A couple of years ago, premium children’s product brand KAOS was still producing its highchairs from wood. However, the COVID pandemic increased the demand for wood across Europe, and the company was no longer able to source wood raw material for its products. After turning every stone to find a wood supplier, KAOS founders Gineline Kalleberg and Mette Bordal Hansen decided to change their approach and look into alternative materials.
At the same time, KAOS was developing attachments to the highchair and researching materials made of recycled plastic. The demands were strict – materials that come into contact with children need to be compatible with certifications concerning the chemical composition as well as material properties such as durability. The first suitable material, developed in cooperation with an external partner, was made from used fishnets. This served as an inspiration for seeking a similar recycled material for the entire chair.
“One of the challenges with recycled plastics is to find a raw material that is constant in terms of quality and colour. The material derived from recycled fishnets was green, so the colour range we could develop was very limited. We started to look for more sources and navigate the jungle of recycled plastics. Our manufacturer Wicro recommended that we consider Fortum as a partner for developing a suitable material, and that is how we eventually found Fortum Circo®,” says Gineline Kalleberg.
Testing, testing!
KAOS started a rigorous process to discover the best possible material composition for the highchair. In collaboration with KAOS and experts from Fortum and Wicro, the material requirements and detailed technical specifications were verified, such as strength, processability in gas-assisted injection moulding and a specific look and feel. The tailor-made material was then developed in the Fortum Circo®Lab – Fortum’s co-creation program that focuses on creating a tailor-made raw material to meet the customer’s specific product and production needs.
Once the material samples were ready, KAOS sent the samples to be tested at the Teknologisk Institute in Denmark to make sure that the material qualified for the certification they needed for their product. Numerous data analyses were made on strength and brittleness, among other things.
“We were really satisfied when we got the reports. They verified that we had struck gold. Not only did the material fulfil the certification requirements, but it was also relatively easy to work with in terms of colours. We are in the premium segment, and it is important to our customers that the products are aesthetically pleasing,” Mette Bordal Hansen says.
The Fortum Circo® material developed and used in the highchair is Fortum Circo® PP-CF based, meaning recycled polypropylene reinforced with cellulose fibre. In addition to providing a perfect fit for the product property wise, the compound is also nearly carbon neutral, and it meets the requirements of the toy safety standard EN 71-3, which was also a prerequisite for the material used in the highchair.
Premium brand meets circularity
For KAOS, it is not enough to ensure compliance with standards and certifications – the company wants to promote a sustainable lifestyle by making circularity an integral part of premium products. Kalleberg and Hansen recognise the urgent need to identify environmental challenges and to create a more sustainable future.
“In this new material, we are using plastic recycled from consumer packaging and keeping it in circulation. In addition, using cellulose means we capture CO2 in a long-lasting product – its potential lifespan is 225 years,” says Gineline Kalleberg. “After the highchair has passed from generation to generation and eventually reached the end of its useful life, the materials can be recycled again.”
According to Kalleberg and Hansen, design is an important foundation, because good design not only enhances functionality; it inspires creativity and creates lasting connections. It becomes something customers want to take better care of and keep in the longer run, making it a good investment.
“There is no clash between a premium brand and a recycled material. On the contrary, consumers looking for high-quality brand products are often environmentally conscious and show increasing interest in sustainable brands. We are thrilled to collaborate with KAOS and showcase an example of the versatility of Fortum Circo®,” says Anniina Rasmus, Commercial Manager, BL Plastics, Fortum Recycling & Waste.
Echoes of excitement
Bringing the product to market has been a long road, starting from material selection, development, and testing, but it has been well worth it.
“We have received 2,500 pre-orders for the chairs from customers all over Europe and the Nordics. Deliveries have just started, and we are obviously very excited to get the first feedback from end users. The feedback we have received so far from those who have already seen the final product is just fantastic – we have seen delighted reactions to the texture, touch and feel of the material along with the vibrant colour options,” says Gineline Kalleberg.
For KAOS, the journey doesn't end with the delivery of a product; it is just the beginning of a dialogue with customers who share their vision for a more sustainable future. Each highchair represents not just a piece of furniture but also the power of conscious consumerism and the potential for change.
KAOS is a Norwegian lifestyle brand for parents founded by Mette Bordal Hansen and Gineline Kalleberg in 2015. On a mission to change the industry, KAOS helps adults create flexible, yet safe frameworks for children without compromising on their own identity or the children's future. Through smart design and clever functionality KAOS makes everyday life with kids better. The KAOS Klapp highchair was launched in 2019 and has taken home numerous awards for its design. With the launch of Klapp Recycled, retailing at a different price-point, the iconic Klapp Concept will be available to an even wider target group.