Munich Startup: What does Hey Circle do? What problem do you solve?
Doris Diebold, Hey Circle: We're putting an end to the mountains of waste generated by e-commerce by offering online retailers and their customers reusable shipping packaging as an alternative to single-use cardboard. This saves 94 percent of waste and 76 percent of CO2 emissions over 50 cycles.
Munich Startup: But that's been around for a long time!
Doris Diebold, Hey Circle: That would be nice! In reality, however, consumers have little choice when ordering something online. Although there are the first Reusable providers in the parcel sector, but more than 99 percent of the 4.5 billion shipments in Germany are sent in packaging that is indirectly produced for the bin. To change this, we offer a large selection of packaging sizesthat covers the entire market, and a complementary IT solution that supports the online retailer in returns and deposit processing.
Hey Circle: Positive impact through waste avoidance
Munich Startup: What is your founding story?
Doris Diebold, Hey Circle: For me, 2019 was the moment when I absolutely wanted to create a positive impact with my work. I was already trying to avoid waste in everyday life, for example in the supermarket and through conscious consumption. But when it came to online shopping – which plays a major role as a mother of two – I couldn't find a solution at first. So I simply took care of it myself! I quit my good job at a large company, started tinkering, and found a founding partner in Morris Kurz and a strong network. After founding the GmbH in April 2021, the market launch with the first products and the first customers followed in spring 2022. And somewhere in between, there was also the coronavirus pandemic, but I made the most of it. After all, the coronavirus pandemic actually fueled e-commerce and increased the urgency of reusable solutions.
Munich Startup: What have been your biggest challenges so far?
Doris Diebold, Hey Circle: Convincing companies that changing logistics is easier than they thought. Every company is aware that they can't continue as before, but a "never change a running system" mentality often prevails. However, the vast majority of companies that conduct a trial with us stick with it and gradually expand sustainable shipping.
Another current challenge is political support—and the power of the disposable lobby. This truly affects all companies operating sustainably. Therefore, we welcome every step forward for society as a whole and every customer who wants to join us in establishing reusable packaging.
From 2030, reusable quota will apply to e-commerce
Munich Startup: Where would you like to be in one year, where in five years?
Doris Diebold, Hey Circle: We aim to replace around 2.2 million single-use packaging units in one year, and break the 10 million mark the following year. The reusable packaging quota for e-commerce will come into effect in 2030, so more and more companies will opt for reusable shipping packaging and finally offer their customers the sustainable option I myself had been searching for in vain.
Munich Startup: How have you experienced Munich as a startup location so far?
Doris Diebold, Hey Circle: From the very beginning, we received a great deal of support, including from our business angels, and appropriate funding programs. We also find many opportunities to exchange ideas with other startups working on reusable products. One could even go so far as to call Munich a hotspot for the reusable product scene.
Munich Startup: Public transport or bicycle?
Doris Diebold, Hey Circle: It all depends on the employees. Around half of the Munich Hey Circle team lives downtown, the others commute by public transport. Perhaps most remarkable is how much we get together in the office: Everyone can spend as many days as they like working from home, but working together, sharing ideas, or cooking together plays a big role in our corporate culture.
