Sustainable product information as a driver of growth and increased sales at Reynaers

When sustainability complexity limits commercial impact

As a manufacturer of aluminium building systems, Reynaers Aluminium operates in a market where sustainability is increasingly becoming a decisive purchasing criterion. The challenge was not developing sustainable solutions, but effectively translating their value into a commercial advantage.

Architects and specifiers often had to determine for themselves how products contributed to certification schemes such as BREEAM. This created additional complexity, slowed down project decision-making and made it more difficult to position Reynaers’ solutions as the preferred choice. The need was clear: make sustainability transparent, practical and immediately actionable.

From technical data to a powerful commercial tool

Together with Encon, Reynaers Aluminium analysed its product portfolio and translated sustainability performance into clear BREEAM contribution scores for each product. These insights were then integrated into updated, user-friendly product documentation and brochures.

For architects and specifiers, this meant instant clarity on how products contribute to sustainability targets and certification requirements. For Reynaers Aluminium, it created a much stronger and more differentiated value proposition.

As a result, sustainability evolved from a technical feature into a strategic commercial asset — a clear example of Delivering Profitable Sustainability.

Faster decision-making, increased sales and a stronger market position

The results were tangible and measurable. By clearly linking products to certification benefits:

• Architects and specifiers could identify suitable solutions more quickly
• Project decision-making became more efficient
• The attractiveness of the product portfolio increased
• Sustainability became a stronger differentiator in the market

This translated into increased sales opportunities and a stronger competitive position in a market where sustainability considerations continue to gain importance.

Sustainable innovation thus became more than a response to regulations and market expectations; it became a genuine driver of commercial growth.