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Thu 07 Jan 2021 | by Jo Howard

Lakeland commits to eco-credentials

Eco is one of Lakeland’s winning categories, reflecting customers’ concerns about deforestation, fossil fuels, oceans and landfill “Everyone is investing in the home,” Scott Jefferson, Lakeland’s chief commercial officer told a webinar hosted by The British Home Enhancement Trade Association (BHETA) late last year. Scott and Philippa Simons, head of buying presented an overview of Lakeland’s marketplace and three-year view, as well as discussing the impact on Covid-19 on demand for housewares. Scott acknowledged the huge growth in home shopping, spike in sales after shops reopened throughout July, and “massive engagement” in the MyLakeland loyalty programme, stating: “We’re in a good positive place.” Eco is one of Lakeland’s winning categories, reflecting customers’ concerns about deforestation, fossil fuels, oceans and landfill. Authenticity is massively important, with Lakeland committing to proper investigation of eco credentials. Membership of WRAP (Waste and Resources Action Programme) is particularly useful, and Philippa stressed the extent to which eco product and packaging are areas of potentially significant expansion. Next year will see the launch of an own label Lakeland Eco brand, with exciting product developments. Discussing the impact of Covid-19 on shopping habits, Scott also noted that shoppers now tend to be “on a mission” to buy rather than browse, and engagement with Lakeland’s marketing is very high. There has been a revival in interest in print- led initiatives, as more consumers have had “time to leaf through a catalogue” or look an inserts in newspapers.