Lasita Aken, one of Estonia’s largest manufacturers of wooden windows and doors, has been known for years primarily for the synergy of high-quality craftsmanship and precise engineering thinking. The company’s CEO, Karl-Martin Rammo, says that quick wins do not drive their export growth, but rather deliberate and sustainable decisions.
“Strategically, we operate today in our home market, Estonia, and in nearby markets in Finland, Sweden, and Latvia,” Rammo explains. “With ongoing growth plans, we have also taken steps to expand into several other foreign markets—to North America, as well as smaller Western European countries.”
“We are convinced that, to exist sustainably, there are no shortcuts to any market. Every market, no matter how similar it may seem from small Estonia, is different and unique.”
Karl-Martin Rammo, CEO of Lasita Aken
Lasita Aken’s export track record demonstrates that the company prioritises steady growth over compromising on quality for the sake of rapid expansion.
The green transition is the foundation of credibility
In the Scandinavian markets, environmental friendliness has become a default expectation, not an added value. According to Rammo, Lasita Aken’s low CO₂ footprint has not, on its own, led to specific deals so far, but it is part of a broader credibility story.
“It is more a matter of values in long-term partnerships, where a sustainable worldview and very concrete, measurable steps toward a more sustainable future are hygiene, not a value without which a company won’t be taken seriously,” he notes.
Patience matters in export
Rammo says every new market is a world of its own, and success demands thorough groundwork. “You can sell a product in any market—and then a year later come back home with your tail between your legs,” he says bluntly.
“We are convinced that, to exist sustainably, there are no shortcuts to any market. Every market, no matter how similar it may seem from small Estonia, is different and unique,” Rammo adds. “It’s worth measuring nine times and cut once, because you only get one chance to make a first impression.”
According to him, even nearby markets require thorough research and an understanding of local expectations. “The farther you go, the more complicated it gets—along with standards, culture, mindsets, time zones, and other factors also change, adding complexity even to day-to-day communication and partnerships.”
Carbon negativity as an indicator of efficiency
The company’s aim is to reach carbon-negativity by 2028. Rammo emphasises that this is not just a marketing slogan, but a genuine measure of performance.
“Carbon footprint is like quality control in our daily life—whether sensible choices are being made or resources are being wasted,” he explains. “Whether it is carbon-negative, neutral, or reasonably positive, a carbon footprint is not a direction in itself, but a quality mark of efficient processes.”
He says a negative footprint does not automatically open new markets, but achieving it shows that the company has optimised its processes. “If we achieve this as a result, it means we operate efficiently, our costs are under control, and our competitiveness for succeeding in markets is high.”
Support in boosting efficiency
Although Lasita Aken has not received direct support from Enterprise Estonia (EIS) to access new markets, cooperation has helped the company become more efficient.
“Whether it is carbon-negative, neutral, or reasonably positive, a carbon footprint is not a direction in itself, but a quality mark of efficient processes.”
Karl-Martin Rammo, CEO of Lasita Aken
“We have participated in EIS’s digitalisation masterclass and strategy practicum, received support for a green audit and for implementing development activities,” Rammo lists. “Taken together, these have helped us become significantly more efficient as a company and, as a result, more attractive to customers in foreign markets.”
Lasita Aken’s experience confirms that export success relies not only on the product or the price, but also on how a company thinks, plans, and takes responsibility. According to Rammo, this is Lasita Aken’s core philosophy: to grow steadily and sustainably—the speed is not the primary goal, but rather making smart decisions.
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