Plust: a new evolution of plastic rooted in years of experience

“At the core of [the company], there is a family,” says Vittorio Moretti, the Sales and Marketing Director of Plust, which has since 2007 dedicated itself to exploring the possibilities of plastic when it comes to outdoor furniture. The inspiration behind the founding of Plust was the idea of creating a made-in-Italy design brand, starting from the expertise of its parent company Euro3plast, which this year celebrates its 50th birthday. 

Founded in Veneto in 1974, Euro3plast was among the first in the industry to combine the traditional injection method with rotational production, an innovative and versatile molding technology. Back then, it used these techniques to diversify the shapes and sizes of various plastic pots and garden items, which still to this day form a crucial part of the brand’s more diverse collections featuring household items, designer furnishings, articles for pets, and accessories for other various needs. 

“These 50 years of Italian manufacturing reality have been crucial in creating the Plust brand in terms of expertise combined with creativity and innovation in design-focused projects,” Moretti adds. “Euro3plast and Plust are the result of the same entrepreneurial mindset that has managed to create and still produces high-quality, durable, and internally made-in-Italy plastic products.” 

Leveraging the expertise of its parent brand, Plust propels itself into the realm of the contemporary, design-oriented market. Sporting a visually refreshed brand and employing marketing and manufacturing strategies tailored to showcase the versatility of plastic in the modern era, it embodies a youthful, experimental spirit. 

With a focus on colored resins and cutting-edge design, the company’s collections prioritize functionality across a range of oversized pots, furniture, and lighting, seamlessly integrating indoor and outdoor spaces. Beyond this, Plust also provides a wide array of services for individual customers and interior designers, accommodating projects of all scales, from private endeavors to large-scale contracts.

The fundamental difference between the two companies is that Euro3plast, the mother company, has always produced pots and gardening items, pet articles, and accessories for various needs in plastic. Consequently, it maintains a robust association with gardening and primarily serves garden centers as its main clientele.

Meanwhile, Plust focuses on specialized outdoor dealers, supplying the Horeca and contract sectors with architect-designed outdoor furnishings. “The positioning is different, but the design philosophy, a result of Italian craftsmanship, and the approach to sustainability are the same,” says Moretti.

It’s fair to say that Plust represents an evolution of Euro3plast’s five-decade dominance in the industry, evident in the innovative designs and forward-thinking concepts showcased across Plust’s collections.

The Gumball Collection by local designer Alberto Brogliato showcases Plust’s contemporary approach to outdoor furniture, featuring experimental shapes and innovative technology. The versatile family includes ergonomically shaped armchairs, sofas, coffee tables, and sun loungers, all designed to convey softness and comfort in recreational settings. 

With options available in both standard and illuminated versions, the Gumball pieces create a warm and inviting atmosphere, perfect for public spaces and contract environments. Additionally, the collection introduces the “T Ball” vase, offering multifunctional usage as a coffee table or container, and can be paired seamlessly with other elements from the Plust Collection.

“Deciding to entrust established designers with the design of our outdoor furniture has proven to be a winning choice,” says Moretti. “We have leveraged our experience in favor of design experimentation and the result is a multitude of products, or product families, that are different from each other but all represent the perfect union of design philosophy and corporate technical capability.”

“From Odo Fioravanti to Giulio Iacchetti, from Matteo Ragni to Alberto Brogliato, each collaboration has helped us to shape our own material with their vision, creating best-selling products.”

Plust meets the needs of its clients by offering comprehensive support throughout the design process, from inception to execution. Boasting an internal research and development team alongside a technical design team, the company ensures designers’ visions are transformed into tangible realities. Plust has established an internal Design Office, specializing in customizing settings for clients based on selected furniture and desired finishes. 

“This service is highly valued as it provides clients with accurate visualizations of their furnished spaces through scaled renders, allowing for informed decisions and ensuring precise realization of design visions,” explains Moretti.

Another notable partnership, which the company recently expanded, is the Fade collection designed by Marco Gregori. Designed to furnish both contract spaces and private residences with elegance, each piece in the Fade family, including the armchair, table, and new stackable chair, features soft and welcoming lines. 

Noteworthy for its finely chiseled surface detail, which creates a captivating play of shadows, the collection is offered in a palette of material colors such as Granite, Clay, Lava, and Stone, evoking the beauty of natural elements. Earlier this year, Plust and Gregori further expanded their collaboration by introducing a new addition to the Fade family: the Fade Shell.

“Fade Shell is the new product we presented at this year’s Salone del Mobile,” says Moretti. “It is more than just a piece of furniture because it serves multiple functions: its curvilinear shape and sculptural volume allow it to act as a functional space divider, but it can also become a lamp and brighten evenings with a clear, soft light.” 

“Like every piece in the family, Fade Shell is characterized by its striated surface that creates a refined play of light and shadow, a statement of style and innovation that transforms spaces with its dramatic presence.”

Gregori has designed other collections for Plust including Boom, which the company launched in 2022. Featuring sleek, comfortable lines, and sculptural forms, the collection is intended to be adaptable to any environment, from public spaces to private homes. Built with materials that mimic the texture of natural elements, the Boom family comes in five subtle shades, including striking White Light, which emits a luminous stone effect. 

As part of its commitment to sustainability, Plust has ensured that the Boom items are recyclable. Expanding the collection to include an armchair, stool, and coffee table, Plust maintains the enveloping comfort of the seats while introducing new elements like the eye-catching Boom Sofa and a coffee table with a transparent tempered-glass top.

“The focus on sustainability has led both companies to invest in and introduce lines of recycled plastic products, Greener for Euro3plast and Decor for Plust,” explains Moretti.

In 2023, Plust unveiled its latest innovation, Decor, a finish comprising 80% of materials reclaimed from industrial processing waste. With its refined texture and an artistic quality, Decor imbues Plust’s furnishings with a distinct look, reminiscent of a contemporary Venetian terrazzo. 

“Plust’s environmental responsibility is further evidenced in our Sustainability Report, which pursues the sustainable development goals set by the UN’s 2030 Agenda,” says Moretti of the report it has released in celebration of Euro3plast’s 50th anniversary. “This is a great opportunity to solidify the company’s commitment and its choices in terms of economic, environmental, and social sustainability.”

“Among Plust’s other objectives is to become increasingly authoritative in the world of designer outdoor furnishings and to increase market share, both in Italy and abroad,” says Moretti. “The strategy that rewards us is the project experimentation linked to the technical capabilities of our facilities to create cutting-edge products, investing in research and development.” 

“We have always invested in creating well-designed and well-crafted collections, thus appealing to professionals such as General Contractors for the Horeca world, as well as Architects and Interior Designers.”