In focus ReBorn
ReBorn is now in John Lewis
ReBorn: meet this
new homeware brand
ReBorn is a new homeware brand which has launched in the UK. Focused on transforming waste into product, ReBorn is now available in John Lewis. Kitchenware International takes a closer look…
A new homeware brand focused on transforming waste into product has launched. The UKmade ReBorn is available in John Lewis with prices starting from £12.99. “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,” says Michelle McGuire, John Lewis buyer and partner. “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.” ReBorn has an interesting USP in that it transforms waste into homeware products. significantly
Did you know?
ReBorn products are reusable, repairable and recyclable while also designed to be space efficient, useful and long-lasting. 36 KITCHENWARE INTERNATIONAL
reducing the need for virgin materials and breathing life into discarded materials. Working in partnership with Biffa, the UK’s leading sustainable waste management company, these waste materials – which mostly consist of waste food packaging collected from Britain’s factories – are ‘reborn’ in ReBorn’s Wiltshire factory. Every element, from raw materials to packaging, supports local industries and eliminates the carbon footprint associated with international transportation. Typically, homeware products are made from virgin plastic in the Far East and then shipped to the UK. This means extensive use of fossil fuels in both manufacturing and transport. Moreover, these products are often co-moulded meaning that they’re made of mixed materials that can’t be recycled. So, most of this plastic will end up in landfill and will never decompose. ReBorn’s innovative use of waste materials slashes carbon emissions by 67 per cent compared to the conventional methods used within the homeware industry. Brian Walmsley, ReBorn founder, says: “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 whole range has the seal of approval from chemical engineers at Brunel University London, where the recycled plastic is rigorously quality checked, so customers can be 100 per cent sure it’s safe for home use, and durable. Bath design team, Studio Davis has led the product design for the new ReBorn range. Founder, Will Davis says: “The use of recycled materials, UK manufacturing and circularity of design provided a clear set of principles, opportunities and constraints for the launch range. We combined this with regular consumer input on both style and function to deliver a compelling range in storage and cleaning.”