Smurfit Kappa helps cut costs and enhance unboxing experience for dryrobe®

Smurfit Kappa Barnstaple recently provided dryrobe® with fit-for-purpose packaging for their range of high-performance weatherproof products. First launched in 2010, dryrobe® produce weatherproof changing robes.

Smurfit Kappa and dryrobe® first began their packaging journey in 2021. With dryrobe’s commitment to sustainability, they were after packaging that reflected their environmentally responsible ethos. The original brief was to remove all single-use plastic from their direct-to-consumer operation. Smurfit Kappa took this project on with superb results, receiving high praise from dryrobe® customers who applauded this planet-friendly approach.

Fast forward to 2022, with dryrobe® going from strength to strength, the company now wanted to explore solutions aimed at achieving greater packaging efficiency and cost reduction. Additionally, dryrobe® wanted to improve the customer unboxing experience, therefore significantly boosting brand awareness and reputation. In light of the rising paper and labour costs combined with soaring energy prices over the previous 12 months, the dryrobe® team were keen to reduce their spending, whether via unit price per box purchased, or operational efficiency savings. Smurfit Kappa were tasked with exploring multiple design options with multi-point gluedfunctionality, identifying that this specific operational aspect would provide optimal benefits for dryrobe’s particular end goals.

Smurfit Kappa identified a six-point MPG design that saved dryrobe® around £40K per annum by removing secondary paper tape and reducing the time needed to assemble the boxes before packing. A self-sealing tape and ripper strip were added to the pack, making it easier for customers to open the box. The addition of tape and ripper strips removed the need to use a knife or a pair of scissors to open the box. This in turn also eliminated the risk of product damage upon opening.

“Smurfit Kappa’s e-commerce packaging for clothing has not only ensured a fuss-free five-star experience for our customers – it’s also helped us achieve our sustainability goals, up our game in terms of customer unboxing experience, boosted our brand and made a big difference to our bottom line,” says Richard Davis, Head of Operations, dryrobe®.

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