JYSK UK is reducing the cost of its bags-for-life to a profit-zero price point to encourage more customers to buy them and re-use them.

It is one of a series of measures the Scadinavian-owned global furniture brand’s UK stores are introducing to play its part in tackling the growing issue of plastic waste.

The company is due to open a new store in Manningham Retail Park on June 29.

Country manager for JYSK UK, David Ashton, who was behind the initiative, said: “I want us to continue to reduce the impact we have on the environment whilst working as hard as possible to provide our customers with the best value bags for taking home all their JYSK purchases.

“I am delighted we will now be reducing our Big Blue Bags down to the lowest price possible – cost price.

“I really do hope that it will encourage our customers to move towards our reusable bags. We can always do more, and we will, but it is very important to me that we take every step open to us to make a difference. We’ve already introduced filtered water cooling systems in our stores so our staff no longer need to buy bottled water.

“Morrisons this week became the first supermarket to ban plastic fruit packaging, an inspired step and one we should expect others to follow. It’s great to see plastic recycling growing as a focus area for many retailers, the potential is huge - but we’ve all only just started."

JYSK, expert in Scandinavian Sleeping & Living, broke records for sales and footfall when it re-located its Lincoln store and its St Helens broke sales records for a new store opening last weekend.