Press Release: Green Story and Kyndly.com partner to bring transparency to sustainable e-commerce
Green Story Integrates Environmental Footprint Data to Empower Consumers on Kyndly's New Marketplace
10-12-2025, Utrecht, Netherlands: Green Story, a leading environmental footprint intelligence platform, has announced a partnership with Kyndly.com, a new marketplace for curated sustainable products founded by the Green Unity NGO. This collaboration aims to showcase product-level environmental impact data directly to consumers, making it easier to shop sustainably and fight greenwashing.
Driving Sustainable Innovation Through Data-Driven Transparency
Textile products within Kyndly's marketplace will be evaluated using Life Cycle Assessment (LCA) data and its environmental footprint will be showcased on each product pages. With operations in the Dutch and Belgian markets, featuring approximately 35 Dutch brands and about 1,000 products spanning across clothing, food, and cosmetics, with plans to expand into electronics and repair services.
Kyndly.com was co-founded by Laurens Van Oers, CEO, after the challenge of finding trustworthy, verified sustainable products led to the realization that the lack of a centralized, vetted platform contributed directly to consumer confusion and greenwashing. While multiple research show consumers are willing to pay a premium for sustainable goods, the "barrier becomes too big" if it is too difficult to make an informed decision, leading many to abandon eco-conscious choices altogether. The primary goal for Kyndly.com is to make eco-conscious buying as easy as possible, akin to shopping on any other major e-commerce platform
“Achieving sustainability transparency is paramount for us at Kyndly. We are focused on not only making sustainable shopping easy but also backing every claim with robust data. This collaboration allows us to provide consumers with the verifiable proof they need to make truly informed choices.” – Laurens Van Oers, CEO, Kyndly.com
Setting a New Benchmark for Accountability
Kyndly maintains strict product selection criteria and requires brands to provide data and sign a Code of Conduct, committing to fair trade, fair production, no animal harm, no harsh chemicals, and responsibly sourced or recycled materials. Kyndly and Green Story believe the future of impact communication involves highlighting the positive impact—the reduction in CO2 or water use—to make the sustainability message more positive, fun, and non-judgmental for the end consumer.
“We are proud to partner with Kyndly, a marketplace that has placed transparency at the very heart of the consumer experience. By leveraging our product-level data, Kyndly is not just facilitating sustainable transactions, but actively educating consumers and setting a high bar for accountability across e-commerce.” – Akhil Sivanandan, Co-founder & CEO, Green Story.
About Kyndly
Kyndly is a new e-commerce marketplace founded by the Green Unity NGO, dedicated to making sustainable shopping easy and transparent. It curates honest, transparent brands across various categories, including clothing, food, and cosmetics, prioritizing products that are responsibly sourced and locally made www.kyndly.com
About Green Story
About Green Story:
Green Story is a sustainability intelligence platform focused on the apparel, accessories, and textiles sector. With a foundation in verified supply chain data and lifecycle analysis, Green Story provides actionable insights into the environmental impact of products. Through its trusted carbon offset marketplace and regulatory compliance tools, Green Story enables scalable, credible, and data-driven sustainability solutions. The platform currently partners with hundreds of brands and manufacturers worldwide to accelerate the industry’s transition to more responsible practices. www.greenstory.io
CONTACT
Green Story
Akhil Sivanandan, akhil@greenstory.io
Kyndly
Laurens Van Oers laurens@kyndly.nl