From linear to circular: The art of repurposing

Let’s start with the idea of “closing the circle” – a central concept in V-ZUG’s sustainability vision. What does it mean, and how does it shape both the company’s long-term strategy and daily decisions?

Marcel Niederberger (MN): V-ZUG’s sustainability vision is shaped by two main challenges. The first is energy efficiency: we’re an appliance manufacturer, and our products will consume electricity for years. The second is material intensity: resources are scarce, and yet we rely heavily on materials like plastics, metals and electronics. That’s why, some years ago, we moved from a linear to a circular economy model, and “closing the circle” became our guiding vision. It means handling resources differently. Today, we mainly use virgin materials to produce an appliance that will be used for ten, fifteen or twenty years, and then sent for recycling. This often results in downcycling, a process that destroys value. Circular economy takes a different route: instead of shredding, we started to dismantle appliances into specific material streams, retaining much more of their value. In the long run, this makes us more resilient and less dependent in our supply chain.

Recycling and upcycling are increasingly common in the industry. In what ways does V-ZUG’s approach go further?

MN: We often say we live in a recycling economy – and in some places, like Switzerland, that’s certainly true. Here, close to 100% of household appliances are recycled at the end of their life. But if we look globally, the situation is very different. In Asia, for example, recycling rates for household appliances are just 12%, and in Europe they’re closer to 50%. So yes, recycling is a good starting point, but we believe circular economy can take things further, because it keeps resources in the loop for as long as possible and at the highest possible value. We’ve developed a circular strategy looking ahead to 2040, based on the “R-strategies”: minimising resource use, recycling waste, and promoting refurbishment, repair and repurposing of products and parts. At the top of the hierarchy is repair. The idea is that if a product breaks, it should first be repaired. If that’s not possible and it returns to our warehouse, we would then explore refurbishment and resale. If refurbishment isn’t an option, the appliance would be dismantled and – ideally –some of its parts reused. One step further down is recircling, closing the material loop by returning components to our suppliers. And finally, beyond recycling, there’s repurposing – that’s what we’re talking about now. Of course, we’re still at the beginning. The journey is long, but we’re fully committed and have already taken the first steps.

What do you mean by repurposing?

MN: When we dismantle an appliance, we examine every component to determine the best next step. Take the washing drum, for example: it’s made of stainless steel – a high-quality, durable material. We could recycle it, saving the resource, but it might be diluted with other metals. Or we can extend the life of the drum itself by giving it another purpose, transforming it into a new object. That’s repurposing.

When did the Repurpose Furniture project start, and what were the initial ideas or goals that shaped the brief?

Daniel Frost (DF): We started dismantling washing machines in 2023 to understand which parts could be reused. We were fascinated by the washing drum and thought it had potential. So we asked Benjamin Baumli, our Head of Expos and Stores, to help us develop an idea. Benjamin is a brilliant interior designer and has worked with V-ZUG for over twenty years. Over this time, he has established a network of artisans that supports V-ZUG’s design and production needs. He came back to us with some great prototypes in January 2024.

On a practical level, what happens to an Adora washing machine that can’t be repaired?

DF: If we can’t repair or refurbish it, the next step is dismantling – a process we carry out with our partner GGZ (Gemeinnützige Gesellschaft Zug), a social institution that employs people from the secondary labour market. They’re located right next to our plant in Zug. During dismantling, components are removed and materials sorted. Some can be reused in production, others are sent back to suppliers. In the case of Adora washing machines, we recover the drums and give them a new lease of life. They’re cleaned, then sandblasted and coated. And finally, new features are added – such as wooden feet and a top, or an upholstered seat.

Repurposing what is often considered waste can be more costly than standard recycling. Why did you choose to create new pieces from the components instead of simply recycling the materials?

DF: What mattered most to us was telling the story behind our circular economy strategy. And we thought that transforming a washing machine drum into something new – beautiful, functional, and well-made – was the best way to do that. Of course, the final products come at a certain price, but it’s just enough to cover our costs.

MN: At V-ZUG, we follow a three-dimensional approach: People, Planet, Profit. We never focus solely on the economic side of sustainability. The Repurpose Furniture project is a great case study because it touches all three. If we were only looking at profit, we probably wouldn’t have started this at all. But we also consider the environmental and social dimensions – that’s how we think and operate.

How does the Adora pouf reflect V-ZUG’s values and identity?

MN: Swiss-made is a core part of our identity. It’s not just about manufacturing in Switzerland; it’s about supporting a broad local network. Around 60% of our suppliers are based in Switzerland. With repurposed items, we applied the same principle: if we need wooden feet, we look for a local carpenter who can craft them by hand, preserving the design language that also reflects our brand positioning. These products have a timeless quality. Like our appliances, they integrate seamlessly into many different environments.

What role did local experts play in shaping the final products?

DF: A crucial one. They have the expertise we lack – especially in working with wood and creating comfortable seating. They help us translate the clean, minimal language of our appliances into other product types that still speak the same design language.

V-ZUG has developed ten principles for circular design. How did they come to life, and how do they shape product development and day-to-day practice?

MN: These principles are designed to make our products fit for a circular economy. Whenever we develop a new product, these guidelines are part of the brief from the start. Throughout the development process, the design team must explain every choice and the methodologies used.

What can we expect from V-ZUG over the next few years?

MN: It’s an ongoing journey. Most recently, we created a new role in our Research & Development department: the Sustainability Expert Engineer. Looking ahead, you can expect us to talk more about materials and circular economy – alongside energy efficiency. We want to explain where our materials come from, what their journey looks like, and what their ecological footprint is.