Founded in 1988 by Ray Kelvin, Ted Baker grew into one of Britain’s leading fashion brands, renowned for its distinctive style, attention to detail, and commitment to quality. As the brand expanded into ecommerce, it required sustainable packaging that reflected its premium brand image while aligning with its sustainability commitments, supporting both operational efficiency and environmental responsibility.
Laurence Connelly, Ted Baker’s Distribution Director, explained the challenge: “We need you to Ted up our packaging.” The existing web packaging relied heavily on plastic and overseas supply chains, creating challenges in efficiency, customer experience, and environmental impact. To meet these needs, Ted Baker partnered with Lil Packaging to deliver an innovative sustainable packaging solution: a custom-printed Breezebox® with integrated Breezepaper®.
The Sustainable Packaging Challenge
Ted Baker’s rapid ecommerce growth meant their existing packaging solutions were no longer fit for purpose. The brand needed sustainable packaging that could:
- Reduce environmental impact by moving away from plastic-based solutions.
- Support fulfilment efficiency without slowing down operations.
- Maintain a premium unboxing experience that reinforced brand value.
- Strengthen supply chain resilience by avoiding long-distance sourcing.
The status quo of overseas-made, plastic-reliant packaging could not deliver on these goals, creating inefficiencies, environmental concerns, and inconsistencies in the premium customer experience.
The Problem
Before working with Lil Packaging, Ted Baker’s ecommerce packaging faced several issues:
- Overseas Production – Boxes were made in China, creating risks of delays, long supply chains, and higher carbon emissions.
- Plastic Gloss Lamination – The finish used laminated plastic, which disrupts recycling as it fuses paper and plastic into one inseparable material.
- Poly Flow-Wrapping – Each order required plastic flow-wrap and a heat-shrink tunnel, slowing fulfilment and generating large amounts of single-use plastic waste.
- Customer Experience Issues – Tape and flow-wrap created a messy, inconsistent finish that undermined the premium brand image.
Ted Baker’s sustainability packaging commitments meant this approach was no longer acceptable, as it generated unnecessary plastic waste, slowed fulfilment, and failed to align with the brand’s environmental goals.
The Sustainable Packaging Solution
Lil Packaging introduced a custom-printed Breezebox® with integrated Breezepaper®, combining sustainability, speed, and brand impact in a single design. By embedding product retention directly into the packaging, Ted Baker gained a sustainable packaging solution that delivered measurable improvements across fulfilment, sustainability, customer experience, and supply chain resilience:
- Faster Fulfilment - Lil’s famous peel & seal closure replaced the need for clear plastic flow-wrap or tape. The fulfilment team at Ted Baker’s Park Royal Distribution Centre reported much faster, cleaner packing compared to their previous tape-based process, improving workflow efficiency and protecting the brand’s premium presentation.
- Sustainability Gains - Ted Baker’s original boxes used plastic gloss lamination, which prevents cardboard from being recycled. Lil solved this by substituting litho lamination with high-quality flexographic printing and a water-based gloss varnish, giving the boxes a premium sheen without compromising recyclability. Combined with UK-based production, each Breezebox® avoids plastic waste and dramatically improves end-of-life sustainability. Previous decades of Ted Baker’s web boxes mostly ended up in landfill or incineration; the new boxes were fully recyclable and ranked among the most sustainable in the global fashion market. Additionally, each Breezebox® avoids shrink-wrap and plastic tape.
- Premium Customer Experience - Integrated Breezepaper® held products securely in place, ensuring every order arrived in pristine condition. The custom-printed finish retained the luxury appearance of Ted Baker packaging while eliminating plastic, creating a memorable unboxing experience. Research shows 90% of consumers are more likely to repurchase from brands using eco-friendly packaging, reinforcing loyalty and repeat sales.
- Supply Chain Resilience & Carbon Reduction - By bringing manufacture home to Cambridgeshire, Ted Baker eliminated reliance on overseas production, cutting lead times and reducing supply chain risks. Transport-related CO₂ emissions were reduced by up to 60% per shipment, while the combination of local sourcing and plastic-free materials strengthened both reliability and environmental performance.
Broader Lessons for Health, Beauty & Fashion Brands
This case study on sustainable packaging for Ted Baker highlights lessons relevant to all fashion, health, and beauty retailers:
- Invest in sustainable packaging to reduce materials, speed up fulfilment, and improve presentation. Thoughtfully designed sustainable packaging not only lowers environmental impact but also enhances operational efficiency, allowing fulfilment teams to handle orders faster and more consistently, all while maintaining a premium unboxing experience for customers.
- Source locally manufactured sustainable packaging to cut carbon emissions and supply chain risks. Using locally produced sustainable packaging reduces transportation-related emissions, shortens lead times, and strengthens supply chain resilience, helping brands respond quickly to demand while supporting the local economy.
- Replace plastic laminations with water-based varnishes for a recyclable, premium finish. Sustainable packaging solutions that eliminate plastic ensure materials can be fully recycled, contributing to circular economy goals while maintaining high-quality visual and tactile appeal.
-Use custom design to strengthen brand identity and customer loyalty. Well-designed sustainable packaging communicates a brand’s commitment to the environment, resonates with eco-conscious consumers, and enhances brand recognition. Packaging that is both functional and visually appealing creates memorable experiences, driving repeat purchases and long-term customer loyalty.
Conclusion
The Ted Baker project demonstrates how sustainable packaging - in this case, the custom Breezebox® with integrated Breezepaper® - can transform fulfilment speed, environmental performance, and brand experience. By embedding product retention directly into the packaging and removing single-use plastics, Ted Baker achieved measurable benefits across operations, customer satisfaction, and supply chain resilience. For fashion, health, and beauty brands, investing in sustainable packaging is not just an environmental decision - it is a strategic business choice that can enhance brand loyalty, improve efficiency, and reduce operational costs.
Beyond the immediate benefits, sustainable packaging helps brands future-proof their operations. With increasing regulatory pressures and growing consumer awareness of environmental issues, adopting recyclable, plastic-free sustainable packaging solutions positions brands as responsible and forward-thinking. Every order packed in eco-friendly materials communicates a commitment to the planet, creating a positive impression that resonates with environmentally conscious consumers.
Lil Packaging continues to work with leading brands to develop sustainable packaging solutions that meet rigorous operational and aesthetic standards. By combining innovative design, UK-based production, and eco-friendly materials, Lil ensures that brands can achieve a premium customer experience while reducing their environmental footprint. Investing in sustainable packaging is a long-term commitment to efficiency, brand value, and environmental stewardship - benefits that extend across the supply chain and leave a lasting positive impact on both customers and the planet.
Find out more about our carbon neutral packaging here.