Ted Baker has partnered with DS Smith to improve the sustainability of its e-commerce packaging.
In need of a solution robust enough to withstand multiple journeys through a complex supply chain, the new e-commerce packaging focused on the reuse and recycle principles of the circular economy.
The companies developed a completely recyclable box with the aim of reusing 20% of Ted Baker’s boxes annually – a target that has already been exceeded with an average reuse rate of 27%.
‘The sleeve protects the parcel during transit and means that customers can return items in the same box by simply reversing the sleeve and securing it back around the box,’ said Rob Carle, DS Smith’s UK head of sales. ‘The sleeve protects the parcel during transit and means that customers can return items in the same box by simply reversing the sleeve and securing it back around the box. It arrives back in the distribution centre with no labels on it, and so can be used again for other customer orders, doing potentially upwards of three journeys through the courier network.’
As part of the revamp the company’s packaging production has been brought back to the UK from the Far East. The move means Ted Baker will reduce its carbon footprint whilst also allowing the brand the flexibility to update the packaging design to reflect seasonal campaigns, and the reactivity to deal with increased peaks in trade.
