How packaging is chosen

Sep 20, 2026

Short answer: Packaging has to protect the item in transit, take up as little space as possible and be recyclable. The three demands pull in different directions, so good packaging is always a compromise.

Three demands that pull apart

When a shop chooses packaging, it has to weigh three things at once. The item should arrive clean and intact, the parcel should be as small as possible, and the material should be recyclable afterwards. More protection often means more material, and less material can mean less protection. That balance drives the choice, and it shifts with the item.

Protection comes first

An item that gets wet or dirty on the way cannot be sold, so there is always a barrier around it. A parcel may stand in the rain, sit in a damp van or be squeezed in a sorting centre. That also applies to bamboo panties in a single pack, where a thin bag is enough to keep them clean all the way to you.

Why each item often has its own bag

Many items sit in a bag of their own, even when shipped together. The reason is that each piece can be handled alone in the warehouse, during an exchange or on a return without getting dirty. The bag also keeps dust off on the shelf. It may look like a lot of plastic, but without it more items would be discarded.

Volume costs money

The more air in a parcel, the more expensive the shipping, because freight is often charged by both weight and size. That is why clothing is packed flat and tight. You can see it in the way a bamboo hoodie for women arrives folded. A smaller parcel also fits more easily in a letterbox or parcel locker, which saves you a trip.

Less air means fewer journeys

When parcels are small, more of them fit in the same van or container. That means fewer journeys for the same amount of goods. For a single customer the difference is small, but across thousands of parcels it adds up. So it makes sense to choose a box or bag that fits the item rather than one standard size for everything.

Recyclability is the third demand

Clean cardboard and clean plastic can be recycled, while mixed materials are harder to separate. A box with a plastic window or a bag made of several layers often ends up as general waste. That is why the packaging around the women's range is usually simple, one material at a time, so it is easy for you to sort afterwards.

How to sort the packaging at home

When you unpack, you can usually split things into two piles. The box and any paper go with paper and cardboard, while plastic bags and film go with plastic. Remove tape and labels if it is easy. If the bag is clean and dry, you can reuse it at home, for example to keep clothes tidy in a suitcase.

A compromise that can be adjusted

No packaging is perfect on all three points. When a shop changes its packaging, it is usually about shifting the balance slightly, with a thinner bag or a smaller box. You can help by combining several items in one order, so fewer parcels are sent, and by sorting the packaging once you have unpacked.