Established in 1919, Bettys has become one of Britain’s most cherished and respected heritage brands. What began as a single tearoom in Harrogate, founded by Swiss baker Frederick Belmont, has flourished into a symbol of timeless elegance, culinary excellence, and heartfelt hospitality. Known for its handmade cakes, luxurious chocolates, and afternoon teas, Bettys blends Swiss precision with Yorkshire warmth to create an experience that generations have come to love.
Beyond its reputation for quality, Bettys is deeply rooted in ethical values. The business is committed to sustainability, responsible sourcing, and long-term thinking—values shaped by its ownership under the family-run Bettys & Taylors Group. From investing in people and communities to prioritising environmental stewardship, every decision including their ecommerce boxes reflects a strong moral compass and a commitment to doing business responsibly.
In this case study, we explore how Lil Packaging collaborated with Bettys to design custom ecommerce boxes that uphold their high standards—not just in product protection and presentation, but also in sustainability, operational efficiency, and overall brand integrity. By creating premium, eco-friendly packaging tailored to Bettys’ values, the partnership ensured that every unboxing moment reflects the company’s long-standing heritage, commitment to excellence, and dedication to delivering a superior customer experience .
The Challenge
As Bettys continued to grow its online presence, the need to elevate its ecommerce boxes became increasingly clear. Known for its exceptional in-store experience and beautifully presented products, the company recognised a growing disconnect between its physical brand and how it was represented through the postal unboxing journey. With the rising demand for direct-to-consumer gifting—particularly during peak seasonal periods—Bettys faced the challenge of finding a packaging solution in the form of ecommerce boxes that could deliver on multiple fronts.
They needed a design that would uphold their premium identity, offer operational efficiency for their fulfilment teams, and support their strong commitment to sustainability. The existing ecommerce boxes lacked consistency and required multiple components, which not only increased packing time but also left room for variability in presentation. It became essential to find a refined, all-in-one solution using ecommerce boxes that could reliably mirror the elegance and care customers expect from the Bettys brand.
The Problem
During the initial discovery phase, it quickly became apparent that Bettys was relying on unbranded, generic ecommerce boxes paired with a range of internal packaging components. These included loose tissue paper, additional wraps, and various forms of void fill, all used to protect products in transit. While functional, this fragmented packaging setup posed several challenges. Firstly, it significantly weakened the all-important first impression for customers receiving online orders. For a brand as deeply rooted in heritage, luxury, and attention to detail as Bettys, the lack of a cohesive, branded unboxing experience risked undermining the premium values it has upheld for over a century.
Moreover, the internal packing process of their existing ecommerce boxes was highly manual and inefficient. Staff had to spend valuable time assembling multiple materials to complete each order, which led to inconsistencies in the final presentation. From one box to the next, the customer experience varied—making it difficult to deliver the consistently elegant feel that Bettys aims for across all touchpoints. The existing ecommerce boxes also generated an excessive amount of packaging waste, conflicting with the company’s strong sustainability principles and environmental commitments.
It became clear that a smarter, more streamlined solution was needed. Bettys required high-quality ecommerce boxes that could encapsulate their brand’s visual identity, reduce operational complexity, and minimise waste. The challenge was to find a solution that not only protected their products but also reflected their legacy of craftsmanship and care—delivering a premium unboxing moment with every online order through thoughtfully designed ecommerce boxes.
The Solution
To address the multiple challenges Bettys faced with their existing packaging process, Lil Packaging introduced them to our innovative BreezeMailbox — a patented, all-in-one mailer specifically engineered for high-end ecommerce boxes. This solution was carefully selected not only for its elegant design but also for its functionality, speed, and alignment with Bettys’ longstanding values of quality, consistency, and environmental responsibility.
BreezeMailbox ecommerce boxes feature a built-in tissue lining that replaces the need for separate wrapping materials, maintaining the luxurious feel that Bettys’ customers expect while significantly streamlining the packing process. Its clever pop-up structure enables rapid fulfilment, allowing staff to assemble each of the ecommerce boxes quickly and efficiently without sacrificing presentation. Unlike standard packaging methods and other ecommerce boxes that rely on multiple components and materials, the BreezeMailbox ecommerce boxes are secured with a strong hotmelt glue closure—completely eliminating the need for plastic tape. This simplification helps reduce both the time spent per order and the amount of packaging waste generated during fulfilment.
From a brand perspective, these premium ecommerce boxes delivered a consistent and elevated unboxing experience that better reflected Bettys’ reputation for excellence. Every box arriving at a customer’s doorstep would now mirror the same attention to detail and aesthetic refinement found in Bettys’ physical locations. This new approach allowed the brand to bring its heritage feel into the digital space without compromise.
Equally important, the solution ticked all the boxes in terms of sustainability. By reducing the number of materials used and removing non-recyclable components, Bettys was able to reinforce its ethical packaging commitments. The shift to BreezeMailbox ecommerce boxes proved to be a transformative decision—streamlining operations, enhancing customer satisfaction, and ensuring the packaging lived up to the legacy of the Bettys name.
The Outcome
By switching to Lil Packaging’s BreezeMailbox , Bettys was able to elevate both the efficiency of their fulfilment process and the quality of their customer experience. These premium ecommerce boxes not only reinforced their luxury brand positioning but also aligned with their commitment to sustainability—reducing excess materials and eliminating the need for plastic tape. The seamless, all-in-one design helped streamline operations while delivering a consistently elegant unboxing experience. For Bettys, the ecommerce boxes became more than just packaging—they became an extension of their heritage, values, and attention to detail, delivered beautifully to every doorstep.
With custom ecommerce packaging that matched their premium product offering, Bettys enhanced brand loyalty and customer satisfaction. The solution not only reflected their iconic identity but also helped minimise packaging waste and reduce labour costs. Lil Packaging’s expertise in creating high-performance, sustainable ecommerce boxes proved vital in supporting Bettys’ growth in the digital retail space.