PVH, owner of Calvin Klein and Tommy Hilfiger, and German retailer Tchibo, have signed up.

WSJ: Bangladesh Building Collapse Kills at Least 80

Assets: Family owns all of Tchibo Holding AG, 26% of skin care products maker Beiersdorf AG and 75% of Reemtsma, the cigarette company.

FORBES: Europe

However, cheaper competitors, including supermarkets and Tchibo, a coffee seller that also flogs cheap but presentable clothing and household goods, have their eye on the market too.

ECONOMIST: KarstadtQuelle

So far, U.S. company PVH, owner of Calvin Klein and Tommy Hilfiger, and German retailer Tchibo have signed up to the program, but it needs a critical mass of brand support to be implemented.

CNN: SHARE THIS