DS Smith Develops Fully Recyclable Packaging Solution for Tree Gifting E-Commerce

Photo Credit: Geefeenboompje.nl

DS Smith has partnered with Dutch tree gifting company Geefeenboompje.nl to develop a 100% recyclable, fibre-based corrugated packaging solution designed to improve product protection, operational efficiency, and the customer experience for live tree deliveries.

The new packaging replaces the company’s previous design with a fully recyclable corrugated cardboard alternative featuring integrated ventilation and enhanced branding capabilities, supporting the growing demand for sustainable packaging solutions in the e-commerce sector.

As online retailers increasingly seek to reduce plastic use while improving supply chain performance, fibre-based packaging is gaining traction as a solution that balances product protection, recyclability, and operational efficiency.

The redesigned pack incorporates a die-cut construction with strategically positioned air holes to improve airflow around live trees during storage and transport. Maintaining adequate ventilation is critical for preserving plant health throughout the fulfilment and delivery process, particularly for products shipped directly to consumers.

In addition to improving product protection, the new packaging enhances presentation by offering greater opportunities for branding and personalization. The outer surface can be printed with company logos or customized messages, while Geefeenboompje.nl also offers an optional paper-based sleeve to further tailor the customer experience.

The packaging has been developed for Geefeenboompje.nl’s portfolio of tree gifting products, which includes gift-boxed trees, themed gift sets, and letterbox-compatible tree growing kits. The Netherlands-based company enables consumers to gift trees for occasions such as births, weddings, and anniversaries and says it has facilitated the planting of more than 300,000 trees through its platform.

Beyond sustainability benefits, the redesign was also driven by operational improvements across the fulfilment process. According to the companies, the new packaging streamlines packing operations and improves logistics efficiency, demonstrating that packaging optimization can deliver value beyond material cost alone.

“The strength of DS Smith lies in their ability to think and conceptualize along with you, and they fully understand what is needed now and equally importantly, the challenges that an expanding business will face in a few years’ time,” said Remko Slokkers, co-founder of Geefeenboompje.nl.

“The improved packaging and material usage enhance the efficiency of the packing process and support a more streamlined supply chain approach. It turned out to be financially uninteresting to look only at the price of a box. By placing our focus on process optimization, we achieve much greater savings in storage, handling, and labour. The original box was cheaper, but far less efficient.”

The project reflects a broader trend in sustainable packaging, where companies are increasingly evaluating total supply chain costs rather than focusing solely on packaging material prices. Optimized package design can reduce labour requirements, improve warehouse utilization, enhance transport efficiency, and lower overall operational costs while supporting corporate sustainability objectives.

For e-commerce businesses shipping living products such as plants, packaging performance is particularly important, as it must protect the product, maintain suitable environmental conditions during transit, and deliver a premium unboxing experience for consumers.

By combining recyclable fibre-based materials with functional design improvements, DS Smith continues to expand its portfolio of circular packaging solutions aimed at replacing less sustainable alternatives while helping customers improve operational performance and meet evolving environmental expectations.

Source: Packaging Europe

SUNSHINE Spotlight: DS Smith has developed a fully recyclable corrugated packaging solution for Geefeenboompje.nl that improves ventilation for live tree shipments while enhancing branding, fulfilment efficiency, and supply chain performance for e-commerce gifting.