Bever: Where Love for the Outdoors Meets Sustainability

As someone who loves spending time in nature, I’m always looking for ways to enjoy the outdoors while keeping my impact on the environment as small as possible. Recently, I stumbled across Buitenmens Leather Wax on Bever.nl, and let me tell you—it was a game-changer. The wax comes in a recyclable metal tin, is made with 100% natural ingredients like beeswax and organic plant-based waxes, and it works wonders to waterproof leather gear without changing how it looks. It’s such a simple thing, but it got me thinking about how taking care of the gear I already have is a big step toward being more sustainable.

This small purchase led me to learn more about Bever, a Dutch outdoor company that’s doing sustainability right. They don’t just sell gear—they’re all about fostering a “mountain of love for the outdoors” (“bergen aan liefde voor buiten”) and reducing the “waste mountain” (“afvalberg”) at the same time. Bever was even named the Sustainable Retailer of the Year 2022/2023, which says a lot about how committed they are. For Bever, sustainability isn’t just a buzzword—it’s baked into everything they do, from offering maintenance and repair services to launching reuse and recycling programs. Their motto, “Buiten heeft je nodig” (“The outdoors needs you”) is a call to action, and Bever’s leading the charge.

So, what exactly impressed me from Bever? (Watch the video first you can get a good a first impression)

When we shop for outdoor clothing or gear, we want stuff that’s reliable and built to last. In fact, research shows that 53% of Dutch consumers care about the lifespan of a product when buying outdoor items. We want gear that can handle the elements and stick with us for all our adventures. The problem? A lot of us have no idea how long a product is actually supposed to last. This is where Bever shines—they focus on quality and making it easier for customers to get the info they need.

Honestly, it’s refreshing to see a company walking the talk when it comes to sustainability. Bever’s not just helping us gear up for adventures—they’re helping us do it in a way that respects the planet. And that’s something we can all get behind.

What customer pain points does Bever address?

Bever understands the challenges faced by outdoor enthusiasts and offers effective solutions to tackle these common pain points:

• Uncertainty about product durability: Customers often struggle to assess how long a product will last. Bever addresses this by prioritizing high-quality products and increasing transparency through their “Our Planet” quality mark, which now includes 57 sustainability criteria, up from 23. This provides customers with clearer insights into sustainability and product longevity. Additionally, Bever shares information about a product’s expected lifespan at the time of purchase, helping customers make more informed decisions.
• Lack of motivation or time for gear maintenance: Many outdoor enthusiasts neglect gear maintenance due to lack of time or awareness. Bever steps in with simple self-care tips and offers in-store services for more complex repairs and maintenance. They also encourage sustainable practices by providing bins in stores for material returns and selling hard-to-find spare parts, promoting a culture of extending product life. This is very interesting because it’s one of the few companies who actively encourage you to take care of the product rather than asking you to come and buy a new one as most traditional businesses.
• Challenges with repairs: While some customers repair their items independently or through third parties, they may not think to return to the original store for assistance. Bever actively promotes repair, embracing the philosophy, “We prefer to repair rather than sell something new.” To support this, they launched their own sewing workshop in Pijnacker in 2022, dedicated to repairs and upcycling. This initiative has already made an impact, with Bever repairing 12,146 outdoor products in 2022, a remarkable +60% increase from the previous year. Their “For Future Fridays” campaign—an eco-friendly alternative to Black Friday—further reinforces this by offering free or discounted repairs and maintenance.
• Confusion about recycling: Recycling outdoor gear can be daunting, with six in ten Dutch individuals unsure about proper recycling methods. Bever simplifies this with their “recyclestraat” (recycling street) program, which gives used gear a second life. Their “Recycle My Gear” initiative in 2023 collected nearly 78,000kg of footwear, clothing, and gear, marking a 319% increase year-over-year. Of this, 57,000kg were recycled through their recycling street, an impressive 278% growth compared to 2022.
• Limited recycling drop-off points: People often cite a lack of accessible collection points as a barrier to recycling. Bever addresses this by offering in-store drop-off locations for apparel and footwear recycling. Though their collection points are currently store-based, Bever’s initiative ensures customers have a clear and responsible way to dispose of old gear.

How does Bever incorporate circularity into its products and business practices?

Bever is committed to the entire lifecycle of their products, embedding circularity at the core of their business through various sustainable practices:

• Focusing on maintenance and repair: Bever actively encourages customers to care for their products through repair services and maintenance tips. Their in-house sewing workshop plays a key role, with Bever completing 20,988 repairs and 14,407 washes in 2023, showing their dedication to extending product life.
• Promoting reuse: Through their “2e Buitenkansjes” (Second Outdoor Chances) collection, Bever gives pre-loved items a second life. In 2023 alone, they sold over 6,000 second-hand products and processed over 25,000kg of items in their recycling street for reuse. They also washed at least 7,616 jackets and sleeping bags, ensuring items are in top condition before resale. Additionally, their rental services logged over 46,000 rentals in 2023, maximizing the utility of their products while reducing waste.
• Enabling recycling: Bever’s “recyclestraat” program sorts used products into raw materials for recycling. Collaborating with partners like Blue LOOP Originals, they transform materials, such as synthetic tents and wool, into new products like their Buitenmens collection, which features items crafted entirely from recycled materials.
• Building circular partnerships: Bever partners with eight organizations through Circular Cooperation Agreements, strengthening their capacity to implement circular practices. This agreement includes Yonderland, Bever, Juttu, Snowandrock, As Adventure, Cots Worldoutdoor, Runnerspeed and Ayacucho.
• Using sustainable materials: Bever prioritizes durable, recyclable materials in their designs. Their Buitenmens collection, made from recycled wool and tents, is a great example of their dedication to innovative, eco-friendly material choices.

What Bever truly proves is that a business can be successful and environmentally friendly at the same time. Circularity and conscious-thinking can bring savings, give extra life to products and build a strong brand loyalty.

Bever has established itself as a leader in sustainable outdoor retail. Their sustainable business model translates into financial gains through these sales funnels:

• Repair and Maintenance Services: By offering repair and maintenance services, Bever generates direct revenue while fostering customer loyalty. The growing demand for repairs and washes highlights the value of these services. Customers are more likely to return to a retailer that helps extend the lifespan of their purchases.
• Second-Hand Sales: The “2e Buitenkansjes” collection introduces an additional revenue stream by revitalizing items that might otherwise go to waste. This initiative appeals to budget-conscious shoppers and taps into the rapidly expanding market for pre-owned goods.
• Recycling Initiatives and Partnerships: Although recycling may not yield significant financial returns immediately, it lowers waste disposal costs and can provide income from selling sorted materials. Collaborations, such as the partnership with Blue LOOP Originals, enable the creation of sustainable product lines that add value and differentiate Bever in the market.
• Enhanced Brand Reputation and Customer Loyalty: Bever’s commitment to sustainability bolsters its brand image and attracts eco-conscious consumers. This leads to stronger customer loyalty and potentially higher sales over time. Being recognized as “Sustainable Retailer of the Year” further cements its reputation as a leader in the field.
• Cost Savings through Operational Efficiency: Investments in energy-efficient solutions, such as LED lighting across the broader Yonderland group (which includes Bever), deliver long-term savings by reducing operational costs.
• Proactive Regulatory Compliance: By actively addressing sustainability and aligning its practices with evolving regulations, Bever positions itself ahead of the curve. Detailed reporting, like that found in Yonderland’s sustainability framework linked to CSRD compliance, ensures readiness for stricter environmental and circularity standards.

Understanding Bever’s Customers: Beliefs, Behaviors, and How Bever Addresses Their Needs

Based on research and Bever’s initiatives, their customers share several key traits and challenges:

• A focus on quality and durability: Bever’s emphasis on long-lasting products indicates a customer base that values reliable, hard-wearing gear.
• A love for the outdoors: This passion is a core connection between Bever and its customers, as explicitly reflected in the brand’s mission.
• A growing environmental awareness: While sustainability may not be their primary purchasing driver, customers show concern for product longevity and recycling, signaling an underlying eco-conscious mindset.
• Limited knowledge or time for gear care and recycling: Research highlights these as significant barriers for customers, leaving many unsure of how to properly maintain or recycle their equipment.

Bever effectively addresses these customer characteristics and pain points by:

• Providing high-quality, durable products: Aligning with their customers’ appreciation for longevity, Bever ensures its gear stands the test of time.
• Promoting responsible behavior: Through maintenance tips, repair services, and recycling options, Bever empowers customers to adopt more sustainable habits. Their motto, “Wie een beetje omkijkt naar zijn producten, ziet dat ze langer meegaan” (“Whoever takes a little care of their products sees that they last longer”), encapsulates their commitment to encouraging mindful consumption.
• Simplifying sustainable actions: Bever takes the burden off its customers by offering clear repair and recycling services, making it easier to live sustainably.

Sustainability Metrics: Waste, Water, and Recycling

As a member of the Yonderland group, Bever contributes to its broader sustainability goals, including waste management and water conservation efforts.

• Waste Management: Yonderland aims to minimize total waste and achieve a 75% recycling rate across all business units. While Bever experienced an increase in general waste in 2023 due to warehouse changes, its recycled waste levels remained stable. Through its “Recycle Street” program, Bever contributes meaningfully to the group’s overall recycling success.
• Water Management: In 2023, Yonderland began measuring water usage at the site level for the first time. Although Bever-specific water data isn’t detailed, this effort reflects a growing commitment to understanding and minimizing water consumption.

Bever’s commitment to reducing its carbon footprint is reflected in its significant progress on greenhouse gas emissions:

• Scope 1 emissions include direct emissions from company-controlled sources, such as vehicles and on-site fuel use.
• Scope 2 emissions involve indirect emissions from purchased electricity, heat, or cooling.

Yonderland, including Bever, set an ambitious goal of cutting Scope 1 and 2 emissions by 50% (compared to their 2019 baseline) by 2025. Remarkably, the group exceeded this target early, achieving a 60% reduction by 2023. This success was driven by increasing the share of emission-free energy across the group from 44% to 89%.

For Bever Netherlands specifically, Scope 1 and 2 emissions were reduced by 52% compared to 2019, thanks to a significant shift to green energy certificates. This achievement underscores Bever’s steadfast commitment to lowering its direct carbon impact.

Leading the Way in Sustainable Outdoor Retail

Bever is more than just a retailer responding to the rising demand for sustainability—it is actively shaping the future of the outdoor industry. From reducing waste and promoting repair and reuse to fostering transparency and collaboration, Bever has become a leader in sustainable business practices.

My personal experience with their Buitenmens Leather Wax highlighted the authenticity of their mission. Bever’s actions align with their core values, making them a shining example of how businesses can protect the planet while supporting outdoor exploration.

As consumers, we hold the power to support companies that prioritize environmental health. With Bever’s unwavering dedication, we can continue to enjoy the beauty of the outdoors for generations to come.