Number of employees at the company3-20

What is the measurable positive impact from implementing ESG?

At Pretty Plastic, our dedication to sustainability centers around addressing the pressing issue of plastic waste, which has become a significant concern in today’s world. We exemplify this commitment by using non-virgin PVC materials to create new building products. Notably, the production of non-virgin PVC emits only 0.2 kg of CO2 per kilogram, a stark contrast to the 2.6 kg of CO2 emitted during the production of virgin PVC. This results in a substantial reduction of 2.4 kg of CO2 for every kilogram of PVC we produce.

Our commitment to environmental responsibility goes beyond production. We’ve implemented a robust return policy and designed our products for easy disassembly, ensuring that our tiles can be returned and recycled at our facilities, thus avoiding incineration. Furthermore, considering that recycling PVC inherently avoids incineration, our total CO2 emission savings rise to an impressive 3.9 kg.

For our tiles to generate environmental benefits we have established a solid network made of recycled PVC suppliers and other partners that share our same mission and are supporting us to assess the sustainability of our products. In addition, we have implemented a comprehensive testing protocol to assess the safety, durability, and environmental impact of our tiles according to the latest European and Dutch norms and certification programs.

Out of our product's Life Cycle Assessment analysis (LCA), there came various results. The first one displays a significant milestone, as it is the first façade cladding made entirely from 100% recycled PVC, we received a category 1 product card from the Dutch National Milieu Database. Another result revealed a total Global Warming Potential (GWP) of 40 kg CO2 equivalent per
square meter. This puts Pretty Plastic's cladding tiles far below natural Stone (76 KG CO2), natural atone slates (76 KG CO2), and aluminum (91 KG CO2). Lastly, we ended up with an Environmental Cost Indicator (ECI) of 4.54 €. Here we received the lowest score when compared to ceramics (12.76 €), aluminum (8.11 €), natural stone (6.33 €), and natural stone slate (4.75 €).

We prevent the release of Greenhouse Gas Emissions (GHGs) on two sides. Firstly, we don't use virgin (PVC) plastic, thereby preventing the need for fossil resources. Secondly, we prevent GHGs from waste incinerators since our tiles can be recycled up to 8 times. Moreover, our tiles are demountable which facilitates the collection process and our return policy.

Up until now, we covered 4.566 m2 with our Pretty Plastic cladding tiles. Each tile weighs 1.1 KG and 22 tiles fit are used per m2. Based on the scientific research, which showed a decrease of 3.6 kg GHGs when using recycled PVC, we prevented 397.790 KG of CO2 equivalence.

What kind of innovation or technology does the company use?

Our company, Pretty Plastic, stands at the forefront of innovation and sustainable technology in the construction industry. We pride ourselves on two pioneering aspects that set us apart:

1. Distinctive Design and Innovative Production Method:
Pretty Plastic displays a distinctive design, featuring tiles that are not only visually appealing but also durable and high-end. We pride ourselves in our production method—leveraging injection molding with PVC plastic. This method with recycled PVC plastic has not been done before us, due to the robust nature of PVC. By successfully implementing injection molding, we've overcome traditional limitations, unlocking new possibilities for manufacturing high-quality, eco-friendly building materials. Injection molding combined with recycled PVC plastic is a novel technology. No other production facility dared to work with r-PVC material since it has often resulted in machine destruction, again, due to its robust properties.

2. Recycling 100% PVC Plastic:
At the heart of our innovation lies our commitment to circularity. Unlike conventional practices, we recycle 100% PVC plastic and utilize it as cladding tiles—a pioneering initiative not previously undertaken. The Pretty Plastic company is the only company in the world that designs and produces building materials out of recycled PVC. By transforming discarded PVC, from constructing sites, into aesthetically pleasing and durable cladding tiles, we contribute to waste reduction and redefine the possibilities of sustainable construction materials.

Who are the founders of the company and what is their experience?

Pretty Plastic has 3 founders:
- Architect: Peter van Assche - Founder and shareholder of Pretty Plastic & principal architect at Bureau Sla;
- Designer: Reinder Bakker - Founder and shareholder of Pretty Plastic, partner at Overtreders W;
- Designer: Hester van Dijk - Founder and shareholder of Pretty Plastic, partner at Overtreders W.

In 2017, the origin of Pretty Plastic emerged from a collaborative endeavor between Bureau Sla and Overtreders W. Their joint mission was to design a demountable and reusable pavilion, igniting a paradigm shift in construction practices. Focused on the innovative principles of renting, leasing, and recycling materials, the project aimed to inspire a transformative approach to building.

The outcome of their collaborative vision materialized as the globally acclaimed People's Pavilion, capturing widespread attention for its ingenuity and sustainability, especially with the use of recycled cladding tiles. Recognizing the potential for profound global influence, Bureau Sla and Overtreders W united their strengths to propel this innovative concept into a venture, established officially in 2020.

What is the leadership style of the company? Is this a sustainable one?

A sustainable leadership style at Pretty Plastic is deeply rooted in the ethos embedded by its founders and employees who hold a shared commitment to environmentally conscious practices. The leadership philosophy draws inspiration from the guiding principles of both Overtreders W and Bureau SLA. Overtreders W's philosophy is to make architecture demountable and reusable, borrowing and leasing materials, and utilizing biobased and recycled sources, which serves as a cornerstone of Pretty Plastic's leadership style. Bureau SLA's dedication to fostering well-being for both people and the planet resonates deeply with Pretty Plastic's leadership style as well.

Pretty Plastic's leadership style is characterized by a mission-driven company structure, where a foundation holds a priority share with a veto right. This structure underscores a commitment to accountability, ensuring that the company remains steadfast in its mission even as it evolves or welcomes new investors. With each significant decision we make, we are guided by our mission: to transform waste into stunning, safe, and durable facade and roof cladding, championing a circular economy where resources flourish in a cycle of continuous renewal.

As part of our commitment to sustainable leadership, Pretty Plastic is currently in the process of applying for B Corp certification. This certification signifies our dedication to meeting social and environmental performance standards, ensuring that our business practices align with a global movement of companies using business as a force for good.

What is the company's business model and how is this scalable?

Our primary revenue source is the sale and marketing of our cladding tiles, and the scalability of our model is deeply ingrained in our strategic approach. We focus our product sales on three target groups: architects, project developers, and contractors.
We consider them as the key stakeholders in our market. These professionals play a pivotal role in specifying and implementing building materials, making them our primary audience. Through targeted engagement and tailored solutions, we aim to position ourselves as the go-to choice for sustainable cladding solutions.

To enhance scalability and reduce dependency, we strategically outsource our production line to two trusted partners. This move not only provides us with additional production capacity but also mitigates risks associated with a single point of failure. By collaborating with reliable partners, we maintain flexibility, agility, and the ability to scale production in response to market dynamics.
By leveraging industrial processes, we can scale our production capacity to accommodate larger markets without compromising quality.

Further, Pretty Plastic's current product line includes three distinct cladding tiles, showcasing our commitment to innovation. The scalability of our business model is evident in our capacity to introduce more products to cater to evolving market needs. By expanding our product portfolio, we ensure versatility and a broader appeal across various construction and design requirements.

Lastly, beyond diversifying our product offerings, our scalability extends geographically. We aim to be a global leader in sustainable cladding solutions. By establishing a presence in more countries, we tap into diverse markets, cultures, and architectural landscapes, amplifying the reach and impact of our sustainable business practices. Since the start of Pretty Plastic, we already realised 45 projects in 11 countries.