Laureate of H2020 call [Smart plastic materials with intrinsic recycling properties by design] (RIA) PUReSmart seeks ways of transitioning from the current linear lifecycle of polyurethane (PU) products to a circular economy model. The PUReSmart consortium is an end-to-end collaboration spanning the entire polyurethane reprocessing value chain and gathering nine partners from six different countries. PUReSmart is coordinated by the Belgian company Recticel and was launched on 1 January 2019 for a duration of four years. It is supported by EUR 6 million in funding from the European Union Horizon 2020 Research and Innovation Program (project N° 814543).