Factory by Nature 

Brand Positioning of the Sugar Factory in Stege 

In the summer of 2022, Group Nao was commissioned by Sukkerfabrikken A/S and Erhvervshus Sjælland to conduct an in-depth go-to-market strategy and brand positioning for the grand old post-industrial estate, The Sugar Factory, soon to be developed to a unique holiday village and resort on the Island of Møn (DK). The analysis is designed to answer 3 guiding questions:  

  1. Where and how will the sugar factory find its future audience that can create the basis for a sustainable business as a holiday village? 
  2. How can the Sugar Factory create its own attractive position and thereby differentiate itself from other holiday towns in Denmark, Northern Germany, and Southern Sweden? 
  3. And finally: What should be the sugar factory’s core values and narrative for future visitors?

Through a series of in-depth interviews and workshops with the stakeholders and locals, as well as international desk research and market analysis, Group NAO presented the findings and recommendations in the ‘Factory by Nature’ report which consists of three analytical chapters, namely the place analysis, the market analysis, and the trend analysis. 

The main findings suggested that in order to excel, the Sugar factory must provide visitors with a glimpse into a distinct post-industrial and cultural realm that is unavailable elsewhere in the Nordics. The new neighbourhood should also offer a promise of a revitalized sense of community, recreational activities, and cultural opportunities for the residents of nearby town of Stege to enjoy and take part in. Last but not least, the Sugar Factory must also set the highest standards for sustainable design and operations in Danish tourism. 


Sukkerfabrikken A/S and Erhvervshus Sjælland


  • International Desk Research
  • Workshops
  • In-depth interviews
  • Market Analysis