Wemel Wood – Redefining Sustainability in the Electronics Industry
Plastic components have long been the default in electronics manufacturing. Wemel Wood is setting out to change that by replacing non-renewable materials with thermally modified wood – a natural and durable alternative that combines sustainability, aesthetics, and functional reliability. The first focus is on switch and socket covers and frames, but the vision extends far beyond that. The product line is gradually expanding, aiming to bring more bio-based solutions to the electronics industry.
Wemel Wood was founded by Karl Haljasmets and Priit Lille. Karl has been an entrepreneur for nearly a decade and is also a co-founder of Haap Consulting. Priit is a certified mechanical engineer with a cum laude master’s degree in production engineering from the Estonian University of Life Sciences. Before founding Wemel Wood, he worked for several years at Acino Estonia as a production engineer and later as a technical manager, leading complex product development and manufacturing process improvement projects.
Wemel Wood is committed to uncompromising quality and environmental responsibility – bringing technology and sustainability together in a meaningful way.
1. What inspired you to start this company?
When I was renovating my countryside home and sauna, it seemed natural to expect that light switches and socket covers could be made of wood. But when I went to buy them, there was only one manufacturer, and their products were so heavily lacquered they looked like plastic, completely losing the natural character of wood. I carried this thought with me for years.
Then one day, Priit, who was looking for a break from corporate life, asked if I had any business ideas. I said, “Actually, I do.” With his strong production background, Priit started prototyping, and we quickly discovered that regular wood wasn’t suitable, because of moisture absorption, it couldn’t maintain stable dimensions. A switch cover, for instance, could fall off in winter when humidity drops.
By chance, we came across thermally modified wood, which behaves much more like plastic in terms of stability, yet remains 100% natural and recyclable. That was our “Eureka!” moment—this material was ideal for small, intricate components while preserving natural beauty and eco-friendliness. That’s when we knew we had something worth building on.
2. How did the incubation program help your company grow?
We gained a lot of valuable contacts. We also brought in some mentors from our sector because one challenge was the lack of hands-on expertise in specific areas like sales. A general sales strategy is useful, but understanding industry-specific best practices is crucial. The program helped us position ourselves clearly as a greentech company.
3. What were the biggest challenges during the program and how did you overcome them?
Our product line has grown significantly, and with that, we’ve faced quite a few technical challenges – although that’s also a good sign, since entering this sector isn’t easy. Another major challenge is pricing and sales. Our products are partially handmade, so competing with plastic products made by the thousands with a single mould is tough. It’s crucial to define your target groups as precisely as possible and identify the specific segments you’re aiming for.
4. What are your plans for the future?
Our broader vision is that by the 2040s, at least half of all light switches and socket covers, and frames will be made from renewable materials. More immediately, we’re focused on growing sales and expanding exports. And to anyone reading this who might have contacts with international resellers – we’d be incredibly grateful to connect.
5. What advice would you give to future incubator participants or young entrepreneurs?
Say yes to everything and actively engage with other incubatees. If the program lacks mentors in the specific field you need help with (as we found with sales), take initiative and bring those mentors into the program yourself.
6. Would you recommend the incubator program to a friend?
Definitely! Tartu’s startup community is vibrant, and the program is a great way to validate whether your business idea is feasible and whether it truly resonates with people. It helps you figure out if it’s something worth taking to the next level.
