Fit for fashion: Smurfit Kappa-Rollor’s sushi-inspired e-pack lights up Packaging Innovations 2020

26 Feb 2020 --- A partnership between corrugated packaging giant Smurfit Kappa and Dutch patented technologists Rollor Packaging has culminated in the unveiling of the Rollor e-commerce pack today at Packaging Innovations 2020 in Birmingham, UK. Promising crease-free delivery of garments in an eye-catching sushi roll-inspired style, the Rollor pack is 100 percent renewable, recyclable and biodegradable. Further, the pack generally reduces total carbon footprint compared to conventional boxes at a time when Packaging Innovations is turning its attention to this particular sustainability measurement by way of the ‘Big Carbon Debate.’

Rollor Packaging markets its e-commerce pack as the world’s first rollable packaging that is capable of shipping fashion items in a wrinkle-free, eco-friendly and cost-effective way. The product also achieves enhanced levels in the end customer “unboxing experience,” which is increasingly becoming an innovation focus within the e-retail space.

“Rollor Packaging is suitable for every fashion brand that cares about shipping out their items with fewer returns. We have a patented technique to package garments crease-free while shipping them out with a fully sustainable packaging experience,” Teun van der Laan, CEO of Rollor Packaging, tells PackagingInsights.The Rollor pack, unrolled.

“The Rollor team produced the creative idea that actually comes from the concept of a sushi roll. Smurfit Kappa’s role was to make the pack production-ready and globally applicable. This meant finding the right materials and making sure that the packaging functions effectively throughout the supply chain,” adds Herwin Wichers, Market Development Director at Smurfit Kappa.

“The Rollor pack is made out of corrugated board, which means it’s 100 percent renewable, recyclable and biodegradable. It can also be up to 100 percent recycled content and is completely plastic-free,” Wichers continues.

“On top of that, when you consider carbon footprint, 60 percent of the time the volume metric that the solution produces is lower than a standard box. Also, when the customer gets it returned, there’s up to 90 percent less reconditioning needed, also decreasing the carbon footprint,” he explains.

Globally available sales boost
Rollor Packaging started out in the Netherlands but has since expanded internationally. The Rollor e-pack is now available globally as a result of the Smurfit Kappa partnership.The Rollor pack is 100 percent renewable, recyclable and biodegradable. 

Van der Laan highlights that production of the Rollor pack is fully operational and that recognizable brands are already on board. Among them are De Bijenkorf, a chain of high-end department stores in the Netherlands, and OGER, a premium brand for suits.

“At OGER, we want to make sure our unboxing experience matches the strong in-store shopping experience. Using Rollor packaging, we both offer an innovative and crease-free way to ship our high-end suits, blazers and coats. Rollor has given great attention to the exterior as well, making ‘our’ Rollor as recognizable as our identity,” notes Wesley Valstar, E-Commerce & Digital Manager at OGER.

Meanwhile, Pieter Heij, Director multichannel de Bijenkorf, explains that the Rollor offers the company's customers a “surprising online shopping experience [and that] “they perceive the same quality experience as when shopping our store.” “It seems to have a positive effect on sales,” Heij says.

Also showing: The TopClip
As the beverage industry continues to seek out alternatives to plastics packaging, Smurfit Kappa is also exhibiting its TopClip innovation at Packaging Innovations 2020. Replacing single-use plastic, the solution is 100 percent recyclable, renewable and biodegradable.

The TopClip replaces the stretch film that is typically used to bundle and sell cans in one pack. The solution fully covers the top of the cans, protecting them from contamination and providing branding opportunities. Its two front holes facilitate in-store handling and received “excellent feedback” in consumer tests.Smurfit Kappa's TopClip, which launched in November 2019, is also showing at Packaging Innovations 2020.

“Single-use plastics can have a devastating impact on the environment and designing even more sustainable packaging alternatives is a cornerstone of our Better Planet Packaging initiative,” says Arco Berkenbosch, Vice President of Innovation & Development at Smurfit Kappa.

“We know from our research that 75 percent of consumers have a preference for sustainable packaging and all our tests have shown positive results in terms of convenience and sustainability,” Berkenbosch explains.

By Joshua Poole, reporting from Packaging Innovations 2020, Birmingham, UK