Sustainability in retail: are you ready for the Digital Product Passport?
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Sustainability has long ceased to be a nice-to-have in retail. Consumers increasingly care about origin, quality and product lifespan. At the same time, Europe is firmly steering towards a circular economy, with transparency and responsibility at its core.
Following the introduction of EPR (Extended Producer Responsibility), the Digital Product Passport (DPP) is now on the horizon. Products will carry a clear, honest story with them. But what does this actually mean for you as a retailer? And how can you prepare today? We’ll tell you what you need to know.
EPR and the Digital Product Passport: what’s the difference?
We previously covered the European EPR regulations for textiles. Under EPR, producers are responsible for what happens to products at the end of their life cycle, including collection, reuse, recycling and waste management. The goal? Reducing waste and building a more sustainable supply chain.
The Digital Product Passport takes this a step further. While EPR focuses mainly on responsibility after sale, DPP is all about transparency throughout the entire product life cycle.
Think of DPP as a passport, but for products. Via a QR code, you can access information such as:
materials and origin
the production process
maintenance and repair
recycling and reuse
This information makes the product story more visible and tangible, not only for you as a retailer, but also for customers, suppliers and other stakeholders in the chain. The digital passport helps everyone make more informed choices and supports the transition to a circular economy.
Good to know: the DPP applies to all products sold in Europe, including those imported from Asia or the United States for example. Over time, the digital product passport is expected to become a global standard.
Why is the Digital Product Passport important for retailers?
The Digital Product Passport will become mandatory in Europe from 2027 onwards, starting with sectors such as textiles, followed by furniture, toys and other product categories.
For retailers, this mainly means better-informed customers asking more detailed questions. Where does this product come from? How long will it last? Can it be repaired?
The Digital Product Passport helps you answer these questions clearly and consistently. In practice, this leads to:
increased customer trust through transparent information
a clearer distinction between quality products and fast turnover
stronger storytelling around sustainability, origin and craftsmanship
Retailers who act now don’t just build trust, they build long-term loyalty.
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How retailers can start preparing today
Good news: you don’t need to be a technical expert to prepare for the DPP just yet. What really matters is making conscious, strategic choices about your assortment and the brands you work with. Decisions made today will make tomorrow much easier.
Here are four key focus points to get started.
1. Know your assortment
Do you know which materials are used? Which products are made locally or in Europe? Which brands invest in quality and longevity? A solid understanding of your assortment strengthens both your sales and your communication.
2. Choose your brands and suppliers consciously
Brands that already prioritise transparency, sustainability and quality will find it easier to comply with DPP. Working with reliable partners helps future-proof your assortment and meet customer expectations.
3. Think about product information and data
How do you currently collect and share product information? It doesn’t need to be perfect yet, but know that clear product information truly adds value in-store and online. This will improve conversion and customer loyalty, guaranteed.
4. Use sustainability as a conversation, not a constraint
The DPP is a legal framework, but also an opportunity to strengthen your story. Products with a clear origin and long lifespan align perfectly with the growing demand for conscious consumption.
Sustainable buying, close to home
Sustainability isn’t just about materials, but also about how and where you source your products. Our trend report From Forecast to For You page highlights the growing importance of local collaboration and short supply chains in the future of retail.
Trademart brings together more than 1,500 brands in the heart of Belgium. For you, this means:
fewer long-distance trips
comparing sustainable collections under one roof
seeing, touching and discussing products directly with brands and exhibitors
Buying closer to home makes sustainable choices more concrete, practical and achievable.
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Forward-thinking brands at Trademart
With today’s broad product offering, retailers can actively choose brands that reflect their values: Belgian, ecological, reusable, innovative, locally produced… At Trademart, you’ll find brands where quality, transparency and short supply chains come naturally. Here’s a small selection.
Baby & kids
Timboo: Belgian family business specialising in eco-friendly bamboo textiles
Jollein: focus on GOTS-certified cotton and transparent production
Little Dutch: timeless design, durable materials and strict quality control
Fresk: Scandinavian-inspired with organic and recycled fabrics
Fashion
Brax: sustainable materials and responsible production with a focus on longevity
Ambiorix: Belgian craftsmanship, local production and high-quality leather
Thule: outdoor products designed for long-term, intensive use
Bô-Dôme: natural materials, designed in Brussels and produced in Europe
Mon Frac: Belgian brand with a strong focus on sustainability and craftsmanship
Home & living
Ready for the future of retail?
The introduction of EPR and the Digital Product Passport is changing the rules, but above all, it creates opportunities. Retailers who invest in transparency, quality and strong brands are building a future-proof business.
At Trademart, we support you with:
a carefully curated brand selection
sustainable and Belgian brands
knowledge, events and personal connections
Apply for your free access today and discover how to future-proof both your assortment and your story.