New revenues fonts are generated by the design thinking process. Environmentally and socially superior credentials as a result of product long lasting design.
how – Long lasting design, turning products into a service, re-marketing product materials at the end of their traditional use.
example – Ercol (www.ercol.com) Ercol was founded in 1920 by a young Italian immigrant, Luciano Ercolani, whose simple goal was to make furniture that was well designed and made in a good working environment by craftsmen who really took pride in their work. Ercol has been designing and making quality furniture for nearly 100 years. In 1943, a singular event changed the future of Ercol. The UK was going through a serious shortage in raw materials and due to all the re-structuring and rebuilding there was a substantial demand for new furniture; the Utility Furniture Scheme, and its advisory Committee, was set up as a way to make sure that the scarce available materials were used in a sensible way.
Ercol’s 4a Kitchen Chair was going to be a prime example of a well made and efficient chair and one of the first circular economy bud. Thanks to its long lasting design characteristics, Ercol is a shining example of second life market products.
There is a large amount of selling and re-selling of old Ercol pieces which happens online through sites, as well as small companies who provide repair services such as replacement rubber webbing for seats etc. These are all activities done by independent people and companies not linked directly to the Company. Ercol makes furniture that lasts a very long time, so naturally if circumstances change people sell their old Ercol products on to somebody new.
