Danish royal family bans use of “Royal Supplier” title and crown logos for businesses starting 2029

A recent announcement from the Danish royal family has revealed that businesses will no longer be permitted to use the title “Royal Supplier” or feature the crown in their logos starting January 14, 2029. This decision comes as part of the upcoming royal transition, which will mean new administrative structures within the monarchy, and signifies a shift toward more modern standards of royal branding.

Historically, the title of “Royal Supplier” has existed for over a century, with 104 Danish companies currently holding such titles. Previously, distinctions were made between “Supplier to the Royal Danish Court” and “Royal Supplier,” but since 2008, this differentiation has ceased. The change aims to create a clearer framework for businesses that have, until now, displayed the royal emblem without strictly fitting modern guidelines.

While some businesses may be disappointed by this new direction—such as Danæg, which has supplied eggs to the royal family since 1900—there remains a potential avenue for companies to retain the right to use the crown in their branding. If they can demonstrate a historical connection to the use of the crown, they may apply to keep the designation.

Reflecting on this change, Danæg’s CEO expressed disappointment, noting the prestige associated with the title and its significance in promoting their products, particularly in Asian markets. Despite this setback, he commended the royal family’s approach to communicating this decision, highlighting the constructive dialogue maintained throughout the process.