case

Italian Circular Economy Pioneer Invests in Denmark

case

Italian Circular Economy Pioneer Invests in Denmark

ESO RECYCLING, an Italian company with deep expertise in circular economy solutions, is bringing its philosophy of “waste as a resource” to Denmark. By transforming discarded sports equipment, protective workwear, and other materials into valuable raw materials, the company proves how environmental protection and innovation can go hand in hand.

When

At the core of ESO RECYCLING’s model lies a fully circular process: waste is collected directly at the source and transported to the company’s own recovery plants, where it is carefully sorted and separated into different material streams. Through advanced recycling technologies, these materials are transformed into high-quality secondary raw materials such as granules, fabrics, plastics, and metals. They are then used to produce new products for sports, construction, furniture, and urban design, making the link between waste prevention and new value creation real and measurable.

By overseeing every step of this chain, from the moment waste is handed over to the moment new products return to the market, ESO RECYCLING ensures maximum resource efficiency, reduced emissions, and full transparency. Digital traceability accompanies each parcel of collected material, proving how much incineration, landfill use, and virgin raw material extraction has been avoided.

With its new base in Herning, ESO RECYCLING is ready to scale this industrial circularity model across Denmark, turning waste into a resource and making second-life solutions part of everyday life.

ESO recycling’s driving force behind any initiative to give a second life to a piece of waste:

ESO Recycling's drivning force

From old sneakers to new playgrounds

In 2009, ESO RECYCLING launched esosport®, the first European project dedicated to collecting and recycling used sports equipment. What started with running shoes has expanded to bicycle tires, tennis balls, ski boots, helmets, and sportswear. Working with public administrations, companies, and sporting goods retailers across Italy, ESO RECYCLING turns materials that once filled landfills into granules, fabrics, plastics, and metals that are reborn as flooring, panels, and even medals.

In Italy, this vision became tangible with Betty Gardens: community playgrounds built or redeveloped with shock-absorbing surfaces made from recycled sports equipment. ESO RECYCLING now plans to bring this concept to Denmark, creating safe, sustainable play areas while promoting circular thinking in local communities.

Recycled tracks for athletes of all ages

ESO RECYCLING’s “Philippides’ track,” showcases how sustainability and sport performance go hand in hand. Built with recycled rubber from old sneakers, the tracks blends tradition, innovation, and environmental responsibility while giving athletes of all ages durable, high-performance surfaces.

back to work ®: Closing the loop at the workplace

Circularity doesn’t stop on the playing field. With back to work®, launched in 2018, ESO RECYCLING collects and recycles used personal protective equipment (PPE) such as apparel, gloves, helmets, and safety shoes. This initiative helps companies reduce waste and supports their sustainability goals while creating new raw materials for construction, design, and manufacturing.

Digital traceability for full transparency

Transparency is at the core of ESO RECYCLING’s model. Every parcel of collected waste is identified with a QR code and tracked through every stage of processing at the recovery plant. Clients can log into the ESOweb portal to follow and verify each step, from collection to transformation into secondary raw materials and finished products. The system also calculates measurable environmental benefits, expressed in kg CO2eq saved, showing exactly how much incineration, landfill use, and virgin raw material production has been avoided. 

Herning: A strategic base for circular growth

ESO RECYCLING has chosen Herning as its hub for Danish operations. The city’s strong textile and fashion heritage offers access to valuable pre- and post-consumer waste streams, while its modern industrial infrastructure and skilled workforce make it an ideal location for both headquarters and production.

On top of that, local authorities and business clusters actively support sustainable and circular economy projects, giving ESO RECYCLING Danmark a strong platform to grow and gain visibility in Denmark and Northern Europe.

“We welcome ESO RECYCLING to Herning and look forward to close collaboration. Their expertise in transforming industrial and consumer waste into new materials will inspire local companies, create new partnerships, and support Denmark’s green transition. They are an important part of the region’s vision to become a center for textile recycling.”

Christian Søndergaard

Erhvervsrådet Herning & Ikast-Brande

Invest in Denmark support

Invest in Denmark has played a key role in ESO RECYCLING’s expansion journey. The team supported market entry advice and ecosystem mapping, facilitated outreach with local stakeholders, and provided strategic consultation including funding guidance. ESO RECYCLING also gained visibility through events, operational coordination during fact-finding missions, recruitment support, and assistance with regulatory and permitting processes.

Get in touch

Want to learn more about your circular economy opportunities in Denmark?

Invest in Denmark provides free-of-charge confidential and tailor-made solutions for foreign companies looking to set up a new business in Denmark or expand an existing one. Please contact one of our experts here:

Copenhagen

  • Sarina Lohmann

    Title: Special Advisor – Maritime and transport – Analysis & Partnerships

    Area: Copenhagen

    Phone: +4533920423

Berlin

Kolding

Silkeborg

Aarhus

Aalborg

Oslo

London

Paris

Munich

New-York

Toronto

Silicon-Valley

Tokyo

Bangalore

Taipei

Shanghai

Singapore