Net Positive Labs created Cyclo as a new venture to introduce Cooloo’s patented circular material technology into the Spanish market. By combining venture-building capabilities, market development, and industry partnerships, the initiative translates proven waste-to-value manufacturing into commercially viable solutions for the hospitality, real estate, and design sectors. Cyclo demonstrates how circular materials can deliver premium aesthetics, durable performance, and cost-effective refurbishment while reducing material waste and environmental impact.
Across Europe, the construction, furniture, and interior design sectors generate vast amounts of waste each year. In the European Union alone, furniture waste exceeds 11 billion kilograms annually, much of which ends up in landfills or low-value recycling streams.
At the same time, architects, developers, and hospitality groups are increasingly seeking materials that combine premium aesthetics, durability, and sustainability. While recycled materials have historically struggled to meet the visual and performance expectations of high-end design, new circular manufacturing technologies are beginning to change that perception.
Cooloo is one of the pioneers in this space. The Dutch company developed patented technology capable of transforming waste streams into durable, high-quality materials used for furniture, architectural surfaces, and interior finishes. With manufacturing operations based in the Netherlands and a growing portfolio of international projects, the technology has already proven its commercial and design potential.
To bring this innovation into new markets, Net Positive Labs created the venture Cyclo, focused on launching the solution in Spain with a distinct brand identity, market positioning, and go-to-market strategy.
Despite strong momentum around the circular economy, integrating recycled materials into premium design projects remains challenging.
Developers and designers often struggle to find solutions that combine:
• consistent aesthetic quality
• durable performance
• reliable delivery for large projects
• credible circular production models
At the same time, many circular technologies struggle to reach new markets because they lack the local partnerships, networks, and commercial positioning needed to scale.
The opportunity therefore was to combine Net Positive Labs’ venture-building capabilities, hands-on approach, and network with the intellectual property, technical expertise, and proven operating model developed by Cooloo in the Netherlands and other markets. Building on this foundation, we established a new venture designed to resonate more clearly with the Spanish market and to test product categories with strong local demand.
This led to the creation of Cyclo, which translates Cooloo’s proven technology into a market offering tailored to Spain’s hospitality, real estate, and design sectors.
Net Positive Labs created Cyclo as a venture to introduce this technology to the Spanish market and accelerate adoption through hands-on market development and project delivery.
Launching a Circular Materials Venture for the Built Environment
Net Positive Labs led the creation of a new venture designed to bring circular material solutions to new markets within the built environment. Building on Cooloo’s proven material technology, the initiative focused on translating circular innovation into a scalable commercial opportunity.
The work centred on defining a clear market entry strategy and value proposition for sectors such as hospitality, commercial real estate, and architecture. These segments face frequent refurbishment cycles and increasing pressure to reduce environmental impact while maintaining design quality and cost control.
By positioning circular materials as both a sustainability solution and a commercially competitive alternative to traditional interior materials, the venture demonstrates how circular design can simultaneously deliver cost savings, design flexibility, and measurable environmental benefits.
Leveraging Net Positive Labs’ network across architects, developers, and hospitality groups, the venture connected directly with projects seeking innovative and sustainable interior solutions, enabling early commercial traction and validating the business case for circular materials in real-world applications.
From Market Insight to Go-to-Market Execution
Leveraging Net Positive Labs’ network, the venture focuses on connecting with architects, developers, hospitality groups, and designers looking for innovative sustainable materials. This network-driven approach allows Cyclo to engage directly with projects where circular design solutions can deliver both environmental and aesthetic value.
In parallel, the team developed and tested multiple sales channels while actively building the Cyclo brand in the Spanish market. Through targeted outreach to different client segments, we assessed where demand was strongest and gathered direct feedback from potential customers. This process helped address practical concerns around performance, durability, and intellectual property, supported by Cooloo’s patented technology, proven experiments, and existing product applications.
Based on these insights, the most promising use cases were prioritised and translated into a focused go-to-market approach. This combines targeted outreach through our warm network and strategic partners with broader market engagement to position Cyclo as a provider of sustainable, durable, and commercially viable material solutions.
Demonstrating the Technology Through Real Projects
Early traction has been built through real-world applications that demonstrate the capabilities of the technology.
Cyclo’s machinery recently executed an entire furniture inventory rehaul project in Ibiza, delivering circular design solutions for an eco-conscious hospitality development (WOW). An important reference case that illustrates how waste materials can quickly be transformed into premium design elements for commercial spaces.
Expansion into mainland Spain and other Spanish-speaking markets is currently underway.
Cyclo serves as a venture platform for introducing circular material solutions into Spain’s architectural and hospitality sectors.
By combining:
• Cooloo’s patented technology and manufacturing expertise
• Net Positive Labs’ venture-building and network capabilities
• a dedicated brand and go-to-market strategy for Spain
The initiative helps bring proven circular material solutions into new industries and geographies.
The result is a growing pipeline of design projects demonstrating that recycled materials can deliver both premium aesthetics and circular performance.
As pressure grows to reduce material waste and carbon emissions across the built environment, circular materials are becoming increasingly important for architects, developers, and designers.
Cyclo demonstrates how proven circular technologies can be successfully introduced into new markets through venture-building, partnerships, and real project delivery.
Organisations interested in integrating circular design solutions into upcoming projects are invited to get in touch to explore potential collaborations or learn more about the technology and its applications.
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