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Wrapped for good: 5 questions with RePack CEO, Jonne Hellgren

RePack is a packaging service which enables the return and reuse of delivery packaging for online retailers and their users and one of the 45 solution providers that participated at Copenhagen Fashion Summit’s Innovation Forum in May. The Innovation Forum presented a curated selection of the world’s most promising sustainable solution providers for the fashion industry and facilitated more than 350 business meetings between solution providers and fashion brands. We caught up with Jonne Hellgren, CEO & Co-Founder at RePack to hear more about RePack and why they’ll be returning to the Innovation Forum in 2019 as we expand into an even larger exhibition area.


CFS: Hi Jonne, thank you for joining us. Could you tell us a little bit about what inspired the creation of RePack?

JH: The Nordic bottle return system is something we’ve grown up with and its part of our culture. Over 90% of bottles are returned and it’s a circular economy success story. We believe this model should be replicated in other forms of packaging and started from fashion e-commerce.


CFS: Earlier this year you exhibited at Copenhagen Fashion Summit 2018’s Innovation Forum – how was the experience?

JH: Copenhagen Fashion Summit was the first ever event we actually received orders from!


CFS: That is so great to hear! In today’s digital-first retail landscape why are face to face industry events like Copenhagen Fashion Summit relevant? 

JH: Most events are not! Events are only important if they’re well curated and understand deeply what their audience is looking for. Copenhagen Fashion Summit does this brilliantly.


RePack at the Innovation Forum 2018


CFS: Collaboration emerged as a strong theme at Copenhagen Fashion Summit – what were the main take-aways from your collaboration with AALTO? Have you any more successful collaborations to date?

JH: Reusable packaging has a story to tell. It has been around the block and is credible enough to be featured in Vogue. Single-use packaging would never have attracted similar attention and never will in today’s conscious consumerism. AALTO was our first and we’re looking to build on this success in the future, with the right brands.


CFS: What’s next for RePack?

JH: Changes in legislation, increased media attention to single-use and changing consumer behaviour have made packaging a strategic issue for many fashion brands and retailers. They need to future proof their businesses and we are one of the very few solution providers in this space. We are expanding to the US, UK and Australia in the coming months.


CFS: That’s fantastic news congratulations! We’re looking forward to seeing you in May at the Innovation Forum 2019.


Due to the high level of interest, the Innovation Forum 2019 will expand to include more exhibitors and a larger exhibition space. Learn more about how to exhibit at Copenhagen Fashion Summit 2019.

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