How front-runners create business value with digital product passports

How do you move from seeing the digital product passport as a legal requirement to using it as a lever for business growth, innovation, and new revenue streams?

That was the central question when brands from across the Nordics gathered for the webinar “How can Digital Product Passports (DPPs) create real business value beyond compliance?”. Here, five companies openly shared their first prototypes, experiences, and next steps in turning data into tangible business value.

The common denominator: Data is not just documentation. It is infrastructure—and a gateway to new business models.

From competence to business

Jonas Larsson from Högskolan Borås opened with a key question:

What if data does not only cost money – but also makes money?

In the Data to Business programme, 60 Nordic companies will work systematically to:

• map existing data
• build traceability and transparency
• test DPP prototypes and gather market feedback
• identify new circular business models

The work is structured around three workshops:

• The foundation – traceability and data infrastructure
• Application – how data creates customer value
• Business – how data is converted into new revenue

A key principle of the programme is to start with the data the company already has—and from there identify which additional data is needed to strengthen decision-making and unlock new business opportunities.

The message is clear: A DPP is not just a platform. It is a strategic data structure that can connect design, production, marketing, service, customer engagement, and new circular flows.

Below, we share insights from five companies. These cases completed their journey in the Data to Business programme in 2025, and in connection with the exhibition of their prototypes, the jury recognised them as key role models across different themes. They represent diverse industries and business models – but they all actively use DPP as a development tool.

Explore all the prototypes here.  

BY GREEN COTTON has developed a user-friendly DPP solution that brings together:

• product information
• certifications
• a traceability timeline
• care and washing instructions
• repair
• resale

The QR code leads to a digital universe where customers can:

• order repairs
• resell the product
• purchase second-hand items directly

The results speak for themselves:

• 50% of new customers come through the resale platform
• 86% of products are sold either as new or pre-owned

Purpose of the DPP:
To create genuine circular business and closer customer dialogue.

Key learnings:

• Strong internal data and system integration is required.
• Collaboration with external partners is essential.
• User-friendliness is critical—otherwise, the solution will not be used.

Next step:
Scaling repair services and further developing the circular setup.

As a B2B supplier of technical textiles, Ludvig Svensson uses DPP as documentation of quality, durability, and responsible production.

Their products are designed for long lifespans – and the DPP is used to:

• highlight technical specifications
• document environmental data
• support traceability
• prepare for future regulation

The vision is clear:
Customers should be able to follow the production process – and recognise the value of longer lead times because quality and data are transparent and easily accessible.

Purpose of the DPP:
To strengthen transparency and justify premium pricing through documented quality.

Key learnings:

• Distinguish between “need to have” and “nice to have” in regulatory requirements.
• Start early – even if the requirements are not yet fully defined.
• Actively use customer dialogue as part of the process.

Next step:
Integrating DPP data directly into existing documentation and the sales dialogue.

Swedese, a furniture manufacturer operating in both retail and the contract market, used the DPP prototype to bring the organisation together across departments.

In their first prototype, they developed a QR-based solution linked to a landing page that visualises:

• materials
• production
• maintenance, re-loop, repair, and disassembly instructions
• end-of-life use
• upcoming regulatory requirements

The DPP became a practical tool to:

• discuss regulation
• strengthen supplier collaboration
• create a shared internal language

Purpose of the DPP:
To use regulation as a driver of innovation—not just compliance.

Key learnings:

• The prototype sparks internal conversations across marketing, design, production, and sustainability.
• The DPP is a communication tool – both internally and externally.

Next step:
Further development of take-back and re-loop models.

Lindex has worked with DPP as a lever for resale, new revenue streams, and end-user interaction and feedback.

Their prototype is designed around customer-driven business models and includes:

• Owner information to replace traditional name labels
• A lost-and-found function, allowing misplaced products to find their way home again
• Resale value insights

They aim to further develop the prototype with a so-called price agent function, where customers can:

• select the product’s condition
• receive an estimated resale price
• gain insight into the product’s lifetime value

This shifts the perspective from “sales price” to “lifetime value.”

Purpose of the DPP:
To activate product ownership, enable re-loop models, and generate new revenue in second-hand markets.

Key learnings:

• Item-level data is essential to creating real value.
• Feedback functions unlock new customer insights.
• DPP can be used to forecast future revenue streams.

Next step:
Piloting across more products and integrating with resale partnerships.