Sukkamestarit has made a deliberate strategic shift from volume-driven bulk production toward technically advanced premium products. This has required not only investments of around one million euros, but also long-term work to clarify the brand image.
From Ylöjärvi to international markets
The change from being a pure supermarket supplier to becoming a partner for specialty retail and department store chains has required a complete renewal of the product portfolio. Sukkamestarit has focused its expertise on high-quality merino wool socks and technical solutions that mass producers are unable to utilize.
- This has not merely been a material change from cotton to merino wool, but a comprehensive strategic turnaround. We have built a brand that communicates Finnish quality, durability, and responsibility. This has opened the doors to the selections of the most demanding international retailers and made it possible for the share of exports to rise from zero to 50 percent in just eight years, explains CEO Jussi Koskinen.
At the heart of product development, alongside patterned merino wool socks, has been Multilayer developed by Sukkamestarit, which makes the sock breathable and durable even in the most demanding conditions. Proof of this includes, among other things, the Danish Defence Forces' massive order of 750,000 pairs of socks, of which more than 220,000 pairs had already been delivered in 2025.
A bold opening to China
Early 2026 marked a historic milestone for the company when Sukkamestarit participated with its own stand at China’s major outdoor trade fair. The opening to the Chinese market is a direct continuation of strengthening the brand. In Asia, Nordic Premium is highly valued currency: Finnish origin and technical expertise, as well as exceptional openness in matters of responsibility.
- We have shown that Finnish industrial work is highly competitive when combined with technology and a clear strategy. One’s own strengths must be recognized. Our investments in modern machinery are not merely equipment purchases, but a strategic leap that ensures our access from Finland to global markets. We do not compete on price, but on responsibility, innovative products, and durability, says Koskinen.
The Sukkamestarit factory in the Teivo business park now represents the most modern sock technology in Europe.
Growth and employment against the current
At the same time as the general industrial market situation has been challenging, Sukkamestarit has been swimming against the current. A successful brand renewal and increased demand brought six new employees to the factory during 2025. The 30-year-old company is entering its anniversary year in a strong financial position, combining three decades of experience with the dynamics of a modern brand house.
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Further information:
Jussi Koskinen, CEO
tel. 050 5827 230
jussi.koskinen@sukkamestarit.fi
Product images, logos and illustrations:
Sukkamestarit in brief:
- Leading sock manufacturer in Finland
- Factory and headquarters in Ylöjärvi
- Company founded in 1996
- 40 employees
- Revenue in 2025: EUR 6.1 million
- Operating profit EUR 377,000
- Production target for 2026: 1.8 million pairs
- Exports accounted for 50% of revenue in 2025
- Three own product brands: Sukkamestarit, UphillSport and TOEZZ Hockey
- The only sock factory in Europe to have been granted the NATIVA certificate
