The Danish Royal House has announced that it will phase out the long-standing practice of awarding the "Royal Court Supplier" title to companies. This arrangement, which has been in place for over a century, will officially end on December 31, 2029. The Royal House has stated that the system, which allows companies to use the royal seal as a symbol of distinction, is no longer deemed relevant in modern times.
Photo: Dreamstime.
The decision comes after a period of reflection following the change of throne in January 2024. At that time, it was already communicated that companies holding the title, such as Arla, Lego, Grundfos, Jysk, Tuborg, and Carlsberg, among others, would eventually lose the privilege. However, these companies can continue to use the title until January 14, 2025, and all existing court suppliers are allowed to use the royal designation until the end of 2029.
The "Royal Court Supplier" title has been granted to companies based on quality, ethical business practices, and social responsibility, but it has attracted some negative attention recently. Critics, particularly in branding and marketing, have suggested that the royal seal could be seen as a form of commercial barter, potentially undermining its prestigious image.
In 2022, the royal house did not renew the title for shoe brand Ecco, which had held it since 1991, amid controversies surrounding the brand's operations in Russia during the Ukraine conflict. Following the official discontinuation of the "Royal Court Supplier" scheme, companies like Carlsberg may still use the royal crown in their logos, provided they obtain permission from the National Archives, ensuring that it has historical justification.
Source: www.wood-supply.dk