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Ideal Standards campaign highlights its key sustainability initiatives


Leading supplier of bathroom solutions and products, Ideal Standard, held a special event ‘Together for a better future’ in Dubai yesterday (6th July), where the company showcased its sustainability initiatives and reiterated its A commitment to become more environmentally friendly in its operations.

Ideal Standard International is headquartered in Brussels, Belgium, with operations in more than 60 countries in Europe, the Middle East and Africa.

For more than 100 years, the company has focused on total bathroom solutions, designing, manufacturing and supplying ceramic sanitary products, bathroom fittings, furniture and accessories, bathing and showering solutions for residential, commercial and institutional buildings.

Ideal Standard is the company’s international flagship brand for bathroom solutions in all regions. It also has leading European brands: Armitage Shanks, Porcher, Jado and Vidima.

Its regional arm, Ideal Standard Mena, focuses on growth and significant business opportunities in the Middle East, Egypt and Africa markets and is headquartered in Dubai, UAE.

As part of its “Green the World” effort, Ideal Standard recently released a new sustainability report entitled “Together for a Better Future”, which lays out nine key commitments focusing on decarbonization, circular economy, product innovation, safety , peace and equality.

These commitments are in line with the principles of sustainable development as defined by the United Nations Global Compact to which Aspirational Standards will join in 2022.

A spokesperson for Ideal Standard stated that Ideal Standard aims to reduce carbon emissions by 30% by 2030 and achieve full carbon neutrality by 2050, and is committed to driving impactful change.

In addition to using renewable electricity, Ideal Standard switched to 100% FFS/PEFC sustainable certified wood in all products and eliminated 80 tonnes of virgin plastic from packaging through optimized and sustainable alternatives.

Ideal Standard also aims to achieve zero waste to landfill by 2030 through innovative recycling solutions and reusing waste in the manufacturing process, he said.

Most recently, the company launched a carbon-neutral pop-up event, Aesth|ethics, in Venice, highlighting their design excellence, ethical accomplishments and commitment to sustainability.

The company also publishes Environmental Product Declarations (EPDs) for more than 5,000 products, providing architects and specifiers with detailed information on the environmental impact of their products.

“As part of its commitment to reducing carbon emissions, Ideal Standard has successfully switched to 100% renewable electricity at its UK ceramics factory in 2021. This switch has resulted in a significant reduction of 2,200 tonnes of CO2 emissions,” the spokesperson said.

In addition, photovoltaic panels installed at the production plant in Wittlich, Germany, in 2022 already generate an impressive 2 million kWh of on-site renewable energy, he said.

This is just another example of the company’s commitment to becoming more environmentally friendly operations,” he added.– trade arab news agency


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