Australia and New Zealand’s leading online retailer, THE ICONIC, has announced that it will transition its current black parcel packaging to 100% recycled satchels. Delivering millions of orders each year, and as the first major ANZ retailer to make a commitment of this scale, the shift represents a significant milestone for THE ICONIC and its broader sustainability initiatives.
Made from 100% recycled plastic, and debuting an updated white aesthetic, the new ICONIC satchels are certified under GECA’s Recycled Products standard.
THE ICONIC and their packaging supplier JMP Holdings approached GECA to help them to validate their recycled content claim. JMP Holdings demonstrated its leadership and struck a blow against greenwash by moving beyond a self-declared claim and certifying under our standard.
When a product is certified against GECA’s standards, consumers can be sure that it has been independently assessed to meet environmental, health and social impact criteria, and has proven to be fit for purpose.
JMP Holdings is an award winning Australian supplier of packaging products and has been supplying some of Australia’s largest retailers for over a decade. They currently have four products certified against our standard.
“JMP Holdings have been privileged to work with nationally recognised brands such as THE ICONIC to take a different approach to sustainable packaging solutions. The partnership with GECA allows JMP to apply a new way of thinking to necessary sustainability challenges offering solutions that are aligned with not only consumers expectations but without compromising quality or branding,” says Tamara Joyce, JMP’s Business Development Manager, Retail Packaging Solutions.
“When you look at the continued growth of online shopping within the Australian market and demand for online packaging soaring, the move to offer recycled and reusable products is the right direction for retailers to pursue. This will only be the beginning of a new wave of packaging standards and JMP are excited to be leading the charge in partnership with the team at GECA”.
Customers are encouraged to continue recycling all ICONIC soft plastic packaging via REDcycle bins, available at major supermarkets nationwide. Under the REDcycle recovery initiative, soft plastic packaging is upcycled to produce new products such as benches, outdoor furniture and road infrastructure.
Since 2018, THE ICONIC has been a signatory of the Australian Packaging Covenant (APCO) and at its Annual Summer Show last year the retailer launched its 2022 Sustainability Strategy and inaugural Progress Report, which includes the retailer’s commitment to a holistic five-point packaging target plan. The new satchels initiative marks THE ICONIC making significant headway towards its target of transitioning 100% of all its shipping packaging to be made using recycled content by 2022.
“Packaging is a huge part of our sustainability strategy, and after a twelve-month search, we’re incredibly proud to offer our customers and wider industry an improved alternative for satchels. Made from 100% recycled materials, it’s a great feeling to know that our new ICONIC satchels have had a previous life, and will continue to do so when recycled properly via REDcycle bins”, says Jaana Quaintance-James, THE ICONIC’s Sustainability Lead and Global Fashion Group’s Chief Sustainability Officer.
“We know we still have more to do to successfully achieve all five of our 2022 packaging targets, and through our progress, we hope to encourage other large businesses to recognise their part in driving collective, actionable change.”
Customers will now begin receiving orders in THE ICONIC’s new look, GECA certified satchels, with a full roll-out to take place later this year once the existing ICONIC black satchels have been utilised. You can find more information on THE ICONIC’s packaging update here.