Sustainable furniture: understand how the luxury market has evolved in this aspect

The luxury market is booming. In 2021, this segment went against the tide, especially in Brazil. According to the Brazilian Association of Luxury Companies (Abrael), sales of high-end items grew by an average of 50% compared to 2020 . With demand growing, the question remains: are these companies up to scratch when it comes to sustainability? In the luxury furniture market, the answer is yes . Sustainability is one of the pillars of CASACOR , and year after year, new initiatives are adopted by the cast of the shows to bring ideas and trends that combine comfort, well-being and care for the environment – and with that, luxury furniture does not is left out of projects as a way of bringing refinement and high standards to environments. What few people know is that there are a series of initiatives parallel to these bold pieces of furniture that contribute to the environment and their communities. To understand the current situation and how luxury furniture companies are adapting to sustainable issues, CASACOR interviewed three companies that stand out in Brazil in the segment: Ornare , Todeschini and Movêu . Below, see how each of them is dealing with the challenge.

Sustainable actions - Ornare

Born on Brazilian soil, Ornare is one of the biggest references in luxury furniture in Brazil, also operating in the United States. For Esther Schattan , one of the founders of Ornare, the issue of sustainability is stronger these days, "the demand has grown, but we have always carried this. It is like 'good manners'", she said. Ornare has been in business since 1986, a time when little was said about ESG, global warming and even recycling. But the company already had a purpose of paying attention to these issues, almost as if it dictated this trend. "We work not only environmental issues, but also care for communities ", explains Esther. The company has a series of sustainable initiatives and has a strong focus on caring for communities. Esther revealed that she herself ends up being responsible for establishing partnerships with institutions. In addition to wood, Ornare works with other coverings such as leather, glass and metal. One of the social projects adopted by Esther was to donate the leftover leather used in the creation of furniture to an NGO that helps women in vulnerable situations, who are able to Using donated materials, create bags, wallets and other items to be sold and generate income. Another initiative has a surprising artistic touch (and, according to Esther, has a very good appeal with the public). Ornare has partnered with several renowned artists, architects and designers who transform pieces of wood - reused from furniture scraps - into in hearts with unique and exclusive styles.

The pieces are later auctioned and the proceeds are donated to NGOs that help homeless people. Alê Jordão, Crânio, Gabriel Wickbold, Enivo, Andressa Salomone, Tché Ruggi and Tec are some of the names that have already signed the "wooden hearts" " of the company.

Sustainable actions - Todeschini

Todeschini is a custom furniture company that combines sophistication with a huge variety of colors, finishes and options for its customers. Like Ornare, it is also a genuinely Brazilian company, which has sustainability as one of its pillars. The company's main focus is prevention, and to achieve this, many measures are adopted. Below, we list the main ones that were shared by the brand itself:

• Adoption of a system of enclosure and exhaustion of factory machines, which prevents the elimination of dust in the industrial environment itself and also in the atmosphere;
• Industrial, sanitary and cafeteria effluent treatment system, which allows the reuse of treated water to irrigate the company's gardens or even return it to the environment;
• Optimized use of raw materials to reduce the consumption of natural resources and waste generation;
• Selective waste collection - both in the factory and in administrative areas;
• Environmental Management Program with objectives and goals related to reducing the consumption of natural resources, reducing waste generation, raising awareness among employees and the community, encouraging good practices beyond the company's premises;
• Lectures in schools and municipal, state and private entities, disseminating the practice of selective collection and environmental preservation;
• Care and monitoring of fauna and flora around the company.

For Todeschini, sustainability is not and should not be seen as a luxury . "It is important to be in harmony with the economic, social and environmental aspects. The three stages must go hand in hand," the company states.

Sustainable actions - Movêu

Although not part of the luxury market, Movêu is a company that offers a high-standard service to create customized furniture together with the client. Investments and technology are combined with the choice of quality raw materials to create elegant and sustainable. One of the initiatives that the brand's CEO, Guilherme Kodja, is proud of is planting a tree for every piece of furniture sold . "This is done in partnership with an NGO that works by planting trees around the Araguaia River, helping to preserve the largest corridor of biodiversity in the world (Cerrado and Amazon)", said the businessman. Like other companies in the segment, Movêu uses reforested wood (as do Ornare and Todeschini) and uses technological resources to make the most of its wood sheets - which make up 85% of the material used. Guilherme explains that sustainable values are part of the brand's DNA: "one of Movêu's values is: 'everyone wins, always including nature'. Therefore, we do not see sustainability as a luxury, but rather as a differentiator from other brands. that do not have values, products and services in line with sustainability." The company always seeks to involve its team in sustainability issues, as it believes that, for a company to be successful in the 21st century, it needs to put these actions at the center of its operations. "Sustainability is also about how you treat people and companies involved in your day to day life".