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Description
Genuin Art of Naturals SRL, a Romanian startup established in 2021, is undertaking an EEA and Norway Grants-supported project to expand its textile business. Specializing in linen products like bedwear and pillows, the project aims to introduce eco-friendly manufacturing equipment, including recycled fabric-filled bedheadings and 100% European linen products. This expansion aligns with the company''s growth strategy to broaden its customer base and enhance environmental sustainability by reducing energy consumption and waste. This project, backed by strong internal resources and grant support, will boost revenue, profitability, and job creation.
The aim of the project is to increase competitiveness of Genuin Art of Naturals by acquiring new and green technology, capable to ensure manufacturing of green products (sustainable and circular textiles).
The new project aims to build upon the outcomes and outputs of the previous project through value creation and mainly by ensuring stable and organic home deco business increase through new technology, market strategy and employees'' skills enhancement.
This project also has a strong bilateral component. In this project "SMB Norge", with its approx. 5,500 members are assisting Genuin Art of Naturals in researching the linen demand in Norway and potential European markets to guide the expansion of home decor products. Bilateral cooperation like this strengthens the relationship between Norway and Romania, as well as opening up new market opportunities in the two states.
Summary of project results
The company applied for funding through the call “SMEs Growth Romania – Boost to Romanian Business sector: Business Growth in Start-ups – 2”, the focus area being “Green Industry Innovation”. The project focuses on circular economy.
Genuin Art of Naturals a Romanian startup established in 2021, undertook an EEA and Norway Grants-supported project to expand its textile business. The startup is family-owned. It was born from the wish to have an option of clothes made from natural fibers. The founder was unable to find a provider of sustainable linen within Romania, and recognising the gap in the market, and with decades of experience in the textile industry, the family started the company Genuin Art of Naturals.
Specializing in linen products like bedwear and pillows, the project aimed to introduce eco-friendly manufacturing equipment to expand production of recycled fabric-filled bedheadings and 100% European linen products. The company set out to fill the gap in the market for high-end, sustainable, certified European linen products. This expansion aligns with the company’s growth strategy to broaden its customer base and enhance environmental sustainability by reducing energy consumption and waste. By participating in this project, the company was able to procure modern equipment to increase production, while also sorting and re-using leftover materials. Through the acquisition of technology to more effectively cut, sew and recycle materials, they aimed to reduce overall waste, energy consumption and increase competitiveness in the market.
The grants made it possible for the company to procure modern technology like a multi-sewing unit and cutting equipment, which shifted the production from a manual to an automatic process and allowed them to scale up. They were also enabled to invest in equipment that reduces production waste, sorts waste and recycles it for reuse in their products. The project is a contribution to the circular economy.
The project ran from 01.03.2023 to 30.04.2024. In just over one year, the company procured and installed equipment, registered their trademark and made progress promoting the business online and at fairs. Following their publicity plan they have initiated a press release which was picked up by several publications in Romania.
Genuin Art of Naturals now produces certified, 100% European linen products with a focus on re-use and recycling, contributing to a circular economy with products created to last a lifetime. With the help of Norway, Iceland and Liechtenstein through the EEA Grants, the company has invested in modern technology to increase production, increase recycling of materials and expand their business. Wishing to provide high-end, sustainable home deco options to consumers in Romania, Genuin Art of Naturals has cut material waste and reduced energy consumption in the production of linen products. Linen has both a low carbon-footprint when produced and is known to be extremely durable, making it the perfect material for creating a product that is both made to last and sustainable.
Through this project the company was able to put two textile units, a multi-sewing unit, pillow filling machine, wadding waste recycling machine, embroidery machine and cutting unit into operation. They implemented a new process to recycle leftovers from not only their own production, but also that of their partners. In addition to using the leftover material in their own products, it has also been used in wrapping products for delivery.
The project has reduced waste through the investment in equipment for a more efficient cutting process. Overall the annual collection of waste from production and operational processes for re-use/recycling is estimated to reach 0.3 tonnes by 2025, which is significant when it comes to textiles. The company experienced a 9965% increase in revenue as a direct result of the project. It also created three new jobs as a result of the project. The company will continue to create jobs. They plan to continue with their green approach in their business, including to reduce energy consumption by installing solar panels.
Summary of bilateral results
Genuin Art of Naturals has collaborated with SME Norway, an organisation with over 5,500 members, in the project. SME Norway has provided a market study researching the linen demand in Norway and potential European markets. The market study was an important contribution to the project because it guided the expansion and market opportunities for Genuine Art of Naturals. This collaboration helps create opportunities for the company to connect with potential partners in Norway, bridging the gap between the two markets. With new, modern technology supported by the EEA Grants, Genuine Arts of Naturals is poised to expand production and reach a wider customer base.