Rotterdam, May 21, 2025 – Today at Design District in Rotterdam, NO-EM proudly introduces Infinity, the world’s first fully circular office chair. This marks a milestone we’ve long anticipated. The chair is crafted from sustainable materials and operates within a revolutionary circular revenue model, one that shares value across the entire supply chain, from designer to reseller.
A new standard for circularity
“The furniture industry must rethink its approach to raw materials,” says founder Patrick Lems. “Our model breaks the outdated ‘buy-use-dispose’ cycle. We’ve designed a chair that can be reused endlessly, without compromising on design or comfort.”
The chair consists of individual, interchangeable components. Users can personalize it entirely and replace parts as needed without discarding the entire chair. This significantly reduces environmental impact by eliminating polluting manufacturing and recycling processes throughout the chair’s lifespan.
Chain-wide collaboration
To make this circular model viable, NO-EM has built a robust partner network. Collaborators include designer Robert Bronwasser, renowned for his functional and timeless style, German component manufacturer Bock, and 706 Seating Group, a seasoned wholesaler and service provider in project furnishings. Each stakeholder in the system continues to benefit from reuse over time.
“When a chair is returned, the manufacturer repurchases the components rather than sourcing new materials,” says Patrick. “Even the designer earns a share from every transaction. It’s no longer a linear business model, but an ecosystem where reuse benefits everyone.”
‘Recycling is not good enough’
It’s time to redefine sustainability. “Recycling sounds responsible, but it’s often just a trendy term for throwing things away,” Patrick explains. “We discard perfectly good furniture just to replace it with something nearly identical. It’s wasteful and unnecessary. We’ve built a system that actually works.”
Available to order today
Curious? The chair is available for viewing and customization starting today. Customers can choose between purchasing the chair or subscribing to it. Both options come with a Smart Care maintenance plan, allowing for easy replacement of parts.
Visit us at Design District
We’ll be at Design District in Rotterdam through May 23. Come see the chair in person, test it for yourself, and discover the possibilities of a truly circular design.
Questions?
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