H&M Turn to Paper for Eco-Friendly E-commerce Packaging

Addressing the growth of lockdown-linked e-commerce and the swell in packaging waste that accompanies that, affordable fashion flogger, H&M, has sought out new solutions for sustainable packaging and introduced a new multi-brand paper packaging system that is reusable and recyclable.

In the fashion industry, overcoming the proliferation of plastic is one of the biggest challenges; it is not only used in synthetic materials such as polyester, but also in hangers, hang tags, single use shopping bags and polybags. And when it comes to packaging, plastic is partly used to protect some products and prevent waste, which makes it even more difficult to replace.

Plastic is a real problem in the prêt-à-porter biz

As such, at its distribution centres in the Netherlands, UK, Sweden, China, Russia and Australia, H&M sent millions of packages to customers as part of a test for more sustainable packaging solutions. Motivated by this move in packaging strategy and the desire to become a fully circular organisation, H&M Group has thus developed a multi-brand packaging system using bags made of certified paper – and once opened, the bags are recyclable.   

We are introducing a type of packaging that is better for both the customer and the environment. It is yet to be improved since we need to continue working on replacing the use of plastic throughout our logistics supply chain. But by introducing this new multi-brand packaging we are creating a huge impact by replacing the outer plastic with a paper solution. This is a small step on a long journey,” said Hanna Lumikero, Service owner driving sustainable services at H&M Group.

We use valuable input from our customers to improve and we know that they are happy about receiving their orders in more sustainable packaging. At the same time, we are committed to reducing plastic throughout our business and value chain. That is why we will implement this packaging solution in all of our brands.” 

H&M seeks to reduce plastic and packaging drastically over the next few years

The H&M brand has started to implement the new packaging solution in selected markets, and this will increase during the upcoming months to reach an even bigger group of customers worldwide.

The new packaging solution will help H&M Groups towards reaching the goals of its circular strategy for packaging, including reducing packaging by 25% and designing reusable, recyclable or compostable packaging by 2025 at latest.

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