Sepad
Sepad (Saaremaa Sepad OÜ) is an Estonian family-owned blacksmith founded in 1997 that hand-forges 300+ iron hardware, fireplace/sauna, decor and souvenir products, selling via its sepad.ee e-commerce store, custom-forging services, wedding appearances, and hardware-chain resellers in Estonia, Finland, Sweden and Germany.
- Company typePrivate
- Founded1997
- HeadquartersSaikla, Estonia
- Headcount—
- GTM typeB2B
- OfferingHardware or Manufacturing
What Sepad does
Sepad (legal entity Saaremaa Sepad OÜ) is an Estonian family-owned blacksmith and metalwork manufacturer established in 1997 and headquartered in Saikla village, Saaremaa. The company produces hand-forged iron and steel items using traditional Estonian blacksmithing techniques, with a catalog of more than 300 SKUs spanning construction hardware (nails, screws, bolts, hinges), curtain pole systems, door handles, fireplace and sauna accessories (e.g., the Kaminakomplekt Maie set), facade decorations (house letters, animal shapes), and souvenirs. Production and order fulfilment are run from the Saikla workshop, supplemented by a retail showroom that is open on weekdays and allows customer pickup without delivery fees.
The business sells through three channels: (i) a direct e-commerce store at sepad.ee supporting Estonian, English and Finnish with DPD courier delivery within Estonia; (ii) wholesale relationships with major Baltic/Nordic hardware chains — Bauhof, Decora, Espak, Bauhaus Estonia, Bauhaus Finland (Vantaa and Espoo), Domus Classica OY in Finland, Nacka Byggnadsvärd AB and Stånga Brädgård AB in Sweden — plus direct exports to Germany; and (iii) services revenue from custom forge work (awnings, gates, railings, fireplace grates and doors, quoted per specification) and a wedding blacksmith service (Pulmasepp) in which a blacksmith attends the wedding for up to two hours, forging horseshoes and the couple's names for EUR 550 plus transport. Pricing on catalogue items runs from EUR 2.90 for small forged nails to EUR 369 for decorative candlestick holders, with EUR 50 / EUR 100 gift cards also offered.
Sepad is a privately held, founder-led business with no disclosed external investors, parent entity, M&A activity or institutional funding. The named team is small — three blacksmiths (Martin Antonov, Mart Ülem, Ahti Võtti), board member Andres Ella, sales manager Aidi Sink, warehouse lead Rafiga Ränk, and dedicated wedding blacksmith Siim Esko — consistent with workshop-scale operations. No patents, regulatory actions, restructuring events, or leadership changes are documented; growth has historically come from catalog expansion, geographic reach into Finland, Sweden and Germany, and adjacent services (custom orders, wedding appearances, Sepaklubi loyalty club) rather than from acquisitions, fundraising, or technology-driven platform plays.
Sepad firmographics
Firmographics- Name
- Sepad
- Legal name
- Saaremaa Sepad OÜ
- Website
- https://sepad.ee
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Short description
- Sepad (Saaremaa Sepad OÜ) is an Estonian family-owned blacksmith founded in 1997 that hand-forges 300+ iron hardware, fireplace/sauna, decor and souvenir products, selling via its sepad.ee e-commerce store, custom-forging services, wedding appearances, and hardware-chain resellers in Estonia, Finland, Sweden and Germany.
- Ownership category
- akta.pro rank
Sepad industry classification
Industry- Product category
- Hand-forged metal products and blacksmithing services
- NAICS
- Iron and Steel Forging (332111), Cutlery and Handtool Manufacturing (3322), Turned Product and Screw, Nut, and Bolt Manufacturing (33272)
- SIC
- Metal Forgings & Stampings (3460), Cutlery, Handtools & General Hardware (3420)
- akta.pro primary industry
- Fasteners, Adhesives & Sealants Retail (Nails, Screws, Glues, Caulks) (CRAIAEAK)
- akta.pro secondary industry
- Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools) (CRALACAC)
Keywords
Where Sepad is headquartered
LocationHeadquarters
- HQ city
- Saikla
- HQ country
- Estonia
- HQ region
- Europe
Offices2 records
Markets served
Sepad business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product Sales (E-commerce): Direct-to-consumer and B2B sales of forged metal products through company e-commerce store (sepad.ee). Products include construction hardware, interior decor, fireplace accessories, sauna accessories, and souvenirs. One-time purchase model for physical goods.
- Custom/Special Orders: Bespoke forging services where customers provide specifications (dimensions, drawings, photos) for custom metal products including awnings, gates, railings, fireplace grates, and doors.
- Wedding Blacksmith Service: Blacksmith attendance at weddings for up to two hours, forging horseshoes and allowing couples to forge their names. Price: 550 EUR + transport.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing - individual forged metal items |
| Unit Pricing | Pay-as-you-go | Wedding blacksmith service |
| Other | Pay-as-you-go | Custom/special orders |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Sepad product offering
Product offeringCore offering
Saaremaa Sepad OÜ manufactures and sells hand-forged iron and steel products through an e-commerce store and a network of resellers. The catalog includes construction hardware (nails, screws, bolts, hinges, hasps), curtain pole systems, door handles, fireplace and sauna accessories, facade decorations, interior items, and souvenirs. The company also offers custom forge work (awnings, gates, railings, fireplace grates/doors) and a wedding blacksmith demonstration service.
Product overview
Sepad (Saaremaa Sepad OÜ) is a family-owned blacksmith company established in 1997 in Saikla village, Saaremaa, Estonia, specializing in hand-forged metal products. The company operates an e-commerce platform (sepad.ee) offering over 300 hand-forged iron/metal products, primarily focused on construction supplies and interior furnishing goods. The product portfolio includes: forged construction hardware (nails, screws, bolts, hinges in various sizes), curtain poles and accessories (rods, carriers, decorative end pieces in multiple styles), door hardware (handles in small/medium/large sizes), fireplace and sauna accessories (fireplace sets like Maie and Viktoria, tools, grates), facade decorations (house letters, animal figures, hasps), interior items (coat racks, candle holders, wall decorations), and souvenirs (keys, horoscope signs). The company also offers custom forge work services for special orders (awnings, gates, railings, fireplace components) and wedding blacksmith services. Products are sold directly through their e-shop with DPD delivery throughout Estonia (up to 3 business days) and are exported to Finland, Sweden, and Germany. The company also maintains a network of resellers across Estonia including Bauhof, Decora, Espak, Bauhaus, and other hardware stores.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom forge work (Eritellimused) Bespoke forging service where the company creates iron products based on customer specifications, drawings, or photos. Typical items include awnings, gates, railings, fireplace grates, fireplace doors, and other custom ironwork. Quote-based pricing; company can perform measurements and propose solutions.
- Pulmasepp — Wedding Blacksmith Service Wedding blacksmith service where a blacksmith attends weddings for up to two hours, performs forging demonstrations, and forges lucky horseshoes. The couple can forge their names into iron. Priced at 550 EUR + transport.
- Sepanael 6 cm — Forged Nail Hand-forged nail approximately 6 cm in length, uncoated/unfinished, used for construction and woodworking. Priced 2.90 EUR.
- Sepanael 9 cm — Forged Nail Hand-forged nail approximately 9 cm in length, uncoated/unfinished, used for construction and woodworking. Priced 2.90 EUR.
- Door handle big Large forged door handle, length 25 cm, height 6 cm, galvanized and powder painted black.
- Door handle medium Medium-sized forged door handle, length 20 cm, height 5.5 cm, galvanized and powder painted black.
- Door handle small Small forged door handle, length 16 cm, height 4 cm, galvanized and powder painted black.
- House letters (A, B, C, etc.) Galvanized and powder painted black house number letters (A, B, C, etc.), height 20.5 cm, width 15 cm — facade decoration and house numbering elements.
- Curtain rod carriers / brackets (150 mm, 200 mm, 250 mm) Forged curtain rod carriers/brackets in 150 mm, 200 mm, and 250 mm sizes, powder varnished finish. Used with Saaremaa Sepad curtain poles and accessories.
- Kaminakomplekt Maie — Fireplace set Hand-forged fireplace tool set approximately 68 cm in height, with 20x20 cm base plate, 56 cm tools, powder painted finish. Includes sauna and fireplace accessories.
- Hasps 25 cm Forged hasp for padlocks, length 25 cm, width 3.5 cm, blackened finish. Note: blackening does not provide long-term corrosion protection.
- Peg "kild" Small forged wall peg/hook, height 6 cm, width 2.3 cm, blackened finish.
- Bow well piece lower (for bucket) Lower bow piece for well/bucket attachment, length 50 cm, blackened finish.
- Bow well piece on top Upper bow piece for well attachment, length 75 cm, blackened finish.
- Coat rack small fish Small fish-shaped wall coat rack, length 23 cm, height 7 cm, 3 cm projection from wall, powder galvanized finish.
- Candlestick holder for castle Large decorative candlestick holder, 30 cm from wall, length 22 cm, waxed finish.
- Souvenir key Decorative forged souvenir key, length 40 cm, waxed finish. Sold as a gift/souvenir item.
- Facade dog decoration (white and black with fastening loop variants) Dog-shaped facade decoration elements in white and black-with-fastening-loop variants. Galvanized and powder painted. Sizes 16x16 cm (white) and 20x20 cm (black with leash loop).
- Kinkekaart — Gift cards (50 EUR and 100 EUR) Gift cards redeemable in the Sepad e-shop, available in 50 EUR and 100 EUR denominations.
- Curtain rod carrier Curtain rod support/carrier designed for Saaremaa Sepad curtain poles, waxed finish, prevents rod rotation with pressed mounting positions.
Companies that use Sepad
Customer profileSegments2 records
Ideal customer profiles2 records
Sepad technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature1 record
Sepad partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, minor and major.
- DPD EstoniacoreCourier delivery service for shipping products to customers across Estonia. Orders delivered within 3 workdays.
- Maksekeskus AScorePayment processing partner for e-commerce transactions. Handles secure payment processing for online purchases.
- SwedbankminorBanking partner. IBAN: EE902200001120249148, SWIFT: HABA EE2X
- BauhofmajorMajor hardware store chain with multiple locations across Estonia (Tallinn, Tartu, Pärnu, Haapsalu, Jõhvi, Keila, Kuressaare, Põlva, Rakvere, Valga, Viljandi, Võru) - major distribution channel for Sepad products
- DecoramajorHardware and building supply retailer with locations in Jõgeva, Pärnu, Tartu, Viljandi, Võru
- EspakmajorBuilding materials distributor with locations in Paide, Pärnu, Tallinn
- Bauhaus EstoniamajorDIY and building materials retailer with locations in Tallinn (Tähesaju tee, Kaeravälja)
- InterCom GroupminorReseller partner with locations in Tallinn (Järve keskus)
- Bauhaus Co&Ky (Finland)majorFinnish hardware and building retailer in Vantaa and Espoo - key channel for Finnish market
- Domus Classica OY (Finland)minorFinnish retailer in Pekola
- Nacka Byggnadsvärd AB (Sweden)minorSwedish reseller in Saltsjö-Boo for Swedish market distribution
- Stänga Stänga Brädgärd AB (Sweden)minorSwedish reseller in Stänga
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Sepad competitors and assessment
Company assessmentDirect peers
- Real Flame Group: Estonian-based manufacturer and retailer of fireplaces, fireplace accessories and sauna products. Directly comparable as a Baltic handcrafted heating/sauna supplier selling through hardware chains and own showrooms, overlapping Sepad's fireplace and sauna accessory SKUs.
- Burgon & Ball: Sheffield, UK maker of heritage metal gardening and crafting tools, distributed through garden centers and hardware retailers. Comparable business model: traditional metalcraft, broad SKU range, multi-channel distribution in UK/EU retail.
- Sneeboer & Zn: Dutch family firm making hand-forged stainless steel garden tools since 1913. Direct peer in the niche of premium hand-forged implements sold through specialty garden and hardware channels across Europe.
Broad incumbents
- Spear & Jackson: Long-established UK manufacturer of hand tools, hardware and construction accessories sold through mass retail channels. Overlaps with Sepad's nails, fasteners and construction hardware categories, but operates at significantly larger scale and broader portfolio.
- Fiskars Group: Finnish-founded global conglomerate producing metal-based tools, hardware and outdoor products, with major retail distribution across the Nordics. Comparable in materials and end markets (Nordic hardware retailers, household goods), but vastly broader product portfolio and brand scale.
Regional players
- Tinsmith Heritage Tools: UK-based small artisan producing handcrafted tin and metal heritage giftware and tools. Comparable as a UK/regional artisan metalwork business selling decorative and functional goods to consumers. Different geography but similar scale and craft model.
Emerging players
- Robert Welch Designs: UK designer and manufacturer of stainless steel and silver-plated homeware and gift products. Comparable in producing premium metal home and giftware, distributed through curated retailers, overlapping Sepad's interior and souvenir SKUs.
- Sophie Conran for Burgon & Ball / Burgon (gift tools): Designer metal gift and homeware lines from Burgon & Ball. Adjacent comparable for Sepad's candle holders, candleholders and decorative giftware SKUs sold through curated and gift channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Sepad social profiles
Digital presenceSepad financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sepad leadership team
Management profileNumber of profiles
Profiles7 records
Sepad funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sepad M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sepad
What does Sepad do?
Saaremaa Sepad OÜ manufactures and sells hand-forged iron and steel products through an e-commerce store and a network of resellers. The catalog includes construction hardware (nails, screws, bolts, hinges, hasps), curtain pole systems, door handles, fireplace and sauna accessories, facade decorations, interior items, and souvenirs. The company also offers custom forge work (awnings, gates, railings, fireplace grates/doors) and a wedding blacksmith demonstration service.
Is Sepad a public or private company?
Sepad is a private company. It is classified as family owned and is currently operating.
When was Sepad founded?
Sepad was founded in 1997.
Where is Sepad based?
Sepad is headquartered in Saikla, Estonia, in the Europe region.
How does Sepad make money?
Three revenue lines are on record. Product Sales (E-commerce) is the primary driver. The others are custom/Special Orders and wedding Blacksmith Service.
Who are Sepad's main competitors?
Direct peers on record are Real Flame Group, Burgon & Ball and Sneeboer & Zn. Broad incumbents are Spear & Jackson and Fiskars Group. Tinsmith Heritage Tools is listed as a regional player. Emerging players are Robert Welch Designs and Sophie Conran for Burgon & Ball / Burgon (gift tools).
Does Sepad have an API?
No public API is recorded for Sepad.
What industry is Sepad in?
Sepad's product category is Hand-forged metal products and blacksmithing services. Its primary akta.pro industry code is CRAIAEAK, Fasteners, Adhesives & Sealants Retail (Nails, Screws, Glues, Caulks), with a secondary code of CRALACAC, Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools). Its NAICS code is 332111 and its SIC code is 3460.