The company will be present this Wednesday on the first day of Tanexpo after having participated in the FIAT-IFTA

The FIAT-IFTA (International Federation of Thanatological Associations), held last week in Budapest, has brought together, after two years, the members of the Federation after the last -virtual- meeting in Japan.

And the Sortem team has also traveled there, facing the event with «great enthusiasm» as explained to this medium by Antton Loinaz, who also offered a presentation on innovation in Spain in the funeral sector. Since the pandemic, it had not been possible to celebrate in person, and the event allowed companies from the five continents to meet again.

In addition, during the dinner offered by the organization, the new president, Marek Cichewicz, was introduced, who received the witness from the hands of the outgoing president, Hiroshi Kitajima.

“For us, these meetings are very important. We are moved by understanding funeral rites from all over the world, we want to work and innovate with things from other parts that we can adapt in the countries where we have a presence. We believe in innovation with meaning, always linked to service and dismissal”, says Loinaz.

Tanexpo opens its doors in Bologna

In this sense, the Sortem team has also traveled this week to Bologna to attend Tanexpo, one of the most international exhibitions in Europe. «In addition to meeting again with colleagues whom we have not been able to see during these years of pandemic, we seek to strengthen our collaboration with Love Urns as exclusive distributors for Spain, Italy and Portugal.»

And it is that no one escapes the importance for the international market sector, for which we asked Antton: “From the point of view of the funeral service as a provider, the international market is in a complex situation, partly due to the high cost of transportation and the health bureaucratic difficulties of recent years. All funeral homes have had to reinvent themselves and tackle new difficulties every day. Even so, there is optimism and a great desire to work and find synergies. And it is that these problems have also led to more sincere support among the sector, so I think it is a good time to generate opportunities”.

The company will bring to Italy the training programs they are already working on and that they are looking to launch internationally.

La entrada “We are moved by understanding funeral rites from all over the world” se publicó primero en Sortem.

Sortem revolutionizes shared moments without leaving the funeral home

Unlike in other life events, in the farewell of a loved one, the options to participate are reduced for family and friends. This year, the Spanish company Sortem has transcended flower crowns to give the possibility of printing a special photo from the funeral home itself, and being able to give it as a gift in a frame, an album, and even on a magnet. Thus, it will soon be more and more common to see this Shared Moments photo kiosk in Spanish funeral homes.

The printing process begins with the installation of the Peleman Shop app, from which you can select the images from your smartphone. A QR will be generated that, when passed through the kiosk, will start the process.

The Shared Moments photo kiosk contains a printer that prints the photos from the smartphone in a few steps

“The differentiation of the funeral service begins with the small details, like a memory turned into an image”, comments Sergi Martínez, CEO of Sortem.

Among the different formats in which to give these souvenir images, we find:

Album: 10×15, 8 images. Available in different colors. With adhesive film to mount.
Panel: Thanks to a self-adhesive layer, it is created quickly.
Bamboo panel: Ecological and warm way to last a memory lived together.
Bamboo frame: Ideal for changing photos regularly. thanks to the practical magnetic closure.
Panel magnet: Paneled magnet with frame. Easy to assemble with custom frame.
Bamboo magnet: Peel off the protective film and stick your photo on the magnet.

The signature of products of the sector, a reference in our country and abroad, encourages funeral homes to get in touch and examine the different possibilities of integration, the most suitable format and the most interesting spaces for the location of this Memory Kiosk . In addition, your team will provide support at all times for the start-up and care of the proper functioning of the equipment.

At the recent Funergal fair, Sortem won the award for the best promotional action, in which the innovation, impact and repercussion of the campaign presented were valued and, above all, the degree of involvement of the initiative in the fair.

La entrada Memories Kiosk se publicó primero en Sortem.

Sortem’s collection of biodegradable ecological urns is a perfect alternative both for families who prefer to keep the ashes of their loved one and for those who choose to scatter them, bury them in a suitable space or dispose of them in water.

The conservation of this type of ecological urns is very simple. Biodegradable urns are very durable and only start their decomposition process when they come into contact with soil or water. So the family can decide when is the right time to perform their particular farewell ceremony.

• 100% biodegradable materials: Unfired clay, water-based pigments, sand and cellulose are the materials used to manufacture Sortem’s ecological urns.
  Biodegradability certificate: All the company’s urns have a biodegradability certificate.
• Dissolution time: In contact with fresh or salt water, the urns dissolve in a period of between 15 and 30 minutes. If the urn is buried, the biodegradability process will depend on the humidity of the soil.
• Possibility of burying in the ground or depositing in the water: The biodegradable ecological urns can be buried in the ground or be deposited in water. In any of the two options, its biodegradability will be activated.

‘ACQUA’ URNS

In the workshop where the Acqua de Sortem urns are modeled, the energy that makes them unique is transmitted to each piece. Brush-tinted in anthracite, blue or walnut colors with natural pigments. The waves of his designs take us to the image of the waters of the sea, the flow of a stream or the interior of a lush forest. Perfect places to activate its biodegradability and trigger a return to nature. An unrepeatable moment for families, which will add meaning to a unique and environmentally friendly farewell ritual.

 ‘ARENA’ URNS

Sand, from the Latin ‘hasena’, describes the small particles that together form beaches. Each grain of sand, in natural or white, immediately transports us to that feeling of walking barefoot through dunes or sandbanks. Our sense of touch is awakened by feeling them in our hands and opens the way for us to say goodbye. In a smooth, treaded or starfish finish, the preferred place to activate its biodegradability is evoked. It has always been said that it is impossible to count the grains of sand as it happens with the infinite memories of a lifetime shared.

 ‘CHROMA’ URNS

The Chroma series represents life through color. The memory grows when the moments shared are emotionally alive. Crafted from unfired clay, Chroma urns are loaded with symbolism in every aspect. Finished with natural pigments, they come in different color gradations scaled in blue, walnut and anthracite. In addition to the chromatic contribution, the covers present three significant symbols that iconically configure the emotional aspect with an infinity, the age rings of a tree and a starfish as a metaphor for shared life.

 ‘VENEZIA’ URNS

An urn-shaped brushstroke that combines the elegance of a design piece with the qualities of an ecological urn. The concept of an ecological urn does not have to move away from an elegant urn with a great presence. The Venezia collection is a set of biodegradable clay urns that are presented in gold, turquoise blue and anthracite. The brush and water paint effect takes us to that feeling of contemplating a great work on a canvas. The Venezia series is perfect for those families who want to combine the possibility of keeping the urn for a while before activating its biodegradability..

 ‘THE TREE REMEMBERS’ URN

Each new shoot that grows is a memory of life. The Tree Remembers is an urn that stands out for its functional simplicity and a strong poetic sense to remember loved ones, planting a tree, bush or plant significant to the family from their ashes. An ecological farewell to return to nature in a new life. The purpose is to manage to mitigate the absence, seeing a part of one’s own memories grow in each new outbreak of life. The Tree Remembers is a biodegradable and recyclable urn that allows the cycle of life to begin again and maintain the natural balance of the planet.

 ‘TERRA’ URNS

The basic range of the Sortem catalog contains urns of different materials and shapes that respond to the different needs of families with a quality product such as the Terra range. A biodegradable option for ecological services that comes in a wide range of colors and can be customized according to the color range of each company.

La entrada The decision to return to nature se publicó primero en Sortem.

Break molds with a purpose: to provide the best service. At Sortem, an international funeral goods distribution company, they know this very well: «Innovation is important but not per se,» says Antton Loinaz, co-founding partner. It must always be closely linked to service, to that tribute and memory of a loved one who has passed away. Innovation is only successful when there is a purpose which, in our case, is based on the warmth and closeness of a farewell and a memory. That is our philosophy.”

«There is a whole world to develop in the presentation of the funeral service and how to sell the product»

An example of this disruptive vocation is The Tree Remembers urn, which stands out for its functional simplicity and consists of a tree being born from the ashes. A project that today is still looking for its place and that reflects this dialogue between updating and tradition in the market. In 2017 it received the prestigious German Red Dot Award, an award for the best industrial design among 5,500 candidates from 54 countries. Sergi Martínez, partner and CEO of Sortem explains that, despite the great media coverage of this product, there is a cultural barrier, which little by little is beginning to break down to offer an ecological and sustainable funeral service.

The Tree Remembers was also the best product that year at Funergal, a fair that gives them «a lot of luck», as they say in the company, which will return to the event this year with an important novelty. “In any event in life, all attendees participate. At a shower, there are few opportunities for attendees to participate other than ordering a flower crown. We want to cover the need to take a physical memory of the funeral home itself”, anticipates the CEO.

Sergi Martínez celebrates this May twenty springs in the funeral sector. His experience was key in transferring the trust that funeral homes had in his work to a fledgling Sortem in 2013, specializing in thanatoesthetic and thanatopractic products. As official Dodge dealers, they began to delve into the realm of postmortem treatment training: “Back then, we saw a need for training for funeral professionals. We carried out training with them and that allowed us to also make ourselves known to people and generate trust”, he says.

This educational spirit is also transferred when offering its products to funeral homes and is a differential value for the company, which understands that it is its obligation to analyze which products are suitable for each one and how they should be presented. According to Antton Loinaz, «there is a whole world to develop in the presentation of the service, and Sortem must transmit how to offer the product with a global vision, in all the departments of the funeral home».

«The professional is the thermometer that tells us what works and what doesn’t»

An essential piece in the integration of this innovation in companies in the sector is Belén Nasarre, partner and head of corporate image and product development, who always seeks to impregnate everything that passes through Sortem with a modern but emotional aesthetic, the DNA of the firm. Nasarre emphasizes that the purpose is to incorporate «feeling into each product». Along these lines and just before the pandemic, Sortem assumed the distribution of LoveUrns in Spain, Italy and Portugal. Urns, reliquaries and funerary jewelry with high added value and artisan production, which are working very well in our country. “At LoveUrns they take into account the person’s contact with the urn, how it feels in the hands and its ergonomics. They think of people when designing, a philosophy that we share”, describes the person in charge of product development.

The marketing of LoveUrns has grown a lot in Spain in recent years. Their quality, with great resistance to deterioration, and their presentation, which begins with the bag and case that carry them, have made it possible to discover an audience that wants the best to preserve the memory of their loved ones. «One of the novelties that we will soon present is a new ‘teardrop’ model -says Sergi Martínez-. This urn was a favorite among the LoveUrns inventory and one of the most imitated, and now it’s time for an update. In addition to the urns, accessories, jewelry and minerals for ashes are receiving great support from families”.

With a growing trend of cremation, derived keepsakes are being refined for those without reference to a cemetery. The watch that the father bequeathed and that the son lovingly wore on his wrist, is today complemented by new elements with a great emotional charge, rubbing against the skin, and which Sortem considers to be one of the keys to the present and future of the funeral sector. Always listening carefully to the professional, in the company they consider that this is the «thermometer» of what works and what does not. Projects such as a pioneering urn customization website in Spain must wait: “We have a unique customizer that has not yet found a place in the sector. When the time comes and the sector demands it, we will be ready. We adapt to each scenario and try to anticipate it”, emphasizes Martínez. In this sense, the biodegradable urns, one of the firm’s first products, continue to be its most demanded product by funeral homes, although each one has its own idiosyncrasy: «When we launch a product we study the design, the price and the positioning in a specific company, and how it can be presented to families. We test to find out what works and what doesn’t.»

An increasingly international and digital scenario. From the Terrassa headquarters, Sortem sends products to half the world. Activity that, according to Antton Loinaz, has been complicated recently: “In these strange years we have doubled the stock, for our peace of mind and that of our customers. With the pandemic we saw that, suddenly, we had to look for specific products, such as disinfectants, and that many others are no longer in such high demand.”

Its evolution as a company, explains Loinaz, goes through «knowing how to analyze the needs of the funeral home well, which are very different from when you talk to a small or a large group.» With a presence in several countries, for Sortem the cohesion of the sector is important wherever they work. That is the reason for its commitment to large groups such as the National Association of Funeral Services (Panasef), the Latin American Association of Cemeteries and Funeral Services (ALPAR) or The World Organization of Funeral Operatives (FIAT-IFTA), of which they miss an event. Nearing the decade of life, Sortem will continue working to increase its weight inside and outside our country: “We have a very good position in Italy and Hungary and we are growing in France, Denmark and Latin America. We have even shipped biodegradable urns to Hong Kong. Funeral homes set the pace for us and we will be there where our service is needed”.

La entrada “Innovation is only successful when there is a purpose” se publicó primero en Sortem.

Why should makeup for a deceased person be treated any differently than makeup for a living person? Understanding the difference between cosmetics for the deceased and cosmetics for the living, it is understood where to use the different types of makeup products to cover marks such as bruises and cadaveric hypostasis, as well as to improve the final presentation of a deceased man or woman. It is the task of the funeral professional to master the application of the different cosmetics and the enhancement of the facial features of the deceased, without hiding the natural lines and marks. For several years now, Sortem has been the official distributor in Spain of The MazWell Group and of Dodge products, among which are all the cosmetological solutions for the funeral professional specifically designed to condition and work well on the skin of the deceased or the deceased These are products that contain a higher level of moisturizers to prevent cracking or drying out once applied to the skin.

The difference between makeup for the living and makeup for the dead

The Dodge range of powders and liquid stains offer a translucent finish that allows natural markings to shine through. They can be used to add a bit of color when needed, without hiding any of the natural contours or features of the face or hands. Opaque liquid cosmetics are designed to cover. They contain a solvent that provides quick drying and forms a base that does not crack or peel after application, allowing the application of other cosmetics. With the finishing powders, the necessary color is applied. For their part, cream cosmetics offer a wide range of coverage, from small areas of blemishes to larger areas of discoloration. Mastering the mixing of cosmetics allows the professional to create an infinite range of color shades. The goal is to sympathetically apply cosmetics to enhance the deceased’s final appearance without creating a fake look.

“These are products that contain a higher level of moisturizers to prevent them from cracking or drying out once they have been applied to the skin”

This range of cosmetics offers professionals everything they need for thanatoesthetic makeup. Techniques that with the help of training are easily integrated into the daily application of conditioning. An excellent result that can be reinforced with the help of specific creams such as Kalon or Kaloform. In addition, within the Sortem makeup range, Pankro is added, a new professional makeup brand that offers a very wide range of possibilities and that includes classic makeup, concealers and brushes, as can be seen in the new kit. of makeup that the company presents.

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La entrada What is thanatoesthetic cosmetology? se publicó primero en Sortem.