Brand ID, based in Pori, Finland, is launching the production of industrial labeling products and boat decking products in the United States.

15.06.2023

Brand ID, known as a manufacturer of marketing materials and industrial product labeling, has also established a growing business area in boat decking products. Brand ID operates in Finland in Pori, Helsinki, Hyvinkää, Jyväskylä, and Pirkkala. In 2022, the company’s turnover was approximately 30 million euros, and it employs 170 people in Finland.

“We manufacture boat decking products under the Smartdeck brand. Demand for these products is continuously growing, and we have a strong market position in Europe. The USA is the world’s largest boat market, so establishing a production facility there is a logical next step for growth. Our expertise is highly valued worldwide,” says Juha Heljakka, CEO and principal owner of Brand ID.

“Our lightweight synthetic and non-slip decking replaces teak and other tropical woods traditionally used for boat decks. Our new solution is durable, exceptionally comfortable and safe in use, and fully recyclable,” says Juha Heljakka.

Order backlog secured through an industrial customer.

Brand ID is entering the U.S. market alongside a major industrial customer, but we also have existing clients there, to whom we have been delivering products for several years. Now, we’re taking the next step.

“We will be manufacturing a wide range of highly refined products at our new facility, bringing essential competitiveness and expertise from Finland,” says Juha Heljakka.

The perception of the U.S. market as harsh and unforgiving has completely changed.

“We received valuable support and guidance during the establishment phase from Business Finland’s New York office and the Economic Development Partnership of North Carolina. Their customer-centric approach helped us find the best partners for all our needs,” Heljakka acknowledges.

A Finnish team will start the production and train the local workforce.

A subsidiary, Brand ID & Smartdeck USA Inc., has been established to support the operations. The key objective is to replicate our expertise and competitiveness at the new location. That’s why we are investing in our team’s ability to train and recruit local talent for the new facility.

“About ten Brand ID employees will be relocating to North Carolina on assignment to ensure that our top expertise is transferred and successfully conquers the U.S. market. Our goal is to fully transition the production facility to local management within two years. Following the Kaizen model we use, we can then entrust the organized production and operations to locally recruited leadership and employees,” explains Sini Nurmi, Business Unit Manager responsible for launching the North Carolina unit.

Brand ID in Brief

Brand ID manufactures and delivers industrial labeling products, in-store and corporate visual identity solutions, digital retail solutions, display stands, and packaging to enhance brand visibility. Additionally, the company produces innovative Smartdeck™ boat decking products.

The Brand ID Group has an annual turnover of approximately 30 million euros and employs 170 people across its locations in Pori, Helsinki, Hyvinkää, Jyväskylä, and Pirkkala in Finland.

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