This study explores how retention options to achieve a circular economy applied in entrance door products together with CSR strategies from a supplier can create customer-perceived value in a B2B market setting. It focuses on the relationship between buyers and suppliers in the construction and building industry in the Swedish and Dutch market. To explore this phenomenon, a qualitative multiple case study was employed using semi-structured interviews as method for main data collection. Facility management, real estate and construction companies from the respective markets were subjects to this study to gather valuable insights. The data was analyzed and presented according to four main value dimensions perceived by customers. Sustainable products can mainly create indirect economic value for customers by enabling higher revenue or reducing tax load. In terms of functional value, customers ask for products with low carbon footprint that supports them to reach their sustainability goals for the supply chain or to reach building certifications. In the transition phase towards a circular economy customers value a closer and mutual beneficial relationship to their supplier. This entails a holistic aftersales support and caretaking of products after the use phase to bring products and resources back into the circle. A supplying company can create symbolic customer-perceived value by engaging in comprehensive and credible CSR activities, since several business customers want to show that they are working with sustainable companies. This study also reveals that most customers do not yet have any measures in place to assess the sustainability of a product or the quality of a suppliers CSR activities, however, it is a future requirement. Practical, the findings of this study undermine the importance for supplying companies to begin developing sustainable offerings and to engage in relationships with their business customers to create profitable business cases from sustainable offerings. Academically, the study highlights the need for further research in circularity and perceived customer value. Thus, the study explored circular product aspects customers can perceive valuable, and how the relationship acts as a foundation for specifying the requirements of bringing circular aspects to different customers and markets.