DOES IT FIT? | PRODUCT RETURNS @DRYKORN
Offline & Online
You enter the store with a rough idea of what you're looking for. The sales staff advises you if necessary. You take two pieces into the fitting room, check the fit and quality, feel the fabric, see the color. If you like the piece, it's yours. If not, it goes back to the clothing rack.
People love shopping in retail stores because it is a holistic experience. A connection to the product is created and you immediately know what it will feel like when a piece will accompany you in your everyday life.
We strive to give our wearers this feeling online. But let’s be honest: Whether you like a garment can only be judged in front of the mirror. And that's a good thing, because clothing must be experienced with more than one sense.
Nevertheless, it is our task to produce the "mirror feeling" digitally as best we can. Every order should be a hit, so our customers will be happy, and we avoid the high effort and negative environmental impact of product returns, such as high transport emissions1. That's why we are continuously developing our online shopping experience: We rely on detailed product photos with information on the model size and accurate size charts. AI-supported digital fittings are a promising technology for the near future.
From Mölln to the world – and sometimes back again
Our e-shop and returns management are run by a long-standing partner whom we were able to visit in May 2026: Fuljoyment in Mölln. At Fuljoyment, most of the employees have been with the company for years. The atmosphere is warm and professional at the same time – a combination that we appreciate very much in our business partnerships.
So, what happens when a parcel comes back? Each product return is carefully unpacked by hand. This is followed by a detailed examination: Is there any damage? Is the product complete? Is it in original condition? Only then is it neatly folded, professionally packed and returned to the warehouse as new product. The reasons for each return are documented by Fuljoyment. This way we learn: What doesn't fit? Where does the description not correspond to reality? The data flows directly back into our online shopping experience.
Waste? No, thank you.
A garment has not lost its value just because someone tried it on – just like in brick-and-mortar retail, where an unbought item simply goes back on the rack. Today, this is even addressed by European legislators in the Ecodesign for Sustainable Products Regulation. Since this year, it is illegal in the EU to destroy unsold clothing.
For us it’s always been that way, destruction of products has never been an option.
In the end, we won't be able to completely avoid returns. But we will continue to do our best to make them rarer. Because fewer returns are a triple win.
For PEOPLE, PLANET & PRODUCT.
1 Long, J., & Liu, J. (2025). Hidden footprints in reverse logistics: The environmental impact of apparel returns and carbon emission assessment. Sustainable Futures, 10, 101360. doi.org/10.1016/j.sftr.2025.101360
07/2026