Dear Friends,
There are seasons when the ground beneath us shifts a bit - when changes move through the landscape and we’re asked to slow down, listen closely, and respond with care.
Right now, we’re in one of those seasons in the sauna world.
Recent global policy changes and tariffs have caused a surge in costs, especially on imported sauna stoves - an essential part of what many of you rely on to build your wellness spaces.
For example, HUUM and IKI wood-burning sauna stoves are now subject to a 25% import tariff.
We know how frustrating and unexpected this can be. If you’re in the middle of a build, saving toward your dream sauna, or helping someone create a retreat of their own - this may feel like a setback.
We want you to know: we see it. We feel it too. And we’re not passing that burden along to you without pause.
In keeping with our values - and our commitment to fairness - we’re choosing to share that burden with you. Instead of passing the full increase on to our customers, Superior will cover half of it. It’s not the easiest road for us - but it’s the right one. We believe in sharing the weight, not shifting it.
Starting this month, you’ll see a 12.5% surcharge added to any EU wood-burning stove, applied only to the stove (not the rocks or accessories).
If tariffs rise further (to 50% as projected), we may need to adjust this surcharge again. But our promise remains: we will communicate clearly, make decisions thoughtfully, and never compromise the trust we’ve built together.
This moment is a test, and also an invitation. To continue showing up with integrity. To build systems and spaces that support equity and access. And to remember that sauna was always about sharing heat, not hoarding it.
We believe in standing shoulder to shoulder, not top-down. And above all, we believe that sauna: real, healing, joy-filled bathing - should remain accessible to everyone, no matter where you’re starting from.
Behind the scenes, we’re doing deep work with our international partners to build more sustainable pricing models and seek out new solutions. We’re not just thinking about this season, we’re thinking about the long haul: how to keep growing in a way that protects what matters most: our people, our values, and the deep sense of connection sauna brings.
We’re also working on new, more affordable solutions, and we’ll continue offering flexible financing through Affirm, as well as HSA/FSA options for those who are using sauna as a part of their health and healing.
I’ve always believed that how we respond in moments of disruption speaks louder than any campaign or event. That’s why we’re meeting this moment with honesty, creativity, and care. We’ll keep you informed, stay transparent, and walk this road with you.
To every builder, every family, every sauna lover out there… thank you. Thank you for being in this community with us. Thank you for your patience, your passion, and your continued belief in the Superior way.
We’re with you. We’re for you. And we’re here if you need anything at all.
Onward,
David Dragseth
CEO
