What if you didn't just throw away a diaper anymore... but brought it back? And what if that same diaper got a second life, as a new raw material? Sounds like a pipe dream? Not to Woosh.
From now on it's time: the very first circular diaper for home use is officially on the shelves, and at Biovita in Bruges. One small step for a diaper, one big step for circular innovation in Belgium.
Circular shopping, just around the corner
Customers of Biovita Sint-Andries and Sint-Kruis can now buy Woosh diapers and, after use, return them to a special 'give-back' container in the store. Woosh collects the used diapers and, together with waste partner IVBO, takes care of the recycling. In this way, we create a real closed loop, accessible to every family.
“What was once waste is now a resource. Circularity is no longer a vision of the future – it’s happening now, and it starts with something as small as… a diaper.” – Jeff Stubbe, Co-founder Woosh
This is how it works: simple, smart and circular
At Woosh we believe that sustainability should be easy. That's why we made the circular diaper as user-friendly as possible:
Made with care, lovingly designed for easy recycling afterwards.
You use them at home, just as you are used to, but with a good feeling.
After use, you return them to the store in the special give-back container.
Woosh does the rest, collects the diapers and takes them to the recycling site.
Together we make impact: for less waste, more circularity and a better future.
A simple action, with a big difference. Because every diaper counts.
A collaboration that made it possible
This launch is the result of intensive preparatory work. In recent weeks, we have worked with various partners on the strategic rollout, the brand experience in the store and the practical flow behind the scenes. Thanks to these joint efforts, families can now for the first time really get started with diapers in a circular way, without any hassle, simply via their trusted organic store.
Biovita was the perfect partner for this. Their sustainable vision and strong local roots make this concept tangible and credible.
“We are proud to be the first retailer to contribute to this circular solution. The Woosh diaper fits perfectly within our vision: local, ecological and innovative.” – Lien Fonteyne, Biovita
Why Bruges?
Bruges was not chosen as a starting point by chance. The city has a strong circular ambition and IVBO, the local processor, is literally around the corner. But it is also symbolic: Woosh has been active in Bruges daycare centers for years. This retail step now makes it possible to also making a difference at home.
Every diaper counts: for today and tomorrow
The launch of the Woosh give-back diaper in retail is the next big step in our mission: a world without diaper waste. Because sustainability doesn't have to be complicated. It just requires smart solutions, good collaboration and a healthy dose of courage.
Curious? You can now find our diapers at Biovita Sint-Andries and Sint-Kruis. Use them, give them back… Woosh does the rest.
