At the end of 2024, Combient Pure hosted a Roundtable Series focused on Circular Design. In connection to the Digitala Stambanan project and funded by Vinnova, conducted in collaboration with Chalmers University, this series brought together professionals from Combient network companies to explore how circularity can be designed into products, business models, and value chains.
The Roundtable Series provided a structured forum for industry professionals to explore circularity from three interrelated design perspectives—products, business models, and value chains. Each layer addressed a critical aspect of transitioning from linear to circular systems, offering insights, case studies, and practical tools.
The first session introduced the principles of circular product design, emphasizing durability, modularity, standardization, repairability, and recyclability. Participants explored how these principles can be implemented at the company level through case examples from leading companies within the Combient network and Chalmers University. Chalmers University highlighted the importance of focusing on product type and context rather than industry when defining suitable re-tactics or circular design principles. Inter IKEA Group presented its Circular Design Guide, outlining actionable steps for integrating circularity into product development on a global scale, with a focus on scalability and practicality. Atlas Copco shared its approach to measuring and improving product circularity through dedicated tools and frameworks used internally.
The second session focused on the role of circular business models, such as Product-as-a-Service (PaaS) and product-sharing models, in shaping product design requirements. Discussions highlighted how these models drive the need for IoT integration, connectivity, and design considerations for servicing and upgrades. Chalmers University provided insights into how circular business models enhance resource efficiency by extending product and component lifecycles through reuse, refurbishment, and PaaS. The importance of aligning product and service attributes during the design phase was emphasized as a key factor in ensuring sustainability. Ericsson shared its approach to circular offerings, showcasing how the company complements its software business with circular hardware solutions, including reuse, refurbishment, reverse logistics, and product take-back initiatives. A common theme that emerged was the opportunity presented by digitalization and IoT, which enable serviceability, extend product life, improve energy efficiency, and support the transition to PaaS business models.
The final roundtable session expanded the discussion to value chain redesign, emphasizing the critical role of partnerships in enabling circularity. Participants explored how companies are acquiring new partners, how existing partners are adopting new roles, and how businesses are extending their previous roles to support circular initiatives. Combient Pure introduced strategies for fostering circular value creation through collaboration across the value chain, showcasing examples of emerging circular actors essential for building circular business ecosystems. Scania’s and sennder’s joint venture, Juna Technologies presented how it was established to drive the electrification and circularity of road freight by integrating reuse and optimized lifecycle management into their operations. Discussions underscored the importance of companies taking on new responsibilities to facilitate circularity, particularly in securing financing partners, which are often essential for establishing models like Product-as-a-Service (PaaS).