As a subsidiary of the FRIES Group, Cup Concept Mehrwegsysteme GmbH, based in Sexau (Baden-Württemberg), is continuing its expansion. After conquering the Austrian, Belgian and Dutch markets, the company is now taking on the Danish market. For this purpose, the joint venture Cup Concept Danmark ApS was established in collaboration with Hedegaard & Christensen Holding A/S, based in Silkeborg. The goal is to take a leading role in the field of reusable systems in Denmark as well.
The focus is on logistics and sustainability
Image: Cup Concept Danmark ApS, left to right Søren Andreassen, Gerhard Bertsch, Jens Jorgensen
Our new location in Silkeborg includes a modern washing and service center covering 1,000 square meters. This infrastructure ensures efficient logistics and short transport routes for the Danish market, which is both economically and environmentally beneficial.
Europe-wide network and a strong market presence
With nine of its own washing and service stations in Germany, branches in Austria, Belgium and the Netherlands and six partners, Cup Concept can call itself the market leader for reusable systems in Central Europe. By focusing on sustainability and the circular economy, plastic waste can be successfully reduced. We share our philosophy at large events such as football matches and concerts, where our products, manufactured in Sulz, are used. Using 100,000 reusable cups at a major event avoids as much as one ton of waste.
Growth in Europe: expansion as a key component
The expansion into Denmark is another step in the growth strategy. New locations in France, Sweden and the UK are already planned. With around 150 employees and a strong focus on innovation and sustainability, we continue to expand our leading position in the field of reusable systems in Europe.
