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We focus on three fundamental pillars in our sustainability strategy: products, operations and people, founded on communication and reporting. For these, our mission statements are as follows:

Products – We want to offer our customers fun, surprising and creative eco-friendly choices. To achieve this, we are making sustainability an integral part of how we design and source our products. We focus on circular materials, design, packaging and labelling.

Operations – We are committed to ethical sourcing, capacity building, social responsibility and environmental management in production. In our own operations: offices, warehouse and stores, we focus on CO2 neutral operations and circularity of materials.

People – We believe responsible behaviour in all aspects makes a positive difference in many people lives' and is key for being successful as a business. We want to enable our partners, suppliers, employees and customers to be more eco-friendly.