Originally, BIOM was the acronym for "Innovative Business Open to the World" but today, and no doubt rightly, we hear especially in this name of Biom Paris the biomimetic dimension of the approach undertaken by this young company created in the spring of 2016. Indeed this innovative VSE founded by Sandra Legel has set itself the course of revisiting the design of everyday objects, in an eco-design approach, to make them objects that are at the same time more functional, healthy and sustainable. . And what could be more natural for that than to integrate a biomimetic reflection to obtain the most relevant result.
In any case, it is in nature that Sandra Legel found inspiration for the first eco-designed product in her range, which is a brush for cleaning toilets.
The unglamorous character of the product could give rise to laughter, if on the contrary it were not a very good concrete illustration of the contribution of biomimicry to everyday uses. From a functional point of view, the BBB Brush is first and foremost a practical product whose elastomer head lined with small nubs stays easily clean, does not wear out and slips all over the bowl. Its effectiveness is therefore appreciated, but it is its durable nature that has triggered several thousand sales since its launch last September.
Its design, with a base and a handle in recycled (and local) plastic, and an elastomer head comprising a share of biosourced material (about 30%), minimizes its environmental impact. And all the more so since the product has a long durability, without encrusted dirt or premature wear of the material. Incomparable with the brushes with plastic bristles which must be renewed very regularly. The range is also being enriched with a second version where the base and the handle are produced in a plastic containing more than 50% brown algae (Algoblend product from Algopack).
But where biomimicry comes into full play in terms of eco-design, it is in the shape of the brush head, which is inspired by leaves and more particularly the ribbed nature of the leaves which facilitates the flow of water. The flow of water being perfectly ensured during use, the brush remains clean of course, but no longer drips when you take it out or put it back in its base. "It seems anecdotal, but these few drops of water are generally wiped off with a little toilet paper, followed by a flush," recalls Sandra Legel. Hence a potential impact representing 2 m 3 of water per year and per person and for the small quantity of paper used, the equivalent in France of 25,000 trees. Of course, these are only quantities that make it possible to understand the potential negative impact of very small gestures and therefore, conversely, the potentially positive impact of good inspirations, however simple they may be.
Since September, the successful version of the brush has therefore been marketed, after multiple tests and optimization of materials and shapes via the eco-design methodology (validated by Ademe).
The company, which is beginning to be well referenced, is seeing its sales accelerate and has already recorded several thousand orders from private individuals or curious professional users. But above all, this launch and the production capacity (which can reach 20,000 pieces/month with its industrial partner near Le Tréport) made it possible to initiate the BtoBtoC and BtoB strategies.
Biom Paris has already signed with a partner of large food and DIY stores (GSA/GSB) to launch in-store sales very soon (with supporting video!). And at the same time, Sandra Legel is developing advanced contacts with two types of professional targets: cleaning service companies (which can also prove to be sales relays, beyond the uses of intervention personnel) and the hotel industry. For the latter, some of whom are already customers via the online site, Biom Paris has designed a modular offer including subscription formulas (with regular renewal of brushes, which are recycled), eco-labeled household hygiene products and even makeover services for toilet areas (including the proposed theme of biomimicry). Even if these steps are only at their beginning, this triple structuring of direct sales, retail surface sales and professional targets is very clearly in the process of marking the commercial and industrial acceleration of the company.
Not to mention that new sales campaigns will also begin in Germany and Japan, with in Japan, work undertaken with the consular authorities to work on a specific strategy, due to the interest shown by the product.
To date, and with a product already on sale that is beginning to prove itself, Biom
Paris has the financial means to follow this first stage of ramping up.
After its first seed fundraising at the creation of the company and a first small support from BPI (via the PIA 1), the founders now benefit from a seed loan from the BPI, traditional banking support and the forthcoming entry of a new investor in the capital. The company was also a winner of LMI Innovation in Hauts-de-France where it has now established itself.
What overall support the gradual deployment of sales but also prepare for the future and new developments.
While the trash can (which opened like a water lily) and toilet paper dispenser projects are temporarily put on stand-by, Sandra Legel strongly believes in the challenge she has set herself to offer the market toilet paper and sponges with a completely redesigned design, and with greatly reduced environmental impacts (design and/or durability). If for confidentiality reasons, it is impossible to reveal the options followed in the reflection of eco-designed innovation, the two projects carried out in collaboration with the Enzyme & Co collective and the eco-design agency "Cooperative Mu" are very advanced.
For these markets, which are much larger than that of brushes (the European toilet paper market represents €8 billion), the strategy will be to forge a partnership with manufacturers capable of supporting production and marketing. Very ambitious projects which will therefore require
Biom Paris to strengthen itself on a human level to work within the framework of these partnerships.
Hence the preparation of fundraising (0.5 to 1 M€) intended to support this development, to be carried out at the end of the year, once the current commercial phase has been consolidated.
If many of the challenges are thus ahead of them, one thing is certain: Sandra Legel and her partner will have already succeeded with Biom.Paris in not only bringing biomimicry into the most intimate daily lives of consumers but also by carrying the idea as a fashion brand labeled Paris. A nerve to salute and follow.
Biom Paris, Sandra Legel
