Reverse logistics deals with the management of the reverse flow of products and materials, i.e. the distribution of goods from the customer to the seller or manufacturer. A key aspect of reverse logistics is the efficient management of the returning products process from the consumer back into the supply chain with the aim of recycling, re-use or re-production. The aim of the paper is to present the features and role of reverse logistics based on secondary data sources and analysis of the operations of the selected business entity. Different aspects of reverse logistics were analyzed and it was investigated how to efficiently integrate the return flows of materials and products within supply chains with the aim of reducing the negative impact on the environment, optimizing resources and improving economic feasibility. Using the example of the ASOS online store, it was shown how reverse logistics positively affects business, i.e. strengthening competitiveness, protecting the environment and contributing to social responsibility and thus the company's image.

Povratna logistika bavi se upravljanjem obrnutim tokovima proizvoda i materijala, odnosno distribucijom robe od kupca prema prodavaču ili proizvođaču. Ključni aspekt povratne logistike je efikasno upravljanje ciklusom vraćanja proizvoda i materijala iz potrošačke faze natrag u opskrbni lanac s ciljem recikliranja, ponovne uporabe ili ponovne proizvodnje. Cilj rada je prikazati značajke i ulogu povratne logistike na temelju sekundarnih izvora podataka i analize poslovanja odabranog poslovnog subjekta. Analizirani su različiti aspekti povratne logistike i istraženo je kako efikasno integrirati povratne tokove materijala i proizvoda unutar opskrbnih lanaca s ciljem smanjenja negativnog utjecaja na okoliš, optimizacije resursa te unaprjeđenja ekonomske izvedivosti. Na primjeru online trgovine ASOS, pokazano je kako logistika povrata pozitivno utječe na poslovanje, odnosno jača konkurentnost, štiti okoliš, doprinosi društvenoj odgovornosti, a samim time i imidžu kompanije.