Unwrapping a fresh look

Remember back in late 2024 when we revealed our new brand positioning, focusing on quality, lifestyle, and inspiration? We're thrilled to announce that our packaging is now reflecting this exciting evolution! While a full transition into our new look doesn't happen overnight (we're committed to using up all existing materials and gradually replacing them, of course), many of you may receive your next order in our stunning new design.

Packaging: The first physical touchpoint

Our packaging is more than just a box or a bag; it's the very first physical brand touchpoint our customers experience. That makes it one of our strongest branding tools! The new design features bold branding, with both our wordmark and brand mark used at a large scale for an impactful look. The wordmark spans the full width, creating a strong, recognizable masthead. We've designed this universal packaging to be relevant across all 25 of our markets, ensuring a consistent and exciting unboxing moment.

“This new packaging is the result of the seamless collaboration between our packaging developers, brand design experts and packaging suppliers. It's incredibly rewarding to see this refined look now reaching our customers. The first bags and boxes are already being sent to our customers – so maybe your next order might arrive in this beautiful new look and feel.” – Teshia Treuhaft, Head of Packaging Research and Development at Zalando SE.

The Zalando packaging portfolio includes various box sizes and paper shipping bags to fit the requirements of our customer’s orders. For orders that require some extra special handling such as beauty items, we've introduced beauty bags and inlays to ensure these products are safely protected in transit, preventing issues like a lipstick potentially staining fabrics.

More than just looks: The role of packaging at Zalando

Packaging plays a crucial role from the moment items are stored and processed in our fulfilment network, right up to the exciting moment you unpack your Zalando delivery. It's all about convenience and protection, ensuring your purchased goods arrive safely and easily. Sensitive fashion items, for example, need particular care to shield them from moisture, dirt, and dust on their journey from production to your doorstep.

Our commitment to more sustainable packaging

We’re constantly striving to improve our packaging choices to minimise our environmental impact. Our guiding principle is "Bag before box," meaning we aim to use the least amount of packaging that best matches the size of your ordered items. We prioritise materials with a high proportion of recycled content that are also easily recyclable. This helps us preserve resources and produce less waste. Today, our paper shipping bags are made from 100% FSC-certified paper, our beauty bags from 100% recycled paper, and our shipping boxes from a mix of FSC-certified and recycled cardboard. It's an ongoing journey to strike the right balance between safe delivery and environmental responsibility, but we're proud of the significant steps we've taken: in 2024, 89% of packaging materials we used came from recycled content, and 99% was recyclable.