Stef Kranendijk Leaves Desso to Help Implement the Circular Economy* in Other Industry Sectors

AsiaNet 52888

WAALWIJK, The Netherlands, May 2, 2013/PRN=KYODO JBN/ --

     After 6 years at Desso, first 5 1/2 years as CEO and later 1/2 year as

Chairman of the company and the Supervisory Board, Stef Kranendijk has decided

to leave Desso to pursue other options via which he will be better able to help

implement the Circular Economy* in other Industry Sectors.

    Stef Kranendijk joined Desso on April 2, 2007 as co-owner and CEO and since

then has been instrumental in repositioning Desso as one of the leading carpet

companies in Europe by implementing a clear and successful innovation strategy

focused on creative design, functionality and sustainability leading to

significant growth of the company. In the process, Stef has been a vocal and

public advocate of transforming the linear economy into a circular one, the

Cradle to Cradle(R) approach, and has put Desso on an irreversible path to

sustainable entrepreneurship.

    Following this transformation and the completion of the leadership

transition to the new CEO, Alexander Collot d'Escury, Stef has decided to leave

Desso. Stef intends to continue focusing on implementing profitable strategies

at other companies based on corporate social responsibility, in particular

promoting the Circular Economy*. This move is in parallel to Stef's recent

election as Chairman of De Groene Zaak, a group of more than 155 companies that

are leaders in bringing sustainability in the centre of their business strategy

given that this also leads to better financial results.

    Eric-Joost Ernst, who will succeed Stef as Chairman of the Supervisory

Board, comments: "The Supervisory Board and the Executive Board are very

grateful for Stef's huge contribution to Desso over the past six years. We will

miss his strategic insight, his inspiration, his focus on results, commercial

drive and passion for the environment, but his conceptions will live on in

Desso's strategy. We wish Stef all the best for the future."

    Stef Kranendijk comments: "I have had a fantastic, transformational, time

at Desso and am highly impressed with the quality of the people at Desso and

the speed by which the whole organization was able to transform itself from a

regular carpet and artificial grass manufacturer to a highly innovative and

successful company with a focus on innovation, geographical expansion and

communication. Innovation has been driven by Creativity to foster superior

design, Functionality to improve quality of life and Cradle to Cradle(R) to

rethink design, improve health and promote the circular economy*. I know I

leave Desso in excellent leadership hands with Alexander Collot d'Escury as CEO

and Tom Francken as CFO with their hands on the steering wheel. I wish all the

people who I worked with so well a great future and I will miss them."

    Stef has become a thought leader on the effectiveness of Cradle to

Cradle(R) in turning the linear economy in a circular economy* speaking at many

occasions to CEO's and government leaders (eg. most recently at The World

Economic Forum in Davos), to architects, end users and opinion leaders. Stef

has also regularly presented the 'Desso Case' to students at executive programs

at the London Business School, Cranfield University, Exeter University, IMD

Lausanne, Rotterdam School of Management and at many other occasions, thereby

making the point that companies putting sustainability/Cradle to Cradle(R) at

the heart of their business strategy will prosper.

    Next to his Chairmanship of De Groene Zaak, Stef is also Chairman of the

Amsterdam Maritime Museum (Het Scheepvaartmuseum), Member of the Board of the

Rotterdam Sustainability Initiative financing the Cradle to Cradle(R) Chair at

Rotterdam School of Management, Member of the Board of the Ubbo Emmius Fund at

the University of Groningen and is active in several other Boards.

    Note: * We currently live in a linear economy where products turn into

waste for landfill or incineration (to burn the waste). In the circular economy

we strive to design and make products of pure materials and in such a way that

they are easy to disassemble after use. This way the components and its raw

materials can be re-used again and again.

    Website: http://www.desso.com

    SOURCE: Desso Holding BV