August/September 2025
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to combining performance and practicality with sustainability. The company’s broader goal is to make greener choices the default option for everyday cooking and storage, helping consumers integrate sustainability seamlessly into their lives.
Plastic with a Past
ReBorn, founded by CEO Brian Walmsley, takes a more radical approach, transforming UK waste into stylish, durable homewares made locally and make it locally, design for circularity, keep it stylish, and work together. Essentials such as sink tidies, dish drainers and storage caddies are made from single-material recycled plastics, ensuring they can be easily recycled again. Clean lines, neutral tones and accents like the new Avon Blue give them consumer appeal, while thoughtful features such as integrated rails or non-slip bases enhance usability. Unlike many manufacturers, ReBorn does not buy recycled pellets on the open market. Instead, it works directly with waste collectors to Modular parts, like replaceable toilet brush heads, extend product life, while life-cycle assessments with Brunel University show the company’s process cuts carbon emissions by around 79% compared to making similar items from virgin plastic overseas. To date, ReBorn has transformed over 29 tonnes of waste into more than 61,000 products. Partnerships with major retailers such as John Lewis show how mainstream eco-ranges are becoming, as shoppers increasingly expect recycled and recyclable products to be readily available. The brand is also proof that localised manufacturing can work at scale, reducing transport emissions and keeping value within the UK economy.
Prestige’s Earth Friendly cookware
ECO-FRIENDLY
ensures eco-credentials are matched with functionality and design. The Earth Friendly collection spans frypans, woks, sauté pans, stockpots The opportunity is not only in stocking greener ranges but in how they
are presented and explained. Today’s shoppers are looking for value beyond price, they want reassurance that the products they choose are built to last, reduce waste and are safe for their families as well as the
Reborn’s range on display a John Lewis in Oxford Street.
Prestige, part of Meyer, has also made sustainability central to its
Earth Friendly cookware range. Each piece is made in Italy from 100% without PFOA or PFOS. Safe, durable and toxin-free, the coating delivers effortless food release while reducing environmental impact. The pans are designed to last, with oven-safe, dishwasher-safe construction and induction-ready bases for fast, even heating across all hobs. The range balances practicality with style. Soft-touch handles, scratch-
alongside aesthetic appeal. The design taps into wider consumer UK consumers willing to pay more for sustainable products, Prestige
There is also space to curate ranges that combine sustainability
with lifestyle appeal. From cookware in nature-inspired tones to multi-functional storage made from recycled materials, design-led eco- products can attract style-conscious shoppers who may not actively Above all, the advice for retailers is to weave sustainability into
the everyday conversation – not as a trend, but as part of what makes a product worth buying. By highlighting durability, recyclability and thoughtful design, stores can strengthen trust, stand out from competitors and future-proof their offer. Eco-friendly homewares are not just an option anymore; they are becoming the expectation. Those who embrace this shift now will be best placed to meet demand, inspire customers and grow long-term loyalty.
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