Curver commits to a sustainable design drive with its latest collections and focus on responsible creation of plastic-based products.
Curver, part of the global Keter Group which manufacturers home and garden products, is supporting a group-wide core sustainability pledge to upweight recycled content in total production.
In response to a growing consumer desire for products that do less harm to the planet, the brand has been innovating its design and manufacturing processes to maximise the reuse of materials.
It has an impressive set of targets to achieve by 2025, including a pledge to increase products made from recycled materials so that 55 per cent of recycled content is used in total production.
Curver is already on the trajectory to reach that goal thanks to the launch of core indoor storage ranges, such as the Jute collection, designed with the eco-conscious consumer in mind.
Inspired by handcrafted textiles, the range includes a selection of multi-functional baskets made from 100% recycled plastic offering a collection of storage solutions for the home. The plastic used is post-industrial recycled material.
Available in small, medium, and large sizes, they have been designed in off white, deep shadow grey, forest green, and peppercorn providing retailers with a variety of options for consumers to enable retailers to maximise basket spend.
Edward Johnson, Managing Director at Keter UK, said “We are already the largest user of recycled plastic in the industry and feel a responsibility to lead the way in creating solutions to produce zero-waste 100% recycled plastic products designed to last a lifetime.
“There is an ongoing debate about plastics and through eco-conscious innovations we can tackle the impact and help to build a better world.
“The Jute collection, along with Curver’s Terrazzo and Infinity ranges are just a few examples of how we have made conscious efforts to our design and manufacturing arm to enable us to create useful products from recycled materials. We have pledged across the business to achieve a more efficient and less impactful approach to create the lifetime products society wants.”
Interior Designer magazine spoke to Edward in more detail:
How do you continue to be innovative in the storage industry and how do you stay true to your own ethos on design?
The Keter Group is focused on consumer trends and continuously pivots towards increased sustainable manufacturing techniques by ensuring innovating design and production capabilities remain at the forefront of our global activity. Entwining sustainability and innovation, the group has produced more than 100 everyday sustainability product innovations in the past year, offering consumers a way to minimise their personal environmental footprint.
We are truly committed to ensuring we lead the industry when it comes to the design, creation and delivery of sustainable lifetime product solutions that meet the emerging behaviours and buying trends of consumers across the globe.
How do you tackle issues surrounding sustainability in your own brand and production processes?
We are committed to our sustainability strategy, which has five transformational sustainability pledges to be delivered in the next five years. These include: 55% of recycled content in total production; Continued zero production of single-use plastic consumer products; 25% reduction in greenhouse gas emissions from production; Zero waste to landfill from production; and Product end of life programmes in all regions.
To address the environmental challenges we face as a society, we must work collaboratively to live more sustainably.
Through this commitment, our business, our people, and our products intend to be a force for change by having a lasting and positive impact and helping to encourage sustainable living through the creation of long-lasting products.
This is a significant milestone for the company and takes a holistic look at the influence and impact we can have to build a greener and better world.
What are you focused on for 2021?
There is an ongoing debate about plastics and through eco-conscious innovations we can tackle the impact and help to build a better world. We are therefore continuing our commitment to the group-wide core sustainability pledge, particularly with the products in the Curver range to upweight recycled content in total production. In response to a growing consumer desire for products which do less harm to the planet, we have been innovating our design and manufacturing processes to maximise the reuse of materials.
