PPWR is here - and it's already impacting your business

The EU’s new Packaging and Packaging Waste Regulation (PPWR) is no longer something to prepare for in the future – it is already shaping how companies work with packaging today. While the regulation will apply across the EU from August 2026, Danish companies are already affected through national producer responsibility rules introduced in 2025.

For companies selling products under their own brand, this marks a clear shift. Packaging is no longer just a practical consideration – it is now something that must be documented, reported, and managed across markets.

What this means for you as a brand owner
Under the new rules, responsibility for furniture produced at KVIST sits with the company that places the product on the market under its own name or brand. As a brand owner, you are therefore expected to have a clear and structured overview of your packaging across all relevant markets.Inte

In practice, this means you need insight into:

• the materials used in your packaging
• the volumes you place on each market
• how your packaging performs in terms of recyclability

For many companies, this requires a more structured approach to packaging data than before.

How we support you
Although the responsibility sits with you, much of the required data originates from us.

Because we develop and supply the packaging, we already work with detailed knowledge of materials, specifications, and volumes. This puts us in a strong position to support you with the data and insights needed for reporting – and to help you navigate the requirements in a practical way.

Don’t lose sight of the purpose
While PPWR introduces new requirements, the focus easily shifts to the added bureaucracy, which unfortunately is true in the initial implementation months. However, the underlining purpose if this legislation is to reduce packaging waste, improve recyclability, and increase the use of recycled materials. This purpose should be held in focus despite the practical challenges. 

The regulation pushes all of us toward smarter packaging design – using less material, choosing better materials, and enabling true circularity across the value chain.

For the furniture industry, this is an opportunity to rethink packaging not just as protection, but as part of a more sustainable product lifecycle. 

Let’s take the next step together
With the right structure and collaboration, PPWR does not have to become a burden.

If you need support with packaging data or want to ensure you are on the right track, we are here to help – turning new requirements into something that works for your business.