Started in 2021 as a family business, out of the desire to have materials that are friendly to the skin, but also to the environment, Genuin attracted this year funds of over 170,000 euros through the EEA AND NORWAY GRANTS FROM INNOVATION NORWAY grant program. Through this project, the founders of the Romanian business undertake the creation of products in a more efficient way, but also the reuse of used materials for the manufacture of new products.

“The equipment we purchase through these funds allows us to bring more types of products to customers' homes, which we can produce faster, with a lot of emphasis on quality and durability. Linen deserves to be in the homes of all Romanians, because with it comes an authentic and natural lifestyle. We want to treat the homes and skin of those who choose bedding, curtains, or decoration elements without microplastics and with great attention to the provenance of linen, which is soft and hypoallergenic", says Cristina Mihai, co-founder of Genuin.

Linen is among the best textiles in terms of sustainability. It is durable and easy to maintain, reasons for which it encourages slower consumption. This is thermoregulating and good for all seasons as it provides warmth in winter and lets the skin breathe in summer, it is naturally hypoallergenic and gets even better with time. Moreover, flax is a plant that comes from a renewable source, which needs very little care, almost zero liters of water in irrigation, and does not use growing chemicals, pesticides, fungicides, or other harmful substances. Genuin only uses European, certified throughout the production chain, which did not harm the environment even during processing and which was non-toxic painted, the company says.

"Among the main reasons why we created this business was our need to return closer to nature, to consume more slowly, to have things that last, that do not spoil easily, and to look a little at what is good in a forgotten tradition. Our desire is to generate as little energy consumption as possible and to recycle, that's why we take big steps in this direction and produce to order. In addition to the purchase of this equipment, we also plan to install some photovoltaic panels and invest in electric machines for deliveries and assembly", adds Oana Opriș, co-founder of Genuin.

To avoid plastic consumption, Genuin products do not include buttons. The linen is only of European origin.

Together with the recycling equipment, Genuin will use its own textile waste in a circular consumption.

Products are created only to order, according to the needs of the customer, avoiding unnecessary stocks, which create problems regarding textile waste.

Everything is shipped in paper, using cotton tape and paper tape for shipping boxes. Even the messages are printed on recycled paper.