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Sustainability in the brand image
„Feel at home only works anyway if "home" is built on a healthy ecological and sustainable foundation.“
The kela brand
For us, the focus is on aesthetic, innovative products that transport "feel at home" through all the senses, over and above their functional benefits. But the new kela inspiration of the claim "feel at home" is not only above the product world, but also above the entire brand image in its appearance, in communication, in services, in cooperation with dealers, customers, suppliers and among colleagues.“
„Today, no one believes in frivolous 'all eco' statements anymore. We prefer to authentically show where we really stand and work hard to evolve.“
Feel at home
However, all considerations of the core statement "Feel at home" have always only been able to work if the procurement, production, marketing and disposal of the products that are created to make you feel good are placed on a foundation of awareness on the subject of sustainability.
This is our inner conviction.
Sustainability is the train of thought that drives kela at all levels and which we are constantly developing to implement.
The kela sustainability code
serves as a guide. It can be found wherever we show our commitment to sustainability with verifiable results. Honest, transparent and always on the way to doing even better - for our common future.
Sustainability in our products
„Sustainability can be developed and demonstrated most efficiently in the product. And consumers rightly trust verifiable labels and certifications.“
Private consumption decisions cannot save the world, but thinking about everyday habits and developing alternatives are certainly a contribution to sustainability.
We analyse people, their lifestyles and consumption patterns and support them with our commitment to greener buying behaviour.
To this end, we are increasingly developing products that support consumers in their sustainable concerns: Products that are durable because they meet high quality standards and are repairable.
Products that help save energy, that are made from recycled materials and that recycle well. Get an idea here.
Fields of action
We think and develop our product portfolio with regard to the dimensions of climate neutrality, resource efficiency and raw material recyclability...
kela is not only asking itself about alternative manufacturers and suppliers due to crisis-ridden supply chains,...
We trust in certified labels
Product development and design
We think and develop our product portfolio in terms of climate neutrality, resource efficiency and raw material recyclability, and increasingly embed sustainability criteria in the product development process: developing sophisticated, high-quality products for maximum durability. The longer the product life, the more sustainable. Preferential use of recycled materials where possible. Tracking sustainability factors using standardised labels. We are working to replace existing product groups with those that belong to a closed material cycle (cradle-to-cradle principle). We are increasingly designing products to be repair-friendly and stocking spare parts for this purpose in the long term!
Manufacturers and supply chains
kela is not only looking for alternative manufacturers and suppliers due to crisis-ridden supply chains, but also with regard to their value-added structures and processes to avoid harmful emissions into the environment and their efficient use of energy and resources or renewable energies. This results in the following measures for us: Shortening supply routes through increased sourcing from manufacturers in Germany and in Europe. Increasing cooperation with manufacturers who are committed to reducing harmful emissions in their production processes (such as our coating producer ILAG with "Maximising green" or our textile producers who are committed to "Oeko-Tex" standards, etc.) Preference for regional manufacturers and suppliers: we source all our shop fittings from manufacturers in the region.
Packaging
We work on waste avoidance in packaging by:
Gradual conversion of existing packaging to FSC standard. Packaging made of FSC-certified material for new products. Avoiding packaging in general, especially plastic, wherever possible. Article protection made of paper for new products (or use of recycled plastics if not avoidable).
FSC
FSC® is the most reliable organisation for safeguarding important environmental and social standards in forests. With globally valid standards, the unprecedented involvement of all relevant stakeholders and the support of renowned companies as well as recognised independent environmental and social organisations, FSC is considered the most credible solution for sustainable forest management. The certificate is awarded after a successful audit by independent third parties, which is repeated at least annually. Worldwide, more than 210 million hectares of forest are FSC-certified. Learn more here: https://fsc.org/en
OEKO-TEX STANDARD 100
Following a "modular principle", all individual components and ingredients are tested here before the final product is allowed to carry the STANDARD 100 label. This includes yarns as well as buttons, zips and interlinings. Whether it is baby textiles, clothing, home textiles or decorative fabrics: goods that have been awarded the STANDARD 100 label signal confidence. Learn more here: https://www.oeko-tex.com/en/
MAXIMIZING GREEN
The MAXIMIZING GREEN standard fulfils key requirements for environmental and health protection. You are always on the right side when buying an ILAG coated product in the MAXIMIZING GREEN Standard. Manufactured without harmful substances, resource-efficient production and a safe working environment are guaranteed. Learn more here: https://www.ilag.ch/en/go-future-maximizing-green-orig.html?locale=en