Belysse’s Vision for Now and the Future: Merging Design and Sustainability

Discover Belysse’s forward-looking vision, where a passion for good design meets a commitment to sustainability. In an insightful conversation with James Neuling (CEO), Marie De Laet (Sustainability Manager), and Rudy Eggermont ( Product Development Manager), we delve into the intricacies of Belysse's product development and business philosophy.

Belysse is a new name on the block compared to well-established brands. What's the story behind the name?

James Neuling: Belysse marks our transformation into a more agile and resilient company. Our name embodies two essential elements. "Be" reflects our identity – distinct and sustainable. "Lyss" is rooted in the Belgian textile tradition along the Lys River in Flanders, adding a touch of heritage. The soft ending brings a maternal aspect, symbolizing our nurturing role for our four sub-brands, prioritizing people and the planet. Read more about our origin story here.

How has the recent restructuring shaped Belysse's direction?

James Neuling: Our rebranding signifies a paradigm shift. While products were at the forefront, we now center on customers and sustainability. Our commitment extends to high-quality, sustainable textile floor coverings, targeting the mid to high-end market and expanding our presence in the commercial sector. We're investing significantly in innovations and sustainability initiatives.

Service is paramount. What sets Belysse apart in terms of customer offerings?

James Neuling: We provide architects and developers with BIM files, ensuring comprehensive project data modeling. Our concept design service supports our customers' unique visions. Looking forward, we plan to introduce technical and commercial training to bolster retail sales.

Belysse operates two facilities in Belgium. What's the manufacturing process like?

Rudy Eggermont: We're fully integrated, handling yarn extrusion and development in-house. From filament extrusion to finishing, everything happens under our roof. The Tielt facility produces broadloom carpets, encompassing yarn development, extrusion, and tufting. In Zele, we focus on carpet tiles. Our third production line, based in Los Angeles, serves the American market.

In-house design and product development are notable features. What fuels your creativity?

Rudy Eggermont: Our inspiration comes from a fusion of aesthetics, technical intricacies, and macro trends. Aligning Pantone colors, images, and fabrics, we create mood boards. Our collaborative approach, led by our Product Director Ruben De Reu, ensures synergy across three European brands. This is evident in color palettes, dyeing processes, and formulations.

Polyamide yarn takes center stage in your products. Could you elaborate?

Rudy Eggermont: Indeed, polyamide offers versatility and excellent recyclability, aligning with our commitment to high-quality products. We also offer collections with polypropylene and with polyester, which utilizes 100% recycled industrial waste. Our focus on the higher-end segment distinguishes us, leveraging our expertise in yarn and product development.

Sustainability is a core aspect of Belysse's ethos. How does it translate into yarn development?

Marie De Laet: We have created YMPACT as a quality label for sustainable yarns, empowering individuals to make informed, environmentally conscious choices. It is a vital step towards realizing our vision of a healthier planet for every generation to come. YMPACT includes regenerated polyamide, recycled polyester, and polyamide with recycled content, all externally certified.

Rudy Eggermont: Our latest developments under the modulyss and ITC brands are proof of our commitment to a more environmentally friendly portfolio utilizing those yarns and carrying the YMPACT label. A label that symbolizes the convergence of excellent design, high quality and environmentally conscious manufacturing.

Aside from recycled materials, how else does Belysse contribute to sustainable production?

Marie De Laet: Our shift to solution-dyed yarn significantly reduces energy and water consumption. Since 2019, we've cut water usage in dyeing and printing by 48%. Solar panels on our roofs generate 8% of Belysse's electricity. By 2030, we aim to reduce CO2 emissions by 30% and transition to 100% renewable electricity by 2025. These measures particularly impact yarn production, which demands high temperatures.

How receptive is the market to the intensive development behind sustainable, high-quality carpets?

Marie De Laet: The market is evolving, with a heightened focus on sustainability. While design and price were once paramount, the narrative is shifting. In the commercial sector, sustainability is a necessity, and in the residential sector, especially in higher qualities, it plays a significant role, aligning perfectly with what Belysse offers.