When Iperbimbo decided to refresh its signature La Valigetta Mamma, the goal was to transform a key brand touchpoint into a tangible and measurable sustainability action. In partnership with Movopack, the brand replaced single-use packaging, preventing 1.795 kg of packaging waste per year. But the impact goes beyond environmental results, as the initiative also drives increased in-store traffic and strengthens brand positioning, turning a promotional project into a circular customer experience that generates both environmental and strategic value.

About Iperbimbo and La Valigetta Mamma

Iperbimbo is one of Italy’s leading early childhood retailers, with over 40 stores nationwide. Their slogan, “Life is wonderful”, reflects the brand’s mission to support parents through every stage of their journey with care, quality, and responsibility. One of Iperbimbo’s flagship initiatives is La Valigetta Mamma, a free kit for moms-to-be that includes a curated selection of exclusive gifts, discount vouchers, and informative brochures designed to support families during pregnancy and the first steps into parenthood.

The challenge

La Valigetta Mamma is one of the first key physical interactions between the brand and future parents. But its traditional format didn’t reflect the forward-looking responsibility the brand wanted to communicate. So, the dilemma was: how do you turn a brand experience into an action that generates tangible, sustainable impact?

Movopack’s solution

To address this challenge, Movopack designed a reusable packaging solution for La Valigetta Mamma. The new packaging is built to be reused more than 20 times and is fully customized with the brand’s visual identity, ensuring strong recognition.

A QR code printed directly on the packaging guides customers to a dedicated webpage listing all Iperbimbo stores, making the return process very simple.

The entire system works seamlessly:

1. Moms-to-be book the Valigetta Mamma online here for free

2. They pick it up in-store.

3. After unboxing, they return the packaging to any Iperbimbo store, completely free of charge.

4. Movopack takes care of the rest: from quality checks to sanitization, before returning it to the brand for the next reuse cycle.

The results

Since each packaging unit is designed to complete more than 20 reuse cycles, Iperbimbo achieves up to a 75% reduction in CO₂ emissions compared to single-use alternatives and up to a 98% reduction in packaging waste. Moreover, the project prevents 1.795 kg of single-use packaging waste per year.

Beyond environmental performance, the initiative generates clear strategic value, as the return mechanism increases back-in-store traffic, strengthens the brand mission, and embeds a strong sustainability action directly into the customer experience. And at the same time, it adds a distinctive element that helps the brand stand out in a competitive retail landscape.

What was once a single-use promotional asset has now become a touchpoint that delivers continuous value to the brand.