The following example case is intended for learning and inspiration purposes and is based on publicly known business practices.
Lupa Consulting has not been involved as an advisor in the process described.
Circular strategies in practice

Rexcon

Rexcon designs and manufactures contemporary, modular and circular designed construction elements.

SECTOR: 

Construction

Location: 

Hedensted, Denmark

Circular strategies:

Product life extension, modular & reparable design

Why it's a great example of circularity in business

This is one of my go-to real-world examples of a genuinely circular business model, and it’s a case I consistently use when teaching Circular Economy.

What makes Rexcon stand out is the way circular thinking is embedded across the product, the building system, and the business model itself.

At the product level, Rexcon’s modular buildings are designed from the outset to extend both product and building lifecycles. Components can be reused, repaired, and reconfigured, allowing buildings to evolve over time rather than be demolished and replaced. This approach not only supports long-term value retention but also meets and anticipates the increasingly stringent requirements of Danish building regulations for low embodied carbon.

Rexcon also challenges conventional construction logic. Rather than delivering one-off modular buildings, the company offers a truly reusable modular building system. The buildings are quick to assemble, easier to adapt than traditional construction methods. Flat-pack delivery further reduces transport emissions while enabling a fast, efficient construction process on site.

Rexcon demonstrates how circular design, regulatory foresight, and a smart business model can reinforce each other.

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