Dansk Wilton Drives Innovation and Industry Change Through Certification

Dansk Wilton, a leading manufacturer of custom carpets for the hospitality industry, sees Cradle to Cradle Certified® as more than just a certification—it’s a tool for innovation, transparency, and industry transformation. Through multiple Cradle to Cradle Certified® version 4.0 recertifications, the company has leveraged the certification process to improve material choices, strengthen customer relationships, and prepare for growing ESG requirements.

Carpet Waste: A Challenge Beyond Individual  Manufacturers

One of the biggest challenges for Dansk Wilton’s customers is handling waste. When carpet replacement becomes necessary, viable recycling solutions remain scarce, both in the hospitality industry, where Dansk Wilton operates, as well as in other sectors.

However, recycling is not the only way to extend a carpet’s lifespan. "High-quality carpets are the first step towards longevity," says Lone Ditmer of Dansk Wilton. "The longer a product lasts, the less frequently it needs to be replaced. But of course, we also need to find responsible solutions for end-of-life recycling."

Dansk Wilton acknowledges the challenges posed by mixed-material compositions in carpets:

To drive progress, Dansk Wilton  actively collaborates with other companies and participates in pilot projects aimed at developing industry-wide recycling solutions. “The solution cannot be found by a single company—it has to happen at an industry level”. Ditmer emphasizes. "Right now, the industry is still hesitant to share information. Recycling should not be a competitive advantage for any company,  but a shared responsibility.”

“The Cradle to Cradle Certified® framework guided us—not just in understanding limitations but also in identifying challenges we could tackle,” Ditmer explains. “For instance, we discovered that our anti-yellowing treatment and our rPET-based felt backing were preventing us from achieving Silver in certain areas. Now, we know we need to find an alternative.”

A Proactive Approach to Sustainability

Dansk Wilton has taken a proactive approach to sustainability, setting ambitious goals rather than just meeting minimum requirements.

“Some companies approach sustainability with a ‘do as little as possible’ mindset,” Ditmer notes. “For us, it’s been the opposite. Cradle to Cradle Certified® has helped define and stretch ‘how far we can go.’ The challenge is to aim high and stay proactive while developing solutions that are both commercially viable and aligned with material availability in the market."

The certification framework has influenced key business decisions, such as sourcing strategies and the choice of materials.

Certification as a Strategic Tool for ESG Reporting

As ESG reporting requirements grow, Dansk Wilton has found that its C2C Certified® certification provides a strong foundation for compliance. Recently, they were selected  for an ESG audit by a large European shipyard as part of their supplier compliance approach.

For SMEs  like Dansk Wilton, the structured approach of  Cradle to Cradle Certified® helps with ESG preparation, also in social and value chain risk assessments.  “The certification is more than a compliance tool—it helps us set direction and push boundaries. It’s about the journey, not just the speed.”

The Market Challenge: Price vs. Value

Price remains a dominant factor in purchasing decisions, even for high-end, bespoke carpets.

“At the end of the day, price often decides the project,” Ditmer acknowledges. “Yet price reflects quality. It’s difficult to bring a product to market at a lower price while ensuring full documentation and responsible sourcing.”

The challenge, she explains, is that unless the market sees the value in paying more for better products, impact remains limited. “If nobody is willing to pay for it, we stay niche. The real transformation will only happen when the whole industry moves in the same direction. Then we can compete on product quality, not just price.”

With each certification renewal, Dansk Wilton continues to refine its products, enhance transparency, and strengthen its market position. Their journey underscores how Cradle to Cradle Certified® can serve as both a business advantage and a driver for broader industry change.

In-Depth: How Dansk Wilton Advances in Key C2C Certified® Categories

Material Health

Dansk Wilton carefully evaluates all materials used in its carpets, ensuring they are safe for people and the environment. The Cradle to Cradle Certified® process has provided a structured way to assess material impacts and find safer alternatives. For example, the company is actively seeking a substitute for its anti-yellowing agent to improve its Material Health score.

Product Circularity

One of the most significant challenges in the carpet industry is closing the material loop. Dansk Wilton has used the certification process to refine its sourcing strategy, prioritizing renewable and recycled materials while participating in industry-wide discussions to develop viable take-back and recycling systems. The company is also actively involved in pilot projects and collaborations aimed at identifying and testing innovative solutions for carpet recycling at scale.

Clean Air & Climate Protection

While the processes at Dansk Wilton’s facility are not energy-intensive , its backing facility—where the final manufacturing stage takes place—has a higher energy demand. In addition to addressing direct emissions, Dansk Wilton is also actively assessing and working to reduce its scope 3 emissions, which stem from its supply chain and other indirect sources. By looking beyond company-specific operations,  the company aims to improve energy efficiency and reduce its overall carbon footprint in collaboration with suppliers and partners. The certification requirements help guide these efforts by encouraging best practices in clean energy sourcing and emissions reduction.

Water & Soil Stewardship

The company ensures that water used across the value chain, from the backing facility to the yarn supplier, is responsibly managed, minimizing pollution and improving treatment processes. Cradle to Cradle Certified® has helped Dansk Wilton assess water use and implement measures to reduce environmental impact.

Social Fairness

Dansk Wilton ensures fair working conditions and ethical business practices as part of its core values, supported by having production facilities in Denmark and a strong commitment to responsibility. The Cradle to Cradle Certified® framework adds value by providing a structured approach to assessing social risks and impacts across the entire value chain, helping the company align with broader industry expectations and customer requirements, including ESG audits.

The company continues to engage with yarn suppliers and subcontractors to uphold responsible animal husbandry practices.

Green Building Credits

Cradle to Cradle Certified® products earn extra credits in multiple green building certification schemes, making Dansk Wilton’s carpets an attractive choice for environmentally conscious projects in the hospitality industry.

By embedding these principles into its business strategy, Dansk Wilton demonstrates how Cradle to Cradle Certified® can drive innovation, improve product quality, and contribute to systemic industry change, also for a SME.

Read more about Dansk Wilton’s sustainability approach and impact across the different areas of Cradle to Cradle Certified® on the company website here.

View Dansk Wilton's Cradle to Cradle Certified® certificates in the Cradle to Cradle Products Innovation Institute's product registry here.