King Frederik of Denmark has made a significant move as he wraps up his first year on the throne, putting an end to the long-standing tradition of Kongelig Hofleverandør, or royal warrants of appointment.
This system, which granted special status to companies or merchants who supplied goods or services to the Danish Royal House, had been in place for years, much like the similar practice seen among the British royals.
The royal warrant was a prestigious title, signaling that a product had earned the royal seal of approval.
However, with this new decision, Frederik is signaling a shift in royal tradition as he carves out his own path as monarch.
Currently, products bearing the royal coat of arms range from boat paints and pharmaceuticals to jams, chocolates, and even foreign beverages like French cognac and Scotch whisky.
However, the Danish monarch has reportedly grown critical of the outdated system, believing it no longer serves the royal household's needs.
Beyond a desire to support a broader selection of brands, King Frederik has also noted that many companies listed no longer even supply to the royal court.
This move marks a significant shift in royal tradition as the King embraces a more modern approach to royal endorsements.
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