Orthex Group partners with INEOS Styrolution and BASF to move towards more sustainable raw materials

Latest News:

● Orthex home storage products are made from INEOS Styrolution’s Luran ECO material

● Biomass-balanced styrene supplied by BASF as plastic raw material

● Certified production processes and materials

Orthex Group, a leading Nordic homeware manufacturer, chooses INEOS for its SmartStore™ Compact storage product range
A range of sustainable Luran® ECO raw materials from Styrolution. Luran ECO is a styrene-acrylonitrile copolymer developed by INEOS Styrolution in cooperation with BASF
(SAN). The product is based on styrene monomer extracted from renewable feedstocks by BASF based on a mass balance method. INEOS
Styrolution uses this material as a feedstock for its new sustainable styrene. According to an independent third-party assessment, the new material has a 93% lower carbon footprint compared to the fossil-based version of Luran.

The Orthex Group is a leading Nordic manufacturer of home furnishing products dedicated to making everyday life easier for consumers through its products.
The company has long championed sustainability, focusing on product durability and increasing the use of recyclable and bio-based materials to replace fossil-based plastics.

As a next step, Orthex will begin using NB-based Luran throughout the SmartStore Compact storage lineup
ECO is the raw material. Orthex’s main criteria for selecting this material from INEOS Styrolution were ease of processing, compliance with food contact regulations, and a reduced carbon footprint.

Alexander Rosenlew, CEO of Orthex Group, commented: “This new raw material solution will support our long-term carbon neutrality goals. INEOS
Styrolution and BASF enable us to offer consumers more sustainable products. This supports our goal of increasing the share of sustainable raw materials in our production to 80% by 2030. ”

Luran ECO significantly reduces CO2 emissions

INEOS Styrolution uses BASF’s Biomass Balance (BMB)
Styrene produces specialty styrene products with biological properties, primarily transparent styrenic materials, such as the company’s NAS® line of styrene methyl methacrylate (SMMA) products and Luran line of SAN products. BASF and INEOS
Styrolution’s process, ISCC+ certified, is based on end-to-end mass-balanced production in a new portfolio of solutions.

Artur, Sales Director, Electronics and Home Products, EMEA, INEOS Styrolution
Sokolowski commented: “Orthex is an innovative and rapidly growing company.
I am excited to see that we can provide Orthex with a solution to help them achieve their ambitious sustainability goals. ”

Biomass Balance Styrene

To produce biomass-balanced styrene, BASF replaces fossil resources such as naphtha or natural gas with renewable feedstocks derived from organic waste or vegetable oils. This is a method of producing styrene by mass balance method. Mass balancing is a chain of custody model that tracks the total amount of raw materials (such as recycling or other substitutes) throughout the production process and ensures proper distribution into the finished product.

Therefore, NEOS
Raw material and plastics producers such as Styrolution and BASF can offer products with better environmental characteristics that have the same properties as those made from fossil raw materials. The distribution process of the mass balance method as well as the products are audited by independent auditors.

Stefanie, Head of BASF’s European Styrene Business Management
“Biomass-balanced feedstocks on the one hand and feedstocks based on chemically recycled plastic waste on the other, both replacing fossil resources, are a very attractive way to help improve the carbon footprint of subsequent products,” said Kutscher. Footprint. Alternative raw materials that have entered the circular economy allow us to use less virgin fossil raw materials for production. So the purpose of both mass balance approaches is the same.”