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Abstract Environmental awareness has been raised globally, and as a consequence, sustainability is increasingly under focus. Due to increased demand from end-users and tightened legislation, companies must seriously take sustainability into account. Typically, sustainability is attempted to address only after product realisation. However, best sustainability results can be obtained through earlier consideration, guiding relevant requirements directly to product development (PD). This paper analyses how a significant ICT company combines sustainability and PD with design for excellence practices. The results include a description of practical realisation of design for sustainability together with its main challenges.