Alexander Collot d'Escury, CEO, Desso

2. Alexander Collot d’Escury | @DessoGroup
Chief Executive Officer
Desso
Reimagining True North:
The Circular Economy
#SB14sd

3. Alexander Collot d’Escury
DESSO, CEO
!
!
Reimagining True North:
The Circular Economy
DESSO AirMaster® 9522, 2914

4. Reimagine
From supplier of floors to....

5. Our vision
How to make the floor work for our health and wellbeing?
We want to be the world leader in making environmentally responsible flooring
products.
Today, most people spend 90% of their time indoors. We believe it is our
responsibility to develop products that contribute to a healthier living and
working space.
!
At Desso, we say ‘The Floor is Yours’ to underline the fact that we maintain a
relentless focus on our customers at all times.

6. How: Corporate strategy
Custom made wall carpet
Stedelijk Museum Amsterdam, the Netherlands
1. Operational excellence
2. Innovation
▪ Creativity
▪ Functionality
▪ Cradle to Cradle®
3. Expansion
▪ Geographic expansion
▪ Channel expansion
4. Communications

7. Commercial carpet tiles

8. Home carpets

9. Hospitality

10. Marine

11. Aviation

12. Sports

13. Sports – World Cup 2014
▪ The hybrid Desso GrassMaster system is
installed at the “Arena de Sao Paulo” in Sao
Paulo, Brazil.
!
▪ The stadium has been chosen to host the World
Cup Opening Match Brazil- Croatia on June 12.
!
▪ The hybrid Desso GrassMaster system is a
100% natural grass surface, reinforced by 20
million artificial fibres.
!
▪ Advantage: 4 times more playing hours
yearly compared to standard natural grass.
Arena de Sao Paulo, Stadium
DESSO GrassMaster®

14. Redesign
To live up to our vision...

15. Our innovation strategy is concentrated in 3 key areas:
!
Creativity: Spearheaded by Desso’s design
Philosophy CARPETECTURE® and our international
concept Circles of Architects®
!
Functionality: Pioneering solutions that make a
difference, such as SoundMaster®, AirMaster® and
Light Reflection Master®
!
Cradle to Cradle®: Developing products and
Processes that will contribute towards a better
environment and better indoor air quality such as
DESSO EcoBase® and AirMaster®
Innovation Strategy
Most people spend 90% of their time indoors – how can we make the floor work for your
Health and wellbeing?
DESSO Frisk 9970

16. Design CenterTM
Arsenal FC
▪ Desso’s new Design CenterTM is based at our
HQ in Waalwijk, the Netherlands.
!
▪ The Design CenterTM is custom-built to further
stimulate innovation and partnerships with our
customers.
!
▪ It will play a key role in the continued development
of our innovation strategy.
!
▪ The international Circles of Architects® network
is focused on engaging architects and designers in
face to face conversations and online networking.

17. !
DESSO AirMaster®
The carpet that clears the air

18. The challenge of poor air quality
Aspiring to build the ‘Great Indoors’ can make a huge
difference to people’s health and wellbeing as well as work
efficiency and creativity.
!
One key issue is poor air quality.
1) WHO, 7 million premature deaths annually linked
to air pollution, 25 March 2014, News Release.
2) Most EU city dwellers suffer bad air days’,
Euractiv.com, 24 Sept, 2012. http://
www.euractiv.com/sustainability/third-eu-city-
dwellers-suffer-ba-news-514957
3) William J. Fisk and Arthur H. Rosenfeld of the
Lawrence Berkeley National Laboratory in
Berkeley in California, US.

19. !
PM10 Inhalable particles, with an aerodynamic diameter of up to 10 µm (all smaller particles are included).
Particles of this size cause health problems, because these are the particles that generally pass through the throat and enter the
lungs.*
!
PM2.5 Fine particles with an aerodynamic diameter smaller than 2.5 µm. Particles of this size or smaller can have effects
to the respiratory and cardiovascular system.*
!
What is particulate
matter?
* World Health Organization Air quality guidelines for particulate matter, global update 2005.

20. 1. Particulate matter enters our respiratory (lung) system through the nose and throat
!
2-3 The larger particulate matter is eliminated through coughing, sneezing and swallowing
!
4. Smaller particulate matter can penetrate deep into the lungs. It can travel all the way to the alveoli, causing lung and heart
problems and delivering harmful chemicals to the blood system.
!
How particulate matter
enters the body?

21. !
Capturing fine dust
using patented
technology
The open product structure ensures that dust is easily released during cleaning, to ensure maximum regeneration of
the carpet’s filtering functionality.
Very fine dust is captured
and retained in the fine
yarns of the DESSO
AirFilters™.
Coarser fine dust is
captured in the thicker yarns
of the DESSO
DustCollectors™.
The unique structure of
DESSO AirMaster® prevents
the dust from becoming
airborne again.
How does it work?
Enlarged profile of DESSO AirMaster®

22. With DESSO AirMaster® the fine dust concentration in the indoor air is 8 times lower than with hard flooring
solutions (PM10)*
!
With DESSO AirMaster® the fine dust concentration in the indoor air is 4 times lower than standard carpet
solutions (PM10)**
!
Based on these test results DESSO AirMaster® is the only existing product in the world that is
Certified with a GUI Gold logo.***
* Based on tests performed by GUI, with DESSO AirMaster® versus standard PVC hardfloor.
** Based on tests performed by GUI, with DESSO AirMaster® versus standard structured loop pile carpet.
***GUI Gold logo is awarded when fi ne dust retention effi ciency > 80% (PM10)
!
Proven
effectiveness in
clearing the air

24. !
DESSO SoundMaster®
The carpet that improves acoustics

25. ▪ DESSO SoundMaster® helps to create a productive and calm environment in offices, schools, hospitals and other commercial
buildings. The layered design of the carpet tile, and especially the SoundMaster® backing, optimises the sound absorption and sound
insulation.
!
▪ This felt backing is made from 100% polyester (80% recycled) and is specifically chosen for its advanced sound insulation and
absorption properties. Additionally, it offers an even more comfortable underfoot feel than standard carpet.
!
▪ On top of its expertly designed functionality, the SoundMaster® backing is a clear example of up-cycling with its 80% recycled
content from amongst other used PET bottles (see exact split below):
▪ 20% Virgin material
▪ 40% recycled post- industrial material
▪ 40% recycled material from PET bottles
!
Expertly designed to
create quiet spaces

26. DESSO Light
Reflection Master®
The carpet that gives you energy
Tree 2917

27. European office buildings use 50% of their total electricity consumption for lighting.
!
External and independent tests have been performed to determine the effect of the DESSO Light Reflection Master®.
!
The use of DESSO Light Reflection Master® can increase the brightness of a room by up to 14%.*
!
As a result lighting costs can be reduced by up to 10%*, while cutting down on the quantity of energy related CO2 emissions.
!
!
The effect of DESSO
Light Reflection
Master®
* Data based on calculations made with DIALux software, based on closed cell office without furniture and without windows. The results depend on the size of the room, the height of the ceiling, the
amount of light coming in from outside and the general nature of the surroundings.

28. The amount of energy needed for illuminating a room can be significantly reduced with:
DESSO Light Reflection Master®
Testing in partnership with Philips Lighting:
Light
saving
Energy
saving
Money
saving
Replace
the
carpet
every 2-3
years
Carpet
goes
back to
Refinity®
Carpet
becomes
new
carpet

29. Regenerate
Towards a circular economy powered by
Cradle to Cradle®...

30. What is Cradle to Cradle®?
Material
health
Material
reutiisation
Renewable
energy
Water
stewardship
Social
fairness
5 key Cradle to Cradle criteria:

31. Desso has been making a difference with eco-
efficiency for years. These are examples of what we
do in the area of eco-efficiency:
!
Energy consumption
32% reduction in energy consumption per
carpet tile produced from 1998-2013 in
Waalwijk, the Netherlands.
!
Recycling
100% recycling of pure textile manufacturing
waste at Desso’s production plants.
!
In 2013, 98% of all packaging materials were
recycled
Eco-efficiency
DESSO AirMaster® 9502, 9504

32. 1. Positive footprint
!
2. Improve quality of life and environment
!
3. Re-utilize all materials used in the product.
Design criteria: easy disassembly
!
4. Use post-customer materials as raw material in
the product
!
5. All raw materials should be 100% safe for humans
and environment
!
6. Use renewable energy in all stages of the cycle
Eco-effectiveness
It’s all about Eco-Effectiveness
and not about being less bad…

33. OPTIMAL
!!OPTIMIZING
!TOLERABLE
!
!
IDENTIFY THE BEST: ABC-X CATEGORIZATION
NOT ACCEPTABLE
!
NOT
CHARACTERIZED
PROGRESS OF QUALITY FROM CRADLE TO CRADLE WITH TIME
Clients and
suppliers are
regarded as
partners to reach
quality.
ECO-EFFECTIVENESS
Create ‘Passive Positive List for
existing products
Analysis of all raw materials
Use only positively defined materials
!
Phase out non-acceptable raw
materials
!
No need to be perfect from day one!

34. These are some of the steps we have already taken:
!
44% CO2 reduction between 2007-2013 for the
total company.
!
The amount of renewable electricity used at Desso
accounted for 26% in 2013, up from 7% in 2008
and from zero in 2007.
!
Self-generated energy: 25,000m2 roof covered by
solar cells generating 3.674 GJ Solar energy in
2013.
!
100% biological purification of our process water
in Dendermonde.
!
Additional ozone treatment of the waste water
resulted in a 68 million litre saving on fresh water
in 2013.
Eco-effectiveness

35. DESSO Refinity®
All non-recyclable fractions will be used as secondary fuel in the cement industry.
In 2009, Desso developed an innovative separation
technique called Refinity®.
!
NOW
▪ Post-consumer PA 6 yarn up-cycled into
new yarn (also from discarded fish nets)
▪ Post customer backing used for:
▪ Road works / cycle paths
▪ Cement industry
FUTURE - Cradle to Cradle®
▪ Backing is up-cycled into new backing (DESSO
EcoBase®)
▪ Yarn and backing are up-cycled in other
industries such as office chairs, vacuum
cleaners etc.

36. Over 90% of Desso’s carpet tiles are
Cradle to Cradle® certified

37. DESSO Take Back™
▪ In early 2008, Desso took revolutionary steps to
ensure that carpets would be safely recycled by
launching its Take Back™ programme.
!
▪ Desso has set up a Take Back™ programme to
ensure that products will be recycled according to the
Cradle to Cradle® principles.
!
▪ Besides our own products, we also encourage the
international collection of all types of used carpet,
except for those products containing PVC.

38. DESSO joins Healthy Seas Initiative
▪ As part of our ongoing commitment to making a positive
impact on health and wellbeing and the environment, we
participate in ‘Healthy Seas, a Journey from Waste to
Wear’
!
▪ The initiative aims to remove waste, in particular fishing
nets for the purpose of creating healthier seas and
recycling marine litter into new Desso carpets or other
textile products.
!
!
His Royal Majesty King
Willem-Alexander of the
Netherlands presented with the
Healthy Seas Promo box.

39. The Circular Economy
Arsenal FC

40. Mckinsey report
Arsenal FC
Microsoft
▪ 2012 Report by the Ellen MacArthur Foundation
!
▪ McKinsey & Company worked on the case examples
and analytics
!
▪ The report claims that businesses can save up to $630
billion per year in the EU by moving to the circular
economy
!
▪ The report cites Desso as one of the pioneering
companies that is leading the charge to the new world
!
!
!
!
!
!
!
!
Download via: http://www.ellenmacarthurfoundation.org/

41. Circular Economy Report
Arsenal FC
▪ Volume III: ‘Towards the Circular Economy’,
released 2014.
!
▪ It forms part of Project MainStream, a new World
Economic Forum initiative in partnership with the
Ellen MacArthur Foundation and McKinsey & Co.
!
▪ The potential benefits of Project MainStream will be
to:
▪ Generate US$500 million in material cost
savings
▪ Create 100,000 new jobs
▪ Prevent 100 million tonnes of waste globally.
!
▪ Desso part of steering committee and cited as key
example in the report.
!
!
!
Download via: http://www.ellenmacarthurfoundation.org/

42. Carpet Leasing
Arsenal FC
▪ Carpet Leasing Programme launched together with
‘De Lage Landen’
!
▪ De Lage Landen is a global provider of leasing,
business and consumer finance solutions.
!
▪ This programme offers a full service to our
customers including installation, cleaning,
maintenance and eventually removal.
!
▪ This makes it easier for us to take our goods back
after use and close the loop."
!

43. Second half of 2014 – Desso carpet tile products will
contain on average more than 50% (positively
defined) recyced content in line with C2C principles
Proving that circularity works...

44. What if we were already
living in a circular world
economy...?

45. Living in a Circular World Economy
Bankers and economists would be noting that
something like a trillion dollars a year was
washing into the global economy – this from the
savings in materials and new revenue streams.
New jobs in recycling, product design, reverse
logistics, remanufacturing would be filling the job
ads, providing new high skill job opportunities for
job seekers of all ages.
Reduced carbon emissions due to the take up
of renewable energy by companies following the
circular economy approach – reducing the
dangers of climate change.
1
2
3
People from Beijing to Paris, across the world will be
breathing easier thanks to greatly reduced air
pollution and products will be made of healthier,
non-toxic materials.
4

46. Living in a Circular World Economy
Businesses will be able to supply the growing
numbers of people on the planet without
depleting our planetary home of its resources.
Designers will think holistically about making
products that are eco-effective.
Shift from ownership to renting. When
consumers want something new it will go back to
the manufacturer for recycling, reuse or
remanufacture.
5
6
Circular economy is the answer to the four
main world crises:
1. Climate
2. Toxicity
3. Raw material scarcity
4. Energy
7
Fantastic innovation driver....

49. Desso’s Cradle to Cradle® network
Ever expanding....

50. For more information, please contact us or visit our
website: www.desso.com
Thank you!
Join us on Facebook: www.facebook.com/circlesofarchitects
Follow us on Twitter: www.twitter.com/DessoGroup
Watch our videos on YouTube: www.youtube.com/dessogroup
www.linkedin.com/company/desso

51. !51
REIMAGINE
REDESIGN
REGENERATE