WCTD - Usha Yarns Limited

Niklas Jonas, Otto Group, Manager Materials & Circularity

We have developed quantitative circularity KPIs to improve our goal setting and make our progress measurable. OTTO has launched its first “circular collection” in collaboration with circular.fashion, together with Bonprix these circular design guidelines are now being rolled out to more group companies. In addition to the extended resale model by About You, MyToys Group also started to offer second-hand products.


Low data availability along the value chain constrains the implementation of circular solutions such as take-back and recycling systems. Awareness regarding the need of circularity has to be increased within all departments of the Otto Group and its group companies.


Still a clear circularity framework at EU level that facilitates collaboration and innovation along the entire value chain – the introduction of the Ecodesign for Sustainable Products Regulation is an important first step!