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News, 11/30/2017 | Embassy of Finland, Washington

Company Profile: Finland's Leading Kitchen Brand Expands Rapidly to U.S.

Puustelli, a kitchen cabinetry brand in Finland, opened its first U.S. showroom in Minneapolis in July. The company, well-known for its design and sustainability, plans to expand into the top 20 U.S. metropolitan markets by 2030.

Photo credit: Puustelli USA
Puustelli Miinus Collection is known for its design, sustainability and sturdiness.
Puustelli Miinus Collection is known for its design, sustainability and sturdiness.

Puustelli is a leading Scandinavian kitchen and cabinetry brand. Its factory is located in Harjavalta, Finland, about three hours from Helsinki. The factory produces around 10,000 kitchens per year in six markets, including Europe and North America.

Puustelli incorporates a simple, uncluttered Nordic design with traditions going back nearly one hundred years. Puustelli's Miinus kitchen system combines sustainability with elegance and performance. The visionary concept of Miinus is simple: "Doing More with Less – Beautiful on the Outside and Smart on the Inside". The cabinetry line boasts an environment-friendly and recyclable biocomposite frame. It is also very sturdy: Miinus' ceramic counter tops are scratch-resistant, non-porous, and can withstand temperatures reaching up to 1,000 degrees Fahrenheit.

In the manufacturing process, Puustelli does not use harmful compounds or added formaldehyde, which can otherwise impact indoor air quality. Its products are manufactured sustainably, with less environmental impact than its competitors. It is no surprise that Puustelli has been the most popular kitchen brand in Finland for over 30 years.

Alongside its products, Puustelli also brought its Nordic service concept to the U.S. With this concept, the company manages the whole process from designing the kitchen cabinetry to installing it. The full-service Factory Direct concept is widely used in the Northern European market, but is relatively unheard of in the States.

Expanding to the U.S. has been a plan of Puustelli's for a long time. The idea was born when a friend of the current Puustelli USA President, Mikko Juola, bought a house in Minneapolis and wanted to renovate its kitchen. Juola's friend fell in love with Puustelli's design and quality, and ended up ordering a kitchen directly from Finland. That is when the company set their sights on testing out the North American market.

Once the idea was born, the expansion happened rather quickly. Puustelli's kitchens were first presented to the North American market in February of 2016, at the annual Minneapolis Home & Garden Show. The large amount of interest shown towards the Miinus product line led to the quick establishment of Puustelli USA, and the first North American showroom was opened in the summer of 2017 in uptown Minneapolis. The showroom has developed into a local favorite: unlike many other showrooms, the Puustelli USA one is equipped with fully-functioning kitchen appliances, enhancing the space and experience. As an added bonus, in-house cooking demonstrations have become popular showroom events.

Photo credit: Puustelli USA
Puustelli USA showroom in Minneapolis has developed into a local favorite.
Puustelli USA showroom in Minneapolis has developed into a local favorite.

In the U.S., Puustelli offers full service kitchen and cabinetry remodeling and new home solutions for the entire home to homeowners, builders & remodelers, designers & architects, and multi-family developers. In September 2017, Puustelli USA announced its first multifamily rowhome cabinetry contract. All of the project's 114 units will feature Puustelli kitchen and bath cabinetry solutions.

However, for Puustelli, this is only the beginning. The company's growth potential is remarkable: the kitchen cabinetry market in the Twin Cities area alone matches the size of Finland. Puustelli's goal is to have 20 showrooms in the U.S. by 2030, located in the biggest metropolitan cities of the States.

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Updated 11/30/2017

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