DRU International presents Creative Cooling Group
DRU International blazes the trail for a promising future with a new name and a brand new corporate identity
Antwerp, Belgium, 2020
DRU International, the Belgian display cooler builder expands its focus and will continue its success story as Creative Cooling Group.
"In recent years, DRU International mainly focused on product development and production, which we will continue to do and even do better, but it’s time now to show that our group brings so much more to the table." says CEO Sven Danneels.
Time for a complete makeover
New market opportunities, internal progress and an ambitious international growth strategy have motivated the company to give its appearance and value proposition a complete makeover.
A full-edge partner
Where DRU International was primarily known to be a producer of promotional display coolers, Creative Cooling Group wants to position itself as a full-edged partner, offering a wide range of solutions, including advice, design, activation and solutions for recycling. In addition to selling, the group also offers rental services for temporary and/or permanent second placement activities and tactical integrations in new and existing store concepts.
Creativity as a basis for change
"Our talented teams of people, our wide range of services and our high-quality products interconnect with one core value: creativity. Being creative on all levels, we're connecting brands with people. That’s where our distinctive power lies. Our creativity brings chilled brands closer to consumers at the right place, at the perfect moment, in a cool way", explains Sven Danneels, "which we've translated into both our new name and tagline: 'Creative Cooling Group. Bridging brands with people'. This slogan forms the basis of our new identity and takes us directly to the heart of our purpose: at Creative Cooling Group we sell 'cool' and we make sure your ‘cool’ sells."
Work in progress. Work on progress.
"The new identity is a very important building block for the group's future.", stresses Sven Danneels, "but it will only be one of many stepping stones to further, sustainable growth. We will go on building, also literally, and keep looking for new acquisitions or partners we can cooperate with to integrate them in our group and expand our international ambitions. We want to be a global quality brand that invites like-minded parties to be part of the group and exchange expertise in close relation with the customer."
Creative Cooling Group is the parent company of three subsidiaries: DRU International, AFM Refrigeration and Happie Fridge. The organization is globally active in the promotional display cooling industry. The group builds on the knowledge and expertise of DRU and AFM, which have been active since 1988. Creative Cooling Group is headquartered in Belgium and has one production facility in Belgium (Antwerp). The company employs 40 people.