hey circle

What hey circle does

hey circle GmbH is a Munich-based manufacturer of reusable shipping packaging, founded in 2020 by Doris Diebold, that targets B2B e-commerce retailers, logistics operators, and brand owners in the DACH region. The company produces reusable boxes (sizes S to XXL) and bags made from polypropylene and related polymers, designed to replace single-use cardboard in parcel shipping. Its core technical differentiator is an internationally patented folding mechanism on a 60x40x40 cm XXL box that folds flat for return logistics and ships via standard parcel carriers without surcharge. Each unit is marked with GS1-standardized GRAI and GTIN codes, enabling per-container cycle tracking, and the company offers an optional software layer for inventory and shipment-level CO2 reporting aligned with ESG disclosure requirements. An external lifecycle assessment by Ökopol (April 2023) validates 94% packaging waste and 76% CO2 emissions reductions after 50 cycles compared with single-use cardboard.

The business operates a hybrid revenue model combining multi-year container rental (default two-year terms, billed quarterly in advance) with outright purchase, supplemented by recurring software subscriptions for tracking and CO2 reporting. Pricing is volume-tiered, with the XXL box at roughly 38–40 EUR per unit at 500-unit volumes and a cost-per-use of about 0.80 EUR across 50 cycles, versus an average 1.20 EUR for a comparable single-use carton. Customers include logistics partners (Transmed, Österreichische Post), an optician wholesaler (pricon, ~6,200 retail stores served), and circular-economy service providers (Interzero). Go-to-market is sales-led with direct enterprise outreach via phone, email, LinkedIn, and field meetings; a mid-2025 strategic partnership with butterfly & elephant (GS1 Germany's investment vehicle) adds channel leverage across the GS1 logistics partner network. The company has raised 1.5 million EUR in seed funding (January 2024, led by impact investor Capacura) and added GS1 Germany as a strategic investor in October 2025.

Name

hey circle

Legal name

hey circle GmbH

Website

https://heycircle.de

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

hey circle GmbH (Munich, est. 2020) manufactures reusable shipping boxes and bags for B2B e-commerce retailers, logistics firms, and brand owners in the DACH region. It sells and rents containers under a closed-loop model with GS1-tracked inventory and optional CO2 reporting software.

Ownership category

akta.pro rank

Product category

Reusable Shipping Packaging

NAICS

Packaging and Labeling Services (56191), Other Commercial Equipment Merchant Wholesalers (42344)

SIC

Wholesale-Durable Goods, Nec (5099)

akta.pro primary industry

Packaging, Repackaging & Co-Packing Services (TLAIAAAG)

akta.pro secondary industries

Large-Item E-commerce Delivery (Bulky/Two-Person/White-Glove) (TLAAAFAH), B2B Heavy/Bulky Last-Mile (Retail-to-Store, Store-to-Store, Jobsite) (TLAAAKAL)

Keywords

• Reusable shipping packaging
• Multi-use shipping boxes
• Circular e-commerce packaging
• Closed-loop logistics
• ESG packaging solutions

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Box and Bag Rental (Miete): Customers rent reusable shipping boxes and bags for a contracted period (default 2 years, extendable by 1 year increments with 3-month notice). Rental fees are charged quarterly in advance. The company retains ownership, delivers the packaging, handles maintenance and cleaning, and collects returns at end of contract. This is the primary revenue model.
2. Box and Bag Sales (Kauf): Customers can purchase reusable shipping boxes and bags outright. Payment is due 10 days after invoice. The company sells the packaging, with the customer assuming ownership and responsibility for maintenance and returns.
3. IT Solutions and CO2 Tracking (Software Add-on): Optional, bookable inventory tracking and shipment-level CO2 tracking software for ESG reporting, providing additional value to the core packaging rental/sales model.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

hey circle manufactures and rents reusable shipping boxes (sizes S to XXL) and bags made from polypropylene as a direct replacement for single-use cardboard in e-commerce logistics. Products are available via rental (default 2-year term) or outright purchase, with an optional software add-on that uses GS1 GRAI/GTIN codes for per-container inventory tracking and shipment-level CO2 reporting for ESG purposes. The offering targets B2B customers in e-commerce, logistics, and high-value goods shipping across Germany and Austria.

Product overview

hey circle offers a modular reusable shipping system composed of three core product lines: reusable shipping boxes (S to XXL, including a patented foldable XXL box), reusable shipping bags with customizable features, and an optional IT software layer providing inventory tracking, per-shipment CO₂ reporting, and ESG dashboard functionality. The system is designed to replace single-use cartons in e-commerce, logistics, and high-value goods shipping. Products are available for purchase or rental (2-year default term, auto-renewing) and are compatible with standard parcel carrier processes. An external lifecycle assessment by Ökopol confirms 94% waste reduction and 76% CO₂ savings after 50 trips compared to single-use cartons.

Differentiator

Problem solved

Functional benefit

Products and services

• Mehrweg-Versandboxen (Reusable Shipping Boxes) Durable reusable shipping boxes in sizes S to XXL designed to replace single-use cartons in e-commerce shipping. Made from polypropylene (PP), PE, and polyester with up to 30% recycled content; recyclable through established German recycling streams. Available for rental or purchase. The XXL variant folds flat to 50 mm height and can be shipped via standard parcel carriers without surcharge.
• Mehrweg-Versandtaschen (Reusable Shipping Bags)

Quantifiable outcome

• 94% packaging waste reduction and 76% CO2 emission reduction after 50 cycles compared to single-use cardboard (Ökopol lifecycle assessment, April 2023)
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core, key and minor.

• butterfly & elephant (GS1 Germany)coreStrategic or Co-development Partner · 9 October 2025butterfly & elephant is a Beteiligungsgesellschaft (investment company) of GS1 Germany. The strategic partnership supports hey circle's mission to establish reusable packaging as the standard in e-commerce shipping. GS1 standards (GRAI and GTIN) are integrated into hey circle's system for item-level tracking and ESG reporting. The partnership accelerates integration into complex logistics chains and strengthens market position.
• GS1 GermanycoreTechnology or Integrationhey circle uses GS1 standards including GTIN (Global Trade Item Number) for product identification and GRAI (Global Returnable Asset Identifier) for individual container tracking. The GS1 network provides globally recognized standards enabling efficient and secure business processes.
• Österreichische Post AG (Austrian Post)coreChannel Partner/ Reseller/ DistributorDeepened partnership with Austrian Post to make Austrian online retail more sustainable by integrating hey circle's reusable shipping solutions into the Austrian Post logistics network, expanding hey circle's geographic reach to Austria.
• TransmedkeyChannel Partner/ Reseller/ DistributorTransmed handles last-mile delivery for pricon's network of ~6,200 optician specialist stores in Germany. It collaborates with hey circle on the design and return logistics of reusable packaging, optimizing the closed-loop system.
• Ökopol InstitutminorOthersExternal lifecycle assessment (Ökobilanz) provider. Ökopol conducted an independent environmental assessment (April 2023) comparing hey circle Box L to single-use cardboard, providing the quantifiable sustainability data (94% waste, 76% CO2 reduction) used for marketing and customer acquisition.

Scale indicators7 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Repaq: German-based provider of reusable shipping packaging for e-commerce, with a comparable focus on DACH-market online retailers; competes directly with hey circle in the German reusable packaging market.
• LivingPackets: Hamburg-based provider of reusable smart packaging boxes (THE BOX) with integrated tracking for e-commerce; directly competes with hey circle in the DACH reusable e-commerce packaging market with a similar B2B sales motion and software-enabled packaging.
• RePack: Finnish company offering reusable e-commerce shipping bags designed for 20+ reuse cycles through a return incentive model; directly comparable to hey circle's reusable bag business with a closed-loop consumer return mechanism.
• Boox: Provider of reusable shipping boxes for e-commerce on a per-use or subscription basis; directly competes with hey circle in the reusable box category with a similar rental/return model serving online retailers.
• LimeLoop: US-based provider of reusable shipping mailers with a closed-loop return system for e-commerce brands; directly comparable to hey circle's reusable bag business model and target customer base of sustainability-focused online retailers.
• Returnity Innovations: North American reusable packaging provider offering custom-branded shipping boxes and bags for e-commerce and retail; competes with hey circle in the same product category serving similar enterprise retail and logistics customers.

Broad incumbents

• DS Smith: Global packaging incumbent with growing investments in reusable and circular packaging solutions; while not specializing in reusable shipping, DS Smith's scale, R&D resources, and customer base make it a meaningful adjacent competitor as it expands beyond single-use corrugated.
• Sealed Air: Global packaging company (SEE) with a sustainability-focused portfolio including reusable protective packaging; represents an incumbent threat as it expands reusable offerings leveraging its enterprise relationships and global distribution.

Emerging players

• Globechain: UK-based reuse marketplace and B2B platform for surplus and reusable items, including packaging; adjacent peer to hey circle in the broader circular-economy/reuse ecosystem, with a marketplace model rather than direct manufacturing.
• Avocet Sustainable Packaging: UK-based provider of reusable and recycled packaging solutions for retail and e-commerce; overlaps with hey circle on sustainable e-commerce packaging but with a stronger emphasis on recycled-content and hybrid solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/heycircle
• Instagraminstagram.com/hey_circle_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about hey circle