Leading hotel and spa textiles supplier, BC SoftWear, has partnered with Avena Group, a specialist textile repurposing company, to launch a new end-of-life recycling initiative for the spa and hospitality sectors.
Through the partnership, BC SoftWear is strengthening its commitment to sustainability by supporting circularity in textiles. BC SoftWear’s customers can now access Avena's SecureBrand®, a reliable end-of-life recycling solution that helps them to reduce textile waste while supporting their environmental objectives.
Used towels, bathrobes, slippers, spa linens and any other end-of-life textile products are collected by Avena Group and, wherever possible, repurposed into new products. These include composite building materials such as insulation, sound boarding, geotextiles and fibre reinforced concrete, keeping valuable resources in use for longer. For businesses whose textiles carry identifiable branding, the SecureBrand® process permanently removes logos, monograms and bespoke designs during processing, ensuring brand security.
By extending the life of textiles and diverting them from landfill, the initiative gives hotels and spas a practical, measurable way to strengthen their sustainability credentials and support responsible resource management.
“We have always been committed to running our business in the most sustainable way possible, from designing products that are made to last to continually reducing waste across our supply chain,” says BC SoftWear founder and CEO, Barbara Cooke. “We are all too aware of the impact end-of-life textiles and single-use slippers have on the environment – 92 million tonnes of textile waste ends up in landfill every year – so we’re delighted to be partnering with Avena to provide our customers with a trusted, secure solution for recycling products at the end of their useful life.”
As a Certified B Corp™, BC SoftWear has a long-standing commitment to helping customers make responsible choices throughout the lifecycle of the products they purchase. “Thanks to Avena's innovation, our products go on to live another life once they've been used by hotel and spa guests,” adds Cooke. “It's our way of supporting the circular economy – giving our customers a seamless solution that combines premium textile supply with responsible end-of-life management.”
Long-standing BC SoftWear customers the five-star Scottish hotel Gleneagles has already signed up to the scheme to recycle its slippers, while Guarantee Laundry is using Avena to recycle end-of-life textiles.
