RE-ZIP, DS SMITH, and RAJA have launched REUSE FAST TRACK, Europe's first program to deploy reusable packaging for e-commerce.
250,000 reusable packages, 20 pioneering brands: REUSE FAST TRACK is launching a call for applications today for e-commerce brands in France. The goal: to deploy, over one year, a competitive reusable packaging solution based on fibers and demonstrate that reuse can be profitable, operational, and scalable.
While European legislation such as the Packaging and Packaging Waste Regulation (PPWR) requires brands to invest in reusable packaging, RE-ZIP, DS SMITH, and RAJA have signed an agreement to launch a groundbreaking program in Europe. The initiative is funded by EU LIFE, the European Union's main funding program dedicated to the environment, climate, and ecological transition, with the aim of making reuse a credible alternative and accelerating its deployment.
The call for applications is now open, and the three partners will select twenty brands starting in July 2026. The program will launch in France in September 2026.
Three players united by a common ambition
Behind REUSE FAST TRACK are three organizations with complementary expertise. Only coordinated action by stakeholders across the value chain will allow reuse to reach critical mass and lower its operating costs.
The Danish startup RE-ZIP, a Nordic pioneer in reusable packaging, has designed a solution combining reusable cardboard packaging and an app to encourage and track returns. DS SMITH, an International Paper company and a leading provider of sustainable packaging solutions, contributes its industrial production capacity and expertise in circular, fiber-based packaging. RAJA, Europe's leading packaging distributor, will distribute RE-ZIP packaging and ensure the good condition of returned packaging before it is put back on the market.
The program in brief
REUSE FAST TRACK is an acceleration program open to all e-commerce players operating in France. Thanks to EU Life funding, it significantly reduces the financial contribution of participating brands.
Up to 20 pioneering brands from the cosmetics, fashion, marketplace, and independent sectors will be selected this summer to benefit from personalized support for 12 months: supply chain deployment, IT configuration, marketing, consumer engagement, and performance monitoring.
The goal is to promote the reuse of 250,000 packages within 12 months by putting returned packaging back into circulation. Participation in the program could be extended to other European countries in 2027.
