Outdoor Retailer Cuts Emissions 71% Ahead of Schedule

A major outdoor retailer just proved that ambitious climate targets aren't just achievable—they're beatable.

Yonderland, which operates popular outdoor brands like A.S. Adventure, Bever, and Cotswold Outdoor across Belgium, the Netherlands, France, Luxembourg, and the UK, cut its direct emissions by 71% compared to 2019 levels. The achievement surpassed the company's Science Based Targets initiative goal of 50% reduction by 2027, arriving three years ahead of schedule.

The company didn't stop at cutting carbon. In 2025, Yonderland completed over 23,000 gear repairs, washed more than 21,000 items to extend their life, and reproofed over 65,000 pairs of shoes to keep them weather ready.

Rental services saw 59,000 items checked out, including 52,000 pairs of skis that kept gear in circulation instead of gathering dust in closets. Secondhand sales jumped 49% year over year, with over 16,700 pre-loved items finding new homes across 34 stores.

The company also collected 147,000 kilograms of clothing, footwear, and equipment through its Recycle My Gear program. That's roughly the weight of 24 African elephants worth of outdoor gear getting a second chance instead of heading to landfills.

More than half of Yonderland's brand partners by emission contribution now have science based climate targets in place. For the first time, the company integrated product level carbon footprint data directly from brands into its reporting, covering 67% of emissions in its largest category.

The timing matters. Melanie Grünwald, Yonderland's Head of Sustainability, acknowledged in the company's annual report that political support for climate action has weakened in several major economies, even as physical risks like extreme weather and supply chain disruptions become more tangible.

The Ripple Effect

Yonderland's approach shows how circular services can grow alongside emissions cuts. Every repair completed, every jacket rented, every secondhand item sold represents both avoided emissions and a customer choosing sustainability without sacrificing their outdoor adventures.

The company treats sustainability as core business strategy rather than a separate initiative, building resilience while others retreat. When outdoor retailers keep gear in use longer and hit climate targets early, they prove that protecting the outdoors isn't just good ethics—it's good business.

Other retailers now have a roadmap showing that ambitious climate action and business growth aren't opposing forces.