From Bestseller to John Lewis: Cirulose Strengthens Brand Alliances with Ten New Labels

Circulose expands its partnerships. The next-generation materials company has closed a dozen deals this year with global companies that will integrate its fibers. Among the new additions are Bestseller, John Lewis, Filippa K, Reformation, Faherty, Bobo Choses and Zero.

This year, it was also H&M, Mango, Marks&Spencer and C&A that announced the start of their work with Circulose. The company presents itself as an alternative to replace virgin cellulose fibers, such as viscose and lyocell.

Circulose CEO Jonatan Janmark said that after a year of “redefining the strategy” and working with the brands, “these commitments show that the efforts are paying off”. He added that these partnerships will “unlock a new phase of production” of the fibers.

This year, Circulose has signed agreements with H&M, Mango, Marks&Spencer and C&A

The one with C&A was one of the last agreements to come to light, based on a capsule collection using this type of material, with fibers obtained from textile-to-textile recycling.

Earlier, in the summer, the union between H&M and the company, of which it had been part between 2017 and 2023 as a majority shareholder, was made public. With the signing of a long-term purchase commitment, H&M became the company’s first large-scale partner.

The list of alliances and purchase commitments being sealed by fashion giants with next-generation materials companies are aimed at boosting fiber production to a scale sufficient to meet fashion’s sustainability goals.

After being taken over by new shareholders and with a new CEO, Helena Helmersson (former CEO of H&M), the company announced in November the signing of Christian Dressler as new chief technology officer and Amanda Geijer as chief financial officer. In its strategy to renew the management ranks, the company has also added Katarina Kempe, with H&M experience, to the team as director of communications and own affairs.

Circulose, formerly Renewcell, was one of the pioneers in the next gen materials sector. The company specialized in the production of recycled cotton and viscose and counted companies such as H&M among its investors, something that did not prevent it from filing for liquidation in 2024 when it failed to raise sufficient financing to sustain its operations. At the last moment, however, the investment fund Altor Equity Partners took over the company’s assets, ensuring the entry of sufficient capital to continue operating.