
CHANGES IN MANAGEMENT AND
ORGANIZATION
Harvia’s new organizational structure took effect as
of 1 January 2024. The new organization consists
of four geographical sales regions: North America,
Northern Europe, Continental Europe, and APAC
& MEA. It also encompasses five Group functions:
Marketing & Brand, Products & Solutions, Innovation &
Technology, Operations, as well as Support functions.
Additionally, there is a Management Team position for
the Head of EOS Brand and Products.
On 26 January 2024, Harvia Plc appointed Jennifer
Thayer as Head of Region, North America and President
of Harvia US Inc., and a member of the Management
Team of Harvia Group. In her role, Thayer leads the
North American commercial organization and drives
the growth and profitability of Harvia’s business in the
region. She assumed her position on 1 February 2024.
On 3 June 2024, Harvia Plc appointed Philipp Krauth
as Managing Director of EOS, Head of EOS Brands
and Products, and a member of Harvia’s Management
Team. In his role, Krauth is responsible for leading EOS
Group and ensuring a distinct and exciting identity
for Harvia Group’s highest-end solutions that are sold
under the EOS brand. Krauth assumed his position
on 12 August 2024.
SHAREHOLDERS’ NOMINATION BOARD
On 9 September 2024, Harvia announced the
composition of the Shareholders’ Nomination Board,
which is comprised of representatives appointed by the
company’s four largest shareholders. Juho Lipsanen,
Minna Laaksonen, Janne Kujala and Josefin Degerholm
were appointed to the Shareholders’ Nomination Board.
In addition, Heiner Olbrich, Chairman of the Board
of Directors of Harvia Plc, serves as an expert in the
Nomination Board without being a member.
OUTLOOK FOR FUTURE
According to Harvia’s estimate, the global sauna market
is approximately EUR 3.5 billion in value and there are
over 18 million saunas in the world. The total market
value is driven by both the growing installed base of
saunas as well as the significant aftermarket for saunas
and sauna heaters. Clear majority of the global installed
base is in Europe with Finland, Germany and Russia
being the countries with most saunas. In Europe, the
sauna market demand is driven especially by the need
to replace sauna heaters regularly, which increases the
resilience of the sauna market in economic downturns.
In addition to the key European countries, United
States is one of the largest sauna markets, but there
the market size and growth is driven primarily by the
increasing installed base of saunas.
Historically, the sauna market has grown annually by an
average of 5% and has witnessed some seasonality with
slightly stronger demand in the early and late part of
the year and lower demand during the summer months.
However, the market growth and seasonality have
varied: for example, during the exceptional demand
growth during the COVID-19 pandemic, seasonality
could hardly be witnessed. Harvia’s management
estimates that during the next 5 years, the global sauna
market will grow faster than its historical 5% rate, the
growth being supported by the increasing awareness of
sauna and its health benefits.
The sauna market in Europe has been challenging for
more than two years, followed by the Russian invasion
of Ukraine and the wider weak economic development.
Sluggish economic growth and eroded consumer
confidence in many key markets have affected demand
across product segments. However, the negative
impacts have not been equally strong in all European
countries. From the end of 2023 onwards, the market
demand has been gradually improving in Continental
Europe especially in high-end and professional
segments, even if the market has not yet fully
recovered. The macroeconomic conditions in Germany,
the largest sauna market in Europe, have remained
challenging, which has continued to affect the market
demand also in the sauna industry. In Northern Europe,
continuing headwinds in the construction sector and
weak consumer confidence have kept the market
environment challenging for long, especially in Finland.
Outside Europe, especially in North America and Asia-
Pacific, the sauna market has developed favorably for
several years. This positive development continued
also in 2024. The strong growth in North America has
been heavily supported by the growing awareness of
sauna and its health benefits. Especially in traditional
and infrared saunas, the positive development has
continued despite some weakening in the economic
conditions and consumer confidence in the United
States in 2024. In Asia-Pacific, the characteristics of
the sauna market vary significantly between countries,
but overall, the market in the region has enjoyed
good growth despite some economic challenges in
certain key countries, such as China. The demand in
market areas outside Europe continues to be skewed
towards more high-end products and full solutions,
especially compared to Finland, where sauna is seen
as an everyday experience and consumers often have
significant know-how of saunas and related renovation
work. The increase in the popularity of sauna, low but
increasing sauna penetration, and resilient high-end
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