HEW A/S

What HEW A/S does

H.E.W. A/S is a Danish manufacturer and service provider of waste management equipment and mobile washing solutions, headquartered in Søndersø, Denmark. Founded in 1986 and acquired by Rubæk (part of Sulo Group) on January 10, 2022, the company designs, manufactures, and distributes a broad portfolio including underground waste systems (Smartline on-ground, Bolero fully buried, and partially buried systems), 2- and 4-wheeled mini-containers, environmental and hazardous material containers (SAFE, FLADAFI), gas storage containers, fire safety cabinets, UN-approved containers, and Denmark's only CE-certified refuse collection vehicles. It also operates the country's largest mobile washing fleet, washing approximately 65,000 containers and 7,500+ underground systems annually for over 2,250 customers using a proprietary low-pressure (under 15 bar), high-volume hot water technology approved by Arbejdstilsynet.

The business model combines one-time hardware sales (with extensive customization options including shelving, color, electrical installations, and safety accessories) with recurring washing service contracts typically structured as multi-year agreements with municipalities, housing associations, public institutions, and retail chains. Pricing is quotation-based with no public price list, reflecting the consultative sales-led go-to-market executed through field sales consultants and an internal sales team. Customer engagement is direct-to-customer with no apparent intermediated distribution, supported by own delivery trucks for fast nationwide fulfillment and on-site installation/service capability.

Revenue mechanics span three streams: (1) product sales of containers, underground systems, and environmental solutions (including SULO-distributed mini-containers post-acquisition), (2) professional washing services for waste bins, underground systems, and shopping carts using hot water without chemicals, and (3) customization and accessories at additional cost. The company holds ISO 9001 and ISO 14001 certifications, TÜV approvals on imported SÄBU products, and a green smiley from Arbejdstilsynet. Operating geography is exclusively Denmark, with no documented international expansion.

Name

HEW A/S

Legal name

H.E.W. A/S

Website

https://hew.dk

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

HEW A/S is a Danish manufacturer and service provider of waste management equipment and mobile container washing, serving Danish municipalities, housing associations, retailers, and industrial customers with underground systems, wheeled containers, environmental storage solutions, and Denmark's largest mobile washing fleet.

Ownership category

akta.pro rank

Product category

Waste management equipment and services

NAICS

Solid Waste Collection (562111), Hazardous Waste Collection (562112), All Other Waste Management Services (56299), Waste Collection (56211)

SIC

Refuse Systems (4953), Hazardous Waste Management (4955), Sanitary Services (4950), Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

Industrial Waste Handling & Compaction Equipment (Balers, Compactors) (IMAHALAI)

akta.pro secondary industries

Hazardous Waste & Universal Waste Handling (Batteries, Lamps, Aerosols) (BPABALAE), Industrial Packaging Waste Services (Pallets, Cardboard, Film, IBCs/Drums—Non-hazardous) (EUAIAGAD), E-waste & Universal Waste Collection/Transfer (Electronics, Lamps, Batteries) (EUAIABAG)

Keywords

• Waste management equipment
• Underground waste systems
• Container washing services
• Environmental storage containers
• Refuse collection vehicles

Headquarters

HQ city

Søndersø

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Product sales - waste containers and systems: Sale of waste containers (2- and 4-wheeled), underground/buried waste systems (Smartline, Bolero, partially buried systems), material containers, environmental containers, gas containers, environmental shelves, storage solutions, fire safety cabinets, battery boxes, and UN-approved containers.
2. Container and cart washing services: Mobile washing services for waste containers, underground systems, and shopping carts using hot water without chemicals. The company operates the country's largest fleet of washing vehicles, washing approximately 65,000 containers annually for over 2,250 customers. Also approximately 7,500 washing tasks per year for underground systems.
3. Customization and accessories: Sale of accessories and customization options for containers including door placements, shelving, tool holders, crane brackets, windows, electrical installations, safety bars, partitions, ramps, and color options.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

HEW A/S manufactures, distributes, and services waste management equipment and infrastructure across Denmark. Its core offerings include underground and on-ground waste systems (Bolero, Smartline, partially buried), wheeled waste containers, material and environmental storage containers, fire safety and gas storage equipment, UN-approved hazardous waste containers, and CE-certified refuse collection vehicles. The company also operates Denmark's largest fleet of mobile washing vehicles, providing scheduled hot-water, chemical-free washing of waste containers, underground systems, and shopping carts.

Product overview

HEW A/S operates as a comprehensive waste management equipment manufacturer and service provider, offering a diverse portfolio of physical products and related services. The product range spans underground waste systems (Smartline on-ground systems, fully and partially buried underground containers), wheeled waste containers (2 and 4-wheeled SULO containers), environmental solutions (SAFE environmental containers, pallets, shelving, and stations), material storage containers (FLADAFI tool and material containers, depots, storage racks), gas and fire safety equipment, and specialized vehicles (renovationsbiler refuse collection trucks). The service portfolio includes mobile washing services for waste bins, underground systems, and shopping carts. HEW A/S also serves as Denmark's only CE-approved manufacturer of refuse collection vehicles and washing vehicles. The company has been part of Rubæk and Sulo Group since January 2022.

Differentiator

Problem solved

Functional benefit

Brands

• FLADAFI: Materialecontainer brand from H.E.W. A/S featuring patented construction for strength, galvanized steel plate construction, and load capacities of 500 kg/m² floor and 220 kg/m² snow load on roofs.
• SAFE
• Smartline
• Bolero

Products and services

• Smartline on-ground waste system

Quantifiable outcome

• Approximately 65,000 containers washed annually for over 2,250 satisfied customers across Denmark
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• RubækcoreStrategic or Co-development Partner · 10 January 2022On January 10, 2022, H.E.W. A/S was acquired by Rubæk. H.E.W. A/S became part of Sulo Group on the same date. The acquisition enables the combined company to offer complete solutions of equipment and services within source sorting and waste handling. H.E.W. A/S's extensive experience in washing and service combined with Rubæk's product range creates a comprehensive offering.
• SÄBU (Germany)coreTechnology or IntegrationSÄBU is a large international company from Germany with many years of experience in the industry, producing quality products with functional and environmentally sound solutions. H.E.W. A/S imports material containers, gas containers, and environmental containers from SÄBU. All SÄBU products are TÜV approved for safe storage and transport. SÄBU products feature TÜV approval for storage and transport of gas cylinders and dangerous goods containers.
• SULO GroupcoreChannel Partner/ Reseller/ DistributorH.E.W. A/S, as part of Rubæk, distributes all of SULO's products on the Danish market. SULO began production and development of 2- and 4-wheeled mini-containers in the early 1970s and is today one of the world's largest manufacturers. Products include Citybac 2- and 4-wheeled containers, and Decem Butterfly lids.
• Stena Miljø and SMOKAminorStrategic or Co-development PartnerH.E.W. A/S collaborates with Stena Miljø and SMOKA to deliver complete environmental solutions for businesses. The partner handles collection and recycling of hazardous waste while H.E.W. provides the approved environmental container infrastructure with collection trays, shelving, and ventilation.
• Danmarks Teknologiske InstitutminorOthersAll UN-approved mini-containers and plastic boxes have been tested and approved by the Danish Technological Institute (Danmarks Teknologiske Institut), confirming compliance with UN standards for transport and storage of dangerous waste.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• ISS A/S: Global Danish-headquartered facility services company that includes waste handling, recycling, and on-site environmental programs among its broad service portfolio. Competes with HEW at the higher end of integrated facility-services contracts.

Regional players

• Marius Pedersen A/S: One of Denmark's largest waste management and recycling companies, providing collection, transport, and processing services. Comparable to HEW in the Danish waste-handling value chain, though focused on collection/transport rather than equipment manufacturing.
• Enviro Group (Dansk Affaldsservice): Danish waste collection and environmental services company serving commercial and residential customers with sorting, hazardous-waste, and recycling offerings. Adjacent competitor for municipal and commercial waste-handling contracts.

Emerging players

• Bigbelly Inc. US-based smart, solar-powered waste compactor and recycling station manufacturer expanding into Europe. Competes with HEW in source-sorting/public-space waste infrastructure, though with a technology-led (smart/sensor) angle rather than underground systems.

Others

• Stena Miljø: Danish hazardous-waste collection and recycling partner of HEW. Not a direct equipment competitor, but a key ecosystem participant in delivering HEW's environmental-container solutions to commercial customers.

Direct peers

• Sulo Group: Parent group since the 2022 acquisition and one of the world's largest manufacturers of 2- and 4-wheeled mini-containers (Citybac, etc.). Distributes products through HEW in Denmark and provides direct overlap in wheeled-bin and source-sorting equipment.
• Bammens AB: Swedish manufacturer of underground and semi-underground waste systems. HEW explicitly services Bammens containers through its washing service, making it a direct peer in both underground systems and the complementary washing market.
• Molok Oy: Finnish manufacturer of underground (semi- and fully buried) waste collection systems with deep-frozen waste technology. Direct competitor to HEW's Bolero and partially-buried systems, and HEW explicitly services Molok containers in its washing business.
• Rubæk A/S: Danish parent company that acquired HEW in 2022. Operates in the same waste-management equipment and source-sorting space and shares the hew.dk digital presence, making it both parent and a direct commercial peer in Denmark.
• SÄBU GmbH: German manufacturer of material containers, gas containers, and TÜV-approved environmental containers (SAFE line). SÄBU is both a key supplier to HEW and a direct peer in hazardous-material storage equipment across Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HEW-AS-100063756140057
• LinkedInlinkedin.com/company/h-e-w-a-s

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HEW A/S