Brightwell Launches Refill Station Pilot in 500 Retail Partners

North America — May 28, 2026

Brightwell has completed the roll-out of in-store refill stations to 500 retail partners across North America, the largest refill footprint of any laundry brand in the market.

Each station dispenses Brightwell Ultra Concentrate into a reusable bottle, cutting packaging waste by up to 80% per refill compared with buying a new bottle.

How the pilot performed

Across the 60-store pilot, 38% of Brightwell buyers refilled at least once, and refill customers bought Brightwell 2.4 times more often than bottle-only customers.

European locations are planned for 2027, pending packaging and dispensing approvals in each market.

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