Bain & Company and Green Story Collaborate to Support Tod’s Group in Analyzing the Lifecycle of Iconic Products

Bain and Green Story join forces in the luxury, sustainability, and supply chain sectors to help brands increase transparency for consumers.

Milan, April 4, 2024 – Bain & Company, a leader in strategic consulting, and Green Story, a specialist in B2B software, have initiated a global partnership to assist luxury brands in analyzing the lifecycle of their products and developing strategies aimed at reducing their carbon footprint.

The Tod’s Group has benefited from this partnership, which combines Bain’s expertise in sustainable luxury, supply chain management, and consumer behavior analysis with Green Story’s cutting-edge technology, aimed at providing solutions that help make more conscious choices.

“We are witnessing a growing awareness of sustainability in the fashion industry, which is becoming central, linking durability, quality, and environmental impact,” explained Claudia D’Arpizio, Senior Partner and Global Fashion & Luxury Lead at Bain & Company.

“Consumers are becoming increasingly sensitive to sustainability and want to see their favorite brands tangibly committed to ESG goals. Our collaboration with Green Story allows us to accurately assess the impact of products, helping brands to be aware and structured in managing materials and processes,” added Matteo Capellini, Expert Partner Sustainability & Responsibility at Bain & Company.

“We are excited and proud to collaborate with Bain to provide product sustainability solutions to luxury brands around the world,” commented Akhil Sivanandan, co-founder and president of Green Story. “The team, led by Kannan Muthu – an expert in Lifecycle Assessment – is at the core of our activities, ensuring excellence in data and scientific expertise. In collaboration with Bain, we are committed to supporting Tod’s in the accurate analysis of the environmental impact of three of its iconic products, using consumer insights and our skills to evaluate concrete initiatives.”

“Since its inception, the Tod’s brand has been associated with values such as quality, tradition, and craftsmanship, which perfectly integrate with a sustainability-oriented approach and mindset,” emphasized Carlo Alberto Beretta, General Brand Manager of Tod’s. “This project reflects our commitment to our customers, with the aim of gradually measuring and reducing the environmental impact of our products. The collaboration with Bain and Green Story provides us with valuable specific and technical expertise that further enhances our solid sustainability program.”