Conquering the world with innovative insulation

Smart innovation and better insulation, that's what Aerobel does best. The Limburg-based scale-up develops and produces innovative insulation materials. The approach is well thought out, the ambitions are big.

"Sam has a clear strategy and is simultaneously open to advice and collaboration. That's the ideal combination for growth." - Mathias Huybrechts

"Of course we want to move forward, but sustainably. Trust is built slowly, but can be lost quickly." - Sam Chartouni

"We simply want to be the best at what we do," opens CEO Sam Chartouni. "And that takes more than just a good product. We want to truly disrupt the insulation market." This innovative vision was rewarded earlier this year with the Voka Innovation Award 2024.

Sustainable Acceleration

Together with Mathias Huybrechts, innovation & digitalization advisor at Voka – KvK Limburg, Sam reflects on the journey so far and looks ahead. "A lot has happened in one year, and always in a positive sense. We are a young and innovative company, so all PR is naturally welcome. More brand awareness definitely leads to better sales."

For Sam, however, growth is not a sprint but a strategic course. "Of course we want to move forward, but sustainably. Not just bringing in large volumes if production can't keep up. Trust is built slowly, but can be lost quickly."

The international expansion focuses primarily on Europe. "We recently attracted eleven new distributors – a mix of local strongholds and international heavyweights," says Sam. "That should create a snowball effect for our sales." The first steps in the US have also been taken, albeit with due caution. "We choose our partners very deliberately. That's crucial for sustainable growth."

International Impact

Growth itself is not the most important thing for Sam. "We especially want to make a lot of impact. To do that, you need to be consumer-minded and really work service-oriented." This approach is paying off, with strong growth figures in various European countries. "We currently have a production capacity of 16,500 tons – that's more than enough. But if demand keeps rising, we won't hesitate to build additional capacity."

Each country requires a different approach. In Poland, the furniture industry mainly processes their products; in Spain, the focus is on polyurethane; in Portugal, on the combination of adhesives with cork. For a French customer, Aerobel developed an insulation system in which their adhesives replace cement. "As a result, the panels are much lighter and perform better in terms of insulation. And they also provide enormous CO2 reduction. That's value-based selling, and we love doing that."

The Value of Collaboration

That Aerobel takes innovation seriously did not go unnoticed for long. Mathias Huybrechts saw how strong their vision is. "What struck me is that Sam knows very well what he wants. He has a clear strategy and is simultaneously open to advice and collaboration. That's the ideal combination for growth."

According to Mathias, Aerobel fits perfectly into the profile of a modern company in Limburg. "They develop high-quality technology here, with a passionate team. Such companies deserve to be in the spotlight."

Innovation as the Engine

Aerobel's innovative power lies in the combination of technical know-how and market insight. "With every system, we apply reverse engineering," Sam indicates. "We completely dissect it and look at how we can make it better with our products – preferably for the same price or maximum 5 percent more expensive."

It was precisely this innovative approach that was decisive for Voka – KvK Limburg in awarding the Innovation Award. "Aerobel simply checks all the boxes," says Mathias. "They combine innovation and scalability with ecological impact. That combination convinced the jury, so the award is more than deserved."

For Sam, the award is recognition for the hard work of recent years. "But it's mainly a stimulus to keep innovating. This gives energy to keep making a difference every day. Doing what we do well, but even better. With the right people, the right partners, and a clear vision."

Growth Requires People

In 2025, Aerobel's focus is on further expansion. "Sales, sales, sales," Sam laughs. "Closing the right customer contracts and delivering quality. That's why we're currently looking for about ten extra people for sales and R&D. There's a strong connection between both. Every week we analyze new systems. That flywheel needs to spin fast and with quality."

According to Mathias, this is recognizable for many companies in Limburg. "Finding talent is one of the biggest challenges. The Voka Awards help give strong employers extra visibility." Sam agrees: "Our innovative power gives a boost to our employer branding. That motivates both our team and potential applicants."

Ready for the Future

Mathias has no doubt that Aerobel is ready for the future. "They show that innovation, sustainability, and internationalization go perfectly together. We're proud of what they've already achieved and look forward to where they'll be in five years. I don't really see limits to their growth. We hope it inspires others to also invest in innovation and R&D."

For Sam, timing is crucial: "You can have a top idea, but if the market isn't ready for it, you're out of luck. For us, the timing is just right: awareness around climate tech is growing all over the world. Just because Trump is now in power in America doesn't mean the handbrake is being pulled. The consumer decides, and they want things increasingly sustainable. And that's exactly where we make the difference."

Read the original article in Dutch at voka.be