Circularity as a Concept
A conversation with Rolf Keller, Head of Circularity at Vitra
Circle for Contract is the name of the initiative through which Vitra buys back used Vitra furniture, refurbishes it and resells it. In this interview with Judith Jenner, Vitra Head of Circularity Rolf Keller, explains how the concept saves CO₂, reduces costs and gives well-preserved classics a new lease of life.
You have been refurbishing used Vitra furniture through the Vitra Circle circular model for more than five years. How did this idea come about?
Vitra’s environmental mission goes beyond our goal of being net positive by 2030 and fully transparent about how we manufacture our products. We’ve also set ambitious targets for the circular economy. By 2030, we want to accompany every product throughout its entire lifespan and ensure that it is used for as long as possible. The Vitra Circle platform is the result of this vision. We started in 2018 with the Circle Stores, which are aimed at private customers. We have since expanded this offering to the contract market. The products are often the same, but in much larger quantities. From a business and ecological perspective, it makes sense to participate in the resale of these products.
How exactly does the process work?
The Circle for Contract programme covers three core services. The first pillar is refurbished products – furniture that we buy back, professionally refurbish and then resell to other customers. The second pillar is our refurbishment service. We recondition Vitra furniture on behalf of customers and restore it to like-new condition. The third pillar is our take-back service. We buy back products from customers that are relevant for the contract market for subsequent refurbishment and resale.
Vitra’s environmental mission goes beyond our goal of being net positive by 2030 and fully transparent about how we manufacture our products. We’ve also set ambitious targets for the circular economy. By 2030, we want to accompany every product throughout its entire lifespan and ensure that it is used for as long as possible. The Vitra Circle platform is the result of this vision. We started in 2018 with the Circle Stores, which are aimed at private customers. We have since expanded this offering to the contract market. The products are often the same, but in much larger quantities. From a business and ecological perspective, it makes sense to participate in the resale of these products.
How exactly does the process work?
The Circle for Contract programme covers three core services. The first pillar is refurbished products – furniture that we buy back, professionally refurbish and then resell to other customers. The second pillar is our refurbishment service. We recondition Vitra furniture on behalf of customers and restore it to like-new condition. The third pillar is our take-back service. We buy back products from customers that are relevant for the contract market for subsequent refurbishment and resale.
What are the advantages for customers?
The products we refurbish are, first and foremost, an extremely sustainable solution. We also provide customers with the assurance that they are purchasing an authentic Vitra original. In addition, each item is refurbished in accordance with the strictest internal specifications and quality standards – using only original spare parts. Every product undergoes two independent quality checks: the first during the incoming goods inspection, the second after the assembly process. Finally, the customer receives a warranty equivalent to that of a new product. We market and distribute our products together with our specialist retail partners. For business customers, this means that their usual point of contact – either the specialist retailer or Vitra – remains unchanged. Another advantage is the ability to combine refurbished and new products. For example, if you are looking for 300 office chairs for a workspace and only 250 used ones are available, you can simply make up the difference with 50 new products. Quite a few customers opt for refurbished furniture as a conscious design choice.
Is it possible to tell the difference between refurbished and new furniture?
Once we refurbish it, an office swivel chair looks almost new. However, some of our customers also prefer an authentic patina – and we can accommodate that. We can take this into account, because we usually only start the refurbishment process when we have a specific customer order. That allows us to offer a completely new upholstery for seating furniture, for example. The advantage here is that I can customise a used product to a certain extent. An office swivel chair that originally had a green seat cover can be reupholstered in light grey at the customer’s request. Aluminium parts can be polished to a shine – or we can intentionally leave the patina intact. This gives us considerable leeway in terms of how the products will look within the interior setting.
The products we refurbish are, first and foremost, an extremely sustainable solution. We also provide customers with the assurance that they are purchasing an authentic Vitra original. In addition, each item is refurbished in accordance with the strictest internal specifications and quality standards – using only original spare parts. Every product undergoes two independent quality checks: the first during the incoming goods inspection, the second after the assembly process. Finally, the customer receives a warranty equivalent to that of a new product. We market and distribute our products together with our specialist retail partners. For business customers, this means that their usual point of contact – either the specialist retailer or Vitra – remains unchanged. Another advantage is the ability to combine refurbished and new products. For example, if you are looking for 300 office chairs for a workspace and only 250 used ones are available, you can simply make up the difference with 50 new products. Quite a few customers opt for refurbished furniture as a conscious design choice.
Is it possible to tell the difference between refurbished and new furniture?
Once we refurbish it, an office swivel chair looks almost new. However, some of our customers also prefer an authentic patina – and we can accommodate that. We can take this into account, because we usually only start the refurbishment process when we have a specific customer order. That allows us to offer a completely new upholstery for seating furniture, for example. The advantage here is that I can customise a used product to a certain extent. An office swivel chair that originally had a green seat cover can be reupholstered in light grey at the customer’s request. Aluminium parts can be polished to a shine – or we can intentionally leave the patina intact. This gives us considerable leeway in terms of how the products will look within the interior setting.
How long does this process take?
In most cases, we are faster than with new products. Many of our refurbished furniture items are available within a week. However, if a more extensive refurbishment is required – for example, replacing the seat covers, gas springs and castors on an office swivel chair, or repairing components such as the armrest mechanism – then the lead time is typically around four weeks until delivery.
Are there any pieces of furniture that are not suitable for this process?
We only take back Vitra furniture. We’re primarily interested in seating furniture – from classic designs to office swivel chairs and conference chairs, as well as Alcove Sofas. We also regularly take back conference tables. However, some furniture has lost its relevance, such as rolling containers or paper trays, due to increasing digitalisation and the move toward paperless offices. You won’t find those types of products in our refurbishment programme. Another basic requirement is that replacement parts are still available for the items in question.
In most cases, we are faster than with new products. Many of our refurbished furniture items are available within a week. However, if a more extensive refurbishment is required – for example, replacing the seat covers, gas springs and castors on an office swivel chair, or repairing components such as the armrest mechanism – then the lead time is typically around four weeks until delivery.
Are there any pieces of furniture that are not suitable for this process?
We only take back Vitra furniture. We’re primarily interested in seating furniture – from classic designs to office swivel chairs and conference chairs, as well as Alcove Sofas. We also regularly take back conference tables. However, some furniture has lost its relevance, such as rolling containers or paper trays, due to increasing digitalisation and the move toward paperless offices. You won’t find those types of products in our refurbishment programme. Another basic requirement is that replacement parts are still available for the items in question.
In which projects is refurbished furniture used?
We cater to a wide range of projects. Some of our customers have smaller-scale requirements: for example, offices with just ten or fifteen workstations. But we also supply furniture for much larger offices with several hundred workstations. Our client portfolio also includes colleges, universities and restaurants. Refurbished furniture is actively promoted in our sales pitches – meaning that our advisors proactively inform clients about Vitra Circle for Contract.
We cater to a wide range of projects. Some of our customers have smaller-scale requirements: for example, offices with just ten or fifteen workstations. But we also supply furniture for much larger offices with several hundred workstations. Our client portfolio also includes colleges, universities and restaurants. Refurbished furniture is actively promoted in our sales pitches – meaning that our advisors proactively inform clients about Vitra Circle for Contract.
Does choosing reconditioned furniture also make financial sense for customers?
The price depends on a variety of factors. How popular is this product? And consequently, how much does it cost us to buy it back? What are its specifications, and can it be restored to near-new condition at a reasonable cost? All in all, our refurbished products are typically 15 to 25 percent less expensive than the original price.
How do you estimate the CO₂ savings?
We estimate savings of up to 90 percent compared to a new product. Much of a product’s carbon footprint is embedded in its materials: for Vitra products, this can account for approximately 70 to just over 90 percent of the total footprint, depending on the item. The remainder is typically related to transport and other life cycle phases, such as disposal. By prolonging the use of a product or giving it a second life cycle, you ultimately avoid the need for new production and the associated utilisation of materials. Furthermore, keeping unused furniture generates substantial storage costs for customers. We rescue furniture that deserves a second life and keep it from ending up at the recycling centre.
The price depends on a variety of factors. How popular is this product? And consequently, how much does it cost us to buy it back? What are its specifications, and can it be restored to near-new condition at a reasonable cost? All in all, our refurbished products are typically 15 to 25 percent less expensive than the original price.
How do you estimate the CO₂ savings?
We estimate savings of up to 90 percent compared to a new product. Much of a product’s carbon footprint is embedded in its materials: for Vitra products, this can account for approximately 70 to just over 90 percent of the total footprint, depending on the item. The remainder is typically related to transport and other life cycle phases, such as disposal. By prolonging the use of a product or giving it a second life cycle, you ultimately avoid the need for new production and the associated utilisation of materials. Furthermore, keeping unused furniture generates substantial storage costs for customers. We rescue furniture that deserves a second life and keep it from ending up at the recycling centre.
Publication date: 05.08.2025, originally published in baunetz-id
Author: Judith Jenner
Images: © Vitra
