DS Smith, RE-ZIP and RAJA Group have launched REUSE FAST TRACK in France, a one-year programme designed to test reusable fibre-based packaging for e-commerce at commercial scale.
The initiative targets the deployment and recirculation of 250,000 reusable packages with 20 participating brands. Applications are open, with the founding partners expected to select participants from July 2026. The programme is scheduled to begin in France in September 2026, with potential European rollout from 2027.
The project brings together DS Smith, now an International Paper company, Denmark-based reuse specialist RE-ZIP and European packaging distributor RAJA Group. It is funded by EU LIFE, the European Union programme supporting environmental and sustainable development projects.
REUSE FAST TRACK aims to show how returned packaging can be recirculated while supporting sustainability goals, commercial efficiency and operational performance. The programme is open to e-commerce companies across sectors including cosmetics, fashion, apparel and FMCG.
Participating businesses will receive support covering supply chain deployment, IT configuration, marketing, consumer engagement and performance monitoring. RE-ZIP will manage operational elements through a traceability app designed to monitor returns and support implementation. RAJA will provide packaging, distribution services and customer advice, while DS Smith will contribute fibre-based packaging design and circular packaging expertise.
Anne-Laure Daniel, Managing Director, RE-ZIP France, said the market needed a stronger signal on reusable packaging and described the project as a large-scale rollout rather than another pilot.
Mathieu Bultelle, Head of New Markets, DS Smith France, said the programme would allow DS Smith to apply circular packaging expertise with committed brands and performance data.
Marie-Aurore Marichy, Group Product Manager, RAJA, said the initiative would give customers a practical opportunity to move towards reuse through packaging, advice and distribution support.
The programme comes as companies in the European Union prepare for packaging rules under the Packaging and Packaging Waste Regulation.