How do we support a more sustainable residential sector? Karndean believes it starts with a promise to think differently and act decisively.

Sustainability is clearly complex. And while no one has all the answers, by pulling collectively in the same direction we can garner more positive outcomes.

Karndean Designflooring is a brand committed to driving constructive change.

A leader in the flooring sector, it acknowledges its position to push for more sustainable practice to support the built environment as a whole. By taking steps such as being the first flooring manufacturer to sign up to The Anti-Greenwash Charter, Karndean is marking its intent to think differently, act decisively, and create real movement.

This comes off the back of the Karndean EvolveTM strategy and Sustainability Report 2023, outlining its activity in more detail. You can download it here.

With our current editorial focus on the residential sector, we recently sat down with Karndean director, Richard Allen, to find out how this push on more sustainable practice is impacting its housing projects with clients including Taylor Wimpey, Bovis, and Linden at Berkeley.

The residential sector is a key focus for Karndean – can you give us an overview of how you support it through your product offering?

"Karndean Designflooring has always been inspired by the beauty of nature, combining a realistic look of natural materials with cutting edge technology to create flooring that is both attractive and durable. Our enduring passion for excellence and authenticity has resulted in a global reputation for quality and value.

"Today’s portfolio of wood and stone designs provides excellent choice for any residential or commercial project in terms of both style and format. Suitable for different sub-floor conditions, products are available in gluedown, rigid core or loose lay formats, with many designs offered with multi-format options.

"A choice of tile sizes allows for imaginative laying patterns, from herringbone and chevron to abstract and geometric shapes. This versatility allows designers to create both standard and bespoke interiors that elevate developments beyond the ordinary."

Which segments do you cover within residential?

"Karndean flooring is suitable for any residential setting, from private sale and buy to rent, to social housing, co-living, retirement living and purpose built student accommodation."

Do you design products to specifically meet the individual needs of each?

"Known for producing highly realistic designs, Karndean flooring brings the outside inside to create a warm comfortable atmosphere in any residential setting. Always pushing the boundaries of design and product development, our products are inspired by the world’s most precious and rare woods and stones. In fact, our recent Art Select launch included designs inspired by opulent stones that are simply not available as flooring in their natural state.

"With a waterproof construction and versatile format options, Karndean flooring meets the technical specifications for all residential sectors. Each product collection offers a highly durable floor, with wear layers ranging from 0.3mm to suit zones with lower traffic levels to 0.7mm for the hardest working areas. Every floor features a hygienic PU surface layer that resists stains and shrugs off dirt, making day to day cleaning a simple task."

How are you delivering more sustainable flooring options for use in the residential sector?

"Founded fifty years ago on innovation, bold action and a pioneering spirit, we are still guided by these ideals. We remain committed to making the courageous changes necessary to meet the needs of today’s market and protect the natural world for future generations.

"Our Karndean EvolveTM strategy sets out a transition towards a greener business with a promise to think differently, act decisively, and create real change through meaningful steps. The strategy embeds the notion of continual improvement and sets out how the principles of sustainability are being integrated across our global operations in six key focus areas: confronting climate change, sustainable resource use, supply chain transparency, individual health and wellbeing, inclusion and diversity, and education."

Has the drive come from an internal desire to be more sustainable, or is it something clients are requesting more?

"With an increasing global awareness of environmental issues, the desire for more sustainable business is universal. Internally, Karndean has a strong will to develop a business model that will reduce our environmental impact, a priority that is also reflected by our clients.

"Across business categories, from residential to commercial and retail, we are in a good position to support the creation of a greener built environment. With a global head of sustainability in place, we are rapidly moving our business in the right direction and helping our clients forge an effective route along their own journey."

What have you changed about your offering to make it more sustainable?

"Karndean Designflooring is taking a long term approach to creating a sustainable business, set out in the Karndean EvolveTM strategy and action plan which includes targets to reduce greenhouse gas emissions by at least 50% by 2030 and increase recycling to support a circular economy. Whilst the development of new products is ongoing, much action has been taken to reduce carbon emissions and waste.

"Powered by solar power, our new UK warehouse is highly energy efficient and has BREEAM Excellent accreditation. The backing layer of Karndean flooring contains 50% recycled PVC from production waste, while up to 300 tonnes of unused product offcuts each year are collected via a take-back scheme and recycled into street furniture such as traffic cones."

Can you tell us about the projects Karndean is involved with currently in residential?

"Karndean Designflooring is currently involved in a wide range of residential projects across the UK, from buy to rent and private ownership to other models. For example, Platform_ has recently completed a new development of over 300 buy to rent apartments in the centre of Sheffield, incorporating Karndean LooseLay products within each accommodation unit. Further current projects include partnerships with Taylor Wimpey, Bovis & Linden at Berkeley."

What’s coming next from Karndean to help further support clients in being more sustainable?

"At Karndean Designflooring, we understand the importance of having a full understanding of our environmental and social impact and clear supply chain transparency. Only with this knowledge can we build the foundation for a more sustainable future and develop a maturity model in partnership with all links in the supply chain.

"To guarantee transparency and to build trust, we have joined The Anti-Greenwash Charter and signed up to SEDEX for third party verification of our suppliers, looking closely at labour standards, health and safety, environmental impact and business ethics. Providing independent assessment of the entire supply chain using an internationally recognised standard, SEDEX membership will provide us with valuable insight into our current performance along with recommendations for improvement."

Keen to find out more about the Charter itself, we also caught up with Charlie Martin, co-founder and CEO of The Anti-Greenwash Charter.

Please can you give us an overview of the Charter’s aims?

"The Anti-Greenwash Charter is dedicated to promoting transparency and responsibility in environmental marketing and communications across industries. Our mission is to eliminate misleading green claims by setting rigorous standards that organisations adopt to ensure their environmental efforts are genuine, measurable, and impactful."

What does Karndean’s involvement contribute to the wider goals of the Charter?

"Karndean’s decision to sign The Anti-Greenwash Charter is a significant contribution to our mission, particularly because of their leadership role in the flooring industry. As a well-respected and innovative company, Karndean’s commitment to our principles sends a powerful message across the industry, highlighting the importance of adopting a responsible approach to marketing and communications. Their involvement not only enhances the credibility of the Charter but also encourages other companies to follow suit, helping to drive widespread adoption of high standards of practice."

What are your plans for expansion to further your goals?

"To further our goals, we are focused on expanding the Charter's reach by engaging with a broader range of industries and stakeholders. We plan to advocate for stronger anti-greenwashing regulations and to enhance our verification processes to ensure organisations are continually held accountable.

"Our expansion efforts are aimed at creating a global movement that makes environmental sustainability a verifiable and trusted reality across all sectors."

To find out more about how Karndean can support your upcoming residential project, visit Material Source Studio in Manchester & Glasgow to experience its collections first-hand.