Growing interest in circular solutions

There was business in the air at LOOP Forum 2026. It was as if a scent of money blended with the long-term solutions – a new kind of interest, where far more people than usual were curiously asking about investing in circularity. It felt like a shift from laid-back waiting to real demand.

Kim Rohde Mogensen is CEO of Textile Pioneers and has exhibited at trade fairs for many years. He is therefore familiar with LOOP Forum, but noticed a new trend this year:

“People are no longer as reserved. They come over and talk more. In the past, they associated circular solutions with the future, but now they expect to be able to buy something. This year, we can use the exhibition as a sales fair,” he says, explaining that his company has also evolved.

“We put more effort into communicating what you can actually buy from us, and we are more competitive than in the early years. I have T-shirts that are 100% recycled, and we’ve now reached a point where we can scale. When we started, our yarns were expensive because everything had to be developed. But now we have low-cost raw materials and are therefore competitive with conventional alternatives.”

Ragna Sara Jónsdóttir from FÓLK shares the same experience. She is also used to exhibiting at LOOP Forum, but describes this year as the best:

“The organizers are skilled at bringing together people who are truly committed to circularity. People ask more – and better – questions than before. It’s very clear that they are seeking knowledge and are genuinely interested in how we work. I also noticed more business professionals stopping by, showing interest in being part of the circular transition. I think they see the opportunities, so I’m very optimistic.”

Great debates on the rules of the future

But of course, the trees do not grow into the sky. There are still many circular challenges to overcome before solid bottom lines can be achieved. That is precisely why it is important to seek solutions and share knowledge – so at Lifestyle and Design Cluster’s stand, discussions were lively.

For example, discussions focused on the experiences from the project Data to Business, which aims to turn EU regulations into competitive advantage.

How can we, for instance, transform the digital product passport from being an administrative burden into a strategic lever for circular business development?

The EU’s requirements for transparency and documentation are changing the rules of the game. However, companies that work strategically with data, traceability, and Digital Product Passports (DPP) can achieve far more than mere compliance.

This was discussed by an engaged panel:

• June Harrild, Digital Manager, Green Cotton Group
• Sanne Nørgaard, Managing Director, Green Cotton Group
• Heidi Bøjlesen, Digitization and Master Data Manager, HOLMRIS B8
• Signe Marie Bakka Backhaus, Director of Design & Product Development, roccamore
• Heidi Svane Pedersen, Head of Digital, Lifestyle and Design Cluster

Moderator: Mikkel Frost, Evaluator for the Data to Business project, Pluss Leadership

Key takeaways included:

• The digital product passport must create value for customers. Companies should therefore explore what matters most to their specific customers—focus on what customers want, rather than what the company wants to communicate.
• It takes a lot for customers to scan a QR code: “We’ve learned that customers read very little text. We want to explain our products, but people have become more visual and don’t go into much depth.”
• Be mindful when choosing partners—find those who are willing to collaborate and lift together.
• In the furniture industry, having control over your data is essential. Often, companies are chasing the same data: “My dream is that we fish in the same lake.”
• Bring management and sales teams on board—involve the entire organization.
• Don’t spend a year collecting data. Get help structuring it and start testing early.
• If you are not circular by 2030, you will not be competitive. Expectations from younger consumers and B2B markets are increasing—so start practicing now to mature your organization.

The circular transition is underway

Sanne Nørgaard, CEO of by Green Cotton, took part in several debates and exhibited at the curated Lifestyle and Design Cluster Exhibition.

She was very positive about the days at LOOP Forum, where by Green Cotton presented their solution for the digital product passport.

“Many people are asking how we’ve done it and about the thinking behind it. They also want precise technical information, but I’m very keen to tell the story of why customers have responded so positively to our solution. We work with resale and take back all products. There is strong interest in hearing about that, and we’ve had many visitors. I also notice that there are many young people here, as well as a fairly international audience.”

Betina Simonsen, Director of Lifestyle and Design Cluster, is pleased that both the exhibition and the debates were so successful:

“Our member companies are in the midst of a comprehensive transition. That’s why it is crucial for us to highlight the companies that are already well underway and to share their experiences. With a clear focus on driving innovation and strengthening competitiveness, we also ensure that resources are used as efficiently as possible.”