HØINE wins startup pitch competition at Arendalsuka
Norwegian startup HØINE took first place in the pitch competition Circular Creativity at Arendalsuka 2025, organized by NG Nordic and TOMRA in collaboration with Startuplab and Sirk Norge. The competition gathered some of Norway’s most promising early-stage companies working to advance the circular economy.
“For us at HØINE, being highlighted means a lot. We see it as recognition of the real value we have already created, but also of the opportunities that lie ahead in the value chain,” said Jorunn Tyssø, CEO and founder of HØINE.
Leading reuse of brick materials
HØINE is developing a new cleaning technology for cement-based brickwork, paving the way for large-scale reuse of bricks in the construction industry. Each year in Norway, around 50,000 tonnes of bricks are discarded while 40,000 tonnes of new bricks are produced. The reuse potential is therefore significant: compared with newly produced bricks, reused bricks have a carbon footprint just 1/100th as large. By enabling reuse, Høine’s solution helps reduce greenhouse gas emissions, avoids the extraction of natural clay, and prevents large volumes of construction waste.
Innovation driving the circular shift
The pitch competition took place at the “Circular Stage” during Arendalsuka to highlight new actors and ideas that can accelerate the transition from a linear to a circular economy. The jury included representatives from NG Nordic, TOMRA, and Summa Equity.
“Innovation is the driving force behind the circular economy. Startups like HØINE challenge established patterns and demonstrate how we can create value in new ways. At TOMRA, we believe it is essential to help elevate such solutions – they provide both hope and direction for making the circular economy scalable and profitable,” said Lars Enge, EVP TOMRA Recycling.
“It is important for start-ups to be seen and given a chance, and equally important for established companies to keep track of the development of new circular solutions. NG Nordic wants to be a catalyst for circular innovation, and through competitions like this we help highlight solutions that can generate both green growth and increased profitability. We are proud to provide companies like HØINE with an arena to grow,” said Mette Roti Egli, Head of Technology and Innovation at NG Nordic.
Also on the jury was Silje Lambrechts, Investment Director at Summa Equity, the Nordic impact investment fund.
Next stop: Sirk Norge Annual Conference
In addition to recognition and a cash prize, HØINE will present its solution at the Sirk Norge Annual Conference 2025 – the leading gathering point for Norway’s recycling and circular economy sector – taking place in Gardermoen on 23–24 September 2025.