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Axcel sells Royal Copenhagen


Axcel has sold Royal Copenhagen to the Finnish listed company Fiskars, which was founded in 1649. With sales of around DKK 5.5 billion, Fiskars is one of the leading global producers of quality products for the home, garden and outdoors.

Axcel acquired Royal Copenhagen in 2001, as an integrated part of the Royal Scandinavia Group. Under
Axcel’s ownership the company has undergone an extensive transformation and now stands as a Danish design icon – one with 237 years of history behind it. The successful transformation can be attributed both to strengthening the operational platform, and rationalising and renewing the product portfolio. Thanks to this, in 2011 Royal Copenhagen achieved its best results for more than a decade, with 2012 expected to be even better. 

“Royal Copenhagen has undergone significant change in recent years, and now enjoys bigger and completely different market opportunities than just a few years ago,” says Nikolaj Vejlsgaard, who has been the partner responsible for the investment in Royal Copenhagen at Axcel. “The operational basis is now much stronger and, at the same time, the Royal Copenhagen brand has achieved much sharper positioning. This has led to a substantial improvement in earnings for the company, which now is at the very top of the industry, despite pressure on the market as a whole because of the financial crisis. Taking this new position as its starting point, and with its global presence and long experience within the industry – including ownership of strong brands such as Iittala, Raadvad and Rörstrand – Fiskars will be a good match for Royal Copenhagen and able to support the ongoing strategy of international expansion,” concludes Nikolaj Vejlsgaard.

Mads Ryder, CEO of Royal Copenhagen, believes the strategy has succeeded under Axcel’s ownership:

“Since 2009 we’ve significantly pruned our product range, improved our supply chain and concentrated sales efforts on fewer markets. The improved sales performance is therefore a result of marked growth in sales of our current range and the prioritised markets, and we’re very happy with this. Overall, we have seen double-digit growth within our core range in our two key markets – Denmark and Japan – as well as strong growth in Korea, Taiwan, Germany and Norway. As part of Fiskars we expect to be able to strengthen our position in new markets,” finishes Mads Ryder, who has headed up Royal Copenhagen since 2009.

Fiskars is proud to add Royal Copenhagen to its portfolio:

“In recent years Royal Copenhagen has demonstrated an impressive ability to renew its range and thus appeal to completely new customer groups. We are convinced that with the combination of the expertise and competence of the Royal Copenhagen team led by Mads Ryder and our solid experience in the creation, sales and marketing of quality products for the home, we can take Royal Copenhagen to the next global level. What’s more, with a history going back more than 360 years, Fiskars is Finland’s oldest company, so if anyone understands the value of the Royal Copenhagen brand, it’s us,” says Teemu Kangas-Kärki, President of Fiskars Home business Area.

With the sale of Royal Copenhagen, all the companies in the Royal Scandinavia Group have found new owners.


About Royal Copenhagen
Royal Copenhagen, one of Denmark’s oldest companies, is the Scandinavian brand leader in hand-painted porcelain and ranks among the leading brands in Japan. Today Royal Copenhagen is an internationally renowned brand offering exclusive products of superior craftsmanship and design quality. Certain brands can be traced back to 1775, the founding date of Royal Copenhagen. Visit

About Fiskars
Fiskars is a leading global supplier of consumer products for the home, garden and outdoors. The group has a strong portfolio of respected international brands, including Fiskars, Iittala and Gerber. Founded in 1649 and listed on NASDAQ OMX Helsinki, Fiskars is Finland's oldest company. Fiskars recorded net sales of EUR 743 million in 2011, and employs some 3,400 people in over 20 countries. Visit

About Axcel
Axcel was founded in 1994 by a group of investors from Denmark's largest financial and industrial institutions. Axcel focuses on medium-sized companies in Denmark and Sweden and has a broad base of both Danish and international investors. Axcel has raised four funds with total committed capital of around DKK 10bn and has made 37 investments along with more than 45 significant bolt-on acquisitions. 24 of the companies in which it has invested have so far been sold or floated. Axcel’s investments currently include 14 companies and a significant holding in PANDORA, representing combined revenue of around DKK 16.4 billion and more than 12,000 employees. Visit


For further information about this press release, please contact:


Partner, Nikolaj Vejlsgaard

Tel. +45 263 264 02

Royal Copenhagen

President & CEO, Mads Ryder

Tel. +45 38 14 91 92


Head of Communicatons, Anne Wehner

Mobile +45 22 71 03 02

President Fiskars Home, Teemu Kangas-Kärki,
Tel. +358 204 39 5703


Director, Corporate Communications, Anu Ilvonen,
Tel. +358 204 39 5446


Media Disclaimer

Press room content are intended for media use only and must not be altered in any way. The Press room content, including, without limitation, all design illustrations, are protected by copyright and/or other intellectual property rights and/or applicable Danish Law.

Copyright © Royal Copenhagen A/S.

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Terms & Conditions

Terms and conditions for the Online Shop (consumer transactions)

Applicable from 16 June 2014

  1. Introduction
  2. Orders
  3. Prices and payment
  4. Customs fees and VAT
  5. Delivery
  6. Right of withdrawal
  7. Gift returns
  8. Notification of defects and complaints
  9. Breakage Guarantee
  10. Colours
  11. Security
  12. Personal data and cookies
  13. Governing law
  14. Disclaimer


1. Introduction

Welcome to the Royal Copenhagen Online Shop, which is owned and operated by Royal Copenhagen A/S, business reg. no. (CVR no.) 26 57 35 72, Smedeland 46, 2600 Glostrup, Denmark ("Royal Copenhagen").

These terms and conditions apply for purchases made by consumers in the Royal Copenhagen Online Shop.

We advise you to thoroughly read through our terms and conditions before shopping in our Online Shop.

Please be particularly aware of any print in italics in our terms and conditions.


2. Orders

You may place online orders 24 hours a day. We handle orders in the period 8 AM – 3 PM on business days. Orders not placed in this period will be handled on the next business day.

When placing an order, we will send you an immediate receipt by email confirming receipt of your order. Please note that this receipt is not an order confirmation and that the order is not binding upon us at that time. A binding agreement between you and Royal Copenhagen has not been entered into until we confirm by email that the order is binding upon us. The final order confirmation will also include delivery and track and trace information.

If you wish to receive a new copy of your order confirmation at a later date, please send an email

You are responsible for providing correct customer information when shopping online since we will not subsequently validate or verify such information.

In case a product is marked as sold out, it is not possible to place an order. You may, however, contact us, and a customer service agent will inform you when the product will again become available and whether it will be possible to find a similar product in stock.


3. Prices and payment

Royal Copenhagen Online Shop accepts the following credit cards:

  • Dankort and
  • VISA/Dankort
  • VISA Electron

Your card will not be debited until the product leaves our stock. All prices are indicated in EUR or DKK, and 25% sales tax/VAT is included, unless the product is delivered to a non-EU country. Please see below in Clause 4 (Customs fees and VAT). The card issuer may add service charges to the payment. Any such service charges will be added to the total price.

Any discounts given in the form of discount codes or the like cannot be combined with other offers or discounts and will not apply on already discounted products or products at special promotion prices. Only one discount code or similar code may be used per order. In addition, discounts are subject to the conditions and restrictions appearing from the marketing of the relevant discount, including vouchers, etc.


4. Customs fees and VAT

If you place an order for delivery in an EU country, you will have to pay Danish sales tax/VAT, but no customs fees. If, however, you place an order for delivery in a non-EU country, you will not have to pay Danish sales tax/VAT, but you may have to pay VAT, customs fees and other charges in the recipient country.

Royal Copenhagen is not liable for charges or any other fees and expenses charged by the tax and customs authorities in the recipient country or otherwise caused by the product ordered being sent to the recipient country, and you are therefore liable for payment thereof.

Please be advised that the charging of such expenses may result in delay in delivery.


5. Delivery

Products ordered in our Online Shop are delivered in Denmark and to EU and non-EU countries.

At Royal Copenhagen we strive to offer the best delivery services and, consequently, all orders are dispatched within 1-3 business days, unless otherwise stated, provided that the product is in stock. However, in connection with sales and the holiday season, the delivery time must be expected to be longer.

In case a product is no longer in stock, the expected delivery time will appear from the order confirmation you receive by email.

Freight rates in Denmark

All parcels in Denmark are delivered by Post Danmark (Excluding Greenland and the Faroe Islands). Orders below DKK 500 (EUR 67) are added freight charges of: DKK 75.

Free-freight campaigns communicated by newsletter solely apply to orders placed in the Online Shop, unless otherwise stated.

International freight charges

All parcels to EU and non-EU countries are delivered by UPS (Except Russia where Post Danmark is used) and sent as insured packages and business mail, which means that such packages cannot be sent as gifts to non-EU countries in attempts to evade local taxes and duties.

International freight rates are as follows:

  • EU countries: EUR 13
  • Non-EU countries: EUR 50

Regular service to EU countries is approx. 5-6 business days as from the date of dispatch.

Regular service to non-EU countries is approx. 7-8 business days as from the date of dispatch.


6. Right of withdrawal

You are entitled to withdraw from the contract within 30 days as from the date of your receipt of the product. You may exercise your right of withdrawal without stating any specific reason and by communicating your decision to us by ordinary letter or by email. You may, but you are not required to, use the model withdrawal form linked to here: WITHDRAWAL FORM

PLEASE NOTE: You cannot exercise your right of withdrawal by simply refusing receipt of the product or by failing to collect the product from the carrier.

Please communicate your decision to withdraw from the contract by sending an email to the following address:

or by letter to:

Royal Copenhagen A/S

Attn.: Online Shop

Jernholmen 49

2650 Hvidovre


In order for us to identify the product, we request that you state the order number when communicating your decision to withdraw from the contract. Failure to state the order number may cause errors or delays.

If you communicate your decision to withdraw from the contract, you must subsequently return the product to us at the same physical address stated above without any undue delay and no later than two weeks after communicating your decision to withdraw from the contract. We may demand documentation proving that the product was sent prior to expiry of such deadline. If returning a product by mail, you must make sure that it is packed with due care considering the special nature of the product.

PLEASE NOTE: The right of withdrawal cannot be exercised by handing in the product to our physical shops or to our distributors.

PLEASE NOTE: You are liable for any damage occurring during carriage. Please note as well that you must pay the costs incidental to returning the product, unless we have delivered the product to you by a mistake or if the product was damaged or defective upon receipt. We are not able to state the price of returning product beforehand since this depends on the weight of the product to be returned and your choice of carrier, etc. It is, however, likely that the return of the product will cost at least the same price of delivery as paid by you in the Online Shop (provided that the delivery was not free of charge).

Product must be returned in a good and undamaged condition. If returned product is damaged or shows signs of use, other than what is required to establish the nature, characteristics and functioning of the product, you will be liable for any loss of value of such product.  We will estimate any value by way of a specific assessment of the product returned based on the following guidelines for loss of value:


  • The product is returned in undamaged original packaging: 0% loss of value.
  • The product is returned without original packaging or in damaged original packaging: approx. 10% loss of value

Condition of product

  • The product is returned in unused and undamaged condition: 0% loss of value
  • The product is returned in used condition: approx. 50% loss of value
  • The product is returned in damaged condition which, for example, includes chipped products: approx. 100% loss of value

Payment for the product will be reimbursed as soon as possible and, in all circumstances, no later than two weeks after our receipt of your communication of your decision to withdraw from the contract. However, we reserve the right to withhold such reimbursement until we have received the product for inspection or until you have supplied evidence of having returned the product, whichever is the earliest.

If you decide to withdraw from the contract in accordance with these terms and conditions, we will reimburse the purchase price together with the original freight costs (however, not any additional costs incurred as a consequence of you opting for a type of delivery other than the least expensive type of standard delivery) less any loss of value. Unless otherwise expressly stated, we will carry out the reimbursement by using the same means of payment as the one used by you to perform the initial transaction.

For more information on your two-week right of withdrawal, please visit the website of the Danish Competition and Consumer Authority (Konkurrence- og Forbrugerstyrelsen):


7. Gift returns

If you have received a product from Royal Copenhagen as a gift and you do not want to keep the product, you may return it and exchange it for another product of the same value. In case you want a more expensive product, you have the option of paying the difference as well as any freight costs. You may also choose to return the gift and receive an online voucher. The voucher is valid for three years and may only be used in our Online Shop. We cannot return any cash amounts to you as only the credit card used to purchase the product(s) can be credited.

Please note that the right to exchange any gifts may be exercised in addition to the general right of withdrawal stated in Clause 6 above. The procedure of returning/exchanging gifts is similar to that of withdrawal from the contract.


8. Notification of defects and complaints

The packages are insured during carriage, and we ask you to kindly verify the content upon receipt. If the package or its content is damaged upon arrival, please report this to Royal Copenhagen within reasonable time and no later than two months from receipt.

Irrespective of whether any errors or defects are ascertained upon receipt or at a later date, all product is subject to the Danish Sale of Goods Act (købeloven), giving you 24 months to complain about an product. However, if the errors or defects are due to your negligence, abuse or other incorrect use, your right to complain will lapse. In that connection, we refer to our guidelines for correct handling of porcelain here.

In case of a complaint or an order not delivered, please contact Customer Service, telephone +45 38 14 48 86 or send an email to:

Defective product must be returned to:

Royal Copenhagen A/S

Attn.: Online Shop

Jernholmen 49

2650 Hvidovre


Royal Copenhagen will cover any reasonable freight costs in the event of notification of defects, unless such notification of defects proves to be unjustified.

Furthermore, you may at any time file a complaint with the Consumer Complaints Board (Forbrugerklagenævnet) via the following link (please note, however, the complaint conditions of the Complaints Board applicable from time to time, including thresholds):


9. Breakage Guarantee

Royal Copenhagen provides a Breakage Guarantee (exchange in the event of chipped or broken product).  The Breakage Guarantee implies that you are entitled to receive new, similar product free of charge against handing/sending in a warranty certificate accompanied by the original receipt and handing/sending in the broken parts from the chipped or broken product.

For more information on the Breakage Guarantee, click here.

Please note that the Breakage Guarantee does not apply when exercising the right of withdrawal from the contract. Any chipped or broken product may, consequently, not be returned according to the right of withdrawal, but may only be exchanged under the Breakage Guarantee.


10. Colours

Even though we have made great efforts to depict colours and qualities as accurately as possible, the colours and screen resolutions of computers may vary. Minor colour deviations are therefore not considered a defect within the meaning of the Sale of Goods Act.


11. Security

Royal Copenhagen is committed to protecting your privacy. All information provided by you is received securely through SSL (Secure Sockets Layer). SSL is a protocol that encrypts your information into codes so that your information is kept secure while being transmitted via the Internet. Only Nets and your bank have access to your information. At Royal Copenhagen we guarantee that the information entered by you will not be disclosed to any unauthorised third parties.


12. Personal data and cookies

We collect, process and store personal data in compliance with the Danish Act on Processing of Personal Data (persondataloven). For more information on the data collected by us and the way in which such data is used, we refer to the privacy policy to be accessed via the following link: Privacy.

For more information on our use of cookies, we refer to our cookie policy, which may be accessed via the following link: Cookies.


13. Governing law

These terms and conditions and any contract for the purchase of our product are subject to Danish law, except for the Danish conflict of laws rules and the United Nations Convention on Contracts for the International Sale of Goods (CISG).


14. Disclaimer

We disclaim liability for typing errors, changes in direct and indirect taxes, incorrect price and price adjustments, technical errors, out-of-stock product and force majeure, including non-delivery on the part of our suppliers.


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