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bonprix interview: Sustainability is important to customers but price remains essential

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Fashion retailer bonprix is entering the 2020s with a range of sustainability targets, but it still needs to foreground traditional consumer metrics such as price, according to head of corporate responsibility (CR) Stefanie Sumfleth.

Sumfleth, who is also head of quality management and digital product development at the retailer, says that for customers, sustainability is “only one of several orientation criteria while the price still remains critical.”

The company, part of the Otto Group, launched its own CR strategy in 2017. Targets include 100% sustainably farmed cotton this year and furniture 100% certified by FSC (a forest preservation group) by 2025.

Sumfleth says that sustainability will be a “crucial component” of the company’s long-term success. The goals are changing the way the company does business, including seeing it investing in the supply chain for the first time, with the creation of a new company called CleanDye in Vietnam.

“In a revolutionary approach, garments are dyed using CO₂ instead of water,” explains Sumfleth. “This saves around 25 litres of water for every single T-shirt and 95 per cent of the CO₂ can be recycled. It also eradicates the need for processing chemicals.

This interview is part of the new post-purchase sustainability report from InternetRetailing’s sister title eDelivery. It features interviews with other top-performing retailers such as IKEA and AO as well as carriers like UPS.

Read the report here.

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