N Brown Group plans to innovate its packaging with Polymax® powered by HydropolTM.
- Current plastic films cause significant recycling contamination in the UK.
- Polymax packaging offers a recyclable solution that degrades safely and leaves no microplastics.
- The initiative could cut N Brown’s plastic use by 44%.
- Adoption on a wider scale could prevent millions of tonnes of plastic waste annually.
N Brown Group, the parent company of recognised brands such as JD Williams, Jacamo and Simply Be, is set to introduce packaging using Polymax® powered by HydropolTM from November 2024. This marks a significant shift towards sustainability for the company’s own-label products.
Recycling contamination poses a problem in the UK, especially with plastic film wrapping. A substantial number of consumers mistakenly recycle it in areas that do not accept such material. Merely 9% of flexible plastics are recycled correctly. This mismanagement not only affects recycling facilities but also adds stress on consumers keen on making environmentally conscious choices.
Unlike traditional materials, the biodegradable Polymax packaging can be recycled with paper, plastic, metal, or food, and safely degrades in a landfill environment. Moreover, its ability to dissolve in hot water without leaving microplastics highlights its environmentally friendly attributes.
N Brown’s initiative is expected to reduce its dependence on conventional plastics by about 44% once fully implemented across its own-brand products. This not only simplifies disposal for customers but also represents a responsible step towards sustainability.
If adopted globally, such packaging could prevent approximately 25 million tonnes of hard-to-recycle packaging from polluting the environment each year. This move represents a significant opportunity for the fashion sector to address issues related to waste and sustainability.
Sarah Welsh, CEO of retail at N Brown Group, expressed a strong commitment to reducing environmental impact while maintaining product quality. She stated, ‘Reducing our impact on the environment while ensuring a high-quality product experience for our customers is something we take very seriously.’
Tom Wielicki from Maxim Labels and Packaging noted the broader potential of Polymax packaging, hoping other retailers follow N Brown’s lead for a sustainable future in garment delivery.
N Brown Group’s shift to Polymax packaging underscores a key step forward in sustainable fashion practices.
