Bridging brands with people

We are Creative Cooling Group. We help our customers to present their chilled and frozen products to consumers at the most convenient places and times. We bridge their brand with people and create touchpoints where consumers can experience our customers’ products to interact with their brand in the coolest possible way.

We sell 'cool' and we make sure your 'cool' sells.

We are matchmakers, matching products, means of communication, brands and consumers. Because brands and products are so much cooler when they make an immediate, lasting impression.

At the core of our company is an entrepreneurial passion and agility that brings curiosity and a can-do ethic to collaborations. Turn to Creative Cooling Group for fresh, innovative ways to deliver next-generation cooling solutions and make your ideas into success.

We’re on a mission called Bridging brands with people, and we think it’s kind of cool.

Our customers want to create a strong immediate impression.

We know how.

The management team

Creative Cooling Group is a team of passionate category retail market experts who have years of expertise in building the perfect instore display cooler. Our teams know the retail industry like the back of their hand and being actively building promotional coolers for the past 30 years, our technical expertise is at cruising speed.

Sven Danneels
CEO

Paul Wouters
International Sales Manager

Ivan Deweerdt
Production Manager

Meet our whole team

The Cool Factory

Our headquarters

We let our creativity come to life in The Cool Factory. A brand-new corporate headquarters and a creative production, meeting, learning, and testing environment for cool experts, business partners, suppliers, customers and supporters.

Our commitment to the environment

As a European producer of cool displays, we know that sustainable & innovative business is the future. In our e-book, we deep dive into the need-to-knows of sustainable refrigeration and show you how we contribute to the European Green Deal.

The power of second placement

We know that the power of Second Placement bridges brands with people. That's why we create in-store display coolers that turn your brand into an in-store powerhouse. In this whitepaper, we reveal the true power of second placement and give you 5 reasons to add this to your merchandising strategy.

Our Heritage

2021

Move to The Cool Factory

Creative Cooling Group takes up residence in The Cool Factory, a brand-new corporate headquarters and a creative meeting, learning, and testing environment for cool experts, business partners, suppliers, customers, and supporters.

2020

Creative Cooling Group

To reinforce the international growth ambitions, the company changes its name. AsteDRU Group becomes Creative Cooling Group. A quality label for companies active in the promotional cooling industry.

2017

AsteDRU Group

Shortly after the acquisition of Aste Finland, the company name organically changed to AsteDRU Group. A strong, independent global producer of cooled and customized instore promotional displays.

2017

Acquisition Aste

Second acquisition. DRU acquires Aste Finland. A high-end manufacturer of smart and customizable display coolers.

2014

New Shareholders

DRU becomes part of the Heylen Group. New funds and a strong new management team to enforce future growth.

2011

AFM

First acquisition. DRU takes over AFM. A manufacturer of cooling parts and a wholesaler in refrigeration equipment.

2000

Growth

DRU cooler displays are sold all across Europe and beyond.

1990

Expansion

DRU Expands its activities to France, Germany and the Netherlands.

1988

Launch of DRU

Display Refrigeration Unit, a niche in second placement promotion has been created in Belgium.

2020

Creative Cooling Group

To reinforce the international growth ambitions, the company changes its name. AsteDRU Group becomes Creative Cooling Group. A quality label for companies active in the promotional cooling industry.

2017

Acquisition Aste

Second acquisition. DRU acquires Aste Finland. A high-end manufacturer of smart and customizable display coolers.

2011

AFM

First acquisition. DRU takes over AFM. A manufacturer of cooling parts and a wholesaler in refrigeration equipment.

1990

Expansion

DRU Expands its activities to France, Germany and the Netherlands.

Our mission & vision

Bringing cool visibility to tomorrows economy.

Creative Cooling Group makes consumers and products meet via tailor made displays that convey the brand experience of the products with a strong immediate impression as a result. Our vision is that the touchpoints will never disappear. They evolve.

That’s where our challenge lies, to help you find the right touch points. And to ensure that our products are perfectly adapted to any location.

We are convinced that the freedom to pick & choose, to change your mind, to put something back, to be inspired

by a beautiful packaging, to touch a product to feel the craftmanship, to taste it before you decide to buy it… remains equally important to the convenience of an online purchase.

Our mission is to generate value by making products and consumers connect through tailor-made cooling solutions with a close eye for sustainable development.

Creative Cooling Group, a company of people