Saunazilla, the Finnish lifestyle brand that translates sauna culture into apparel and home goods, today announces that it has opened its doors to an international audience and is initiating an expansion into global markets. The move is backed by a focused product assortment, sustainability commitments and a logistics model designed for cross-border retail.
Saunazilla offers a compact range of products rooted in Finnish sauna tradition. Core items include sauna-themed T-shirts and hoodies, mugs, canvas prints and practical accessories that draw on sauna rituals and Finnish motifs. The product mix is designed to carry cultural meaning while remaining usable in everyday life.
Design and brand voice come from creators who live the tradition. Saunazilla’s collections reference Finnish concepts such as sisu, urban and natural landscapes, and sauna rituals like löyly. These elements are used to build authentic storytelling and to avoid superficial pastiche.
Sustainability is central to the launch strategy. Saunazilla sources eco-friendly materials, including organic cotton and fair trade suppliers, and manages inventory to reduce waste. The brand also operates regional supply hubs to shorten transit times and reduce shipping emissions for customers in North America, the EU, the UK, Canada and Australia.
To support the international rollout Saunazilla will pair product launches with cultural content. The brand’s blog and YouTube channel provide context on sauna etiquette, human-interest stories and the cultural meaning behind specific products. Multilingual content will accompany selected launches to broaden accessibility.
“*As we open Saunazilla to the world we aim to export more than goods,”*said Saunazilla’s CMO, Mikael Niemi. “We are sharing a living cultural practice embodied in simple, well-made items. Our goal is to offer authenticity, sustainability and local availability to international customers.”
The initial expansion will focus on markets with established demand for Nordic lifestyle products and repeat e-commerce customers. Saunazilla will roll out regional collections, seasonal drops and targeted marketing that emphasizes cultural storytelling and product utility.
Key points
Product focus: sauna-centric apparel and home items designed from lived experience.
Sustainability: organic materials, fair trade sourcing and reduced inventory.
Logistics: regional supply hubs for faster delivery and lower emissions.
Content: blog and video series to explain cultural context and increase product value.
About Saunazilla Saunazilla is a trusted Finnish authority brand that transforms sauna tradition into wearable and usable design. The company emphasizes authenticity, cultural storytelling and sustainable production to make Finnish sauna culture accessible to international customers.
Media enquiries For press materials and interview requests contact Saunazilla’s press office via the brand website.