June 29, 2020 | Updated: August 20, 2020


The PORCELANOSA Group moves its production toward the circular economy

The multinational’s eight companies have established a sustainable economic model based on energy efficiency, reusing materials and ecodesign.

The PORCELANOSA Group supports the optimisation of energy and waste through its Eco Conscious programme. The group brings together some of its green measures to promote more responsible consumption through waste recycling,, sustainable water management,  the reduction of CO2 emissions and energy savings. Four programmatic lines make up this ecological pact for a circular economy based on the three Rs: Reduce, recycle and reuse raw materials.

What is the circular economy?

According to the EU definition, the circular economy is a production and consumption model based on sharing, renting, reusing, repairing, renewing and recycling existing materials and products to create added value that prolongs the life of each object. The system seeks to reduce polluting emissions and improve the security of sourcing raw materials with innovation, technology, growth and employment (up to 580,000 jobs in the EU), making recycling biodegradable materials a source of wealth.

‘Zero waste’ production

PORCELANOSA Group promotes the circular economy with its collection Starwood Ecologic, an organic wood-effect ceramic tile made of over 95% recycled material and whose manufacture reduces CO2 emissions by up to 40%. In addition, the vast majority of the waste generated by Venis receives a second life thanks to the water purification and treatment systems installed in its manufacturing centres.


Krion proposes an alternative to the current built-in obsolescence model with shower trays, bathroom counter tops and washbasins KRION SHELL™. Designed with 5% recycled material, these pieces manage to reduce their environmental impact by reusing natural resources. A characteristic also found in Krion ECOCYCLE®, an innovative manufacturing method that reuses waste from other production processes by incorporating them into new products.

Gamadecor  demonstrates its commitment to reusing materials for the manufacture of its kitchens. “Seventy-two per cent of the raw material that makes up the particle board of our kitchens is recycled material. Forty-nine per cent comes from the circular economy and 23% from sawmill waste (by-product)”, explains Gamadecor. This measure taken on by the specialist kitchen brand avoids unnecessary felling of more than 4,117 trees a year, an amount that absorbs 156,000 tonnes of CO2 or the equivalent of more than 500 flights between Madrid and New York.

On its part, Butech has created a new 5 mm self-levelling spacer kit manufactured with recycled polyamide for a 100% sustainable product. In addition, the brand has developed R-Eco, an additive for cement bonding materials containing 250 grams of 100% recycled plastic or the equivalent of 50 supermarket bags.

Sustainable shipments

The European Union produces more than 2.5 billion tonnes of waste a year. In view of this situation and in an effort to change the current “use and throw out” economic model, several Porcelanosa Group companies have redirected their traditional production methods towards a more ecological model in line with the Sustainable Development Goals. Companies such as Urbatek and L’Antic Colonial only work with wood from sustainable forests bearing an FDU certification and also reuse wooden packaging and boxes for nearby shipments. In the case of L’Antic Colonial, its PVC composites are recyclable and its particle board panels are designed to be used several times.

Nokenhas joined the Ecoembes waste prevention business plan 2018-2020 to reduce the environmental impact of packaging. The brand has designed a type of packaging with a reusable mechanical closure for future shipments and has replaced its internal plastic packaging with multi-purpose boxes capable of being reused up to six times.

Circular economy FAQs

The circular economy seeks a cultural change in terms of production and consumption. In this sense, companies adopt measures that promote a sustainable value chain among the company itself, its customers and its suppliers through efficient and clean processes.

The linear economy is based on continuous production, consumption and disposal, whereas the circular economy prioritises reducing, reusing and recycling materials.

The circular economy helps to reduce waste, limits energy consumption and reduces the water used in production process. This way, an economic system is developed that respects the environment and encourages local employment and zero-kilometre products.

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