HUUM
HUUM is an Estonian manufacturer of premium electric sauna heaters, wood-burning stoves, and WiFi-enabled UKU sauna controllers, serving high-end residential and commercial wellness/hospitality customers globally through an authorized distributor and dealer network.
- Company typePrivate
- Founded2017
- HeadquartersTallinn, Estonia
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
HUUM firmographics
Firmographics- Name
- HUUM
- Legal name
- HUUM OÜ
- Website
- https://huumsauna.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Short description
- HUUM is an Estonian manufacturer of premium electric sauna heaters, wood-burning stoves, and WiFi-enabled UKU sauna controllers, serving high-end residential and commercial wellness/hospitality customers globally through an authorized distributor and dealer network.
- Ownership category
- akta.pro rank
HUUM industry classification
Industry- Product category
- Sauna Heaters
- NAICS
- Air-Conditioning and Warm Air Heating Equipment and Commercial and Industrial Refrigeration Equipment Manufacturing (333415)
- SIC
- Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)
- akta.pro primary industry
- Building Thermal Controls & Building Management Systems (HVAC BMS) (IMAHAKAK)
- akta.pro secondary industry
- Sauna & Steam Bath Facilities (HSADAKAC)
Keywords
Where HUUM is headquartered
LocationHeadquarters
- HQ city
- Tallinn
- HQ country
- Estonia
- HQ region
- Europe
Offices1 record
Markets served
HUUM business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Electric Sauna Heaters: Premium electric sauna heaters (DROP, HIVE, CLIFF, STEEL, CORE families) sold as one-time purchases through dealers and direct distributors
- Wood-Burning Sauna Stoves: Traditional wood-burning stoves (HIVE Wood, HIVE Flow) sold as premium heating solutions with unique environmental performance characteristics
- Sauna Controllers: UKU control systems (WiFi, Local, Classic, Wood variants) providing smart sauna management capabilities
- Sauna Accessories and Stones: Olivine diabase sauna stones, safety accessories, protective bedding, mounting collars, and lifestyle merchandise
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Electric Sauna Heaters - Premium segment |
| One time/ perpetual license | Pay-as-you-go | Wood-Burning Stoves - Traditional segment |
| One time/ perpetual license | Pay-as-you-go | Sauna Controllers - Smart technology add-on |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
HUUM product offering
Product offeringCore offering
HUUM manufactures and sells premium electric sauna heaters (DROP, HIVE, CLIFF, STEEL, CORE families), wood-burning sauna stoves (HIVE Wood, HIVE Flow), and smart UKU sauna control systems with WiFi-enabled mobile app integration. The company also offers sauna accessories including olivine diabase stones, safety railings, protective bedding, and lifestyle merchandise, distributing globally through an authorized dealer network.
Product overview
HUUM is an Estonian company producing high-quality sauna heaters with a unified portfolio centered on electric and wood-burning sauna heaters, smart control systems, and related accessories. The core product line includes electric sauna heaters (DROP, HIVE, CLIFF, STEEL, and CORE families with Mini variants), wood-burning stoves (HIVE Wood and HIVE Flow families with Mini/LS variants), and the UKU sauna control system (available as WiFi, Local, and three panel finishes). These are complemented by accessories including sauna stones, safety railings, stone cages, protective bedding, floor plates, and mounting collars. Smart functionality is enabled through the UKU controller family, which connects via Wi-Fi to the HUUM mobile app for remote operation. The product ecosystem is supported by digital tools including a heater size calculator and product comparison tool.
Differentiator
Problem solved
Functional benefit
Products and services
- DROP Electric Sauna Heater Award-winning electric sauna heater with large stone capacity for gentle, long-lasting steam featuring clean Nordic design that highlights natural stone beauty. Designed by Mihkel Masso.
- HIVE Electric Sauna Heater Large-capacity electric sauna heater with air tunnel suitable for larger steam rooms. Can be wall-mounted or placed in the center of the sauna.
- HIVE Mini Electric Sauna Heater Compact version of the HIVE electric sauna heater with air tunnel, requiring approximately 150 kg of sauna stones.
- CLIFF Electric Sauna Heater Space-saving electric sauna heater designed for small saunas featuring high-quality aesthetic and compact construction with stone accent display.
- CLIFF Mini Electric Sauna Heater Compact version of the CLIFF electric sauna heater requiring approximately 60 kg of sauna stones.
- STEEL Electric Sauna Heater Electric sauna heater with steel construction requiring approximately 150 kg of sauna stones.
- STEEL Mini Electric Sauna Heater Compact version of the STEEL electric sauna heater requiring approximately 60 kg of sauna stones.
- CORE Electric Sauna Heater Electric sauna heater requiring approximately 40 kg of sauna stones featuring award-winning Nordic design.
- HIVE Flow Wood-Burning Stove Innovative patent-pending wood-burning stove with 75% heat efficiency, holding 150 kg of stones with CO emissions of 346 mg/m³ and particulate matter of 25 mg/m³, meeting strict German BimSchV II standards.
- HIVE Flow Mini Wood-Burning Stove Compact version of HIVE Flow holding 105 kg of stones, suitable for steam rooms 6-14 m³.
- HIVE Wood Wood-Burning Stove Wood-burning sauna stove available in 13 kW (90 kg stones) and 17 kW (135 kg stones) models.
- UKU WiFi Sauna Control System Smart sauna controller enabling remote control via HUUM mobile app with WiFi connectivity, temperature scheduling, and safety features including overheating protection and child lock.
- UKU Local Sauna Control System Sauna control system with local operation, upgradeable to WiFi connectivity through the HUUM mobile app.
- UKU Control Panel CLASSIC Control panel variant with classic design for the UKU sauna control system.
- UKU Control Panel WOOD Control panel variant with wood finish for the UKU sauna control system.
- UKU Control Panel GLASS Control panel variant with glass finish for the UKU sauna control system.
- Olivine Diabase Sauna Stones Round sauna stones in 3-5 cm and 5-10 cm diameters, sold in 15 kg boxes. High thermal capacity stones recommended for HUUM heaters.
- Safety Railing for HIVE Electric Sauna Heater Safety accessory for HIVE electric sauna heaters, recommended for installations where heater is accessible.
- Stone Cage for HIVE Wood Burning Stoves Additional stone cage allowing extra 35-40 kg of stones to be added to HIVE wood-burning stoves.
- Protective Bedding for HIVE Wood Burning Stoves Safety accessory protecting combustible floors and water underfloor heating piping when stove is placed on wood or combustible material.
- Protective Bedding for HIVE Flow LS Wood Burning Stoves Safety accessory for HIVE Flow LS stoves with maximum load capacity of 300 kg.
- Floor Protective Plate Safety-enhancing accessory for heaters placed on combustible floors, measuring 420 mm x 450 mm.
- Mounting Collar for HIVE Flow LS Elegant mounting solution for HIVE Flow LS stoves, available in stainless steel or black heat-resistant coated aluminum.
- HUUM Mobile App Mobile application enabling remote control of UKU-enabled saunas. Features include temperature setting, scheduling, multiple sauna support, and push notifications when sauna is ready. Available on App Store and Google Play.
- HUUM Lifestyle Merch Lifestyle merchandise collection for sauna enthusiasts, combining style, comfort, and practicality.
Quantifiable outcome
- 75% of heat from firewood directly heats the sauna rather than escaping through chimney (HIVE Flow)
- +3 more outcomes
Companies that use HUUM
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
HUUM technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature5 records
HUUM partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor.
- IglucraftminorIglucraft.com provides detailed information on igloo saunas handcrafted in Estonia. Their Aura Keskus installation in Tartu features HUUM HIVE sauna heaters.
- Baltic BoatminorBaltic Boat (balticboat.eu) produces ContiSauna - shipping container transformed into a sauna house featuring HUUM DROP sauna heater.
- Heartwood SaunasminorUK-based Heartwood Saunas offers Vapor Sauna - nature-inspired cabin-style outdoor sauna available with wood-fired or electric HUUM stove, seating 2-4 people.
- Harbor SaunasminorHarbor Saunas - Northeast US outdoor sauna company following traditional Scandinavian sauna standards, integrating HUUM products into their custom builds.
- Bureau Veritas CertificationminorBureau Veritas provides ISO 9001 quality management certification recognizing HUUM's quality management system compliance.
- SGSminorSGS is a global leader in inspection, testing, and certification, ensuring HUUM products meet highest standards of quality, safety, and sustainability.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
HUUM competitors and assessment
Company assessmentBroad incumbents
- Almost Heaven Saunas: Almost Heaven Saunas is a US-based manufacturer and retailer of complete sauna rooms and barrel saunas, primarily serving the residential market. While broader in offering (sauna rooms rather than just heaters), it is a meaningful overlap in the premium residential sauna category where HUUM competes through US distributors.
Emerging players
- Sun Home Saunas: Sun Home Saunas is a US-based direct-to-consumer infrared and traditional sauna brand focused on premium at-home wellness. It is an emerging player with partial overlap in the premium residential sauna category and represents the kind of digitally native, design-forward competitor HUUM may increasingly face in the wellness segment.
Regional players
- Thermory: Thermory is an Estonian manufacturer of thermally modified wood products including sauna benches, panels, and cladding. It is a regional peer with overlapping Baltic manufacturing DNA and serves many of the same premium residential sauna and wellness projects that specify HUUM heaters.
- Saunacore: Saunacore is a North American manufacturer of residential and light-commercial sauna heaters and controls. It is a regional peer providing HUUM's primary cross-comparison in the US market for heater specifications and dealer-supported sales.
Direct peers
- EOS Saunatechnik: EOS is a German manufacturer of premium sauna heaters, controls, and infrared systems serving both residential and commercial customers across Europe. It competes head-to-head with HUUM in the upper-tier electric heater segment and shares HUUM's emphasis on European manufacturing quality and certification.
- Tylö: Tylö is a Swedish heritage sauna and steam brand offering electric sauna heaters, controls, and complete sauna rooms to residential and commercial customers. It directly competes with HUUM in premium electric sauna heaters and shares a similar design-conscious, Scandinavian positioning.
- Sawo: Sawo is a Finnish manufacturer of electric sauna heaters and controls with a broad product range from compact residential units to large commercial installations. It competes with HUUM across price points and shares a similar distributor-led GTM model in Europe, North America, and Asia.
- Harvia: Harvia is the world's largest sauna heater and sauna room manufacturer, headquartered in Finland and listed on Nasdaq Helsinki. It is the dominant incumbent in the same core product category (electric and wood-burning sauna heaters) and competes directly with HUUM across residential and commercial segments, including its Helo and Kastor sub-brands.
- Narvi: Narvi is a Finnish specialty manufacturer of wood-burning sauna stoves known for traditional craftsmanship and high stone capacity designs. It is directly comparable to HUUM's wood-burning HIVE Wood and HIVE Flow lines, particularly for traditional and off-grid residential sauna enthusiasts.
- Kastor: Kastor is a Finnish heritage brand of wood-burning sauna stoves, now part of the Harvia Group, focused on traditional combustion-based heating. It overlaps directly with HUUM's HIVE Wood and HIVE Flow products in the premium wood-burning category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
HUUM social profiles
Digital presenceHUUM compliance and trust
Trust signalCompliance5 records
HUUM financial estimates
Financial estimateRevenue estimate
Valuation estimate
HUUM leadership team
Management profileNumber of profiles
Profiles1 record
HUUM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HUUM 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 HUUM
What does HUUM do?
HUUM manufactures and sells premium electric sauna heaters (DROP, HIVE, CLIFF, STEEL, CORE families), wood-burning sauna stoves (HIVE Wood, HIVE Flow), and smart UKU sauna control systems with WiFi-enabled mobile app integration. The company also offers sauna accessories including olivine diabase stones, safety railings, protective bedding, and lifestyle merchandise, distributing globally through an authorized dealer network.
Is HUUM a public or private company?
HUUM is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HUUM founded?
HUUM was founded in 2017.
Where is HUUM based?
HUUM is headquartered in Tallinn, Estonia, in the Europe region.
How does HUUM make money?
Four revenue lines are on record. Electric Sauna Heaters are the primary driver. The others are wood-Burning Sauna Stoves, sauna Controllers and sauna Accessories and Stones.
Who are HUUM's main competitors?
Almost Heaven Saunas is listed as a broad incumbent. Sun Home Saunas is listed as an emerging player. Regional players are Thermory and Saunacore. Direct peers are EOS Saunatechnik, Tylö, Sawo, Harvia, Narvi and Kastor.
Does HUUM have an API?
No public API is recorded for HUUM.
What industry is HUUM in?
HUUM's product category is Sauna Heaters. Its primary akta.pro industry code is IMAHAKAK, Building Thermal Controls & Building Management Systems (HVAC BMS), with a secondary code of HSADAKAC, Sauna & Steam Bath Facilities. Its NAICS code is 333415 and its SIC code is 3585.