Rick Veenendaal is the manager responsible for leading office furniture company Gispen's transition to a circular business model over the next 100 years. As manager of circular economy, his focus areas include closing material loops, creating awareness about sustainability, eliminating waste, developing new business models, and establishing thought leadership. Gispen is working with TNO to develop goals and frameworks for designing new products and improving existing ones in sustainable ways. However, their current frameworks don't fully cover product use or refurbished products, and don't distinguish between evaluating individual products versus entire systems.

1. GISPEN GOES CIRCULAR:
A 100 YEARS TRANSITION
Rick Veenendaal | Gispen

2. INTRODUCTION...
RICK VEENENDAAL
MANAGER CIRCULAR ECONOMY
In his role as manager he is responsible for leading Gispen through the
transition towards a circular business model. Mr Veenendaal has more than
15 years experience in consulting (real estate), process management and
sustainability. He holds a Master Degree from the Amsterdam School of Real
Estate.
RICK.VEENENDAAL@GISPEN.NL
M – 06 211 119 85
T - @VeenendaalRick

3. 1. GISPEN GOES CIRCULAR
2. DESIGN FRAME
3. WHAT (DOESN’T) WORK(S)?
AGENDA

4. GISPEN GOES CIRCULAR
FOCUS AREAS
1. CLOSING THE LOOPS
2. CREATE AWARENESS
3. ELIMINATE WASTE
4. NEW BUSINESS MODELS
5. THOUGHT LEADERSHIP

6. *co-operation with TNO

7. Kwalificatie Sterren Score
PASS ê ≥ 30%
GOOD êê ≥ 45%
VERY GOOD êêê ≥ 55%
EXCELLENT êêêê ≥ 70%
OUTSTANDING êêêêê ≥ 85%
RESULTS FRAMEWORK

8. • GOAL SETTING FOR NEW PRODUCT
DESIGNS
• GOAL SETTING TO IMPROVE PRODUCTS
• A WAY TO COMMUNICATE WITH
DESIGNERS
EXPERIENCES SO FAR

9. • DOESN’T COVER PRODUCT USE
• DIFFICULT TO USE FOR REFURBISHED
PRODUCTS
• PRODUCT vs SYSTEM
EXPERIENCES SO FAR

10. PRODUCT vs SYSTEM
MATERIAL
COMPONENT
PRODUCT
INTERIOR
BUILDING

11. GISPEN GOES CIRCULAR:
A 100 YEARS TRANSITION
Rick Veenendaal | Gispen