In 2023, Brabantia partnered with Fairtrade Netherlands to source Fairtrade-certified cotton for their ironing board covers, merging functionality, quality and fairness into one product.

This partnership demonstrates how a global brand with a strong sustainability ethos can go beyond promises to create real and tangible benefits for cotton farmers and their communities. Through Fairtrade, Brabantia is not only enhancing its product line but also contributing to better living standards and opportunities for farming families in Pakistan. This is the story of how ethical choices at the business level can ripple outward to change lives and how consumers can be part of that journey, one ironed shirt at a time.

Background

Founded in 1919, family company Brabantia is a globally recognized Dutch brand known for its high-quality, practical and stylish household products. With a strong focus on sustainability, Brabantia's philosophy is simple: "Sustainability is not something we do, it is who we are." The company continuously seeks ways to reduce its environmental impact while offering durable and innovative home solutions. Brabantia has set an ambitious goal to become 100 persent circular by 2035, and every decision it makes is aligned with that long-term vision. 

In its 2023 Impact Report, Brabantia reaffirmed its commitment to reducing waste, using recycled and renewable materials and making products that are built to last. This commitment to circularity and responsible production plays a central role in every aspect of their product development. As part of this journey, Brabantia thoroughly researched certification schemes to align with their values. While other initiatives were considered, only Fairtrade could guarantee sufficient and consistent supply and went far enough in ensuring true fairness for farmers and meaningful environmental standards.

Partnership

Brabantia is currently the only brand in the world that offers ironing board covers made with Fairtrade-certified cotton, setting a unique example in the homeware industry. In 2023, Brabantia officially partnered with Fairtrade Netherlands and committed to integrating Fairtrade-certified cotton into its product line. The collaboration began with a single line of ironing board covers, launched as New Dawn ironing board covers. By 2025, the company has transitioned to using 100% Fairtrade-certified cotton across all its ironing board covers, making Fairtrade cotton a permanent and central element of their product range.

This partnership is not only a reflection of Brabantia’s values but also a business choice driven by both consumer demand and a desire to lead by example in responsible sourcing. 

Fairtrade: Real Impact

Cotton is one of the world’s most traded agricultural commodities and often linked with issues of exploitation and environmental degradation. Fairtrade works with over 40,000 cotton farmers around the world including those in South Punjab, Pakistan, where Brabantia’s Fairtrade cotton is sourced. Through Fairtrade, farmers receive a better price through the Fairtrade Premium which they invest in local development, sustainable farming and education.

In 2022, the South Asian Sourcing (SAS) cooperative, which supplies Brabantia’s cotton, launched an Education Assistance Program to support schoolchildren in the region. This initiative distributed:

• 4,381 school kits with essential supplies 

• School shoes measured and fitted for each child

• Extra uniforms made by local tailors

These investments led to higher school attendance, improved student confidence and reduced financial pressure on families, especially during times of high inflation. It’s a powerful reminder that ethical sourcing can lead to long-term and life-changing benefits.

A Conscious Choice for a Fairer Future

Brabantia's transition to Fairtrade cotton is a prime example of how a well-known consumer brand can make a tangible difference. The company has proven that it's possible to combine quality, design and ethics in one product. Their ironing board covers retain all the features customers love like the Stretch System and cord binder while now being produced with full transparency and care for the people who grow the cotton.

Consumer Response and Looking Ahead

Consumer feedback on the Fairtrade ironing board covers has been overwhelmingly positive with many appreciating the blend of quality and ethical production. According to Brabantia's 2023 Impact Report, sustainability is one of the brand's top priorities and resonates strongly with their customer base.

As Brabantia prepares to launch over 100 Fairtrade-certified ironing board covers in 2025, the brand continues to reinforce its role as a sustainability leader in the homeware industry. And with the goal of becoming fully circular by 2035, partnerships like the one with Fairtrade are key to making that vision a reality.

Quote: In the end it’s the little things that can make a big difference. The things we do every day to improve our products and contribute to a better world. - Tijn van Elderen, CEO Brabantia