“We’d rather not throw things away”: From everlasting greenery to reusable shipping boxes

A stylish interior and responsible business practices go hand in hand at PrettyPlants. The online shop for high-quality artificial plants and flowers is continuously taking steps towards a more sustainable future. PrettyPlants aims to achieve fully carbon-neutral operations. As part of this commitment, the company works with Regreener to actively offset its impact through reforestation projects.

PrettyPlants also understands that people sometimes want a change in their homes after a while, but perfectly good plants do not need to become waste unnecessarily. That is why the company is developing its own exchange platform to give its products a second life.

A logical next step: the packaging

At PrettyPlants, reducing single-use solutions does not stop with the product. With the upcoming European Packaging and Packaging Waste Regulation (PPWR) aiming to reduce packaging waste, a pilot with reusable shipping boxes is a natural fit. As reusable packaging requires a different way of working in e-commerce, Topa has developed a robust custom-made box through its own packaging development department.

But a product and its packaging are nothing without an effective return flow. That is where BOXO comes in. As the facilitator of the return logistics, BOXO provides the software for online shops, manages the platform for the packaging chain and handles the physical return flow through its network of collection points. The financial model works just like a deposit on a drinks bottle.

The shared goal of this supply chain collaboration? Less waste, closed-loop logistics and a pragmatic approach to preparing for the European Packaging and Packaging Waste Regulation (PPWR).

From single use to multiple use

In traditional logistics, the journey of a box is linear: purchase, pack, ship, discard and recycle. But how much waste could be avoided if the focus shifted towards reusing the same box as many times as possible? In this pilot, PrettyPlants, Topa and BOXO are joining forces to test reusable packaging in a real-world e-commerce environment.

To keep this flow running smoothly, Topa registers each box individually in the BOXO portal. This makes every package fully traceable throughout its entire lifecycle. Based on this data, Topa monitors stock levels at PrettyPlants and automatically replenishes them as soon as the agreed minimum stock level is reached. This ensures that the packing station at PrettyPlants always has packaging available, without unnecessarily building up stock.

Making it easy for consumers

A circular solution only works if it is convenient for the consumer. That is why PrettyPlants has made participation as easy as possible for its customers.

At checkout, customers can immediately see whether there is a collection point nearby. If there is, they can choose a reusable shipping box.

A €3.95 deposit is charged with the order. After unpacking their purchase, the customer simply takes the box to a BOXO collection point. As soon as the packaging is scanned there, the deposit is promptly refunded to the customer’s account.

From collection point back to the packing station

Once the box has been returned, the next stage of the process begins. BOXO collects the packaging from its collection points and transports it in consolidated batches to its depot. There, the boxes are inspected and cleaned. Topa receives the approved packaging back in batches and puts it back into circulation. This means that instead of making just one journey, a single box can complete dozens of cycles.

Our route to less

Together with PrettyPlants, this pilot allows us to respond to the growing demand for shipping solutions that help reduce waste. For us, it is a very tangible step within our route to less. It gives organisations the opportunity to start experimenting with reuse today and introduce their customers to reusable packaging, even before the European PPWR legislation makes it mandatory.

The first pilot will launch in the Netherlands, where BOXO already has a well-established network of collection points. However, our shared ambition is to expand the trial to Belgium in 2027. BOXO is actively developing its Belgian network, while PrettyPlants is also continuing to grow its commercial presence there.

For Topa, the arrival of the PPWR is therefore not simply an obligation, but an opportunity to raise the bar even further when it comes to minimisation and reuse. A hundred years of experience does not mean standing still. For us, it means continuing to evolve and helping to build the logistics chain of the future. That is how we put our promise into practice every day: we go for less.

You reuse it with Topa