DS Smith, RE-ZIP and RAJA Group Launch Large-Scale Reusable Packaging Initiative for E-Commerce

DS Smith, RE-ZIP and RAJA Group Launch Large-Scale Reusable Packaging Initiative for E-Commerce

DS Smith, an International Paper company and leading provider of fibre-based sustainable packaging solutions, has joined forces with RE-ZIP and the RAJA Group to launch REUSE FAST TRACK, a major initiative aimed at accelerating the adoption of reusable packaging across the e-commerce sector.

The one-year programme is designed to demonstrate the viability of reusable fibre-based packaging at scale, with a target of recirculating 250,000 packages within twelve months through an efficient collection, return and reuse system.

Supported by EU LIFE, the European Union’s funding programme for environmental and sustainable development projects, REUSE FAST TRACK seeks to establish reusable packaging as a practical and scalable solution for e-commerce businesses navigating increasingly stringent sustainability requirements.

The initiative aligns with the European Union’s Packaging and Packaging Waste Regulation (PPWR), which encourages businesses to adopt circular packaging systems that reduce waste and improve resource efficiency throughout the packaging lifecycle.

Open to brands operating in cosmetics, fashion and apparel, and fast-moving consumer goods (FMCG), the programme provides participants with end-to-end support. This includes supply chain integration, IT system configuration, marketing assistance, consumer engagement strategies, and performance tracking to help businesses successfully implement reusable packaging models.

The collaboration combines expertise from across the packaging value chain. RE-ZIP, a Denmark-based start-up, will oversee programme operations and provide a digital traceability platform for managing returns. The RAJA Group will contribute its experience in business supply distribution, while DS Smith will leverage its expertise in designing fibre-based sustainable packaging solutions. Together, the partners will ensure packaging is collected, inspected, restored and reintroduced into circulation in optimal condition.

Commenting on the launch, Anne-Laure Daniel, Managing Director of RE-ZIP France, described the programme as a significant milestone for the industry. She noted that REUSE FAST TRACK represents more than a pilot project, positioning it as one of the largest reusable packaging rollout programmes ever launched and offering brands an opportunity to take a leading role in the transition towards circular packaging.

Mathieu Bultelle, Head of New Markets at DS Smith France, added that the initiative reflects DS Smith’s commitment to sustainable and circular packaging design. He emphasized that the programme provides an opportunity to apply this expertise to large-scale reuse systems while delivering measurable environmental and commercial benefits.

By bringing together packaging manufacturers, logistics providers and e-commerce brands, REUSE FAST TRACK aims to accelerate the shift toward circular packaging models and help businesses meet both sustainability goals and regulatory requirements.