How can a brand offer sustainable solutions without increasing costs? Yamamay made it! They introduced reusable Movopack packaging as a checkout option in their e-commerce channel, achieving significant results: the average order value increased by 11%, the return rate reached 25%, and consumer adoption hit 35%, contributing to a reduction of over 500 kg of CO₂ emissions. This collaboration has continued to grow, leading to exclusive limited editions for special events, recognition in the 2023 Yamamay Sustainability Report, and an exciting new circular project on the horizon.

About Yamamay

Yamamay is an Italian brand of lingerie and beachwear that, for over 20 years, has combined beauty, innovation, and responsibility. Its mission is to create high-quality, long-lasting products designed to promote the well-being of both people and the planet, with a strong commitment to sustainability and innovation.

The challenge

In 2023, Yamamay set with an ambitious goal: reduce the number of single-use packaging for e-commerce without increasing operational costs. A complex challenge, but also an opportunity to innovate sustainably.

The solution

In September 2023, Yamamay launched reusable Movopack packaging as a paid option at checkout. The concept is simple: the order is delivered in branded packaging designed to be returned and reused.

The results

Customer response was immediate: adoption and return rates reached 35% and 25%, respectively. The benefits, both economic and environmental, quickly followed:

• Packaging costs reduced by nearly 10%

• Average order value increased by 11%

• Over 1,000 kg of single-use plastic avoided

• More than 500 kg of CO₂ saved

Beyond the numbers, the initiative also helped generate awareness through joint Yamamay-Movopack campaigns on occasions like World Water Day and World Environment Day, as well as through influencer collaborations that amplified the message.

A Growing Partnership

Following the success in the e-commerce channel, the collaboration extended offline: in 2024, a limited-edition reusable packaging was launched for the RS21 Cup Yamamay in Riva del Garda, combining circular design with brand events.

Both initiatives garnered media attention and were proudly included in the 2023 Yamamay Sustainability Report.

Spoiler Alert!

Circularity doesn’t stop at checkout. Yamamay & Movopack are already working on the next revolutionary step. Stay tuned for what’s coming next!