Press release Finn-Savotta Oy: Savotta expands its online store to the United States.
Finn-Savotta Oy, a Finnish manufacturer of military-proven outdoor and load-carrying equipment with over 70 years of history, is expanding its direct-to-consumer online store beyond Europe for the first time. The launch of a dedicated U.S. online store marks a significant milestone in the company's international growth and responds to long-standing and ever-increasing demand from American consumers.
The company is best known for its backpacks, rucksacks, tents, sauna tents, pouches and field equipment.
Order fulfillment and logistics in the United States will be managed by eBrands Global Oy, a Finnish specialist in international e-commerce. The product selection will initially be limited but will be expanded gradually over time.
Until now, Savotta's own online store has only served customers in Finland and across the European Union. In addition, the company's growing international customer base is supported by a wide network of retailers around the world. The new online store will, for the first time, allow Savotta to serve customers in the United States directly, without intermediaries.
"Although the entire 2020s have been a challenging time for many, we have been able to successfully grow Savotta's consumer sales alongside our government projects. We are especially pleased that sales outside Finland reached €4.3 million in 2025. Launching our online store in the United States is the natural next step in Savotta's international, sustainable, and long-term growth story."
Teemu Pohjonen
CEO, Finn-Savotta Oy
Savotta's growth is built on products designed to withstand years of demanding use. The company manufactures all its products in Europe at its own facilities in Karstula, Finland, and Estonia. To meet the ever-growing demand, Savotta also works with carefully selected subcontractors in Finland, Estonia, and Poland when needed. Today, 97% of all materials are sourced from Europe, and all quality control is carried out in Karstula.
At a time when many consumer products are manufactured at the lowest possible cost, often at the expense of longevity, Savotta has chosen a different path. Many Savotta products remain in service for decades and are designed to allow for damaged components to be repaired instead of replacing the entire product. These qualities have earned Savotta a loyal customer base around the world. While much of the outdoor industry focuses on lightweight consumer products and frequent model updates, Savotta designs equipment intended to last for decades in demanding professional use.
Savotta's practical, often humorous marketing videos have helped the company build a substantial international audience. Despite never actively marketing in the U.S., many of the company’s social media platform's largest audiences come from American viewers.
"One of our most popular videos has been viewed 3.4 million times on YouTube. It features Product Manager Stefan Melander, Commercial Director Jenni Valkeinen, and Matti the horse, who has become a fan favorite and is affectionately known by international audiences as the "Tactical Horse"."
"We regularly receive messages from around the world asking why our online store has only been available within the EU. We are pleased to announce that this will now change, at least for customers in the United States.”
Eetu Väinämö
Chief Commercial Officer, Consumer sales, Finn-Savotta Oy
About the Partnership
Under the partnership, eBrands will manage order fulfillment, logistics, and local warehousing for Savotta's U.S. online store. In addition, eBrands acts as the online store's Merchant of Record, meaning it is also responsible for payment processing and local taxation in the United States. The solution enables faster deliveries and more competitive shipping costs for customers, and it allows Savotta to focus on its products without building a heavy administrative operation in a new market.
"Savotta has built something rare: products that people can trust for years and a community of enthusiastic users far beyond Finland. Demand in the United States has existed for a long time, but selling directly to customers across the Atlantic requires much more than simply launching an online store. We manage the entire operational side on Savotta's behalf, enabling the company to serve U.S. customers directly—without intermediaries and without establishing its own organization overseas."
Antti Moilanen
Commercial Director, eBrands"In cross-border e-commerce, the customer experience is often determined by what happens after an order is placed: how quickly the product arrives and how much shipping costs. We stock Savotta products in two U.S. warehouses—one on the East Coast and one on the West Coast—allowing fast deliveries regardless of the customer's location while keeping transportation costs under control. For customers, this means a smooth shopping experience. For Savotta, it provides a simple and efficient way to grow in a new market."
Marko Kangaskolkka
Logistics Manager, eBrands
About Finn-Savotta Oy
- Founded in 1955, Finn-Savotta Oy manufactures durable load-carrying equipment, outdoor gear, tents, and products designed for military, professional, and government use
- Savotta has been working with the Finnish Defence Forces for more than 60 years
- The company's revenue in 2025 was €17.6 million
- Finn-Savotta Oy employs a total of over 200 employees at their facilities in Finland and Estonia
- Finn-Savotta Oy is owned by Savotta Group Oy
For more information, please contact:
info@savotta.fi