Wandering around the narrow aisles of LØS Market on a gloomy Copenhagen afternoon, it seemed that as soon as one person left the store, another person entered. Frédéric Hamburger, one of the owners of this package-free shop, warmly greeted each person who walked in as if he knew them personally. He made sure to show them the cosmetics section to the left and helped to individually seal their bags at the counter during check-out.

“My goal here is not just to reduce waste, but to also optimize the buying experience,” he explained. “Think about something like Kellogg’s. Do you know what’s in that? Here, I know the suppliers. I know where it comes from and how it’s produced.”