Well Dressed Tables Introduces New Partnership


Well Dressed Tables (WDT), the leading catering equipment hire company part of Arena Group, has signed a two year contract to provide operational services for London-based startup CupClub™, an innovative returnable packaging service for drinks.

CupClub™ offers a returnable packaging service with a tailored end-to-end service helping to eliminate single-use plastic packaging. The startup was recognised earlier this year by the Ellen MacArthur Foundation in its Circular Design Challenge awards, and already has some large customers including John Lewis Partnership.

In early 2018, the startup approached WDT looking for a logistics partner to service their customers. Well Dressed Tables assisted with the development of operational services thanks to their extensive experience in the catering equipment hire industry, their industrial size facility, and capabilities.

This new venture with CupClub™ forms part of Arena Group’s wider focus on sustainability across the entire global organisation, and opens the company up to new opportunities in the corporate sphere. Arena’s involvement in this revolutionary concept is an important message to the wider events industry to use their capabilities to lead change within as well as outside of the events sector.

Chris Piggott, Managing Director of Well Dressed Tables comments:

“We are really proud to be working with Safia and her team on such a trailblazing initiative! We have the experience, capacity, and capabilities to provide a truly seamless operations service for them, providing the collection, washing, and return service.”

WDT, part of Arena Group, is one of the largest catering equipment hire companies in the UK, with the facilities and capacity to service 30 million cups a year. Some of their clients include major events like Cheltenham Festival, Wimbledon, ATP Tennis Finals, and Glastonbury.


CupClub™ is an innovative returnable packaging service for drinks that utilizes RFID technology and cloud-based IoT software to provide complete supply chain traceability, helping retailers reduce single-use plastic packaging through trackable products and an in-built loyalty scheme.

Visit www.cupclub.com for more information.