{"id":1162,"date":"2022-06-22T14:42:05","date_gmt":"2022-06-22T11:42:05","guid":{"rendered":"https:\/\/wp-sgn.paas.datacenter.fi\/sgn-group\/"},"modified":"2026-02-06T11:54:59","modified_gmt":"2026-02-06T09:54:59","slug":"sgn-group","status":"publish","type":"page","link":"https:\/\/www.sgn.fi\/en\/sgn-group\/","title":{"rendered":"SGN Group"},"content":{"rendered":"

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SGN Group<\/strong><\/h1>\n

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SGN GROUP TODAY<\/h2>\n

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The SGN Group is a Finnish family-owned conglomerate operating in five different industries:
consumer trade, agricultural and horticultural trade, leisure equipment, snow, icemaking and technical equipment and services trade as well as sports trade. Depending on the industry, we operate in several different business models. In some cases, we sell directly to end users, whether they are consumers or entrepreneurs, and in others we act as a reliable partner for our network of entrepreneur-driven resellers and partners.<\/p>\n

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An efficient and competent group supports business
<\/strong>The Group’s objective is to create the best possible growth platform for its staff and the businesses it owns. The Group provides selected services in a high-quality and efficient manner, including financial administration, human resources, information management, logistics, marketing and communications services and the Group\u2019s development functions, enabling the businesses to fully focus on customer relationship management and commercial business development.
<\/strong><\/p>\n

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We are looking for new business opportunities
<\/strong>We have created an environment within the Group that helps both employees as well as old and new businesses reach their full potential. With this recipe, SGN Group has managed to create numerous Finnish business success stories. We want to stay at the heart of entrepreneurship in the future and provide new businesses with a growth platform and the opportunity to develop their business towards international success.
<\/strong><\/p>\n

We are actively seeking business opportunities throughout our market area and are interested <\/strong>in hearing new ideas and collaboration opportunities for both acquisitions and other collaborations <\/strong>about.<\/strong><\/p>\n

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RESPONSIBILITY<\/h2>\n

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Responsible business practices have been a cornerstone of SGN Group’s operations from the very beginning. Our founder Sven G. Nieminen\u2019s value-driven principles \u2014 customer focus, continuity, and employee appreciation \u2014 have guided us in making sustainable choices for decades. They continue to form the foundation of our corporate culture and guide our operations.<\/p>\n

Responsibility is an essential part of our strategy and daily operations across all our subsidiaries. We promote it with clear intent \u2014 not only as a reflection of our values but also through concrete, measurable actions. We continuously strive to reduce our environmental impact, improve our social responsibility, and strengthen good governance.\u00a0<\/p>\n

This report has been prepared in accordance with the VSME model (Environmental, Social, and Governance responsibility). It summarizes our key initiatives and achievements in the field of sustainability. The report supports the transparency of our sustainability work and helps us track our progress.\u00a0<\/p>\n

In preparing the report, we also listened to our stakeholders \u2014 employees, customers, retailers, suppliers, authorities, financial institutions, and insurance providers. In total, we received valuable feedback from 115 individuals. These perspectives help ensure that our sustainability efforts meet expectations and deliver value to all our stakeholders.<\/p>\n

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CODE OF ETHICS<\/h2>\n

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The SGN Group’s Code of Ethics guides our daily business operations in all the countries where we operate. These ethical principles reflect the values of SGN Group, as well as generally accepted standards of conduct and guidelines. The principles apply to all employees of the SGN Group and its subsidiaries, the Board of Directors of SGN Group, as well as the companies\u2019 suppliers and other partners.<\/p>\n

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MARKETING AREAS<\/h2>\n

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KEY FIGURES<\/h2>\n

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MANAGEMENT AND BOARD<\/h2>\n

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MANAGEMENT GROUP<\/h2>\n

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\"\"<\/p>\n

Jussi Ojanen<\/h3>\n

SGN Group Oy
CEO <\/span><\/p>\n

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\"\"<\/p>\n

Panu Alhava<\/h3>\n

SGN Sportia Oy
Sumeko Oy
CEO<\/p>\n

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\"\"<\/p>\n

Liisa Id\u00e4np\u00e4\u00e4n-Heikkil\u00e4<\/h3>\n

Metsola Lifestyle Oy
CEO<\/p>\n

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\"\"<\/p>\n

Manu Laari<\/h3>\n

Kessu Oy
CEO<\/p>\n

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\"\"<\/p>\n

Matias Schalien<\/strong><\/h3>\n

Agritek Oy
CEO<\/p>\n

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\"\"<\/p>\n

Mikko Koski<\/h3>\n

S.G.Nieminen Oy
Salesmanager<\/p>\n

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\"\"<\/p>\n

Tuire Rasehorn<\/h3>\n

SGN Group Oy
HR Manager<\/p>\n

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\"\"<\/p>\n

Stefan Repo<\/h3>\n

SGN Group Oy
CFO<\/p>\n

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\"\"<\/p>\n

Jan Silander<\/h3>\n

SGN Group Oy
CIO<\/p>\n

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\"\"<\/p>\n

Mika Virtanen<\/h3>\n

SGN Group Oy
Group Development Director<\/p>\n

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BOARD OF DIRECTORS<\/h2>\n

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\"\"<\/p>\n

Mika Sutinen<\/h3>\n

Chairman of the Board of Directors<\/strong>
<\/u><\/u>Board Professional
<\/strong><\/p>\n

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Mika Sutinen is a Finnish entrepreneur and long-term CEO who has been awarded for his creativity and excellent leadership. After a successful CEO career, Mika is currently working as an Industrial Partner for private equity investor Vaaka Partners and as a Chairman or Member of the Board in eleven different companies.Luhta, Reaktor, Framery, Ellun Kanat, SGN Group etc.)<\/i>. Most recently, Mika served as CEO of Musti ja Mirri from 2010 to 2017, when Musti ja Mirri was practically completely rebuilt. As a result, the chain grew tenfold in size, becoming the most international retail chain with the best customer service in Finland.<\/span><\/p>\n

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\"\"<\/p>\n

Sam Nieminen<\/h3>\n

Board Member<\/strong>
<\/u><\/u>Owner, SGN Group<\/strong><\/p>\n

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Sam G. Nieminen has run the company founded by his father Sven G. Nieminen for 40 years (1980\u20132020). Sam G. Nieminen has made SGN Group the company it is today. He has expanded the business into various industries and made SGN Group an international conglomerate. Sam has created SGN Group\u2019s strong family-oriented and entrepreneurial values, which are strongly reflected in the company\u2019s operations. Sam holds several positions of trust in trade, foundation, fund and sports associations.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,3_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”||||||||” text_text_color=”#000000″ header_font=”|700|||||||” header_3_font=”|700|||||||” header_3_text_color=”#000000″ custom_padding=”||12px|||” global_colors_info=”{}”]<\/p>\n

\"\"<\/p>\n

Ilkka Brander<\/h3>\n

Board member<\/strong>
CEO, Saarioinen Oy (from 1.1.24)<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”3_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.17.4″ _module_preset=”default” text_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n

Ilkka Brander has been working as CEO of SGN Group in 2021-2023. Before joining SGN Group, he has been working in different executive positions in Solteq Oyj and S Group. Ilkka is highly experienced and charismatic leader with strong practical understanding in commercial value chains and digital driven businesses. He is a person with great leadership and influencer skills with lots of positive energy. Ilkka is also good at building new strategies, but even better to driving them to target.\u00a0<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,3_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”||||||||” text_text_color=”#000000″ header_font=”|700|||||||” header_3_font=”|700|||||||” header_3_text_color=”#000000″ locked=”off” global_colors_info=”{}”]<\/p>\n

\"\"<\/p>\n

Lauri Toivonen<\/h3>\n

Board Member<\/strong>
<\/u><\/u>Head of Marketing, SOK<\/strong><\/p>\n

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Lauri Toivonen is a very experienced and recognised service business developer. Strategic change management in the digitalisation of retail trade is Lauri\u2019s core competence. He has experience in both business planning for start-ups and business development in listed companies.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,3_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”||||||||” text_text_color=”#000000″ header_font=”|700|||||||” header_3_font=”|700|||||||” header_3_text_color=”#000000″ locked=”off” global_colors_info=”{}”]<\/p>\n

\"\"<\/p>\n

Mikaela Nieminen<\/h3>\n

Board Member<\/strong>
<\/u><\/u>HR Business Partner, Efima Oy<\/span><\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”3_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.17.4″ _module_preset=”default” text_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n

Mikaela Nieminen has followed the daily life of the family company since childhood and has worked on the Board of SGN Group since 2011. Mikaela has an international double degree in business administration. Mikaela has almost ten years of experience as an HR professional and excellent expertise in company culture and staff development.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.17.4″ _module_preset=”default” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”history” _builder_version=”4.17.4″ _module_preset=”default” header_2_text_color=”#000000″ header_2_font_size=”36px” global_colors_info=”{}”]<\/p>\n

SGN GROUP\u00b4S STORY<\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.17.4″ _module_preset=”default” text_text_color=”#000000″ header_2_font_size=”36px” global_colors_info=”{}”]<\/p>\n

SGN\u2019s story began in 1933, when Sven G. Nieminen, the son of a merchant family, founded S. G. Nieminen, an import and wholesale business in the seed sector, although Sven had no previous experience in the seed trade, let alone agriculture. During the war, Sven G. Nieminen served as a Finnish seed trade agent assigned by the Ministry of Supply; in practice his company assumed responsibility for the supply of agricultural seeds throughout Finland.<\/p>\n

During the reconstruction period, the business also expanded to other import trade: grain processing machinery in the 1950s followed by gardening machinery and leisure equipment in the 1960s. In the 1970s the product range expanded further, including industrial equipment and components (SGN Tekniikka Oy).<\/p>\n

SGN Group\u2019s current role as a developer and supporter of entrepreneurship dates back to the 1980s, when an entrepreneur-based sales network for the import of agricultural machinery was created under the leadership of Sam Nieminen (Agritek Oy). Today, the majority of our ever-developing businesses rely on entrepreneur-driven operations with more than 500 partners in Finland, Sweden and Russia.<\/p>\n

Over the past twenty years, the Group\u2019s operations have become strongly internationalised and expanded into new industries. In 2003, SGN Group established a subsidiary in Russia, OOO Sumeko, which has since expanded to the Baltics, Kazakhstan and Belarus. When Sportia Finland and the Swedish Team Sportia and Sportringen joined the Group, they created a new, significant entrepreneur-driven Nordic sports operator.<\/p>\n

With the acquisition of Kessu Oy, the world\u2019s leading slope and trail machines and snowmaking systems joined the Group. The expansion into consumer products took place when the well-known brand Anno in the interior design industry was acquired by SGN Group and the Group became a co-owner of the children\u2019s clothing brand Metsola.<\/p>\n

Throughout our nearly 90-year history, our operations have been based on ensuring continuity from one generation to the next, valuing and caring for our staff, and providing enjoyable and meaningful work.<\/p>\n

[\/et_pb_text][et_pb_text module_id=”history” _builder_version=”4.17.4″ _module_preset=”default” header_2_text_color=”#000000″ header_2_font_size=”36px” global_colors_info=”{}”]<\/p>\n

STORY VIDEO 1933-2018<\/h2>\n

[\/et_pb_text][et_pb_video src=”https:\/\/www.sgn.fi\/wp-content\/uploads\/2025\/09\/SGN-esittely-video-ENG-V2-tekstitys_1-web.mp4″ image_src=”https:\/\/www.sgn.fi\/wp-content\/uploads\/2025\/09\/video-cover-green.jpg” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_video][et_pb_image src=”https:\/\/www.sgn.fi\/wp-content\/uploads\/2022\/07\/aikajana_ENG1.png” alt=”timelapse” title_text=”aikajana_ENG1″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

SGN GroupSGN GROUP TODAYThe SGN Group is a Finnish family-owned conglomerate operating in five different industries:consumer trade, agricultural and horticultural trade, leisure equipment, snow, icemaking and technical equipment and services trade as well as sports trade. Depending on the industry, we operate in several different business models. In some cases, we sell directly to end users, whether they are consumers or entrepreneurs, and in others we act as a reliable partner for our network of entrepreneur-driven resellers and partners.An efficient and competent group supports businessThe Group’s objective is to create the best possible growth platform for its staff and the businesses it owns. The Group provides selected services in a high-quality and efficient manner, including financial administration, human resources, information management, logistics, marketing and communications services and the Group\u2019s development functions, enabling the businesses to fully focus on customer relationship management and commercial business development.We are looking for new business opportunitiesWe have created an environment within the Group that helps both employees as well as old and new businesses reach their full potential. With this recipe, SGN Group has managed to create numerous Finnish business success stories. We want to stay at the heart of entrepreneurship in the future and […]<\/p>\n","protected":false},"author":3,"featured_media":1488,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-1162","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nSGN Group - SGN Group<\/title>\n<meta name=\"description\" content=\"SGN Group is a Finnish family-owned conglomerate that operates in five different industries. 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