Avery Dennison’s DPPaaS solution aims to offer brand consultation, hardware, software, digital ID technology, physical labels, and support services to prepare for the forthcoming EU rules.

Avery Dennison says the DPPaaS sits within its digital solutions portfolio to bridge the physical and digital worlds through its intelligent labelling and atma.io connected product cloud platform.

Snowboarding and outdoor brand Burton Snowboards has become the first customer to leverage the end-to-end service across its business operations, employing RFID technology for product management and enhancing the customer experience.

Burton Snowboards’ chief product officer Chris Cunningham explains: “Piloting DPPaaS will provide us with new ways to showcase our brand values and engage with our customers. For instance, we will help customers learn about our product’s verifiable sustainability stories and share transparency data with them.”

The phased implementation of DPP will be driven by the European Commission’s Circular Economy Action Plan (CEAP), which is set to start in the apparel and textile sectors in 2027.

As an associate member of the CIRPASS consortium, which plays a key advisory role in the EU’s DPP scheme implementation, Avery Dennison says it possesses first-hand insights into upcoming demands and can use this to advise brands on the digital solutions required for compliance.

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Avery Dennison currently tracks 30 billion items throughout global supply chains through its atma.io platform collecting data for DPP compliance, such as carbon footprint details, material origins, and reuse instructions.

Jake Hanover, director of digital solutions, and apparel solutions at Avery Dennison adds: “While the introduction of DPPs may seem like a long way off, for a lot of companies it requires a digital transformation, so it is important brands follow Burton’s lead and start planning now.

“DPPaaS can accelerate this process by providing organisations with the platform, digital identification solutions, and expertise they need to capture the key metrics required for compliance, including details on how products can be reused so they can be given a second or third life.”

Burton Snowboards’ upcoming product line-up will feature interactive QR codes that will introduce Digital Care Labels powered by the atma.io platform to provide customers with insights on how to get the best from their products and extend their lifespan.

The brand will use on-product digital identities and the atma.io-connected product cloud to reduce waste, foster circularity, and enhance sustainability.

In early October (2023) Avery Dennison announced its plans to acquire Silver Crystal Group, a player in sports apparel customisation and application across in-venue, direct-to-business, and e-commerce.