Tallinn, Estonia – November 17, 2025 – Thermory AS (Estonia) and Bergman Co., Ltd. (Tokyo, Japan) announced an exclusive partnership to distribute Thermory’s premium thermally modified wood products in Japan. Under the agreement signed in Tallinn, Bergman will become Thermory’s sole distributor of sauna interior materials and exterior architectural wood products in Japan – from premium sauna woods (thermo-aspen, thermo-alder, thermo-magnolia, thermo-radiata pine) to durable exterior cladding (thermo-spruce, thermo-pine, thermo-ash).
Katrin Reinaste-Parve, Group Sales and Marketing Director, Thermory:
“Japan is a strategically important market for Thermory. We admire how Japanese architecture and sauna culture emphasize quality and sustainability – values at the heart of our company. By partnering with Bergman, a respected distributor and sauna expert, we trust our premium wood products will meet Japan’s highest standards. Together, we will bring Thermory’s eco-friendly, high-performance sauna materials and exterior cladding solutions to Japanese customers and contribute to the growth of Japanese sauna culture and the use of durable, high-quality wood in architecture and design.”
The alliance aims to fuel Japan’s rapidly expanding sauna industry and support the country’s growing demand for sustainable, high-quality materials in architecture and design. By leveraging Bergman’s nationwide network and deep engagement with Japanese sauna culture – including collaborations with leading sauna influencers such as TTNE – Thermory’s high-performance, eco-friendly wood will reach architects, builders, designers, and sauna enthusiasts across Japan.
Seiji Kasama, CEO of Bergman Co., Ltd.:
“Thermory’s products embody the quality and sustainability that Japan’s sauna culture demands. Their thermally modified woods are naturally durable and beautifully stable – exactly the kind of materials that align with Japanese values of craftsmanship and harmony with nature. We look forward to introducing Thermory’s versatile sauna and cladding materials, from aspen to magnolia, through our network. With Thermory, we can confidently raise the bar for premium sauna wood in Japan.”
Bergman Co., Ltd. is a Tokyo- and Sapporo-based company specializing in heating, sauna, and spa equipment. Established in 1997, Bergman has more than two decades of experience marketing European sauna and heating brands in Japan.
Under the leadership of CEO Seiji Kasama, Bergman has become a key force in Japan’s sauna market. In 2023, the company launched a joint venture with Finland’s Harvia and opened 50 Harvia “Sauna & Spa” showrooms nationwide.Bergman has extensive experience and a proven track record in localizing European products for the Japanese market, marketing them, and promoting sales. Mr. Kasama – himself a passionate sauna ambassador – emphasizes bringing authentic sauna experiences to Japan, noting: “Our challenge is to build real Finnish sauna into Japanese lifestyle.” Bergman also plays a prominent role in the country’s modern sauna movement through collaborations with TTNE (Totonoeru The New Era), a leading sauna creative collective and influencer group.
Through this partnership, Bergman will introduce Thermory’s full portfolio of sauna and architectural wood products to the Japanese market.
Sauna materials include:
Exterior materials include:
All Thermory products are 100% natural, chemical-free, durable, and sustainably produced. Their qualities align perfectly with Japan’s strong emphasis on natural materials, sustainable wood cladding, and wellness-oriented design – offering architects and builders long-lasting, eco-friendly solutions for saunas, baths, and exterior architecture.
Thermory’s products have been available in Japan on a limited basis for many years through specialized dealers. This new exclusive partnership represents a significant strategic advancement.
Demand is surging: Japanese interest in authentic sauna culture continues to rise. By partnering with Bergman – a trusted sauna materials distributor with deep market knowledge – Thermory is ideally positioned to support this growth.
“Thermory’s high-quality, naturally durable wood products resonate with Japanese values of craftsmanship and nature,” says Seiji Kasama, CEO of Bergman. “We chose Thermory because their versatile thermowood fits perfectly with the performance and sustainability expectations of Japan’s sauna enthusiasts.”
A key cultural advantage for this partnership is Bergman’s collaboration with TTNE (Totonoeru The New Era) – an influential Japanese sauna creative team known for fusing global sauna traditions with Japan’s rich bathing culture.
While TTNE is not a formal partner in the Thermory–Bergman agreement, their strong presence in Japan’s sauna movement amplifies awareness of premium sauna materials. TTNE’s founders have redefined sauna as a lifestyle in Japan and serve as Harvia’s global ambassadors. Their participation in the delegation celebrating the Thermory–Bergman partnership highlighted the shared mission to advance sauna wellness in Japan.
Through Bergman’s ties to TTNE and other sauna platforms, Thermory’s thermally modified woods will be showcased to industry leaders, influencers, and design-focused consumers – positioning Thermory as the premium standard for sauna wood products in Japan.
