As the world faces economic uncertainties and environmental challenges, companies across industries are reevaluating their strategies and values. Innovation Living, a Danish design and furniture company historically known for its eco-friendly sofa bed designs, is at the forefront of this movement. With a strong focus on green initiatives, the brand is committed to create products that not only meet the demands of modern living but also contribute to a greener future. In an insightful interview, Anne Østrup Hansen, Head of Marketing at Innovation Living, discusses the company's latest initiatives, including the Tenksom brand, their approach to sustainability, and their plans for the future.
Anne Østrup Hansen and the Kayto Sofa.
Navigating business in challenging times
Despite the global economic challenges, Innovation Living has managed to maintain a positive outlook. 'Business is going well,' Anne shares. 'Times are hard right now. It is similar in Denmark, Europe, USA and Asia – it's the same pattern across the different markets. But we have nothing to complain about. Some of our colleagues out there are definitely facing tougher conditions. But we do not complain as we focus on the longer term perspective.'
A major focus of the conversation was Innovation Living's latest brand launch, Tenksom, which has garnered attention for its dedication to circularity. When asked about the impact of the EU's new Green Deal, with new regulations in the coming years, Anne expressed optimism. 'Tenksom is absolutely on the right path,' she says. 'We wish other brands would follow because we can't move things alone. Everyone knows it's the right direction, but it will take time for other companies to implement and for people to be aware.'
The Vivole Sofa.
Tenksom products Arthon, Kayto and Tokey have even obtained the Nordic Swan label, a prestigious eco-certification. 'At the moment, Tenksom is the only Danish design company with the certification. The label is very hard to get,' says Anne. 'So I do understand the industry and why companies try to avoid it. You have to go through a whole process to get it. And for us, it's also still a challenge to maintain it. It's not a certification you can have and keep forever. We need to improve all the time to keep up.'
Despite the fact that it will take time for broader awareness and implementation, according to Anne it is the trend for the future. 'At the moment, the Nordic Swan Ecolabel is well-known in Scandinavian countries, but not so much in the rest of Europe,' Anne says. Another challenge she discusses is the issue of pricing in sustainable design. 'Consumers know it's the right choice, but they don't want to pay more for something that's more eco-friendly, and that's an issue,' she explains.
The Arthon Sofa.
Positive feedback and a new identity
As the most recent brand under the Innovation Living umbrella, Tenksom has been met with positive feedback. 'It is obvious this is "a seat in the right direction".' Anne highlights Tenksom's design philosophy, which emphasises longevity and versatility. 'Our sofas are designed for disassembly and will be delivered flat packed. You can change the covers over time to renew the look instead of buying a new sofa. The designs are timeless and comfortable, making them a good alternative for those looking for durability.'
Tenksom just made a couple of films with the designers behind the sofas, Per Weiss and Ashkan Heydari, where they explain the thought behind the designs. 'Tenksom even means "thoughtful" in Danish, and that's exactly what we aim to be. We design from the heart with sustainability in mind and we want to be sincere,' Anne explains.
With a new identity for Tenksom coming up soon, the look will be softer, including more cheerful colours, Anne emphasises that a more responsible behaviour doesn't have to be synonymous with dullness. 'You don't have to be boring just because you take conscious and responsible choices. Usually when you see sustainable brands you will see green, greys or brown colours. And to be honest: why is this? We want to lift Tenksom up, to show that you can have a cool attitude, a green way of thinking, and still be colourful.'
Looking ahead, Innovation Living will attend several fairs, among which the M.O.W. fair in Germany. Anne expresses and hope that the spotlight will be on both Innovation Living and Tenksom. 'Innovation Living is already well-known, so hopefully, people will focus on Tenksom and see the great work we've done with this brand.'
More information:
Tenksom
Blommevej 38,
8930 Randers NØ, Denmark
+4586941314
[email protected]
www.tenksom.com