From Trash to Treasure: The Rise of Designer Packaging in Thrift Stores

You know the saying, “One person’s trash is another’s treasure”? Well, it’s never been truer than in the case of designer packaging. Once destined for the bin, high-end boxes, bags, and bottles are now finding a second life on thrift shop shelves, online marketplaces, and even in people’s homes - as décor, storage, or collectables.

So what’s behind this curious trend? Why are people giving a second thought (and sometimes a second use) to packaging that was once purely functional?

Image source: Jo Malone

Boxing beauty

Some packaging is just too good to throw. Think of a Jo Malone candle box, a Chanel ribbon-tied bag, or the sleek minimalism of an Apple product box. These aren’t just containers; they’re part of the experience. Brands put serious thought (and budget) into making you feel like you’ve bought into a lifestyle, not just a product.

So it’s no wonder that people are holding on to these stylish bits and bobs. Whether it’s to display on a shelf, store jewellery, or use as gift packaging for someone else, these boxes and bags are finding new purposes far beyond their original one.

Image source: DeluxeMyLife.com

Packaging as collectable

Believe it or not, there’s a whole community of collectors who only want the packaging. Limited-edition collaborations (like Louis Vuitton x Yayoi Kusama or Apple’s early iPhone boxes) can sometimes resell online for a surprising amount. For some, it’s about nostalgia or brand loyalty. For others, it’s a form of art appreciation.

Take perfume bottles, for example -vintage Chanel No. 5 or a quirky Jean Paul Gaultier torso-shaped bottle can often be found in op shops or car boot sales. Even when empty, they’re kept as decorative pieces because of their iconic design.

Image source: Fortnum & Mason

The rise of the reuse mindset

There’s also an environmental angle to all of this. As more people embrace sustainable living, reusing and upcycling have become everyday habits. Instead of buying new storage boxes, people are turning to what they already have - or can thrift.

A Diptyque candle jar can become a desk pen holder. A Fortnum & Mason hamper becomes stylish bathroom storage. Even old tin tea caddies and biscuit tins are back in fashion as retro kitchen décor.

Image source: Lush.com

What brands are doing

Some brands are now designing packaging with reuse in mind. Lush, for instance, encourages customers to return empty pots in exchange for freebies, while others like Le Labo package their products in bottles so pretty, they beg to be refilled.

In fact, this shift in mindset is pushing designers to consider the afterlife of their packaging. Could a skincare box become a drawer organiser? Could a paper bag double as wall art? The more reusable the packaging, the more valuable it becomes to consumers - even after the product is gone.

In the end, it’s all about value and values

What used to be considered waste is now appreciated for its design, reuse potential, or simply the joy it brings. So next time you're tempted to bin that gorgeous box or bottle, ask yourself: Could this be treasure in disguise?