N Brown is taking a significant step toward sustainability by introducing fully biodegradable packaging.
- This move will significantly reduce conventional plastic usage by nearly 44%.
- The biodegradable packaging, known as Polymax powered by HydropolTM, can be dissolved in water, eliminating harmful microplastics.
- N Brown aims for complete implementation of this packaging across all their own-brand products by the end of 2025.
- The initiative positions N Brown as a leader in sustainable practices within the retail industry.
N Brown, the company behind the JD Williams, Jacamo, and Simply Be brands, has announced its decision to implement the use of Polymax powered by HydropolTM packaging. This environmentally friendly packaging solution is set to be introduced for N Brown’s own-label products starting November 2024.
Plastic film wrapping is a significant contributor to recycling contamination, with many consumers inadvertently recycling it incorrectly. In fact, only 9% of flexible plastics are recycled correctly in the UK. This mismanagement not only complicates recycling processes but also causes anxiety among individuals trying to engage in responsible disposal behaviors.
Polymax packaging offers a breakthrough solution. It can be recycled with paper, plastic, metal, or food without causing contamination. Consumers can dispose of it in standard waste bins, where it will biodegrade, or in recycling bins, where it dissolves cleanly in the recycling process without harming the environment. Additionally, it can dissolve in hot water, leaving no harmful microplastics behind.
The shift to Polymax packaging is expected to have a profound impact on N Brown’s plastic usage, potentially cutting conventional plastic consumption by nearly half. If Polymax became a global standard for garment packaging, it could potentially prevent 25 million tonnes of difficult-to-recycle packaging from polluting the environment each year.
Sarah Welsh, CEO of retail at N Brown Group, emphasized the company’s commitment to reducing environmental impact while maintaining product quality. She highlighted packaging as a key area for innovation, given its significant share of plastic use in operations. “Polymax® powered by HydropolTM is an exciting product that allows us to package our clothes without traditional plastics, providing multiple easy and eco-friendly disposal options,” Welsh stated. Customers will begin receiving products in this new packaging in the Autumn, with a full transition expected by the end of 2025.
Tom Wielicki from Maxim Labels and Packaging expressed enthusiasm about N Brown’s pioneering use of Polymax in the UK retail industry. He remarked on its potential to address the challenges posed by single-use plastics in fashion packaging and encouraged other major retailers to adopt similar sustainable practices.
N Brown’s adoption of sustainable packaging marks a significant step forward in reducing environmental impact and promoting eco-friendly practices in retail.
