SaunaNews
The Sauna Industry's Record of Note
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Leil Saunas has jumped from 35-plus to 45-plus distribution countries in roughly twelve months while building a second production facility. New partner Suuda Sauna anchors the Italian and Spanish channel with pricing that starts below €7,000.
Through an Atlanta Hardwood Corporation joint venture, Lunawood now runs all North American sales through Lunawood LLC, holds inventory at Cleveland and Clarksville, and thermally modifies US hardwoods on US soil. The North America Collection is a real architectural platform, not a placeholder. The strategic question for 2026 isn't whether Lunawood is 'entering' North America. It's whether localization is enough to compete with Thermory's established dealer and distribution network.
Thermory USA has appointed Cristian de Rosa as CEO, promoting from within a sales leader who built the company's Northeast and Great Lakes territory. Co-founder Mark Challinor returns to CFO while retaining a board seat. For the sauna industry, it is another sign that the smart money is flowing toward North America.
Thermory has named Bergman Co., Ltd. of Tokyo as its exclusive distributor for sauna interior materials and exterior architectural wood products in Japan. The deal, signed in Tallinn in November 2025, positions Thermory in one of the world's most culturally significant bathing markets.
Estonian holding company UG Investeeringud acquired a majority stake in Thermory from private equity firm Livonia Partners in a deal that closed in July 2020. The ownership change positions the world's largest thermally modified wood producer for its next growth phase.