The sock industry jackpot - the story of the competition that opened the doors for a small Finnish sock factory to Europe and NATO procurement.
Socks are often underrated accessories, they are "just" socks.
- One evening, as usual, a message rang on the phone. From Denmark. To us. And yes, you had to read it several times before you believed it: "Sukkamestarit has won the Danish army's sock competition", says the factory manager. Jani Tarkki the momentous moment.
It was not a "thank you for your participation" type of message, but a real, official, four-year contract. It's worth between 4 and 10 million euros.
- It was a moment to take a deep breath - and at the same time to realise that this was a major recognition of Finnish expertise, technical product development and commitment to production. It wasn't just about the socks. It was about vision, quality and the courage to showcase our own expertise - long before the actual tender," says Tarkki.
What decided the competition for us?
More than a year of preparation. An in-depth analysis of the Danish Defence Forces' preliminary tender documents. Active commenting in the pre-bid phase - not with a fine-tooth comb, but with rigour and criticism. This communicated to the buyer that we know what we are doing. And it was noticed:
- Already at the tendering stage, the buyer side had expressed the hope that "hopefully they will submit a bid". This was communicated to us when we met with the buyer at the signing ceremony. It was great to hear that we had been able to communicate our expertise throughout the process," says Jani Tarkki.
Success in the tender was not a matter of chance or good luck. The first contact with the Danish procurement organisation was made back in 2022, at the DALO Days event. We knew at the time that the contract period was not over, but a new tender will be launched before long after the end of the current contract period. When the tender was officially published, we were ready. We had the know-how, the product and the understanding of what the user needed in what circumstances. Field testing, documentation and customisation finalised the win.
What are "NATO-compatible" merino wool socks like?
The competition was based on 70% quality and 30% price. Our main product - a technical merino wool sock based on a four-layer construction - was tested under field conditions and received the best possible score in practice: 4.46 out of 5. The overall score after all scoring aspects: a staggering 4.28 out of 5.
The Danish Armed Forces socks combine:
- Technical expertise, Technical expertise in using the properties of different materials in a four-layer construction - bringing the benefits of layering to a single product. When feet stay dry, there are no chafing and blisters / overall foot well-being is maintained.
- Structural solutions that support the conditions. Sock thickness is an essential element to ensure that the product feels comfortable in the footwear worn. Product development has taken this strongly into account with different product types. With the current four products, it is possible to operate from a military party to arctic conditions.
- The structural solutions support the intended use. For example, tensioning at the foot and ankle keeps the product in place, the terry sole softens the feel on the foot, reinforcements at the shin counterbalance the pressure of the maihar stem, seamlessness prevents crevices and abrasions.
- Bonus: Responsibility underpins everything we do.
The recipe for winning a tender?
In our experience, a successful bid is not a fluke, it's:
- 60% preparation and pro-activity
- 30% quality product samples
- 10 % documentation
When product development is part of your daily routine, you don't have to start the moment you launch a tender.
- If the tender is published tomorrow and no preparation has been done, it's a lottery. Our work started months before the actual call for tenders," says Tarkki.
How did this change the everyday life of the Sukkamestarit?
The order is concentrated in the spring season - a period that is usually the most challenging from a production point of view. Now it will be filled with certainty. Merino wool usage almost doubles, and new recruitments were made in production, factory management and, yes, content production.
- This was also an opportunity to build visibility: the media attention surprised everyone, and the story spread internationally - even to the Icelandic mainstream news, Tarkki recalls the day the competition win was announced to the general public.
A reference that opens doors
In defence tenders, quality is increasingly taking precedence over price. This contract gives us the freedom to use the Danish reference and products also in commercial marketing. The products are also open to the NATO procurement system, where any NATO country can make a procurement.
Quality wins. The cheapest is not always the cheapest.
The Danes chose the second most expensive offer. Why? Because they saw long-term savings in quality: less wear and tear, fewer replacement purchases, fewer foot problems. This wasn't just a trade. This was an investment - and a win for us and for them.
An inspiration to others
This was a win for the Finnish textile industry. We received sincere congratulations from our partners and competitors. Competitive tendering can be an arduous process, but if the preparation is right and the product has genuine added value, then it is worth taking a seat at the table.
Because as "one" of the team summed it up:
"This was the jackpot of the sock industry. Seven right. Everything hit."-Jani Tarkki
