In high-end fashion retail, presentation is everything. When luxury retail giant Harrods sought to elevate their packaging game, they turned to Zeus Packaging in collaboration with Swanline Group for a transformative solution. The result? The Pillow Pack, a packaging solution designed to not only enhance customer experience but also streamline Harrods’ garment packaging process, all while keeping sustainability at the forefront.


The Pillow Pack is tailored specifically for the high-end fashion market. Its objectives were clear: optimize the garment packaging process, cut down on costs, and create an unforgettable unboxing experience. Before the introduction of the Pillow Pack, Harrods faced a cumbersome challenge – individually wrapping garments in tissue. This time-consuming task was not only inefficient but also challenging to teach seasonal workers. Enter the Pillow Pack, simplifying the packaging process to a single step – placing the garment inside.

At the heart of this project was the drive to improve packaging efficiency, saving both time and resources. By replacing the tedious tissue wrapping with the Pillow Pack, Harrods managed to save up to 6 minutes per item, significantly reducing the potential for errors in the process. This packaging was finely tuned to Harrods’ products, eliminating previous sizing issues. Furthermore, the shift from solid board to E flute corrugated material not only enhanced the product presentation but also contributed to cost savings.

In a time where sustainability is paramount, the Pillow Pack steps up to the plate. Crafted from 100% recyclable, FSC-regulated corrugated material, it aligns with Harrods’ eco-conscious values. The larger pack size also means less void fill material is necessary, reducing overall material consumption and costs, a win-win for both the environment and the bottom line.

The Pillow Pack isn’t just functional; it’s a brand statement. The packaging’s colour is meticulously matched to the Harrods logo, creating a consistent and high-end brand image. It also adds an element of excitement to the unboxing process, a pleasant surprise for customers.

While there are no immediate plans for further adaptations to the Pillow Pack, Harrods intends to extend its use to a wider range of products, recognizing its potential beyond garments. Key takeaways from this project include the importance of precise colour management, the ability to enhance the customer experience, and the potential for innovative packaging solutions that can transform the luxury retail industry.

The ultimate metric for the success of the Pillow Pack is efficiency. By significantly reducing packing time, Harrods has not only improved its operations but also managed to reduce costs, making this a resounding success.

In the ever-evolving world of packaging, consumer preferences are shifting towards unfinished board materials, allowing customers to see the natural colour of the board. Sustainability remains at the forefront of these trends, as consumers increasingly seek eco-friendly packaging solutions that resonate with their values.


In the words of Adam Murphy, Zeus National Account Manager for Harrods, “This unique packaging project has overcome exciting challenges, particularly in colour management, customer experience enhancement, and improving the packing rate. It’s a testament to how innovation in packaging can transform not just the presentation of products but also the efficiency and sustainability of operations in the luxury retail industry. The Harrods Pillow Pack represents a successful collaboration between industry leaders and a step towards a more sustainable and efficient future in high-end fashion packaging.”

Swanline Group is proud to have played a pivotal role in this transformative journey, proving once again that innovation knows no bounds when it comes to packaging solutions. To collaborate with a trade-only packaging partner, contact Swanline Group today.