Felt-Pack revolution in sustainable packaging: a story of Daniela Niculae

2.01 billion tonnes of waste is generated globally every year and this number is expected to reach 3.4 billion by 2050, according to the World Bank. In times when waste is one of the major global challenges, Felt-Pack emerges as an innovative solution that transforms how we think about shipping materials. Crafted from recycled felt textiles, Felt-Pack tackles packaging waste and creates a closed loop in the textile industry where waste becomes a resource.

As a busy mother of two, Daniela Niculae, Co-founder of Divanul Verde, saw two critical issues while shopping online. The first was related to children’s clothing: what to do when the kids grow out of them? The second arose during the pandemic: how to tackle a pile of packaging waste at home every time an online order is delivered? Now a Romanian-based startup Divanul Verde is working on a prototype and looking to scale up its Felt-Pack solution.

Daniela Niculae was a finalist in the RIS LEADERS Competition 2024 organised by EIT Manufacturing. The programme supports women innovators developing solutions to manufacturing-related challenges with a strong financial, environmental, or societal impact. The competition is part of the EIT’s Regional Innovation Scheme (RIS) that enables the transfer of good practices and know-how to boost innovation in emerging countries.

Smart design meets sustainability

After performing a Lifecycle Assessment, Felt-Pack Envelope saves CO2 after just 27 reuses compared to conventional plastic packaging. While the durability extends to over 50 uses for envelopes and over 30 uses for boxes.

The design includes a unique QR code on a textile label. It ensures the traceability of the packaging throughout its lifecycle. The medium and long-term benefits are on the surface. While the low price of current plastic or cardboard packages might be outweighed in the short term, there is a strong need to eliminate single-use products to achieve sustainability goals.

The timing is particularly relevant with Europe’s new Packaging & Packaging Waste Regulation (PPWR) coming into force this year. The new regulation is designed to develop a sustainable circular economy for packaging across Europe. Felt-Pack solution is truly designed by visionaries as it is already ahead of time. It supports the reuse of textiles and zero waste, which fully meets the requirements of the new PPWR and effectively addresses market and industry needs.

Navigating the path to growth

“One of the biggest challenges is finding partners to start the project with,” reflected Daniela on the growth path of the Divanul Verde startup. This is even more pressing for companies not yet known in the industry proposing a new idea that appeals only to visionaries and early adopters.

As an environmental activist, Daniela highlights the social benefits of sustainable solutions on the market. From resource conservation used to produce new packaging materials, it can also serve as an education initiative to raise awareness about waste reduction and sustainable practices engaging communities.

RIS LEADERS Competition by EIT Manufacturing celebrates women innovators with ideas that can be turned into products for the benefit of people and the planet. This was also the reason why the competition appealed to Daniela.

RIS LEADERS Competition: A platform for women innovators

“RIS LEADERS Competition was the best opportunity to learn how to create a valuable presentation of the product in front of interested parties, to gain visibility and, last but not least, to have the opportunity to meet special women who have realised extraordinary projects,” shared Daniela Niculae.

Daniela remarks exceptional support received during the programme. The tailored support and mentorship were fundamental in developing a perfect pitch for the startup.

“I would recommend the RIS LEADERS Competition to any woman who has an idea that can bring change. When you are at the beginning of the road and you need confirmation that you are on the right path, it is the right opportunity to participate. You will receive the necessary support and the proper exposure,” highlighted Daniela.

Starting a business in manufacturing means perseverance, passion and continuous learning. “Have confidence in your abilities and don’t be afraid to take bold steps towards your goals,” is Daniela’s advice for women at the beginning of their entrepreneurial journey.

New opportunities on the horizon

Ten years from now Daniela envisions a complete makeover of e-commerce fully switching from single-use to reusable solutions. And Felt-Pack will be the solution of choice for deliveries across major markets in Europe.

To achieve this goal, Divanul Verde has completed the prototype and is looking to test it with real customers. The team seeks new partners who share their vision for sustainable growth and want to support the ambitious team with financing the product launch on the market.