The Shift to PFAS-Free Retail

Chemical compliance is becoming an increasingly important topic for retailers across Europe.

In footwear, sports and outdoor retail, PFAS restrictions are now widely recognized. These substances, long used for water repellency and durability, are being phased out due to environmental and health concerns. For many retailers, being PFAS-free has moved from a differentiator to an expected standard.

PFAS is only the beginning

While PFAS has received most attention, it is part of a broader shift in EU chemical regulation. New frameworks signal increased scrutiny of a wider range of substances used in materials, treatments and care products. This means retailers need to think beyond individual chemicals and take a more long-term view of chemical compliance.

What retailers need to focus on

Chemical compliance today is not just a supplier issue. Retailers are increasingly expected to understand what substances are used in the products and services they offer, and to communicate this clearly to customers.

Key focusareas include:

• working with transparent suppliers
• relying on verified testing and documentation
• avoiding vague or unsupported sustainability claims

Retailers that build this knowledge reduce both regulatory and reputational risk.

Clear communication builds trust

Customers are becoming more aware of chemical safety and expect honest, understandable information. Retailers who can explain what standards they follow — and why — are better positioned to build trust in a more regulated market.

Some brands, such as Brunngård’s EXPRO, provide examples of certified, water-based alternatives that meet performance needs while aligning with stricter chemical requirements. Already in 2007, Brunngård phased out PFAS from all product development, becoming one of the first in the industry to make PFAS-free solutions a standard part of our approach to product care and sustainability.

Preparing for the future

Chemical regulation will continue to evolve. Retailers who take a proactive, structured approach to chemical compliance will be better prepared for future changes, while also strengthening their credibility with customers.

The shift to PFAS-free retail is not just about compliance — it is about readiness for what comes next.

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