How Auping wins by doing good | Circular business model example

In today’s increasingly eco-conscious world, businesses are embracing circular economy principles as a cornerstone of sustainable growth. Circular business model innovation examples are important for companies that want to get started with circularity. That is why we have decided to create a circular business model example from game changer Auping.

Introduction: Auping

Auping is a large player in the field of beds and bed accessories in Europe. In recent years, Auping has implemented various changes to make the business model more sustainable and circular. Auping works according to the cradle-to-cradle principle. All raw materials from both the beds and the mattresses are reused. With this, Auping wants to take responsibility for the 1.2 million mattresses that are burned in ovens in the Netherlands every year.

Circular Business Model example: Auping

Let’s dive into the circular business model innovation of Auping. The Auping circular business model example is detailed below.

Circular strategies Auping used | circular business model example

Auping follows an integrated approach where various processes are coordinated to succeed. Below I highlight a number of important parts of their circular transition.

1. Putting circular thinking and actions at the center of the business strategy

A number of examples of how Auping achieves circular savings in this way.

Reuse of raw materials.
Products redesigned for easy recovery of raw materials after disposal.
Definition and protection of usable material flows against contamination.

2. Centralizing the production location

Auping has done the following:

Centralized from three locations to one in 2014.
More efficient operations and reduction of unnecessary transport kilometers.

3. Chain collaboration and local sourcing

Auping has done the following:

Use of regional partners and recycled material instead of importing
Making processes more sustainable in co-creation with partners
Implementing new (sustainable) performance requirements for suppliers

The result of Auping’s transition | circular business model example

Now you are probably curious about the result of Auping’s circular business model innovation example. The result: a CO2 reduction of over 70%. Auping collaborates closely with partners to further reduce their footprint, such as using water-based paint for bed parts. During the transition to a sustainable business model, Auping parted ways with more than 100 partners who could not meet the new requirements. Auping is making good progress towards realizing their dream model: a business model where all materials and resources can be reused after their lifespan.

Discover more circular business model examples

I hope Auping’s circular business model has inspired you. Want to explore more fascinating examples of circular business models? Check out the book Business Model Hacking or take a look at the following examples:

Are you ready to make a transition to a circular thrift business model?

I hope this circular business model example inspired you. Hopefully it has given you inspiration to start with circular business model innovation. Do you need help to create winning circular business models? Check out our Business Growth Consulting services.

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