The fashion and sports industry is at a turning point - and ROICA and TENCEL are leading the change. At ISPO Munich, the two industry leaders presented their pioneering technologies that redefine sustainability and performance. With solutions such as biodegradable stretch fibers and resource-saving materials, they show how the future of fashion and sportswear can be shaped sustainably.
The fashion and sportswear industries are undergoing a transformative revolution—driven by the urgent need for sustainability. But did you know that a garbage truck full of textiles is dumped in a landfill somewhere in the world every SECOND? This startling reality is fueling a new wave of innovation, where companies are no longer asking if they should go green but how fast they can get there.
Two industry leaders, ROICA by Asahi Kasei and TENCEL by Lenzing are leading this change with a partnership that merges cutting-edge science with a commitment to circularity. Their collaboration is more than a response to the sustainability crisis; it's a masterclass in reimagining textiles for a greener, more responsible future.
At ISPO Munich, ROICA and TENCEL showcased their groundbreaking innovations, offering practical solutions to some of the industry's most pressing challenges. From high-performance stretch fibers to biodegradable materials, their work isn't just reshaping products; it's reshaping possibilities.
Think about the last piece of clothing you threw away. Where did it end up? Chances are, it's still sitting in a nearby landfill, probably going to take at least hundreds of years (or even more) to decompose. The traditional "take, make, dispose" model of textile production has brought us to a breaking point with over 92 million tons of textile waste generated every year. Synthetic fibers like polyester and nylon, while durable, are major contributors to microplastic pollution.
This is where circular textiles come in. Designed to be reused, recycled, or naturally biodegraded, circular textiles address critical issues like waste reduction and resource efficiency. They offer a way to meet consumer demands for high-performance products without compromising the planet.
ROICA and TENCEL's partnership demonstrates that sustainable Innovation is not only possible but essential for the future of textiles. By combining advanced materials with a shared vision for sustainability, they're setting new benchmarks for what's possible in fashion and sportswear.
Here are some useful insights you definitely can't miss out on from ROICA and TENCEL's collaboration:
The progress in circular textiles is undoubtedly inspiring, but it’s not without hurdles. Transitioning from traditional to sustainable production methods demands more than just good intentions. It requires significant investment, time, and a collaborative effort across the entire supply chain. Manufacturers must ensure that biodegradable and recycled materials perform as well as conventional fibers in terms of durability and functionality.
Moreover, educating consumers about the benefits of circular textiles remains critical. Awareness campaigns, transparent labeling, and consistent communication can help dispel misconceptions and create demand for sustainable products.
As Hiroaki Shinohe emphasized, material Innovation is merely the starting point. He pointed out that achieving true impact in the industry requires collective action from all stakeholders, including brands, manufacturers, and consumers alike, reflecting the broader themes discussed during the event.
Imagine a future where your wardrobe consists entirely of garments that can either be reused, recycled, or naturally returned to the earth. This vision isn't far-fetched.
Companies like ROICA and TENCEL are leading the charge to make it a reality, one Innovation at a time.
To achieve this, the industry must:
As Carlo Covini noted, "A truly circular wardrobe is built on innovation, partnership, and a commitment to sustainability."
The true value of the ROICA and TENCEL collaboration lies in its applications. From yoga wear to swimwear and intimate apparel, these fabrics combine the elasticity of ROICA fibers with the natural touch and breathability of TENCEL fibers.
Here are some real-world applications showcasing the power of their partnership.
These examples prove that sustainability doesn't have to come at the cost of style or performance. In fact, it can enhance both.
The partnership between ROICA and TENCEL offers invaluable lessons for B2B stakeholders.
Here's why their approach is a blueprint for success:
1. Enhanced Brand Value
In today's market, sustainability is a competitive edge. Brands that adopt circular textiles can:
2. Long-Term Cost Savings
While initial investments in sustainable materials may be higher, they often result in significant cost savings over time. The long-term benefits include:
3. Market Opportunities
The demand for sustainable fashion and sportswear is growing exponentially. Circular textiles open doors to:
Here are four actionable insights for businesses aiming to make a mark in sustainable textiles:
ROICA and TENCEL’s partnership is more than just a collaboration; it is a call to action. Together, they are showing the world that textiles can be both sustainable and stylish without compromising on innovation. By embracing the principles of circularity, the textile industry is taking strides to meet the demands of a rapidly changing world.
Giusy Bettoni, moderator at ISPO Munich, summed it up perfectly, "One plus one can make three, or even five, when you align toward common goals. This is just the beginning of our journey toward sustainable Innovation."
As businesses, consumers, and innovators, it's time to ask ourselves: what role will we play in shaping the future of textiles? The answer starts here with circularity, responsibility, and a vision for a better tomorrow.
92 million tons of clothing in landfills, 20% of global water pollution, 10% of global CO₂ emissions - the fashion industry is in the midst of a crisis. Sustainability is no longer a choice, but a duty. At ISPO Munich, the platform for innovation and the future, thought leaders such as Steve Carmody and Friederike Haal from Centric Software® showed how brands can not only overcome this challenge, but use it as an opportunity for real progress. The future starts now - are you ready?
92 million tons of discarded garments in landfills, 20% of the world’s water pollution, and 10% of global carbon emissions – these staggering statistics are the contributions of the fashion industry. While fashion may be aspirational, its consequences on the planet are not something one would aim for.
With the population expected to reach 8.5 billion by 2030, the demand for apparel will only increase multifold. The need for sustainability in fashion is, thus, imperative, but what does the implementation entail?
Let’s explore the key challenges that sustainability poses for fashion brands in 2025 and the way forward with insights from Centric Software's Steve Carmody (Director, Global SMB Sales) and Friederike Haal (Sr. Consultant, Presales).
Steve Carmody points to three factors that mandate fashion brands to make sustainability a core priority:
Consumption is increasing disproportionately to resources and waste generated by apparel production. Overconsumption- propagated by the fashion industry in general, and fast fashion, in particular, is a trend that has a devastating ecological impact.
The estimated energy requirement of the industry is set to grow by 63% in 2030, further burdening the depleting resources. Given the wide-reaching environmental consequences, it is high time the industry looks inward to minimize the damage.
The heightened sense of urgency created by climate change is pushing governments to tighten environmental regulations for industries. The European Union (EU) had already introduced the Corporate Sustainability Reporting Directive (CSRD) on 5 January 2023 to enhance accountability and transparency in sustainability initiatives. The European Green Deal plan will require companies to focus on eco-design, eliminate hazardous chemicals, and promote circular business models.
Non-compliance with these regulations will carry hefty penalties while companies promoting sustainable measures are likely to receive incentives.
Here is how brands will benefit economically by implementing green practices:
Addressing the polluting effects of garment production and supply involves significant structural and operational changes. Some of the key challenges for brands to navigate are:
EU Corporate Sustainability Reporting Directive (CSRD), the Digital Product Passport (DPP), and other emerging Government regulations imply a stricter code for companies to follow.
Regular audits will make it compulsory for brands to comply with global standards to survive in the market. This will entail an overhaul of traditional data collection and reporting systems and result in operational challenges.
The immediate steps required to integrate green practices might seem like a financial burden, but they will deliver economic and operational benefits by future-proofing the business to climate change and resource scarcity.
A circular economy focuses on reducing wastage through reuse, recycling, repair, and resale. The EU's Circular Economy Action Plan and the EU Textile Strategy are encouraging companies to adopt the resource-efficient model of a circular economy.
The transition to a circular economy is a monumental shift that involves redesigning linear supply chains and innovating products to fit into the model. This is both a challenge and an opportunity for forward-looking brands.
Technology can play a pivotal role in making this switch smoother. AI, automation, and digital tools enable a seamless transition that helps companies build scalable and profitable circular solutions.
The supply chain is a core component of sustainability initiatives. By embedding sustainability into the supply chain, brands can address both social and environmental impacts.
This requires leveraging technology to enhance product traceability. Product Lifecycle Management systems are emerging as the solution to track the movement of products in the supply chain.
Steve describes it as: “Software that would be used by design, sourcing, product development, compliance, costing, and supplier portal, and what it does is it's everything around product ideation through development to when the product is ready to go to market.”
Friederike further explains how PLM is a centralized data repository for all product-related information across departments. It can be accessed by internal teams as well as vendors to store product details at each step of the product life cycle. This also helps in breaking silos and promoting collaboration across teams leading to better communication.
Design plays a crucial role in determining a product’s environmental impact. Friederike quotes the Ellen McArthur Foundation to emphasize the importance of design in sustainability – “80% of a product's environmental impact is influenced by decisions made at the design stage.”
Bio-based fabrics and recyclable fabrics are the future of apparel. Many brands have already made the switch fully or partially towards sustainable fabric. Working with these new fabrics while maintaining style and profitability is a challenge brands need to overcome.
The path forward is to invest in R&D for material innovation and collaborate with other brands and industries to accelerate the process of innovation.
Blockchain, AI, AR/VR, and Digital Printing are just some examples of technological tools that can make the transition to sustainability easier for fashion brands. Advancements in technology provide innovative solutions for better resource management, improved production processes, enhanced supply chain transparency, and optimized product design.
Solution providers like Centric Software work dedicatedly with fashion brands globally to boost sustainability initiatives. “Basically, everything you need to know is stored in our software, and we can help you drive sustainability initiatives by providing for traceability and transparency of your products in our software.”, explains Friederike to emphasize what technology can do to make it easier for brands to adopt green practices.
The role of technology extends to the decision-making process. Tools like the Centric software collect all company and product data and make it available to everyone in one place. This aids in better analysis of metrics and promotes informed decision-making in the organization.
Sustainability is no longer a buzzword but rather a reality that brands have to address to stay relevant. The rising consciousness about the fashion industry’s role in environmental pollution is driving governments as well as consumers to demand the implementation of green strategies. The way forward is to leverage sustainability initiatives as an opportunity to push the brand forward and be future-ready.
Broken smartphone or faulty sports watch? Wertgarantie focuses on "repair instead of discarding." With services like the workshop search and the TechManager app, damages are quickly resolved—sustainably and hassle-free. Discover how you can protect both the environment and your budget!
Whether on the trail, in the mountains, or during daily training, sustainability has become a central focus in the sports industry. Active athletes who rely on smart devices like sports watches, GPS trackers, or smartphones often face a common issue when these gadgets are damaged. Too often, replacement is chosen over exploring repair options. However, solutions that embrace circular economy principles can benefit both the environment and consumers' wallets.
A pioneer in this field is the insurance provider Wertgarantie, which champions the "repair instead of discarding" approach as an alternative to throwaway consumption. "We aim to increase the visibility of repair shops and strengthen the repair culture, so that repairs are perceived as what they should be: normal and self-evident," explains Konrad Lehmann, Member of the Executive Board at Wertgarantie.
Their free workshop search tool simplifies the process for consumers to locate a suitable repair service. With over 2,300 workshops across Germany and Austria and a 98% success rate, Wertgarantie makes it easy to arrange a nearby repair.
Wearables like smartwatches, GPS devices, and action cameras are indispensable for many athletes. They track every step, measure performance data, and assist with navigation. But what happens when a device fails, such as after a mountain biking fall?
This is where Wertgarantie comes into play. With comprehensive repair and protection solutions, the insurer offers quick assistance without requiring upfront payments from customers—provided they choose partner retailers.
„Wertgarantie covers the costs for repairs, provided they are technically feasible and economically reasonable. Alternatively, a replacement device of the same type and quality may be provided. If a repair is no longer possible or economically viable, the customer will receive either the new purchase contribution contractually agreed upon at the time of the damage or – if higher – the current market value of the device,” says Jenifer Rahmani, Customer Service Team Leader.
The synergy between technology and sustainability is clear: wearables not only enhance athletic performance but also align perfectly with the principles of a circular economy. Repairs extend their lifespan, reduce electronic waste, and help protect the environment.
For outdoor activities like trail running or climbing, Wertgarantie offers tailored solutions. Beyond wearables, outdoor equipment such as cameras and technical gadgets can also be insured through Wertgarantie. Devices are repaired as soon as a claim is reported—either through partner workshops or the repair marketplace.
Advantages for Retailers: Repair services strengthen customer loyalty. By offering their customers quick and reliable repairs, retailers stand out from the competition while promoting sustainable behavior.
The Wertgarantie TechManager app streamlines the entire process: users can report damage or theft with just a few clicks, track the status of their devices, and rely on a digital, transparent experience. “With TechManager, users always have an overview of their devices and insurance coverage,” explains Sönke Kopp, Team Lead for Mobile App Solutions at Wertgarantie.
Sustainability and technology go hand in hand, driving innovation in the sports industry. Wertgarantie is setting new benchmarks with its repair-first focus: damages are resolved quickly and easily, e-waste is minimized, and consumers benefit from seamless service.
Why Retailers and Consumers Choose Wertgarantie:
The future of the sports industry is sustainable—and Wertgarantie demonstrates how partnerships between insurers, retailers, and consumers can drive this transformation. From wearables to outdoor equipment and smart gadgets, repair instead of discard remains the motto for a resource-efficient sports world.
In the outdoor industry, the use of synthetic materials poses several problems. Due to environmental impact, non-biodegradability, dependence on fossil resources and double materiality measurement, brands are looking to renew their sources of supply.
There are several natural or more eco-friendly alternatives. They offer solutions and respond to the impact issues assessed in the CSRD in particular. Between impact ratings, growing demand for circular raw materials and increasingly precise regulatory systems on materials, what are the priorities? What are the challenges and mature alternatives for the outdoor world? What can brands do to transform the use of synthetic materials?
On the one hand, sports markets are forecast to grow by around 3% worldwide by 2023. For the thirty leading brands, this represents a market worth $121 billion. The biggest consumers in Europe are Germany, France, the UK, Italy and Spain. [1]
On the other hand, according to the Textile Exchange™ 2024 reports on synthetic fibers[2] , the production of virgin synthetic fibers from fossil fuels rose from 67 million tons in 2022 to 75 million tons in 2023. Polyester remains the world's most-produced fiber, accounting for 57% of total fiber production, 88% of which is of conventional fossil origin. The majority of materials used in the sports industry are derived from petroleum. This is a problem, as they are highly polluting. What's more, the seventh planetary frontier - ocean acidification - has been crossed. From glacier to wave, the playgrounds of outdoor sports are under threat.
Certain widely-used materials, such as nylon, polyester, neoprene or polytetrafluoroethylene (PTFE) for waterproof membranes, are in the crosshairs, as they are non-renewable, emit high levels of CO2 when used, and pollute throughout their life cycle.
What's more, in a context where the quest for sustainability is key, this material theme is dear to consumers' hearts. Even if they are not all ready to pay more for a better product, or if they don't read labels, all consumers will be concerned if a substance is banned, or if there is a potential scandal linked to a highly polluting material...
In its 2024 materials report [3] , Textile Exchange informs us that in 2022, polyester accounted for 54% of global fiber production. In 2023, only 17% of the world's recycled fibers were of synthetic origin. The most recent studies indicate that of all fibers, whether synthetic or natural, polyester is responsible for the largest volume of greenhouse gas (GHG) emissions. Representing 125 million tonnes of GHG for the fashion and apparel, home textiles and footwear sectors, according to Textile Exchange. Equivalent to 3.8% of the European Union's total emissions in 2021, or around 30% of France's total annual emissions in 2023. A t-shirt made from 50% GRS-certified recycled polyester emits 47.7% fewer GHG emissions than a conventional poly-cotton t-shirt. "[4]
In France, the question of a circular value-added tax has been raised. This would involve modulating VAT rates according to the environmental and social impact of products or services. A reduced rate for products that are eco-designed, repairable, recycled or have a low environmental impact. And a higher rate for polluting or single-use products. Some brands have already invested in circular innovations. The new cotton project™ or Circ earth™ were already interesting on cotton and circular viscose. French company SAO™ is developing a polyamide yarn that is 100% thermomechanically recycled in France from fishing nets recovered in Occitanie. This process enables complete recycling of the material without the addition of virgin material or chemical processes, a first in France. In addition, Puma™, On™, Patagonia™, Salomon™ and PVH™, members of the "Fiber-to-fiber" consortium, have reached a milestone in textile recycling. In collaboration with French company Carbios™, they have presented the world's first garment made from enzymatically recycled polyester. This white T-shirt is produced with 100% textile waste.
What happens in the laboratory no longer stays in the laboratory. With Bill Gates' Savor™ company, we saw that making butter from CO2 was possible. In the outdoor sector, the biggest biobased challenges lie in finding alternatives to synthetics, leather and traditional plastic membranes. A biobased textile is a material made in whole or in part from renewable biomass. This biomass can be of plant, animal or microbial origin. These textiles include natural fibers (flax, hemp, organic cotton), or man-made cellulose fibers and natural polymers (chitin, keratin). Their production involves a laboratory transformation stage to obtain the final material. The results of pioneers like PIñatex™, Spinnova™ or Amni Soul™ are now industrialized.
For luggage or sports the new alternatives are numerous. Geno™ and Lululemon™ have together developed an innovative biosourced polyamide. According to the brand, this plant-based alternative yarn to Nylon™ has shown equivalent performance to conventional polyamide.
Organic linen, cotton, kapok are taking their market in outdoo.r sports with examples at Notox™ or with the Flocus supplier who worked with German outdoor cycling gear brand Protective™. Wool has long been underestimated even though it has breathtaking technological properties in view of the latest examples at Arena™, Vilebrequin™, Mover™ or Devold™. For regenerative approach protocols, Land to Market™ is a rigorous certification that highlights the players in leather and wool regenerative agriculture. It offers a systemic approach, with studies of soils, biodiversity, water pollution, etc.
The Woolmark company ™ continues its global "Wear Wool, Not Waste" campaign, to promote wool as an eco-friendly alternative to synthetic fibers. The initiative aims to raise public awareness of the growing dominance of synthetic fibers. They are expected to account for 73% of the world's fiber production by 2030, while their lifespan in landfills can exceed two centuries. Wool items are three times more likely to be donated than those made from other fibers. Although wool accounts for just 1% of the world's virgin fiber supply, it achieves a 5% donation rate, underlining its crucial role in the circular economy. This disparity between its market share and its high donation rate illustrates the importance of wool in promoting more sustainable fashion. In addition, Woolmark continues to engage with producers and brands through initiatives such as Filter by Fabric, which aims to transform the way the textile industry communicates about its products. Or Woolmark+ Roadmap, recently launched to guide the sector towards more environmentally-friendly practices. Woolmark Recycled™ is a new certification to promote quality recycled wool products.
Seaweed is an under-exploited solution. When properly cultivated and harvested in line with the requirements of regenerative agriculture, they have several advantages. The use of biosynthetic processes, which are less polluting than the transformation of fossil resources. Carbon capture, reducing the environmental footprint. And under specific, proven conditions, they can degrade naturally. For luggage, Bysco™ offers a non-woven based on mussel byssus, a natural fiber produced by mussels. On the packaging side let's cite the example of the Burton™ brand, which has developed a prototype algae-based packaging film for its snowboard boards.
Seacell™, used in blends, is well established in the outdoor sector. Yet large-scale adoption of any innovation faces challenges. The first hurdles are often technical to meet specifications with sometimes demanding expectations from brands: robustness, gloss, durability, recyclability... This is evolving as evidenced by the innovation project award presented to Keel Labs™ at Textile Exchange's Climate & Nature Impact Awards 2024. According to Tessa Callaghan, Co-Founder and CEO: "Seaweed use comes to reduce our reliance on the negative aspects of land-based agriculture that so many textiles rely on including land degradation, fresh water usage, and the use of pesticides and fertilizers. Its regenerative properties make it unique because it can be collected and harvested in ways that foster the health of its surrounding environment."
Alternatives to synthetic materials in the outdoor sector are making headway. Although many challenges remain to transform the product performance and culture associated with traditional materials. In addition, working across the range and physical durability with repairable and recyclable materials and designs will be key to reducing impact. Finally, in view of all the expectations of product performance, we may well ask whether there is such a thing as a low-impact technical garment? And how can we differentiate between the very specific use of a technical garment by a sportsman or woman versus an urban wearer who will use it in conditions requiring less technology?
For brands, understanding that in these upheavals of material choice, finance, purchasing and data are just as important as R&D in product sustainability. Finance for regulatory compliance (CSRD) and double materiality measurement. Purchasing to strengthen the resilience of supply chains. Data to ensure traceability and transparency, and cooperative R&D to keep moving forward. Decentralize action and impact measurement: suppliers, brands, departments, each entity must measure its own impacts to understand double materiality. Above all, make every step of progress visible, while prioritizing actions according to their impact. Proposals for unified impact assessment and eco-design systems are currently being developed. To date, they favor robustness, longevity and product end-of-life, yet some membranes are eternal pollutants that are both robust and harmful. While there is no miracle cure for the fashion industry's environmental crisis, changing the way we source, buy and produce is crucial to finding solutions.
So, to move away from the almost fossilized world, shouldn't we transform our relationship with performance?
Source:
More and more brands and retailers in the sporting goods industry are currently investing in the development of a repair service so that end consumers no longer have to throw away their products when they are broken. New business models are emerging to support this development. Of course, this is first and foremost about sustainability. But there is much more to the topic of repair, especially for the sports industry.
The idea is actually very old: things that are broken or worn out are repaired so that they can be used for many more years. But because production and use are now often so far apart that they usually even take place on different continents, many repair services have gradually disappeared - and not just in the sporting goods industry. As a result, when something breaks, it is simply bought new. Replacing instead of repairing is the motto that more and more manufacturers have taken to heart. They prefer to replace defective products under warranty with new ones rather than repair the old ones. Today we know that this development is damaging our planet and therefore also us humans. That's why a lot is changing - including when it comes to repairs. After all, repair and care services are currently experiencing a brilliant comeback at retailers and manufacturers.
"We want to become the number one workshop in German sports retail," says Michael Kiess, Leader Service Experience at Decathlon Germany, during the opening of a national repair workshop in the Decathlon store in Munich. It is the third in the whole of Germany. Special repair services that require special knowledge or machines are bundled here. Customers can also have their products serviced and repaired in all 90 Decathlon stores in Germany. This applies not only to products from the Decathlon brand family, but generally to sports products from all brands. The company currently offers 21 different repair processes in Germany. The focus and most frequently used service is in the area of cycling and mobility with products such as bicycles, scooters and skates. There are also repair services for winter sports equipment, mountain sports equipment (such as tents), water sports equipment (such as SUPs and kayaks) and fitness equipment. Clothing is also repaired. In 2023, Decathlon repaired around 120,000 products in Germany and more than 2.7 million products worldwide.
More use with fewer products is the retail group's motto. To achieve this, seven more regional workshops are to be added over the next three years. The locations in Hamburg and Berlin have already been decided. "We want to set up such workshops in all regions in Germany in order to save transportation routes and, of course, time," continues Kiess. Repair cafés, separate small workshops that are not integrated into existing branches and spare parts vending machines (such as
"tube vending machines" for bicycle tubes) are also on the agenda. Decathlon wants to repair 500,000 products in Germany by 2027 - around four times as many as today.
More and more retailers and brands are expanding or launching their repair service. The repair service is also growing at multi-brand retailer Globetrotter. "Last year, 33,000 repairs were carried out - and the trend is still rising," says Christiane Gawlik, Product Lifecycle Manager at Globetrotter. After Globetrotter opened its first repair workshop in Dresden in 2018, 16 other stores have since been equipped with them. There is also a central workshop in Ludwigslust. In the long term, all 22 stores will operate their own workshops. Through new workshop partnerships, such as with Ortlieb or, since August, with Vaude, additional services are constantly being added to meet the growing demand.
Manufacturers that still produce at their headquarters or continue to operate their own workshops there have often been offering repairs for decades - such as Lowa or Schöffel. But Schöffel has also noticed that demand is growing. "Last year we had around 4,900 repairs in our Service Factory, this year it will be around 5,500," explains Ludwig Schuster, Head of the Schöffel Service Factory at the company headquarters in Schwabmünchen. The repair service has been around since 1961. "In the past, it was more for reasons of thrift - people wanted to repair rather than replace things - and today it is mainly for reasons of sustainability," says Schuster.
Young brands such as the French sneaker brand Veja have also been relying on repair services since the company introduced the "Clean, Repair and Collect" project in 2020. As a result, Veja's flagship stores, which opened in Brooklyn, New York, and London in April this year, have had their own workshops for several years. Here, customers can have their shoes cleaned and repaired, or hand them in for recycling if they cannot be repaired. To date, Veja has repaired over 20,000 pairs of shoes from all brands.
Repair services are by no means a privilege of clothing manufacturers. "We don't see a big difference for hard goods," says Eicke Thiele, Sales and Marketing Director of the outdoor equipment brand Exped. "In fact, the repair of these sometimes valuable products has a greater impact than with clothing." Repairing tents and sleeping mats is often very costly, "but these are often products with a comparably large footprint; therefore, conversely, we also see great potential for the repair of textile hard goods and products that can be used for a long time," Thiele continues.
However, demand is not only increasing because more and more people want to have their products repaired, but also because other circular services are directly related to this. "If necessary, we also repair purchased second-hand items before they go on sale," explains Gawlik from Globetrotter. Combining a second-hand range with a repair service simply makes sense if the aim is to extend the lifespan of products. Decathlon also sees the repair service as a key element in further efforts to increase circularity. "Without repair, we wouldn't be able to offer any of our other circularity services," explains Kiess. In addition to repairs, there is also a buy-back service where Decathlon buys back used products, repairs them and resells them as second-hand products. A rental service for sports equipment is also being launched. Here too, the products have to be continuously maintained and repaired before they can be rented out again.
Even sleeping bags are suitable as rental products. This is the experience of the British outdoor supplier Rab. Rab has been offering a rental program since 2022 and encourages its customers to rent rather than buy rarely used products. The most popular rental items are the most technical sleeping bags and expedition equipment, and these need to be cleaned, waterproofed and, if necessary, repaired after each use. The rental service is still limited to the UK, but expansion is planned.
Repairs are costly. Exped invested a third of the company's profit in sustainability projects in 2023, says Eicke Thiele, "the repair department played a major role. After all, repairing a product is much more expensive than taking it back, throwing it away and giving customers a new product in exchange." For Exped, running the repair department is a major investment. And because the demand for repairs is growing on the part of both brands and consumers, more and more service providers are emerging to support brands and retailers.
Sustainability pioneer Patagonia, for example, is working with the United Repair Center (URC) in Europe. The URC was founded in Amsterdam in 2022 and operates another branch in London. The next branch is to be established in France. A total of eleven brands already use the URC service. The most recent addition was The North Face, "and we will be announcing a number of new partnerships in the coming months," says Thami Schweichler, CEO of the United Repair Center. The URC not only repairs clothing, but also tents, sleeping bags and more. Brands benefit from outsourcing the service because they can use the URC's cross-brand expertise without having to invest in their own infrastructure and training. This increases efficiency on all sides. Schweichler: "Our focus on high-quality, scalable repair services ensures that brands can offer their customers this valuable service efficiently and cost-effectively."
Efficiency is an important keyword. The repair process is time-consuming and cost-intensive and involves many stages, from contact with customers and communication with service providers to logistics and spare parts procurement. The more people and departments are involved, the more complicated it becomes. This was precisely the motivation behind the cooperation between the ski brand Fusalp and the French startup Prolong. Fusalp had long handled its repairs and care services via its own workshop or via retail partners who commissioned local workshops. However, not everywhere with the same quality and speed. Prolong therefore developed a B2B software as a business idea that enables Fusalp and other brands to offer all services cost-efficiently in all sales channels, in the online store, in its own stores and with wholesale partners, and across all markets. Prolong not only digitizes the processes, but also connects the brands with suitable workshops that can carry out services such as repairs, modifications, maintenance or personalization. Prolong is firmly convinced that services such as repairs, maintenance and customization have potential and generate new sales.
Ultimately, however, repair is not just about greater sustainability, meeting demand or efficiency. If you can repair something, you know your trade. Setting up a repair service is therefore always an investment in brand image and customer loyalty. Decathlon has also understood this and it is no coincidence that its workshops are located in the stores with large glass fronts facing the sales area. "We are also concerned with credibility and trust," explains Michael Kiess from Decathlon. "With our own repair service and specialized employees in the workshop, we can show our customers our expertise, which also creates trust."
Anyone who wants to repair a product is usually emotionally attached to it. If a brand finds a good solution for this, it collects sympathy points, and that also pays off. "Repair and maintenance services have considerable potential as sales drivers. They increase brand loyalty, show commitment to sustainability and can attract environmentally conscious consumers, which increases overall sales," says Thami Schweichler from the URC. Schöffel, which uses repair as a marketing theme, has had similar experiences. "We use the service to increase the touchpoints with our customers and regularly receive good feedback in return. We actually become a problem-solving aid for them," says Ludwig Schuster from Schöffel. Similar to Patagonia with its Worn Wear program, Schöffel toured Germany this spring to provide repair services for customers in cooperation with local retailers. The interest from retailers was so great that Schöffel had to do a lot of curating.
Repaired products have almost achieved a special status. They clearly show that they have been used for a long time and that they are worth using for even longer. Visible patches are therefore not a flaw, but a distinction that brands can flirt with. Like Rab, for example. With the Second Stitch program, Rab deliberately repairs with leftover fabrics and offcuts, even if they don't exactly resemble the original fabrics.
not exactly look like the original fabrics. Why? It gives these products a story, it makes them unmistakable and unique.