German kitchen manufacturer Rotpunkt is blazing a trail when it comes to climate friendly solutions – head of UK operations Matt Phillips reveals why he's feeling positive about the direction of travel and how everyone can play their part.
Q: Sustainability is clearly a high priority for Rotpunkt – how important do you think it is for retailers?
A: I think it is becoming increasingly important as everyone appreciates that managing resources wisely is vital given climate change. If businesses invest in more sustainable processes, they will be making a huge difference to future generations as well as generating a better bottom-line and improving staff retention and wellbeing. There is huge potential for a domino-effect up and down the supply chain as more businesses take proactive steps to recycle, reuse and reduce materials.
I think there is also scope to educate consumers about the benefits of choosing sustainable furniture and to ensure that it is clearly labelled so that consumers and installers can see its provenance at a glance. We have anticipated this by creating our own KitchenID sticker which will also make it easy to order additions. I think we can all agree that our industry is a testament to continuous learning and development alongside technical innovation and making sustainable choices to the best of our ability is the wisest course of action.
Q: Is this evolving?
A: I'm feeling positive about the direction of travel. Speaking from my own experience within the KBB sector, the market is one of the most vibrant and innovative in the world with many inventive responses to climate change. I would like to see more collaboration between manufacturers so that we can offer property developers and homeowners alike climate friendly furniture solutions, and ensure that sustainable products can be available at all price levels throughout the market.
Q: Are consumers getting more on board with the concept of sustainable kitchen design?
A: As the millennials and Gen Z come of age, our research indicates that sustainability is an increasingly important factor when it comes to making big ticket purchases so I believe our efforts will be reflected in growth in the years ahead. Learning about everything from construction to logistics has now become part of the customer journey, as future interior trends predict a growing investment in clear conscience design that benefits both home and lifestyle. Whether that be sourcing and production, through to packaging and delivery, shopping with a conscience has become the norm for many homeowners and next year will become an integral part of the design conversation.
Some of the best climate friendly kitchen solutions in 2024 will feature a range of ideas including furniture made of recycled materials, indoor herb gardens, better air quality, and smart home systems that help to conserve energy through energy-efficient lighting or range of smart appliances – from smart kitchen ovens and dishwashers to the latest coffee makers and even a talking fridge.
Q: How does Rotpunkt offer retailers support when it comes to sustainability initiatives for their businesses?
A: We are very hands-on with providing everything from mentoring, sales training, digital marketing assets, regular product updates and the opportunity to see our latest ranges at firsthand in our headquarters in Germany so helping to share best practice is all part of the package. We completely understand that sustainability is a fast-changing sector and there is so much information out there that it can be a job in itself to keep on top of the latest innovations and initiatives out there as well as ensuring all staff are up to speed with how to incorporate them into exploratory conversations and the customer journey. In my opinion, consistently demonstrating how sustainability affects us all on an individual level, within our family units is a great way to personalise the issue and spark vital conversations that will ultimately make you, the retailer, an authoritative voice among your customers.
Q: What role do you think a manufacturer can play when it comes to getting the eco message across to consumers?
A: For me, it’s all about transparency and sharing every single win so that consumers feel the power of possibilities to change the world, one kitchen at a time. We are finding that our sustainability efforts give us a great point of difference and have generated global conversations within the industry as well as a high-volume number of orders year-on year, so I think they are a fantastic USP and point of difference for us. In fact, we are delighted to support one of the world’s most ambitious building projects at the UN17 Village in Copenhagen – which is designed in line with all 17 UN Sustainable Development Goals. 536 apartments will be equipped with our sustainably produced and certified kitchen furniture, which is specified in our bestselling colours 751 White, 781 Cashmere and 875 Clay Dark.
Q: What's next in the pipeline in terms of sustainable products and initiatives from Rotpunkt?
A: We are getting excited about Hausmesse and are looking forward to the response from our dealer network as we continue to refine and develop our Centre of Life concept for furniture throughout the home and keep investing in our people.
