Saunas made in Võrumaa reach Canada and Australia

A strong Estonian economy is not built only in major centres. It is also driven by companies across Estonia that create jobs in the regions and take products made here to the global market. Coop Pank wants to support the development of exactly this kind of entrepreneurship, so that life can thrive in every corner of Estonia and Estonian companies have the strength to grow beyond the domestic market.

Capra’s history dates back to 1992, but in recent years you have focused specifically on saunas and hot tubs. What has this change of focus brought to the company?

For the past six years, we have focused on manufacturing saunas and hot tubs, and the company has grown rapidly during that time. In 2025, we produced around 2,700 saunas, which means an average of more than ten saunas every working day.

Our strength lies in combining traditional woodworking with modern production and international sales. We are pleased to be able to introduce the world to Estonian expertise in woodworking and sauna culture.

Rapid growth sounds positive, but what has been the most difficult thing to manage?

The biggest challenge is to grow without compromising quality. Production, people, logistics and the company’s entire internal organisation all have to develop at the same pace as sales.

Long-term dealers and partners have played an important role in our growth. Our business model is largely B2B: we want to be a reliable manufacturer for our partners and one with whom they can also develop new products.

More than 90% of your production is exported. How international is Capra today?

Our partners are based across Europe, but Capra saunas also reach the United States, Canada and Australia. In the international market, a good product alone is not enough. Reliability of supply, flexibility and long-term cooperation are just as important.

In the coming years, we want to strengthen our position in existing markets and find strong new partners. We see the greatest growth potential in Germany, the United Kingdom and North America. In 2026, we are planning turnover growth of around 30%.

At the same time, growth at any cost is not the goal. We want to grow in a controlled way while maintaining product quality, a good working environment and the company’s flexibility.

Has this kind of growth also required major investment?

Yes. We do not simply want to produce more, but to do so better and more efficiently. We have renovated production buildings and invested in CNC technology and new production equipment. This allows us to increase production capacity while maintaining quality.

When we started focusing on sauna production, Coop Pank helped with financing. It was important to us that our banking partner understood Estonian entrepreneurship and was able to assess not only the figures, but also the company’s actual operations and future plans. That loan was repaid within a few years, and we have continued to use Coop Pank’s everyday banking services. For example, the free Gateway service connects accounting software directly with the bank and reduces routine manual work. In addition, we earn interest on the money in our current account.

As a growing company, we value personal communication above all and the fact that decisions are made within a reasonable timeframe. The value of a good banking partner becomes especially clear when they understand the company’s development plan and are ready to grow with it.

Machines help produce more, but how important are people in this growth?

Very important. Today, Capra employs around 50 people. The company’s growth is driven not only by machinery and production buildings, but above all by people and their skills.

As production develops, work processes and technology also change. In woodworking, however, experience, precision and a feel for quality remain very important. We are proud of our team.

What makes a sauna a good sauna?

It all starts with the right proportions. A sauna does not necessarily have to be very large. Far more important is how the heater, benches and ventilation are positioned and how the warm air moves. A good sauna should be pleasant to sit in, have enough air and, of course, produce good steam.

The material is just as important. The wood must be properly selected and processed, the structure strong and the details well thought through. Often, quality is determined by precisely the things the customer does not notice at first glance.

With a hot tub, ease of use is also important: how quickly the water heats up, how easy the tub is to maintain and how comfortable it is to sit in. A good product should be something the owner wants to use, not just look at.

Have people’s expectations of saunas changed over the years?

Definitely. The sauna is increasingly part of people’s lifestyle and wellbeing at home, not simply a place to wash. When choosing an outdoor sauna, people pay more attention to design, large glass surfaces, interior finishing and lighting, as well as to how the sauna fits into the garden or terrace. More and more, they are looking for a complete relaxation area, for example a sauna together with a hot tub and terrace.

Customers also want a high-quality product that is as easy as possible to install and start using. This is especially important in export markets, where customers do not simply want a wooden kit, but expect a product that is as complete and well thought through as possible. Among materials, thermally modified wood is becoming increasingly popular. It is weather-resistant, stable and attractive in appearance.

What would you recommend to someone currently considering buying a sauna?

It is worth looking not only at the price of the sauna, but at the entire user experience: how many people will usually use it, where the sauna will be placed, what kind of heater they want and how much time the owner is prepared to spend on maintenance.

If you already have a sauna, it is worth using it all year round. A sauna does not have to be only an activity for a cold winter evening. A summer sauna, cooling down or swimming outdoors, and a long bright evening go very well together.

Your saunas are already being used on the other side of the world. Why is it still important to you that Capra’s home remains in Võrumaa?

Our roots are here, and we want to show that an internationally successful manufacturing company does not have to be located in Tallinn or in a European industrial centre. A product that reaches the other side of the world can also be made among the forests and small villages of Võrumaa.

In the end, a sauna is quite similar everywhere: a place where people slow down for a moment. Perhaps that is one of the reasons why a product born from Estonian sauna culture has so much potential in the world.