The world of furniture is a wasteful one. Every year, 10 million tons of furniture are thrown away in Europe – that’s like junking 25,000 Boeing 747s. One way to reduce this waste is to make high-quality furniture last longer, which would lower the demand for raw materials and cut CO2 emissions.
Alaska Capel, founder of Alaska Circular, wants to change this. Her company is a marketplace that connects manufacturers and restorers with professionals and individuals, promoting sustainability in the furniture industry. “I wanted to create a platform where people could buy and sell quality furniture, supporting a circular economy,” she says.
Initially, Alaska focused on individual customers, but soon realized that professional buyers, like interior designers and architects, have more potential to save valuable pieces. So, she shifted her business model to a B2B SaaS platform, offering a range of services to manufacturers and brands. These services include selling pre-loved furniture from showrooms and trade fairs, as well as upcycled and restored pieces.
Through her platform, Alaska Circular provides a 360-degree solution for manufacturers and sellers to increase sales, expand their customer base, and reduce waste. The platform also gives individuals and professionals access to a unique catalog of high-quality, sustainable furniture from over 60 brands, including luxury names like iSiMAR and Kaimok.
Adapting to a Circular Economy
Alaska Circular’s goal is to help each seller understand how to adapt their business to the circular economy. The company offers three levels of membership, starting at 490 euros per year, which include a private area with customized e-commerce, quarterly analytics, and social media campaigns. Members also get access to transportation and assembly services.
The membership levels are designed to meet different business needs. The basic level, Mimosa, helps businesses increase their visibility, while the higher levels, Roble and Secuoya, offer additional services like lead generation, fair participation, and a comprehensive sustainability plan. Secuoya also includes a tool to measure and track the environmental impact of each business, providing an annual report on CO2 emissions, wood consumption, and waste reduction.
Alaska wants her company to become the go-to expert in sustainable furniture and circular economy for the industry. To achieve this, she’s developing the Furniture Circularity Certificate, a label that measures the environmental impact of furniture. This certificate will help businesses differentiate themselves in the market, building trust with professional buyers who value transparency and sustainability.