Most e-commerce packaging ends up in the trash within minutes. It’s opened, tossed, forgotten. For years, packaging has been the silent waste of online shopping. OVS didn’t want that kind of ending. As one of Italy’s largest fashion retailers, OVS had a different vision: packaging that wouldn’t just deliver products, but deliver customers back into stores.

About OVS

If you live in Italy, you already know OVS. They're one of the country’s best-known fashion retailers with over 1.300 stores worldwide, millions of customers, and a fast-growing e-commerce channel that’s redefining what accessible fashion looks like. For years, OVS has been leading the shift toward more responsible retail. Packaging was the missing piece. Until now.

The Challenge

E-commerce is booming, but packaging waste is piling up. At the same time, OVS’s physical stores are an important asset, with spaces designed for connection, discovery, and brand experience. Their question was simple, but ambitious: could a packaging system connect these two worlds?

The Solution

We created a fully customized, reusable packaging that travels safe, is on brand, and comes with a purpose. Starting with a selection of online orders, shipments now leave OVS warehouses in our packaging designed to be reused and returned after the unboxing. 

Customers can return the packaging in two ways: drop it in any postbox, or bring it back to any OVS store in Italy. And when they return it in-store as OVS Friends members, they unlock 10% off their next purchase.

The Results

The impact speaks for itself: each packaging can be reused 20+ times, cutting up to 98% of packaging waste and 84% of CO₂ emissions compared to single-use cardboard boxes. 

But the real story happens inside the stores: an increase in foot traffic, stronger engagement from customers, and an ultimate boost in revenue driven by the 10% discount offered for the packaging return.

Our collaboration with OVS blurs the line between digital and physical retail. What once ended in the bin now brings people back to stores, closing the loop and opening a new chapter for fashion retail.

Want to turn packaging into a reason for customers to come back and reduce waste at the same time? Let’s talk.