Axalta Partners with Fermob to Kickstart Metal Furniture Upcycling Revolution in France
Providing the blueprint for how businesses can collaborate
A partnership between Axalta and Fermob, a world-leading French outdoor furniture manufacturer, may provide the blueprint for how businesses can collaborate more effectively to reduce waste, increase operational efficiency and facilitate sustainable patterns of consumption by encouraging more circular consumer behaviour.
The venture provides customers with a platform to ‘upcycle’ their Fermob metal garden furniture, which may have been subject to wear and tear after years of use. This is made possible by Axalta’s “Repaint” network of 40 certified paint and coatings specialists located around France. Gaining access to this network allows Axalta partners like Fermob to restore their customer’s products to immaculate condition as a value-add service. Not only does this strengthen customer loyalty, extending product life leads to substantial waste reductions and is ultimately more sustainable.
Fermob metal furniture is given a new lease of life, as they are recoated with Axalta’s range of world-class surface protection solutions. The furniture can also be recoloured in line with the customer’s tastes in a palette of colours that are exclusive to the Fermob partnership. Moreover, the process is repeatable and can be used to substantially increase the lifespan of products. This comes as more and more consumers turn to upcycling as a way to re-use materials and reduce waste.
Market research has shown that 66% of French people are interested in upcycling and 15% of consumers expressed their desire to repaint garden furniture. In a market that alone is worth an estimated €2.25bn according to data from Statista, this translates into significant demand for this service. This figure is likely to be considerably higher when waste across the wider metal furniture industry is taken into account, highlighting the role of networks such as Repaint in protecting the environment.
The power of networks
Ensuring that customers are able to conveniently access a Repaint site is decisive to the success of this initiative, with one located within an 80km radius at a given time. An extensive network of Axalta-certified thermosetting experts offers additional ecological benefits, eliminating the need for furniture and materials to travel longer distances to undergo coating, resulting in a much reduced environmental footprint.
Quality solutions and their role within circularity
The starting point for the venture is a furniture product that has been designed and manufactured to the highest standard for maximum durability and longevity. When approached by customers wishing to give their furniture a new lease of life, Fermob has the knowledge to understand their needs and guide them throughout the process of identifying the optimal solution for them.
From a technical standpoint, Axalta solutions like Alesta® AP Polyester Architectural AE Gloss and Alesta® IP Polyester Industrial IE Gloss deliver outstanding corrosion protection for metal surfaces, offering resistance against stripes and humidity. These products have been specially formulated for decorative usage and come in a powder format, making them more environmentally-friendly than liquid alternatives. The absence of solvents and harmful substances further strengthens the environmental credentials of the Repaint offer.
Bernard Reybier, President of Fermob, said:
“Ours is a partnership built on common values. Axalta shares our approach to respecting the environment and commitment to exceptional quality. These principles underpin every facet of both our businesses, making us ideally suited to work together.
“In reality, our partnership goes back more than thirty years, during which time Axalta has gained our absolute confidence, consistently delivering exceptional paint and coatings solutions in a range of colours which enhance the quality of our products, improving their aesthetics and making them more durable. This service is completely unique and we are incredibly excited to see what it will bring.”
Julien Marti, Project Leader, France at Axalta, said:
“Here is an example of how Axalta is making the most of our network to achieve our shared sustainability goals and make a tangible difference. Our extensive Repaint network allows us to build upon a long and successful partnership with Fermob, providing a unique service to give products a new life by restoring products to perfect condition at regular intervals. Ultimately, this helps to meet the needs of increasingly environmentally-conscious customers.
“Partnerships like this are crucial in wider efforts to utilise the planet’s resources more sustainably and we believe it will demonstrate what can be achieved when value chain partners collaborate for the common good. We are currently exploring opportunities to expand the network internationally and believe our work within the French market gives us a great blueprint for success.”
