The success of Estonian companies is measured not only in the domestic market but also in international arenas. This year, five companies are running for the Exporter of the Year 2025 title at the Entrepreneurship Award competition. E-Piim, operating near Paide, is putting the Estonian dairy industry on the world map, while Auroom, based near Tartu, is growing the reputation of Estonian sauna and wellness solutions in luxury markets worldwide.
Estonia is known as a sauna country, and the first thing that comes to mind is traditional smoke saunas, which are recognised on the UNESCO Intangible Cultural Heritage List. But in addition to traditions, we also have companies that take the sauna experience to the global stage. One of them is Auroom, located near Tartu, whose ambition is clear: to become the world’s leading manufacturer of spa and wellness saunas.
Auroom’s factories produce over 4,500 saunas every year, from compact solutions for one person to giant saunas for 86 people, one of which travelled to the United States. About half of the production volumes are catalogue-based models; the rest are special orders created according to customer wishes.
“We don’t just sell saunas, but health and relaxation experiences,” says the company, emphasising the aesthetics of every detail—invisible fasteners, the use of precious wood, and exclusive solutions made of walnut.
Auroom’s Wellness brand operates internationally, offering complete solutions to real estate developers, hotels, and spas in a B2B model. Their saunas have reached the backstage of Broadway, luxury hotels in Switzerland and France, and the villas of Dubai sheikhs.
Estonian sauna brand Auroom targets the top position globally
The company’s products are exported to more than 30 countries. In 2024, the export turnover reached 9.6 million euros, but the goals are many times higher—20 million euros in 2025 and 30 million euros by 2026. “Our focus is on premium-class solutions, and the goal is to become the first choice in the industry globally,” says the company’s strategic direction.
Auroom is also not afraid of innovation. A subsidiary established in Latvia has added barrel saunas to its portfolio, cooperation with Finnish partners in the field of infrared saunas is ongoing, and opportunities for the production of steam saunas are being explored. At the same time, each country’s technical requirements and regulations must be taken into account—be it standards for electrical systems or restrictions on the use of wooden heating.
The international market is highly competitive, with companies like the German Klafs and the Finnish Harvia competing with Auroom. But Auroom has a trump card: Estonian-born attention to detail and craftsmanship, which are used to create saunas appreciated by Olympic athletes and world-famous models.
Auroom, part of the Thermory Group, is an example of how Estonian know-how and international ambition meet. If the company can move towards its growth goals as quickly as it has so far, it can say that the world’s most luxurious saunas will be born right next to Tartu.
FACTS
Auroom
Founded: 2019
Number of employees: 100
Sales revenue (2024): €9.9 million
Export sales revenue (2024): €9.7 million
Key export markets: USA, Australia, UK, France, Germany, Japan, Switzerland, Netherlands, Italy, Iceland, Hong Kong, Portugal, United Arab Emirates, Belgium, Cyprus, Israel, Romania,
auroomwellness.com
At the Estonian Entrepreneurship Awards, E-Piim, an Estonian milk and cheese producer has reached the top five in the Exporter of the Year category. From the left Merily Roosman, E-Piim board member; Erkki Leego, Enterprise Estonia R&D expert from the applied research programme; Randel Veerits, E-Piim Paide factory manager, Jaanus Murakas, E-Piim CEO and board member, and Piret Sauter, Regional Director of Distant Export Markets at Enterprise Estonia. Photo: Trade with Estonia
Premium lactose-free cheese drives E-Piim’s global success
E-Piim exports to 111 countries, starting with South Korea and Australia this year and targeting sales of 200 million euros next year.
The E-Piim production complex located near Paide is not just a dairy industry—it is a factory of the future, which Tetra Pak itself uses as a demo for its technology. It is the largest cheese factory in the Baltics, opened in 2023. It operates 24/7, 365 days a year, and can simultaneously produce continental and Cheddar-type cheeses. It was here that the first Cheddar cheeses were produced in Estonia.
The company’s history dates back over a century, with the first dairies established in Põltsamaa and Järva-Jaani in 1910–1911. Today, E-Piim is Estonia’s leading producer and exporter of cheese and milk powder. The new factory has tripled production capacity and opened access to the world’s most demanding markets.
“Every additional kilo must be exported, because the Estonian market is small and sometimes even shrinking,” said company representatives. Today, 86% of production goes abroad – in 2024, sales revenue exceeded 153 million euros; by 2026, the target is over 200 million.
E-Piim exports its products to 111 countries. The largest markets in Europe are Italy, Germany, the Netherlands, Spain, Latvia, and Finland. Several key markets have been added outside Europe—in 2025, the South Korean market opened, and after that, exports to Australia began for the first time. In addition, there are partners in China, Japan, Singapore, Vietnam, and South Africa.
International reach is not limited to geography – E-Milk sells itself to the “elite buyers” level. Over the past two years, the company has undergone about 30 quality and sustainability audits, backed by the world’s largest and most well-known food companies, whose names remain confidential.
Premium-class products
The Paide factory simultaneously produces two cheese lines: continental cheeses (e.g., Gouda, Edam) and Cheddar. All products are lactose-free, which is uncommon in the industry, allowing E-Piim to position itself in a higher price segment. The portfolio has over 80 products, but the primary focus is on about ten. In addition, whey powder is produced in the same volume, but cheese is 3–4 times more valuable in exports.
E-Piim´s production units are located in Paide (cheese and milk powder), Põltsamaa (packaging plant) and Järva-Jaani (butter and special powders). Its brand, “E-Piim”, is available on the domestic market. Still, exports are mainly directed to large food companies and industries, including Interfood, A-Ware, Granarolo, Thise Mejeri, Fude+Serrahn Milchprodukte and Kesko.
The majority shareholding in the company is owned by approximately 120 Estonian and Latvian farmers who form a cross-border cooperative. This model is common in Europe but relatively rare in Estonia. Thanks to this, farmers will directly benefit from the added value created by the new factory.
E-Piim has set itself the goal of achieving CO₂ neutrality by 2040. The roof of the Paide factory is covered with solar panels, wood chips are used to produce heat, biomass separated during wastewater treatment is directed to a biogas plant, and collection trucks run on CNG fuel. In addition, the company contributes to the Hooliv Farm program, which focuses on the environmental friendliness of farms, animal welfare and the development of local communities.
The idea for the new Paide factory was born in 2015, and today, it is the most significant technological leap in E-Piim’s history.
FACTS
E-Piim
Founded: 2011
Number of employees: 205
Sales revenue (2024): €152 million
Export sales revenue (2024): €74.4 million
Key export markets: Netherlands, Italy, Latvia, Finland and Germany
www.epiim.ee
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