Ds Smith and Queen® Flowers Innovate Fibre-based Packaging for Floral Bouquets in Retail Outlets

DS Smith, an International Paper company, and leading global provider of sustainable and fibre-based packaging solutions, and Queen® Flowers have collaborated to create a recyclable and experiential bouquet box to sit alongside the brand’s traditional packaging in retail stores and outlets.

The DS Smith corrugated cardboard design can hold between three to five Kalanchoe bouquets, and the boxes incorporate two different lids. One lid contains five holes for smaller bouquets and the other has three holes for the larger bouquets.

The bottom lid is for fitting into the shorter handholes without necessitating the use of glue, and the overall structure of the packaging solution is soft and without sharp edges making it easy to construct. The top lid is key in reducing the amount of air trapped in the boxes and thus eliminating unnecessary weight during transportation, and it is also effective in maintaining the levels of moisture required for keeping the bouquets fresh from supply chain to Point of Sale (POS).

Emilie Stærmose, Chief Marketing Officer (CMO), Queen® Flowers:

“We wanted a solution that can be easily branded to give us greater exposure in store. This is highly effective in comparison to how our flower bouquets have been traditionally displayed. The moisture retention and protection provided by these new DS Smith boxes is a key aspect of the design planning and strategy, alongside sustainability and recyclability. We are curious to see how this new packaging is received by our customers and their feedback is vital.”

Sustainable packaging with graphics clearly communicates Queen® Flowers brand identity and the exterior surface is ideal for bold logos and creating a visual impact online, in-store, or on shelf. In addition, when the boxes are empty, they can be placed in a cardboard container for recycling.

Mette Staal, Cluster Creative Lead, DS Smith:

“We applied our unique and industry first Circular Design Metrics when working on this design and our team focussed on reducing materials, CO2 emission, and recyclability, for example. The solution is intended to sit beside the brand’s traditional black buckets. We try to understand our customers business and supply chain to find the right packaging solution for their business and consumers.” 

The DS Smith Circular Design Metrics (CDM) tool can rate and compare the circularity of a packaging design across eight key indicators. The CDM give a clear indication of a packaging design’s performance, and where to focus attention while enabling brands to drive sustainability through packaging by reducing waste and pollution and keeping materials and products in use for longer.

DS Smith has a target-led Now & Next sustainability strategy, Redefining Packaging for a Changing World, and is committed to leading an industry-wide transition to a circular economy while delivering sustainable circular solutions for its customers.

DS Smith

DS Smith is a leading global provider of sustainable fibre-based packaging, which is supported by recycling and papermaking operations. The company plays a central role in the value chain across sectors including e-commerce, fast moving consumer goods, food and beverage, and industrials. It has a target-led Now & Next sustainability strategy, Redefining Packaging for a Changing World and is committed to leading an industry-wide transition to a circular economy while delivering sustainable circular solutions for customers. As a part of this mandate, there is a focus on replacing problem plastics, taking carbon out of supply chains, providing recycling solutions, innovation and significant investment into Research & Development including alternative materials and fibres. The company has a progressive approach to the service and optimization of sustainable supply chains, a well-known and bespoke ‘Box-to-Box’ in fourteen days operational model and a unique Circular Design Metrics approach. There are operations in thirty-four countries, 30,000+ employees, and a headquarters in London, where the company is also listed in the FTSE100. It is a proactive member of the Ellen MacArthur Foundation, and the original DS Smith box-making business was started by the London based Smith family in the 1940s. Additional information can be found by visiting www.dssmith.com  

International Paper

International Paper (NYSE: IP; LSE: IPC) is the global leader in sustainable packaging solutions. With company headquarters in Memphis, Tennessee, USA, and EMEA (Europe, Middle East, and Africa) headquarters in London, UK, we employ more than 65,000 team members and serve customers around the world with operations in more than thirty countries. Together with our customers, we make the world safer and more productive, one sustainable packaging solution at a time. Net sales for 2024 were $18.6 billion. In 2025, International Paper acquired DS Smith creating an industry leader focused on the attractive and growing North American and EMEA regions. Additional information can be found by visiting www.internationalpaper.com

Queen® Flowers

Queen® Flowers - a leading flower brand and supplier, produced by award-winning horticulturalists. The company’s mission is to make every day more beautiful with sustainable, long-lasting plants and flowers to meet the interests and needs of the modern consumer. In 2010, the nursery innovated the popular MoreFlowers, characterised by larger and more eye-catching blooms. The first double flowering Kalanchoe was introduced in 2002, under the name RoseFlowers - different from the traditional Kalanchoes with only four petals. After four years in production, the double-flowering Kalanchoe filled three quarters of the production in Korsholm. Queen® Flowers is a third-generation family business and the nursery was built in 1939. The company has a passion for quality, longevity, and innovation. Their customers include supermarket chains, wholesalers, and consumers. The 120,000 m2 nursery is located at the head office near Aarhus, Denmark. There are one hundred and thirty employees, and production in Denmark, Turkey, Vietnam, and the Netherlands. Additional information can be found by visiting https://queenflowers.dk/en

DS Smith Plc
Level 3, 1 Paddington Square, London W2 1DL, United Kingdom 
M: +44 (0) 750 735 7755 T: +44 (0) 207 756 1800
daniella.steadman@dssmith.com
www.dssmith.com