Bathing Brands North America, the supplier of sauna, steam bath, and Experiential Bathing products and services, launches World Sauna Group – and will display Estonian heritage and the craftsmanship at the International Pool, Spa, and Patio Expo (IPSP) in Dallas, Texas (USA).

Bathing Brands, an innovator in the sauna industry for over 54-years, launches World Sauna Group. With offices in Tartu Estonia, and Wheeling, Illinois, Bathing Brands created World Sauna Group to supply North American Retailers with the world’s finest saunas, heaters, wooden materials, and accessories – with an emphasis on products sourced directly from Estonia and Finland, the birthplaces of authentic sauna culture.

“Our initial focus with World Sauna Group is to bring the unparalleled craftsmanship and heritage of Estonian and Finnish saunas to a broader audience in North America,” said Mark Raisanen, VP of Retail Programs. “We believe that these products represent the pinnacle of sauna culture, and we are excited to introduce them through our network of retail partners.”

World Sauna Group will officially launch at the IPSP Expo in Dallas, Texas, from November 12-14, 2024, where it will host the largest booth (8102) in the history of the show.  The massive 325 square meter booth will display 15 Estonian sauna cabins with heaters, immersion tubs, wooden materials, wall panels, and accessories from renowned Estonian brands, including Auroom Wellness, Ecosauna, Haljas, iSauna, Saunum, COZY Heat, and DecNord.

Estonian sauna brands conquer North America

World Sauna Group will strategically partner with select retailers to bring these products to communities across North America. The goal is to ensure wellness seekers alike have access to the highest quality sauna experiences available. The group will also open new markets and business opportunities for Estonian and Finnish brands.

This event marks a significant milestone for Bathing Brands, and the presence of representatives from these esteemed Estonian brands at the show underscores the importance of this collaboration. Estonian partners will be on hand to share their deep knowledge and expertise, and highlight their rich traditions and cutting-edge technologies that make their products truly unique.

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