Sihtasutus Hea Hoog

What Sihtasutus Hea Hoog does

Sihtasutus Hea Hoog is an Estonian non-profit foundation established in 2010 under parent organization AS Hoolekandeteenused (registry code 90003781), headquartered in Tallinn at Merimetsa tee 1. Its stated purpose is to create work opportunities for people with disabilities (special needs) by operating a network of 12 work centers across Estonia — in Tallinn, Põltsamaa, Türi, Uuemõisa, Tapa, Viljandi, Kuressaare, Rakvere, Ahtme, Sillamäe, Kunda, and Keila — where artisans produce handmade crafts including felted items (sauna hats, Christmas ornaments, felted soaps, hot pads), textile products (rugs, cushions, pillows, bags, aprons, pet beds and toys), children's items (dolls, cuddly bears, sensory activity cubes), wooden goods, paper-woven baskets and jewelry boxes, and accessories tied to the Estonian song and dance festival tradition.

Name

Sihtasutus Hea Hoog

Legal name

SA Hea Hoog

Website

https://heahoog.ee

Company type

Private

Founded year

2010

Operating status

Operating

Short description

SA Hea Hoog is an Estonian non-profit foundation that operates 12 work centers producing handmade crafts — textiles, felting, pet products, and children's items — created by people with disabilities, sold via a WooCommerce store and markets across Estonia.

Ownership category

akta.pro rank

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. E-commerce Product Sales: One-time sale of handmade crafts and textile products through their WooCommerce online store. Products include home textiles, accessories, pet products, children's items, and crafts made by people with disabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sihtasutus Hea Hoog is a non-profit foundation that creates work opportunities for people with disabilities through handicraft production at 12 work centers across Estonia. It manufactures and sells handmade crafts (textiles, felted goods, pet products, children's items, wooden goods, paper-woven accessories) and offers supported work and cleaning services. Products are sold through a WooCommerce online store at heahoog.ee and at physical markets and fairs in Estonia.

Product overview

Sihtasutus Hea Hoog operates an e-commerce platform selling handmade crafts produced by people with disabilities across Estonia. The product portfolio is a diverse catalog of artisanal goods organized into categories including felting (sauna hats, Christmas ornaments, felted soaps, hot pads), textile products (rugs, cushions, pillows, bags, aprons), pet products (beds, toys, mats), children's items (dolls, bears, activity cubes), wooden products (cutting boards), paper-woven items (baskets, jewelry boxes), and song and dance festival accessories. Products are created through work centers across Estonia using recycled materials where possible. The platform is built on WooCommerce and serves as both an e-commerce store and a social enterprise creating employment for people with special needs.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Five partnerships are on record, tiered core.

• Reet AuscoreStrategic or Co-development Partner · 1 April 2020Designer who created product designs specifically for AS-i Hoolekandeteenused new homes as part of the Tekstiil ringlusse project, including potholders, aprons, bags, rugs, and pillows inspired by the organization's logo.
• Uuskasutuskeskus (Re-use Center)coreStrategic or Co-development Partner · 1 April 2020Shared hundreds of collected jeans pairs with Hea Hoog work centers for upcycling into new textile products including rugs, potholders, bags, and pillows.
• Ministry of Environment (Keskkonnaministeerium)coreStrategic or Co-development Partner · 1 April 2020Co-initiated the Tekstiil ringlusse (Textile Recycling) project in collaboration with the European Commission to raise awareness about textile waste in Estonia.
• European Commission (Euroopa Komisjon)coreStrategic or Co-development Partner · 1 April 2020Co-initiated the Tekstiil ringlusse (Textile Recycling) project to highlight textile waste issues in Estonia and promote circular economy solutions.
• AS HoolekandeteenusedcoreOthersParent organization (registry code 90003781) that established Sihtasutus Hea Hoog as a foundation to create work opportunities for people with disabilities.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Etsy: Global online marketplace for handmade and vintage goods. Although vastly larger and not a social enterprise, Etsy is the dominant platform where handmade artisans like Hea Hoog's makers compete for consumer attention.
• West Elm: Large US-based retailer of modern home furnishings including rugs, cushions, and textiles with a Fair Trade Certified program. Comparable to Hea Hoog in the home textile category though at vastly different scale and positioning.
• IKEA: Global home furnishings retailer with strong Nordic/Baltic presence. Comparable to Hea Hoog in selling home textiles, storage baskets, and decorative items to similar Estonian/Nordic consumers, though at mass-market price points.

Direct peers

• The Citizenry: Online retailer of handmade home textiles and accessories from global artisan partners. Comparable to Hea Hoog in selling handmade cushions, rugs, and home goods through direct-to-consumer e-commerce with artisan-of-the-month storytelling.
• Ten Thousand Villages: Fair-trade retailer of handmade crafts from artisans in developing countries. Directly comparable to Hea Hoog as a social-enterprise retailer selling handcrafted home goods, textiles, and gifts with a mission-driven brand.
• NOVICA: Online retailer of handmade artisan goods sourced from global craftspeople, with a social mission. Directly comparable to Hea Hoog in selling handmade textiles, home goods, and accessories through e-commerce with a social-impact story.
• Made Trade: Fair-trade and sustainable online marketplace for handmade apparel, home goods, and accessories. Comparable to Hea Hoog in emphasizing ethical sourcing, sustainable materials, and artisan-made products.

Regional players

• Flying Tiger Copenhagen: Danish variety retailer selling affordable everyday goods, textile products, and gifts across Northern Europe. Comparable to Hea Hoog in targeting price-sensitive consumers with small-ticket home and gift items in the Nordic/Baltic market.
• Søstrene Grene: Danish variety/lifestyle retailer offering affordable home goods, textiles, and crafts across the Nordics. Comparable to Hea Hoog as a regional retailer of affordable handmade-style home goods and accessories.

Others

• AS Hoolekandeteenused: Estonian care-services organization that established Hea Hoog as its employment-focused foundation. Not a market peer but the parent entity providing operational support, shared infrastructure, and the social mission mandate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HeaHoogSA
• Instagraminstagram.com/heahoog
• LinkedInlinkedin.com/company/heahoog

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sihtasutus Hea Hoog