In Europe, sustainability has become a stronger focus in the retail industry, driven by two main factors. “One is the regulations coming from the European Union, and the other is consumer-driven, which is a significant difference compared to the rest of the world.” Ole Johan Lindøe, Vice President of Digital Commerce at Columbus, draws a comparison to the US, where the retail market had been hopeful about sustainability, but with recent political changes, the outlook is now uncertain at best. 

Retailers at the forefront of sustainability initiatives are the ones seeing success. Those who have embraced recommerce — reselling used goods and facilitating the process – are in a particularly strong position. Two solid examples from Europe are Norrøna, a Norwegian outdoor clothing brand, and Polarn O. Pyret a Swedish children’s clothing brand. “Both Norrøna and Polarn O. Pyret are leaders in this area, designing products to be durable, long-lasting, and repairable,” says Ole Johan.

Right to repair and digital product passports set the direction for future legislation

By 2027, all fashion companies producing outside the European Union will need to adopt similar practices, including providing information on how consumers can repair their products. “Brands like Norrøna and Polarn O. Pyret are already ahead of the curve with repair shops integrated into their stores, making it easy for customers to fix their purchases,” says Ole Johan.

Another important consideration is the introduction of digital product passports, which the European Union has also set a deadline for by 2027.

Businesses importing batteries, fashion items, old textiles, and electronic products will be among the first affected. Retailers will also face the added challenge of needing full control over their data to meet these new requirements.     

Contradictions in Gen Z behaviour

There’s a contradiction with Gen Z when it comes to recommerce and sustainability. While some frequently shop fast fashion from brands like Shein and Temu, they’re also among the most conscious consumers.

 “It’s not just about categorising by generation—that’s not always helpful,” Ole Johan says. “But changes in consumer behaviour often start with younger generations and are later adopted by older ones.”