STORAGEWARE
need. A lot of John Lewis’ customers are interested in the provenance of products and where the materials come from. The fact that we make all of our products locally in the UK makes our products very real to people. On our packaging we have two claims – the Union Jack and the recycled materials symbol. Knowing the product was made locally and seeing the Union Jack on the packaging was important to consumers, and of course there is a link to the recycled materials symbol which drives the sustainability agenda.” “John Lewis is also very good at storytelling in their stores. In many of the big John Lewis stores, such as Oxford Street, there is a display table where we have three posters telling the story of Reborn. They’re an amazing brand to launch with and it has been extremely well-received. This exclusivity, however, does end in Q1 2024 and you’ll see ReBorn stocked with other major retailers next year,” he adds.
Inspiring the industry Moving forward, the brand will continue to enhance its sustainability focus as Walmsley says “One of our key principles is to be circular by design – all of our products must be reusable, repairable and recyclable at end of life. A lot of products mould different materials together, so you might have silicone feet wrapped around plastic, for example. This means if the product breaks it cannot be fixed or recycled. With our products, we only use materials which allow the product to be recycled. Our factory is also zero waste so if we get any damaged or broken products returned back to us, we collect that waste as part of our new ReBorn Again collection. The idea behind Reborn Again is we can grind down any waste material and turn it into a new product. With our partners at Brunel University, we’re also testing new materials in new segments. We’ve got three different recycled materials in our products – steel and two types of plastic. By next year, we’ll be launching into one new category with others being researched. We’d like to think we’re at the cutting edge of making this fully circular.” As an industry pioneer for the transformation of waste into housewares products, ReBorn can pave the way for manufacturers in the sector to be more environmentally conscious and fulfil their sustainable commitments. “Unfortunately, it has become too easy for companies to market their products as sustainable but when you look further into the product it isn’t. As an industry, we need to ask right the questions. How
much of the product is recycled? Where is the product made? Have you done a full life-cycle analysis? What happens at the end of life? These questions allow you to get beyond the company’s use of sustainability credentials as a marketing tool. I really hope this is a catalyst for positive change within the industry. There is an assumption that you have to make products in the Far East because that’s where things are cheaper and that’s where the capability is. I hope I’ve shown with this launch that you can make beautiful items locally. When others are looking at manufacturing, I hope they at least consider the UK and Europe. I hope they also consider making items that are 100% recycled. At least I can prove that its possible,” adds Walmsley.
Featured Product
Metallic Make & Take The cold weather has truly arrived, and so has Brabantia’s Make & Take extension in Stainless Steel. After launching the main food on-the-go collection last year, Brabantia are rolling out a wonderful set of winter additions, so you can now enjoy a warm homemade meal on the go in style! Better still, these suave stainless-steel additions are accompanied with a comforting 5-year guarantee. Take a look at the collection on our website.
usales.uk@
brabantia.com
uwww.brabantia.com/uk
housewareslive.net
October/November 2023 | 25
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36
