In November 2017, Franck Grossel, an environmentally conscious cabinetmaker, designer, and beer enthusiast, was looking for his end of year project. During a conversation at a bar with one of his teachers, he became curious about the byproducts of beer production. That evening, he researched the brewing industry and discovered brewer's spent grain—a moist cereal residue from malt. This discovery sparked the idea to repurpose this byproduct into a recycled material that could be worked like wood. This led to the creation of Instead, focusing on eco-friendly furniture made from beer brewing residues. We interviewed Franck Grossel and Christophe Pilcher, the founders of Instead about their plans for 2025.
Franck Grossel and Christophe Pilcher, the founders of Instead.
'Instead was born from a simple yet ambitious goal: reinventing professional furniture with more sustainable materials. We noticed that the furniture industry, particularly in B2B, was still heavily reliant on virgin resources and lacked eco-friendly solutions suited for intensive use.
This realisation led us to develop our own eco-material: Balt® (malt wood), made from spent grain from the beer brewing process and recycled single-use food packaging. This 100% bio-based and 100% recycled material allows us to create aesthetic, durable, and environmentally responsible furniture.
Our ambition is to equip professional spaces – hotels, restaurants, offices, retail stores… – with circular and sustainable alternatives, without compromising on design or quality.'
In what markets is the brand most active and what challenges are there in the market right now?
'We primarily work with architects, interior designers, contractors, and specifiers who design spaces for their professional clients. Today, our furniture is found in hotels, restaurants, coworking spaces, corporate offices, and retail stores looking for sustainable and distinctive furniture solutions. We are particularly active in France, but our circular approach is also gaining interest in other European markets (Belgium, Switzerland, UK…). The hospitality and office sectors are where the demand for sustainable solutions is growing the fastest.
The professional furniture market is undergoing a transformation. On one hand, there is a growing interest in sustainable materials, especially with regulations like the AGEC law in France, which encourages a circular economy. Businesses want to reduce their environmental impact and seek local and sustainable solutions.
However, the market remains highly competitive, and investment decisions were slowed down by economic uncertainties in 2024. Production and supply chain costs remain a challenge, and we must convince industry players to change their habits and integrate more circularity into their projects.'
As we've just started the new year, how do you look back on 2024?
'2024 was a pivotal year for Instead, marked by major milestones and strong momentum. A major achievement was the opening of our furniture brewery in Nantes, a key step in our mission to produce locally and scale up our impact.
We dedicated a lot of energy to designing and prototyping our new collection, pushing the boundaries of sustainable furniture even further. Our new products received an amazing reception at top industry trade shows, including Maison&Objet and EquipHotel, confirming the demand for circular materials in professional spaces.
Our efforts in sustainability were also validated with an Eco Impact Life Cycle Analysis (LCA) score of A for our products, proving that circular design and high performance can go hand in hand.
Financially, we doubled our revenue compared to 2023, demonstrating the market's growing interest in responsible furniture solutions. And most importantly, we recycled 5.5 tons of materials, reinforcing our commitment to reducing waste and making the furniture industry more sustainable. 2024 was a year of validation, expansion, and acceleration, and we're heading into 2025 with even bigger ambitions!'
What was the biggest challenge for the industry in 2024?
'One of the biggest challenges was changing mindsets regarding sustainability in the professional furniture industry. Many companies are still attached to traditional materials (wood, laminates, petroleum-based plastics), and it takes time to educate the market about recycled and bio-based alternatives.
At the same time, rising production and energy costs impacted the entire industry, making it harder for innovative materials to gain traction despite increasing demand.'
What are some of the trends you're expecting this year?
'In 2025, we see several strong trends emerging:
- The rise of circular materials: Recycled and bio-based materials are no longer a niche but a real market expectation.
- Ultra-customisation: More and more clients request bespoke furniture tailored to their identity and space.
- Eco-design as a key selection criterion: Architects and designers are looking for products with a reduced impact, favoring short supply chains and sustainable materials.
- Furniture integrated into rental or flexible usage models: The ownership model is evolving, and some businesses prefer modular and adaptable solutions over outright purchases.'
What are your plans for 2025?
'2025 will be a key year for Instead. Our main objectives are firstly to accelerate our commercial expansion by developing our network of distributors and partners, particularly in the hospitality and retail sectors. Second, advancing R&D on new recycled materials to explore new applications and markets. And lastly, expanding our presence in Europe through strategic collaborations and events.
Sustainability should not be a constraint, but a source of innovation and creativity. We firmly believe that it is possible to reinvent furniture while respecting the environment, without compromising on design and functionality. And we're excited to see more and more industry players embrace this vision!'
More information:
Instead
[email protected]
www.insteadmobilier.fr
France