French furniture brand Ligne Roset has introduced the first blockchain certificate for its products, setting a new standard for authenticity and traceability in the luxury furniture sector. In partnership with Trust-Place, a post-purchase traceability firm, the company unveiled its digital passport, which aims to provide a transparent, verifiable means of confirming the authenticity of its iconic Togo loveseat.
Photo: Ligne Roset.
The Togo loveseat, designed in 1973 by renowned designer Michel Ducaroy, has become the first product to receive this blockchain certificate. The digital passport integrates a unique QR code and ownership details, allowing the product to be verified through a mobile application. Ligne Roset believes this initiative will help build a stronger connection between the brand and its customers, offering a direct channel for interaction through experiences and events.
Antoine Roset, CEO of Ligne Roset, emphasised that authenticity and transparency are core to the company's development strategy. He stated, 'Thanks to digital certificates and this partnership with Trust-Place, we can guarantee our customers that every piece leaving our workshops is authentic, while creating a lasting connection with them.' This move aligns with the growing demand for luxury goods to have proven authenticity, a trend which is becoming increasingly important across various industries, particularly in the European market.
Ligne Roset's digital initiative comes at a time when many luxury brands are adapting to new European Union regulations that emphasise the need for traceability and certification. In October, two Italian luxury furniture companies, Poltrona Frau and Savio Firmino, joined the Aura Blockchain Consortium, which is dedicated to improving product authenticity through blockchain technology. As part of this growing movement, these companies plan to implement their own digital product passports in the near future.
Trust-Place, a company based in Marseille, France, founded in 2020 by Gaelle Delore and Didier Mattalia, has already established itself in luxury sectors such as fashion and electronics. The company works with a range of high-end brands to create digital product passports that ensure the traceability of products across their lifecycle.
The launch of the blockchain certificates aligns with the upcoming European Commission's Ecodesign for Sustainable Products Regulation, which will require digital product passports for luxury goods sold in the EU by 2027. This regulation seeks to make transparency a regulatory requirement, ensuring that consumers can trace the origins of the products they purchase.
Ligne Roset's initiative is part of a broader effort to enhance the authenticity and sustainability of the luxury sector, providing both manufacturers and consumers with a more secure and transparent way of verifying high-end products. With this first step, the company is helping to shape the future of luxury furniture, setting a new standard for transparency in the industry.
Source: finance.yahoo.com