N Brown Group – owner of JD Williams, Jacamo, and Simply Be – is to roll out a dissolvable packaging solution across its own-label products.
The group will utilise Polymax powered by Hydropol, which can be disposed of in bins – where it will biodegrade – or in recycling bins, where it will dissolve without damaging or polluting the environment, N Brown said. The solution can also be dissolved in hot water.
The use of the packaging is expected to reduce N Brown’s plastic use by 44%. Sarah Welsh, CEO of retail at N Brown Group, said, “Reducing our impact on the environment while ensuring a high-quality product experience for our customers is something we take very seriously. Packaging has always been a key area of innovation for us as it makes up a significant proportion of the plastic that is used across our operations.
“Polymax powered by HydropolTM is a really exciting product that offers us the ability to package our clothes effectively without the use of conventional plastic and provides our customers with multiple easy and environmentally friendly disposal options.
“This new packaging is going to enable us to reduce our conventional plastic usage by 44%, without compromising on the quality of our packaging. We’re excited for customers to start receiving some own-brand products in this new packaging this autumn, with the full rollout to 100% of own-brand products set to be complete by the end of 2025.”
Tom Wielicki, of Maxim Labels and Packaging, added, “We’re incredibly excited that N Brown Group will become the largest retailer in the UK to use Polymax powered by Hydropol packaging for their products. We believe that Polymax powered by Hydropol is the solution to the burden of conventional single-use plastic in the fashion packaging sector, and we’re proud of the fact that it is fully recyclable, biodegradable and water soluble.”
