Turning UK waste into sustainable homeware
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A brand transforms plastic waste into stylish kitchen, bathroom, and storage essentials
Spotted: Plastic pollution is one of the most persistent environmental challenges of the modern age, with the vast majority of waste plastic ending up in landfills, incinerators, or out in nature, rather than being properly recycled. Tackling this issue head-on, a UK-based brand is reimagining homewares by turning 100 per cent local waste into desirable products.
ReBorn’s unique approach centres on circular design and local sourcing. Partnering with waste collectors like Biffa, the company transforms plastic waste into homeware items at its Wiltshire-based factory. Unlike traditional designs, which often combine materials that are difficult to recycle, ReBorn’s products are made entirely from single materials. This ensures that every product is not only durable and repairable but also fully recyclable at the end of its life.
A lifecycle analysis by Brunel University revealed that manufacturing these products locally from recycled materials results in a 79 per cent reduction in carbon emissions, compared to producing equivalent items from virgin plastics using typical supply chains. The brand’s commitment to transparency and sustainability is resonating with consumers and retailers alike. Its kitchenware range, initially launched exclusively with John Lewis, has expanded to major outlets, including Next, Dunelm, and Amazon.
The company has also achieved important milestones in funding. It recently raised £412,529 through a Crowdcube campaign, surpassing its £400,000 target. This is part of a broader funding round that includes previous investments from the Branson family, Ascension, and Conduit Connect. Founder and CEO Brian Walmsley highlights the brand’s vision: “ReBorn is an exciting new business, built on a simple idea: to design useful and desirable products entirely, all from local waste and all recyclable at end life.”
Looking ahead, the brand is just beginning its journey. It has expanded into bathroom products and is exploring partnerships with further businesses to foster industry-wide change. As Walmsley notes, “We’re excited by the potential for a ‘rebel alliance’ of like-minded organisations to scale this impact.”
Written By: Oscar Williams