Tons
AM technology maintains a simplified business model
Tons can go from idea to finished product in the same time it takes a cyclist (in good shape!) to ride La Marmotte in France, the Ötztaler Radmarathon in the Alps, or Denmark’s Sjælland Rundt. However, there are not many kilometres in the journey—because all production takes place on a 3D printer at their home address in the Aarhus area.
“In large companies, product development takes years, but I can be creative and innovate in the evening and wake up to a finished product. With digital technology, I can test my ideas quickly, and I am not dependent on complex value chains and global supply chains,” says Tons founder and CEO Kristian Krøyer, who produces stands that let you use your tablet or computer for fitness and sport—from the indoor bike to the yoga mat.
Working hard to stay small
Tons has based its entire business model on Additive Manufacturing, which allows him to develop and test products immediately, without relying on a large number of suppliers, without spending time and money on transport, with the ability to produce locally (even at home), and to produce on demand, thereby avoiding large inventories.
“The more links in the value chain, the more complex production becomes. I want to make things as logical and simple as possible to keep complexity to a minimum, and 3D technology ensures that by cutting away everything unnecessary,” says Kristian Krøyer. Tons is just one example of the many new business models that have emerged in Denmark recently:
“I can easily build a traditional organisation, but if you want to compete with China and mass-produced products using additive manufacturing, it requires as little overhead as possible—both in production itself and in supplier chains. That is why it is crucial to minimise complexity, and the 3D machine helps with that,” says Kristian Krøyer about his mantra: Working hard to stay small:
“And 3D technology is crucial to staying small.”
Production costs DKK 1,000 in electricity
In the same way, the technology is also crucial to Tons’ green profile. Kristian Krøyer has never considered international supply chains, but has deliberately located production within his own local square metres rather than in Chinese factory premises.
“No overproduction, no inventory, no waste—and at the same time, production happens locally. This helps provide more freedom and less complexity, but also more sustainable production. With 3D printing, you can make parts and products using far less material per item,” says Kristian Krøyer.
All Tons products are made from green materials—corn-based plastic and oak—and can be composted. All products are only manufactured once they are ordered by the customer—and once the printer is running, it costs DKK 1–3 in electricity per product. Ultimately, less than DKK 1,000 per month in electricity.
“And the electricity is even greener in Denmark. It is just a claim, but I believe the printing process itself is better and more sustainable than, for example, casting. There are major CO2 emissions in the way the world produces, and additive manufacturing is an alternative that is more sustainable,” says Kristian Krøyer.
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About the company
Carmo A/S
Number of employees: 11
Tons Bike – climate-conscious cycling gear in sleek Danish design. Organise your cycling gear in style—Danish design meets functionality. Produced in Denmark.
1 million on 6 square metres
Sustainable production is particularly important to Kristian Krøyer, who also has a plan to maintain Tons’ green profile as the simple business model is scaled over time.
“My dream is to have container units with solar panels on the side and be self-sufficient, so production can be moved according to need and demand. At the moment, there is no difference in transport costs and CO2 emissions for sales to Denmark and Germany, but my shipping is expensive and slow in Southern Europe,” explains Kristian Krøyer:
“The dream is local delivery in several places around the world—containers with Tons production everywhere. It is challenging, because I have to develop, produce, and sell, while others should just sell. But that is also what is great: the innovation, the pace, the independence. And the dream is possible precisely because of 3D technology.”
About Tons
- Tons opened the shop in 2020.
- Tons bio polymerTM is custom-made by the Dutch filament manufacturer ColorFabb.
- Tons primarily sells to Germany, the Netherlands, and Belgium—but also has orders from Australia, Singapore, Indonesia, China, and the USA.
- Tons sold for approximately 1 million in its first year.
- The biggest sales period for Tons is in autumn, when the indoor cycling season starts.
- All products are produced and sold from Aarhus.
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