy was implemented throughout the entire company in 2010: How do we use and reuse our raw materials? How sustainable is our production? How sustainable are our suppliers? Auping was also the first to introduce a bed made entirely of recyclable materials in 2012. A few other examples: Auping has begun using different paint that is recyclable, collects old mattresses when it delivers a new bed and uses 100% renewable energy for its production. The company’s aim is to be completely sustainable by 2020.
To read the complete interview in which CEO Aart Roos explains in detail the path Auping is taking towards conducting 100% circular enterprise, please visit NUzakelijk (dutch).
