Imagine no possession

Welcome to "nouveau monde", sort of a "nouveau genre" newsletter to better understand how to make the world better through the lens of retail. This is #14!

This week in nouveau monde, we’ll talk about circularity in the apparel and the food delivery industry. Things move fast in retail and sustainability, we’re really happy to help you get the right tips and be inspired !

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Today's newsletter is 777 words, a 3-minute read.


Adidas testing rental business model

by Phil

Good luck if you’re located in France, found of Adidas and ready to test some new business models as a consumer. Adidas is trying out a new rental program giving customers the possibility to rent some of the brand’s products, that include sneakers and shirts, as long as it concerns outdoor use. Adidas is pushing initiatives covering sustainability, with the objective to help out the company’s initiative with its line of fully-recyclable products.

Right: why to own things forever…it never does. Don’t you want to change more often the clothing you wear, the shoes you use? Do you want to have more linear expenses for sport practice?

Why testing in France first, I guess Adidas chose the more difficult typology of consumers they can find. French people are not that easy to convince with new approaches, I don’t see them being early adopters, whatever they can say. Especially when it comes to use products that are not new, and shoes…oh my God! What about sanitization then?! Don’t worry Raoul, it’s done using an “ozone process”, you’re all safe.

Why Outdoor products? Well, except if you live in Sweden or Siberia, this can be a short season, so why do you need to store them in your closet if you don’t need it anymore?

How does it work?

  • Adidas Rental will allow customers to rent footwear and apparel (including jackets, shorts, and sweat-wicking shirts) geared toward outdoor use, such as hiking and mountaineering.

  • Rental periods are flexible, and prices are based on rental duration.

Reaching true sustainability is an experience that will take some time and hopefully meet customers expectations…hopefully. We don’t know, and CMOs thinking the solutions can be found in social networks are pure idiots.

Adidas confirmed last month past the private beta phase of its Ultraboost “Made to be Remade” which is available for purchase for the first time. The company has also begun teasing a jacket with the same recycling possibilities.

Test and learn, baby!


Zero Waste

by Anthony

Food delivery has raised a lot last year with the pandemic and multiple lockdowns. We all know it has its downsides and is in many ways not sustainable. The major issue is that it leaves more and more workers in precarious situations.

Another downside is the waste generated by these deliveries. The freshness of the plates served and their ability to travel a bit are essential so that people don’t throw half of the meals on the trash can because your fries are too cold or not that crunchy anymore.

Aside from the food itself, packaging has a big impact too. DeliverZero, a startup launched in New York late 2019, tries to tackle that problem by offering a service of reusable containers. It operates as a substitution of the traditional services like Uber Eats or Delivery Hero (so you see how they chose their name…) but instead of putting the food in a disposable plate, restaurants use the DeliverZero ones, and customers gives them back after use, in a circular way.

Plates can be reusable at least a thousand times and are BPA free so they have a real potential of reducing waste.

Not only does this is more sustainable, but this also brings loyalty, as you can give back your user plates. Customers are also allowed to bring these containers on any participating restaurant. And if they don’t bring them back after 6 weeks, they’ll finally be charged for the plate, but not until that, which makes the process easier for the consumer.

It’s often difficult for a single operator to operate circularity this way, so maybe services like DeliverZero have found the right key to unlock this gigantic problem !


Quick hits

Home Depot opened a 1.5 million-square-foot fulfillment center in Dallas, as part of the retailer's $1.2 billion supply chain investment announced in 2017.

The warehouse will fulfill store and online orders through store pickup or last-mile delivery to consumers' homes, according to a recent news release. The site also manages large appliance home delivery and installation.

The new facility includes zero-emission, hydrogen-fuel-cell charging stations that power its material handling equipment, such as forklifts and clamps. Home Depot started using hydrogen charging in warehouses in 2015 at locations in Ohio and Georgia.

Home Depot is focusing on sustainability, pledging to reduce scope 1 and 2 emissions 40% by 2030, compared to a 2011 baseline. The zero-emission, hydrogen-powered forklifts in several of its warehouses further that goal.


Fast Rewind

We talked about Adidas and Allbirds on nouveau monde #5, Allbirds is reportedly preparing for an IPO, as the market is growing stronger.


Bonus track by Anthony

It’s easy if you try, right?!