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ReBorn launches exclusively in John Lewis

The new sustainable homeware solution range, ReBorn, significantly reduced the need for virgin materials and breathes life into discarded materials.

Working in partnership with Biffa, the UK’s leading sustainable waste management company, waste materials, consisting of wasted food packaging collected from Biffa’s factories, are ‘reborn’ and transformed into stylish and practical homewares in ReBorn’s Wiltshire factory.

Every element in the ReBorn range, from raw materials to packaging, supports local industries and eliminates the carbon footprint associated with international transportation.

ReBorn’s innovative use of waste materials reduces carbon emissions by 79% compared to the conventional methods used within the homeware industry (analysis carried out by Brunel University, London).

The ReBorn range, priced from £12.99, initially comprises a selection of kitchen sinkside and home storage products, and launched exclusively into John Lewis stores nationwide and online at this week.

Michelle McGuire, John Lewis buyer and partner, commented: “We are thrilled to be launching ReBorn exclusively at John Lewis. We’re always looking for new innovative and more sustainable products that align with our brand values.

“The range offers a new take on practical product, where customers can feel confident knowing that the products are made from more sustainable sources, at an affordable price. We can’t wait to expand our range and commitment to providing customers with more sustainable choices..”

Brian Walmsley, founder of ReBorn, added: “Almost 70 million homeware items are thrown away in the UK every year, many of which will end up in landfill, and we know that this is a major issue that retailers have been keen to address.

“Through ReBorn, we wanted to tackle this problem and have created a brand that turns industrial waste into eye-catching homeware that elevates your kitchen’s aesthetic, delivering a more sustainable and circular approach that clearly resonates with consumers.”

The entire range has the seal of approval from Brunel University London’s chemical engineering department, where the recycled plastic is quality checked for home use, durability and recyclability.

Dr George Fern, who leads Brunel’s Wolfston Centre for Sustainable Materials Development and Processing, said: “ReBorn promises to markedly reduce the number of virgin plastics the UK imports and, most importantly, contribute to efforts to promote a circular plastics economy.

“This more circular approach can sizably shrink the carbon footprint of the large UK homewares industry and in doing so, help the UK reach its net zero carbon goals.”

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