We want to offer our customers the most sustainable products possible, combining superior quality with environmentally sustainable and socially responsible production.

Our goal is to combine superior quality with environmental sustainability and social responsibility

Every week we surprise our customers with between 40 and 80 products in our weekly promotions. In doing so, we place around 4,000 products on our supermarket shelves, in our shops and in our online shop every year. We are committed to offering our customers the most sustainable products possible, combining superior quality with environmentally sustainable and socially responsible production. It is this goal that drives us as we put together our product ranges, design our products and select our materials.

We look at the entire life cycle of a product

Design & materials

Design & materials

With many products, the key to success lies in choosing the right material. Find out more!

Production

Production

When it comes to producing our goods, we strive to improve social conditions and reduce our impact on the environment. Find out more!

Usage & packaging

Usage & packaging

We are working to make our products more energy-efficient and more economical with water. This includes our product packaging. Find out more!

Recycling

Recycling

We are committed to using recycled materials and closing material cycles. Find out more!

2019/2020

Meilensteine

Plastic-free packaging for textiles

Recycled cashmere used for the first time

RWS-certified wool used for the first time

Eco-friendly viscose fibre LivaecoTM by Birla CelluloseTM used for the first time

First consumer goods made from I’m Green™ PE, a bio-polyethylene made from sugar cane

First sale of textiles made from a combination of recycled plastic bottles and recycled coffee grounds

2021/2022

Ziele

100% more sustainable cotton

Use recycled fibres in other product categories, such as children’s textiles, womenswear, menswear and home furnishings

No conventional cashmere and elimination of alpaca wool

First ‘natural dye’ products, coloured using dyes made from agricultural plant waste

Use TENCELTM Lyocell fibres – made using REFIBRATM technology and produced from cotton scraps left over from garment manufacturing and fresh pulp – for the first time

Use recycled cotton for the first time

Increase the recyclability of our non-food packaging to 98%

Our motivation

If we, a major consumer goods company, can successfully embed sustainable practices within our product ranges, then these practices will increasingly become a normal part of everyday life. Sustainability will cease to be the exception and will instead become a viable option for everyone.