Lola Valentina scales reusable packaging with Returnity and FedEx

Lola Valentina, a US-based design and linen rental company, has adopted a reusable packaging system developed by Returnity and FedEx. 

Lola Valentina is a woman- and minority-owned brand. In collaboration with FedEx and Returnity, it aims to ship products within existing parcel workflows using reusable formats. 

Mike Newman, CEO of Returnity, says: “As more businesses adopt reusable packaging, the focus shifts from concept to execution. Lola Valentina is a strong example of how companies with repeat shipping patterns can implement a system like this and quickly scale it within their existing operations.”

During the first six weeks of the collaboration, Lola Valentina requested additional boxes to support growing demand. Returnity explains that the flexibility of the leasing model allows companies to quickly scale utilization without having to invest in reusable packaging themselves. 

Valentina Fonseca Krug, CEO of Lola Valentina, says: “Scaling a brand like Lola Valentina requires infrastructure that supports both creativity and consistency.” 

“As we grow in the event rental market, having a reusable box solution allows us to reduce waste and make the shipping and return process much easier for our clients.”

 E-commerce’s waste problem

According to Returnity, the reusable packaging system was designed to overcome challenges in reusable packaging systems, such as cost, complexity, and compatibility with parcel networks. 

Earlier this year, Returnity provided The Last Box, a reusable packaging solution, to a US retailer, aiming to support the retailer in leveraging physical stores for multichannel commerce while improving inventory accuracy, fulfillment flow, and operational efficiency.

More recently, it offered a free pilot program for B2B e-commerce shippers interested in its reusable packaging solutions. The limited-time offer aims to support shipping companies in adjusting to the rising corrugated and e-commerce packaging prices.

Expanding reuse systems

Reusable packaging systems are increasing amid consumer and regulatory demand for circular waste solutions. Many environmental NGOs advocate for the adoption of reusable systems, and while some industry efforts are yielding promising results, many pilot projects fail to become fully adopted systems. 

Recently, the Government of India updated its Plastic Waste Management Rules, aiming to facilitate circularity through the mandatory use of recycled plastic and reusable packaging.

Meanwhile, the European Commission exempted pallet straps and wrapping from the 100% reuse requirement in the Packaging and Packaging Waste Regulation. The packaging items are now subject to a 40% reuse requirement, after a study found that “exclusive use” of reusable pallet wrappings and straps for transport could lead to disproportionate adaptation costs for companies.

As Japan accelerates its efforts to increase recycled content in F&B packaging, Hiroaki Odachi, plastic campaigner at Greenpeace Japan, told Packaging Insights that the country’s packaging policies should focus on reuse to achieve a circular economy shift.