European House of Beds aims to lead the sustainable development of its industry

European House of Beds is committed to setting a high standard for sustainability in the industry. The company has launched several initiatives to realise its ambitions. One of these initiatives is to reduce the use of raw materials based on fossil fuels. To this end, they have partnered with Bramming Plast-Industri A/S.

European House of Beds produces a wide range of private labels and own brands for leading Scandinavian furniture chains, bed specialists and independent retailers. They have a strong focus on sustainability, high quality, good design and ensuring a good night’s sleep.

“For us as a company, it’s about taking responsibility for a greener way of doing things,” says Alfred Blank, CEO of European House of Beds.

European House of Beds and Bramming Plast-Industri A/S agree that we, as producers, must lead the way on the materials we use in production and solutions. Which is why European House of Beds sought a partner to help promote the use of more sustainable alternatives to polyurethane.

“We see great potential in our collaboration with Bramming Plast-Industri, who already have alternatives to raw materials based on fossil resources. These include the recently launched PureBio100, a foam product with proven carbon reductions when compared to conventional polyurethane. All primary raw materials for the production of the product have been replaced with biomass and are certified as sustainable by REDcert2,” says Kim Rasmussen, Development Manager at European House of Beds.

Among other initiatives, European House of Beds has chosen to implement PureBio100 in a mattress topper for their bed collections. Their ambition is to offer their customers one of the most sustainable mattresses on the market, as the choice of raw material results in significantly reduced carbon emissions compared to the use of conventional polyurethane.

Contributing to a circular economy
In addition to offering a greener mattress topper, European House of Beds is currently in the process of upgrading another existing product. This upgrade consists largely of the conversion of existing raw materials into a granular foam made from 100% end-of-life and discarded polyurethane products.

“Setex® Post-Consumer consists of end-of-life mattresses that have been collected, cleaned, granulated and glued together to form a high-comfort granulated foam. By choosing this upcycled product, we contribute to reducing waste throughout our industry by applying circular economy principles,” concludes Kim Rasmussen.

Both European House of Beds and Bramming Plast-Industri A/S are delighted with the partnership. Speaking about their collaboration, Alfred Blank says: “We have confirmed the expectation we had at the start of our collaboration – that it is much faster and more meaningful to work in close partnerships to address the challenges of creating more sustainable products.”