DUBAI — Namshi, the Middle East’s largest fashion and beauty e-commerce retailer, has announced a series of sustainable and social responsibility initiatives, including becoming the first retailer in the region to partner with Sustainable Apparel Coalition (SAC) and begins the transition of its delivery fleet to hybrid vehicles.

Announcing the raft of new measures, Hadi Badri of Namshi, said the retailer had been testing hybrid vehicles and will add eco-friendly vehicles in Saudi Arabia and the UAE as it looks to reduce emissions.

Other measures include incorporating locally sourced and recycled materials for packaging and reducing over-boxing. Namshi will also introduce a permanent home for sustainable fashion and beauty choices to support eco-friendly brands and make it easier for customers who want to make more responsible choices every day.

“We are excited to be the first Middle East retailer to join the Sustainable Apparel Coalition (SAC), the world’s leading alliance for sustainable supply chains in fashion and footwear. Our partnership with SAC will give us the tools to benchmark our performance on key sustainability measures and raise-the-bar on our operations for the benefit of our customers and our communities,” said Hadi Badri.

“Our purpose at Namshi is to have a positive and meaningful impact on our communities. We take our leadership role in Middle East fashion and beauty e-commerce seriously, and sincerely hope that our steps will inspire other retailers in the region to join us in embracing this important cause,” he added.

With its membership in the SAC, Namshi joins more than 250 global brands, retailers, and manufacturers, as well as government, non-profit environmental organisations, and academic institutions.

“We welcome the addition of Namshi to the Sustainable Apparel Coalition and look forward to its participation in this industry-wide effort in sustainability,” SAC Executive Director Amina Razvi said. “Having Namshi as part of the Coalition widens the scope of our impact within the industry and accelerates the change we’re making towards responsible industry actions.”

In partnership with the world’s leading apparel and beauty brands, Namshi will continue to launch more sustainable fashion, footwear and beauty products. New lines include a new sustainable range of active-wear under its new private label brand, FRWD, which has become one of the most popular brands since its launch in November. Namshi is also the primary partner for global brands to launch their sustainable fashion and footwear lines. The e-tailer has launched 30 sustainable key brands including Adidas, Guess, Nike, Lacoste, Tommy Hilfiger, Reebok and Puma to name a few.