What WeCup does

WeCup is a Dutch circular-economy company operating a closed-loop reusable cup rental, washing, and redistribution system headquartered in Utrecht, Netherlands. Founded in 2021, the company supplies BPA-free, food-safe, microwave-safe reusable cups in three sizes (200ml standard, 300ml standard, and 300ml transparent for cold beverages) plus a fitting purple lid, and manages the logistics chain that picks up used cups from partner sites, professionally washes them, and returns clean stock on a weekly or bi-weekly cadence. The system runs on a €1 deposit per cup and is differentiated by a national return network — the WeCup Coalitie — allowing cups to be returned at any partner location rather than the original point of purchase, a feature no competitor in the Dutch market matches.

The company operates three service tiers: All-in Fullservice (cups, logistics, washing, optional custom branding) at €0.08 per cup; Wash-only service for customers who already own reusable cups at €0.06 per cup; and a Festival rental tier at €0.11 per cup with on-location distribution and pickup. WeCup also sells hardware directly through an e-commerce webshop, including two hospitality starter packages (Ondernemerspakket at €349 and Ondernemer pluspakket at €449). Go-to-market spans direct enterprise sales to corporate offices, hospitals, banks, and government bodies; a structured hospitality partner program (horeca); a reseller channel; and the e-commerce webshop.

WeCup's customer base spans healthcare (Franciscus Gasthuis & Vlietland, HagaZiekenhuis, Ijsselland Ziekenhuis), banking (de Volksbank), entertainment (Koninklijke Burgers' Zoo), government/water management (HDSR), media (DPG Media), hospitality (The Hague Marriott Hotel, dozens of specialty coffee bars), and public institutions (multiple OBA Amsterdam library branches). The company has 11-50 employees, is privately held with no disclosed funding rounds or institutional investors, and positions its offering primarily as a compliance solution for the EU/national Single-Use Plastics regulation mandating a 40% reduction in single-use plastic by 2026.

Name

WeCup

Legal name

WeCup

Website

https://wecup.nl

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

WeCup is a Dutch closed-loop reusable cup rental, washing, and logistics company serving corporate offices, hospitals, hospitality venues, festivals, and government bodies across the Netherlands through a national partner return network.

Ownership category

akta.pro rank

Product category

Reusable Foodservice Packaging Services

akta.pro primary industry

Reusable Packaging & Refill Systems (Returnable Transport Items, Deposit/DRS Ops) (EUAIANAE)

akta.pro secondary industry

Reusable Packaging & Container Return Programs (On-site) (BPABALAJ)

Keywords

• Reusable cup systems
• Closed-loop logistics
• Deposit return schemes
• Commercial cup washing
• Sustainable food packaging

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. All-in service (Fullservice): Complete solution including WeCups (with optional custom branding), logistics & distribution (weekly or bi-weekly runs), and professional washing. Priced at €0.08 per cup used.
2. Wash only service: Washing service for customer's own reusable cups. Priced at €0.06 per cup washed.
3. Festival rental service: Rental cups for festivals including logistics, on-location distribution, and pickup. Priced at €0.11 per cup.
4. Product sales (Webshop): Direct sale of reusable cups, lids, and starter packages through the WeCup webshop. One-time purchase model for cups and accessories.
5. Ondernemerspakket (Entrepreneur package): Starter package for hospitality businesses including cups (200ml and 300ml), lids, and POS materials. Price: €349.00 excl. VAT.
6. Ondernemer pluspakket (Entrepreneur Plus package): Premium starter package including 200ml, 300ml standard, and 300ml transparent cups, lids, and POS materials. Price: €449.00 excl. VAT.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

WeCup supplies reusable cups (200ml, 300ml Standard, 300ml Transparent) and operates a closed-loop service that includes logistics, professional washing, hygiene control, and redistribution on weekly or bi-weekly schedules. The system is built around a €1 deposit model and a nationwide return network spanning hundreds of partner locations across the Netherlands, allowing cups to be returned at any partner site regardless of where they were obtained. The company serves offices, hospitality venues, hospitals, banks, government bodies, and festivals.

Product overview

WeCup is a Dutch reusable cup rental and washing service operating a closed-loop system across the Netherlands. The product portfolio consists of physical reusable cups available in three sizes (200ml, 300ml Standard, 300ml Transparant) plus matching purple lids, sold both individually and in two starter packages (Ondernemerspakket at €349 and Ondernemer pluspakket at €449). These cups are offered alongside three service tiers: All-in Service (€0.08/cup) providing cups, logistics, and washing; Wash Only Service (€0.06/cup) for self-owned cups; and Festivals Service (€0.11/cup) for event rentals. The system uses a €1 deposit model where cups can be returned to any partner location nationwide, creating a network effect across hospitality businesses, offices, and healthcare facilities. Each cup is designed to replace approximately 1,000 disposable cups.

Differentiator

Problem solved

Functional benefit

Products and services

• 200ml Standard Reusable Cup Smallest WeCup size (200ml / 6oz) designed for espresso-based drinks such as cappuccino, flat white, americano, café latte, and doppio. Shaped like a traditional coffee cup and suitable for latte art. Sold in boxes of 156 cups at €156.00 excl. VAT.
• 300ml Standard Reusable Cup Large WeCup (300ml / 10oz) designed for latte macchiato, large cappuccino, or hot tea. Sold in boxes of 120 cups at €120.00 excl. VAT.
• 300ml Transparent Reusable Cup Large transparent WeCup (300ml) ideal for iced coffee, fresh smoothies, matcha, and shakes. Features thermal insulation, heat resistance, easy cleaning, quick drying, stackability, and no vacuum suction. Sold in boxes of 120 cups.
• Purple Lid Universal-fit purple lid that fits all WeCup sizes. Acts as a personal item that does not circulate in the deposit system. BPA-free, food-safe, microwave-safe, sustainably produced, and 100% recyclable. Sold in boxes of 150 lids at €105.00 excl. VAT.
• Ondernemerspakket (Starter Package) Starter bundle for hospitality entrepreneurs containing 1 box of 200ml Standard cups (156 pcs), 1 box of 300ml Standard cups (120 pcs), 1 box of lids (150 pcs), plus POS materials (display, handout, partner door sticker). Price: €349.00 excl. VAT.
• Ondernemer pluspakket (Premium Package) Premium starter bundle for hospitality entrepreneurs containing 1 box of 200ml Standard cups (156 pcs), 1 box of 300ml Standard cups (120 pcs), 1 box of 300ml Transparent cups (120 pcs), lids, and POS materials. Price: €449.00 excl. VAT.
• All-in Service (Fullservice) Complete closed-loop solution at €0.08 per cup used, including WeCups (with optional custom branding), logistics and distribution (weekly or bi-weekly runs), and professional washing. Designed for offices and hospitality venues.
• Wash Only Service Washing service at €0.06 per cup for customers who already own WeCups (or compatible reusable cups). Includes logistics and distribution (weekly or bi-weekly runs) and professional washing.
• Festivals Service Rental cup service at €0.11 per cup for festivals and events, including rental cups, on-location logistics and distribution, pickup, and washing.
• WeCup Reusable Cup System (Closed-Loop Deposit System) Operating system in which cups carry a €1 deposit and can be returned at any WeCup partner location across the Netherlands, not just where they were obtained. Each WeCup saves 1,000 disposable cups and reduces CO2 emissions by more than 5 kg.

Quantifiable outcome

• Each WeCup saves 1,000 disposable cups from waste
• +5 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and general.

• de VolksbankcoreStrategic or Co-development Partner · 1 March 2024De Volksbank is a Dutch bank with office locations in 's-Hertogenbosch and Utrecht. They implemented WeCup for their hundreds of employees working at office locations, collecting cups in the morning, washing them, and redistributing to different locations. The bank has been very satisfied with the system's impact on their sustainability goals.
• Koninklijke Burgers' Zoo & Safari Meeting CentrecoreStrategic or Co-development Partner · 1 March 2024Royal Burgers' Zoo in Arnhem implemented WeCup for visitors, eliminating the purchase of 550,000 disposable cups. They achieved an 80% return rate and have recommended WeCup to other members of the Club Van Elf (association of Dutch zoos).
• JoeJoe Coffee BargeneralStrategic or Co-development Partner · 1 March 2024JoeJoe is a specialty coffee bar opened by Stefan Coster in March 2024 in Den Haag. They use WeCup as a solution for their to-go coffee problem, allowing customers to return cups at any WeCup partner location nationwide.
• Hoogheemraadschap De Stichtse Rijnlanden (HDSR)coreStrategic or Co-development Partner · 1 November 2023HDSR is a Dutch water management board that started using WeCup in November 2023. They successfully implemented the system cost-neutrally, using QR-code communications and staff engagement to ensure proper cup collection and usage.
• Franciscus Gasthuis & VlietlandcoreStrategic or Co-development Partner · 1 October 2023Franciscus Gasthuis & Vlietland is a hospital with three polyclinic locations and two main locations in Rotterdam and Schiedam. They introduced WeCup for all hospital staff in October 2023, providing each employee with a personal WeCup cup and lid. The hospital is gradually phasing out disposable cups for patients and visitors as well.
• WeCup Coalitie (Partner Network)coreChannel Partner/ Reseller/ DistributorThe WeCup Coalitie is a network of hospitality partners across the Netherlands using the WeCup system. The network now spans hundreds of locations including cafes, libraries, hospitals, banks, hotels, and offices, allowing nationwide cup return.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Recup: Germany-based reusable cup deposit-return system operating across the DACH region with a comparable closed-loop logistics and washing model. Most direct competitor to WeCup at the European level.
• ReCircle: Swiss reusable cup service with deposit-return infrastructure serving cafes, events, and offices. Directly comparable closed-loop washing and logistics offering.
• Cup Club: Reusable cup return system serving cafes and events with collection points. Operates a similar deposit-and-return model targeting hospitality and corporate customers in Europe.
• Sharely: Dutch-Belgian reusable packaging platform offering cups and containers via deposit-return model. Closest direct peer to WeCup in the Benelux market with overlapping target customers and operating model.

Emerging players

• KeepCup: Reusable cup manufacturer selling direct to consumers and cafes. Competes in reusable cup category with reusable-as-purchase model rather than deposit-return.
• Stojo: Collapsible reusable cup brand for to-go coffee. Competes at the consumer cup product level for on-the-go beverage use cases.
• Huskee: Reusable coffee cup brand sold to cafes and consumers. Competes at the cup product level (rather than deposit system) with sustainable cup designs targeted at specialty coffee operators.
• Algramo: Reusable packaging-as-a-service company focused on refill systems for consumer goods. Operates in similar circular-economy and reusable-packaging space with comparable B2B partnership and deposit concepts.

Broad incumbents

• Stora Enso: Global packaging manufacturer with circular and bio-based packaging initiatives. Larger incumbent in the broader packaging space with strategic interest in reusable formats.
• Veolia: Global environmental services and waste management company offering reusable system solutions for events and corporate customers. Larger incumbent with overlapping reusable-packaging service capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xinstagram.com/wecupittogether
• YouTubeyoutube.com/watch?v=GkYQ7KFzRrQ
• LinkedInlinkedin.com/company/wecup-nl
• Instagraminstagram.com/wecupittogether

Revenue estimate

Valuation estimate

Number of profiles

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 WeCup