250,000 reusable packages, 20 pioneer brands: REUSE FAST TRACK is officially opening a call for applications today for e-commerce brands in France. The objective is to deploy a competitive, fiber-based reusable packaging solution over a one-year period, proving that reuse can be profitable, operational, and scalable.
As 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 program unprecedented in Europe. This initiative is funded by EU LIFE, the European Union's primary funding instrument for the environment, climate, and ecological transition, with the goal of making reuse a credible alternative and accelerating its rollout.
The call for applications is now open, and the three partners will select twenty brands by July 2026. The program will kick off in France in September 2026.
Three Players United by a Shared Ambition Behind REUSE FAST TRACK are three organizations with complementary expertise. Indeed, only a coordinated action among value chain stakeholders will allow reuse to reach critical mass and lower operational costs.
Danish start-up RE-ZIP, a Nordic pioneer in reusable packaging, has designed a solution combining reusable cardboard packaging with an application that incentivizes and tracks returns. DS SMITH, an International Paper company and a leading provider of sustainable packaging solutions, brings its industrial production capacity and expertise in fiber-based circular packaging. RAJA, Europe’s number-one packaging distributor, will distribute the RE-ZIP packaging and ensure the returned packaging is in good condition before returning it to the market.
The Program at a Glance
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REUSE FAST TRACK is an acceleration program open to all e-commerce players operating in France. Thanks to EU Life funds, it significantly reduces the financial contribution required from participating brands.
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Up to 20 pioneer brands from the cosmetics, fashion, marketplace, and independent brand sectors will be selected this summer to receive 12 months of personalized support: supply chain deployment, IT setup, marketing, consumer engagement, and performance tracking.
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The target is to promote the reuse of 250,000 packages within 12 months, driven by putting returned packaging back into circulation.
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Participation in the program could be extended to other European countries in 2027.
What the Founding Partners Say
"The market is waiting for a strong signal. REUSE FAST TRACK is that signal: not just another pilot, but the largest reusable packaging circulation program ever launched via a call for applications. We are opening the door — it’s now up to the brands who want to be on the right side of history to decide." — Anne-Laure Daniel, Managing Director France, RE-ZIP
"DS Smith designs sustainable and circular packaging. This program is an opportunity to put this expertise at the service of large-scale reuse, with committed brands and real impact data." — Mathieu Bultelle, Strategic Market Development and Innovation Manager, DS SMITH PACKAGING FRANCE
"As Europe’s leading packaging distributor, RAJA wants to give its customers a concrete opportunity to transition to reuse. We provide them with the packaging, expert advice, and distribution services." — Marie-Aurore Marichy, Group Product Manager Buyer, RAJA