GFG continues transition to more sustainable packaging

LUXEMBOURG: Global Fashion Group (GFG), the leading online fashion & lifestyle destination in growth markets today announces the launch of 100% recycled delivery satchels at  THE ICONIC – the company’s business in Australia and New Zealand. Delivering millions of orders each year, and as the first major retailer in Australia and New Zealand to make a commitment of this scale, the shift represents a significant milestone for GFG and its broader sustainability initiatives.

Made from 100% recycled plastic, and debuting an updated white aesthetic, the new ICONIC satchels are certified under the GECA’s (Good Environmental Choice Australia) Recycled Products Standard. Customers are encouraged to continue recycling all ICONIC soft plastic packaging via REDcycle bins, available at major supermarkets Australia-wide, to ensure the recycle wheel keeps turning. Under the REDcycle recovery initiative, soft plastic packaging is upcycled to produce new products such as benches and outdoor furniture which THE ICONIC is proud to contribute to. 

In March 2020, GFG published its inaugural Sustainability Report, outlining the company’s global sustainability strategy and 2022 commitments. The new satchel initiative from THE ICONIC marks one of the first steps towards GFG’s target to use order satchels made from more sustainable materials across 100% of its delivery countries. 

Jaana Quaintance-James, GFG’s Chief Sustainability Officer, said: “At GFG we are committed to making continuous improvement towards our sustainability objectives and driving a more holistic and comprehensive approach to sustainability across the Group. We’re incredibly proud to offer our customers across Australia & New Zealand, an improved satchel alternative and aim to do so for all of our over 13 million Active customers across all GFG markets, over the next two years. While we recognise we have much more work to do, GFG is in a very unique position to help educate a huge part of the world’s population on what shopping sustainably means and this marks a big milestone in that journey.”

Customers will begin receiving orders in THE ICONIC’s new look, 100% recycled satchels from today (May 26), with the full roll-out completed  later this year once the existing ICONIC black satchels have been utilised. Further information on THE ICONIC’s packaging update can be accessed HERE.  

As part of its 2022 Commitments, GFG will track and progressively reduce its waste to landfill and support customers to do the same. This includes, ensuring that the majority of customer order packaging is made of more sustainable materials as well as assessing and reducing the volume and impact of its private label packaging.

Visit to learn more about GFG’s Sustainability Strategy.




GFG’s Six 2022 Commitments include:

  1. 100% of waste from our warehouses will be comprehensively tracked and at least.
  2. 50% of all waste will be recycled 
  3. 100% of carbon mapped and Science Based Targets set for the entire Group
  4. 100% of carbon from own operations and deliveries offset
  5. 100% of delivery countries using order satchels made from more sustainable materials
  6. 50% of regions enabling resale of pre-loved items 

About Global Fashion Group

Global Fashion Group is the leading fashion and lifestyle retail destination in Asia Pacific, Latin America and CIS. We connect over 10,000 global, local and own brands to a market of more than one billion consumers through four established e-commerce platforms: THE ICONIC, ZALORA, dafiti and lamoda. Through an inspiring and seamless customer experience enabled by our own technology ecosystem and operational infrastructure, we are dedicated to being the #1 fashion and lifestyle destination in our markets. With 17 offices and 10 fulfilment centres across four continents, GFG proudly employs a dynamic and diverse team with deep local knowledge and expertise. In 2019, GFG delivered over 34.6 million orders to 13.1 million Active Customers. (ISIN: LU2010095458.) For more information visit:

About RED Group

RED Group is a Melbourne-based resource recovery organisation.  Formed in 2010, RED Group developed and implemented the REDcycle Program – a recycling initiative for post-consumer soft plastic via a network of supermarket drop off point or “REDcycle bins”, now found in 1850 Coles and Woolworths stores across Australia.  By partnering with Coles, Woolworths, and some of Australia’s most-loved brands, RED Group has made it easy for consumers Australia wide to keep soft plastic packaging out of landfill.  The REDcycle Program is a true stewardship model where brand owners, retailers and consumers are sharing responsibility in creating a better end of life outcome for soft plastic packaging.