Annica Eldh

H&M

Annica Eldh, H&M Group. Annica was brought up in a family of printing and paper production and has spent 15 years at the H&M HQ marketing department working with innovation and building the supplier network, followed by 9 years in the H&M Group customer packaging team. Along the way, she has contributed to building the foundations for H&M sustainability work and setting the company’s packaging strategy with a direction to a more sustainable future.
Right now Annica focuses on taking the innovation and sustainability work within the packaging to stores and E-commerce. According to her, “setting our packaging strategy and having the possibility of making sure we are leading the way to a more sustainable future is still my passion and the journey has just begun”.

Tuesday
Bio-based materials can be a good fit for reusable e-commerce packaging solutions

In the transition to a circular society, packaging has become an area subject to new requirements and regulations, posing challenges for the industry. There is a clear need for more reusable and circular packaging solutions to meet requirements to reduce the climate footprint and to contribute to the circular economy.

As a contribution to this there is an ongoing Vinnova-funded project called "Enabling circular and bio-based packaging" with partners from different parts of the value chain. The goal of the project is to develop holistic solutions, i.e., technologies and business models, for biobased packaging to enable circular and biobased approaches along the value chain from choice of material, packaging design to handling and management of used packaging. The solutions, including technologies and business models, are developed through close collaborations with industrial actors along the value chain from material production, packaging design and converting, brand owners and end users, to recycling companies.

During this project reusable e-commerce packaging were developed, a box and a bag. These are tested and assessed through a field study. The study is carried out in the infrastructure of H&M and RE-ZIP and the seminar will be held together with representatives from both companies. The circular business model and how the iterative development process itself was carried out is described during the seminar as well as the prototypes.

Language:
English
Track:
Innovation / Packaging trends / Sustainability
Stage:
Packaging Plaza level 2

In the transition to a circular society, packaging has become an area subject to new requirements and regulations, posing challenges for the industry. There is a clear need for more reusable and circular packaging solutions to meet requirements to reduce the climate footprint and to contribute to the circular economy.

As a contribution to this there is an ongoing Vinnova-funded project called "Enabling circular and bio-based packaging" with partners from different parts of the value chain. The goal of the project is to develop holistic solutions, i.e., technologies and business models, for biobased packaging to enable circular and biobased approaches along the value chain from choice of material, packaging design to handling and management of used packaging. The solutions, including technologies and business models, are developed through close collaborations with industrial actors along the value chain from material production, packaging design and converting, brand owners and end users, to recycling companies.

During this project reusable e-commerce packaging were developed, a box and a bag. These are tested and assessed through a field study. The study is carried out in the infrastructure of H&M and RE-ZIP and the seminar will be held together with representatives from both companies. The circular business model and how the iterative development process itself was carried out is described during the seminar as well as the prototypes.