"Of course I've encountered many barriers, some you can solve… others not. But once you solve them they tend to be enablers! I might say these barriers, could be general for other entrepreneurs too:

• Lack of deep knowledge; about what a circular product is and how to develop and market it.
• Creating margins and pricing; In the beginning we faced relatively high production costs, which made it difficult to penetrate the market with commercial prices while making a healthy margin. As more brands convert to circular products, we are able to create more volume, leading to costs coming down a bit. It's always a balance between volume, margin and consumer pricing.
• Consumer awareness; this really has to change, and we need to find ways to convince the consumer to consume differently.

The road has been partly paved, so nowadays it is easier to make the transition. As knowledge is more widely available at suppliers, circular products can be made for better prices than before, and you can position yourself as a brand of the future instead of the past."