N Brown switches to innovative dissolvable packaging

Plastic packaging is one of the biggest problems for physical and online retailers and consumers are increasingly unhappy with its use. That's why N Brown's last move is important. It is making strides in its sustainability program by launching innovative dissolvable packaging for its garments starting this month.

The owner of the JD Williams, Jacamo and Simply Be brands will become the UK's largest online retailer to use Hydropol-powered polymer packaging to reduce plastic waste and, importantly, also prevent “confusion about recycling.”

With plastic film packaging being among the leading causes of recycling pollution in the UK, N Brown said the chosen packaging can be recycled alongside paper, plastic, metal or food “without any risk of pollution”.

He added that consumers can put Polymax packaging in your black containers, “where it will safely biodegrade, or in your recycling containers where it will dissolve.” It can also be dissolved in hot water, “without leaving harmful microplastics.”

The retailer said it expects conventional plastic use to be reduced by 44% once its new packaging format is rolled out across all own-brand products.

If used globally, the manufacturer estimated that around 25 million tonnes of conventional and difficult-to-recycle packaging could be prevented from entering the environment each year.

Sarah Welsh, executive director of retail at N Brown Group, said: “Reducing our impact on the environment while ensuring a high-quality product experience for our customers is something we take very seriously. Packaging has always been a key area of ​​innovation for us, making up a significant proportion of the plastic used in our operations.

“[This] “It's a really exciting product that offers us the ability to package our clothing effectively without the use of conventional plastic and provides our customers with multiple easy and environmentally friendly disposal options.”