This article contains content that is written like an advertisement. (April 2021)
|Founder||Samu Hällfors and Vesa-Matti Marjamäki|
|Globally, in 70 countries|
|Samu Hällfors, CEO|
|Products||soundproof phone booths, working spaces and pods|
|105 million euros (2019) |
|12,9 million euros (2018)|
|Owner||Vaaka Partners (main owner), management and private investors (2020)|
Number of employees
|Subsidiaries||Subsidiary in the US|
Framery Oy is a Finnish company, established in 2010 in Tampere, that manufactures furniture, soundproof phonebooths, work spaces and pods for offices, airports, and other business and public environments. It was the first company to commercialize phonebooths and sell them internationally. In 2020 its global market share was around 30%.
Early stages 2010–2013
In 2010 Samu Hällfors and Vesa-Matti Marjamäki were technology students working at a software company in Tampere. Their manager, Ilkka Kaikuvuo, was talking too loudly on the phone, and when Marjamäki asked him to move somewhere else, he replied, “Get me a phonebooth.” Looking for a suitable product, Hällfors and Marjamäki realized that none were available. They told their supervisor that he would get his phonebooth, but that first they would have to resign. They then founded Framery Oy in September 2010 and began building soundproof phonebooths in Marjamäki's parents’ garage. They spent four months improving their products at Protomo, in the Finlayson area of Tampere, them moved the company to its own premises. After dozens of attempts, they presented their first prototype to their former manager. The next two booths were purchased by Mikko Kuitunen, the founder of the software company Vincit. He was dissatisfied by the humming sounds and echoes inside them, and ordered them to be taken away. However, he let Framery keep the money, invested in the company, and joined its board. Framery sold more booths and developed a model on the feedback it received. The first four years were difficult for Framery and it was often near bankruptcy. In 2011, it has sales of 160 000 euros. In 2013, it began focusing on exporting, and reached its first million in sales. Twitter was one of their first customers.
Framery moved to the former premises of printing house Aamulehti in 2014. It was granted Tekes support and also Kim Väisänen invested 300 000 euros into the company that had 10 employees at that time. The company turned a loss and decided to take a risk by discontinuing the old product collection. Framery had eight product families and it was possible to configure the products in countless ways. The company designed a completely new booth with the help of all the feedback they had received. The new product Framery O was ready in October 2014 and was introduced at an office furniture fair in Germany as the only phone booth product at the event. The company then made deals with international distributors and found good customers from the US which led to higher demand. At this point Marjamäki left the company in order to take care of his family estate.
When the market was mature enough for phone booth products in 2015–2016, Framery had the time to develop its products for years while the competitors were only starting their businesses. The transition from open plan offices to activity-based offices and the competition on employees increased the demand. For example, Nokia and Microsoft wanted to offer more peaceful working spaces for their employees. In 2016 Framery had more than 100 employees and subcontractors  and turnover was nearly 18 million euros. By the end of May the company had manufactured overall more than 2 500 phone booths, and by the end of that year the number was 2 800. Framery introduced a new soundproof space for 2-4 people.
A Finnish company Vaaka Partners became Framery's majority owner with 60% share in early 2018. The rest of the shares were left with the founders, operational lead and private investors. The company renewed its board with Mika Sutinen, Timo Toikkanen and Per-Arne Andersson joining the board. Jukka Kurttila continued as a board member. Turnover was 63,2 million euros and the company turned a profit of 10 million euros. The company had approximately 160 dealers around the world and it was the market lead in its field with 58% share.
By February 2019 the company had made 15 000 products. In May, 15 Framery pods were brought to the Times Square as a part of the New York Design Week. The pods had different variations of art installations built inside them. Turnover in 2019 was 105 million euros and the company had more than 300 employees.
In 2020 Framery employed 340 people.
In 2020 Framery has three products: Framery O, Framery Q and Framery 2Q, designed especially for group working. The idea behind these products is that while talking on the phone, people need a peaceful space. Noise in an open office can be a distraction but in a soundproof booths or spaces people can concentrate without disturbing others. Framery's mission is to enable focused work by removing noise obstacles. By using the pods, offices are used in a more productive way when an employee doesn't have to book an entire conference room for an online meeting.
The plywood and glass windows used on the products come ready from Finnish subcontractors. The products are put together and upholstered in Sarankulma, Tampere, where 500 booths are made every week in 2020. Before shipping, the booths are packed into large wooden boxes. 90% of the products are exported. Framery has sold its products to 70 countries. For example Microsoft, Siemens, McDonalds, SAP, Deloitte, PWC, Morgan Stanley, Uber Nike, Puma, Booking.com and Vodafone are Framery's clients. The US was the biggest export destination country in 2016. Other markets are England, Sweden, Denmark, Norway, Germany, France, Switzerland, Canada, Singapore, India and China.
The main material in Framery booth is Finnish plywood coated with painted steel. The door and one of the walls are made of glass which makes the booth look more spacious. The corners of the booth are round. Developing soundproofing, acoustics and ventilation for a small space has taken years. The appearance and form of all pods are consistent so that different sized products match together visually. Since 2019 it has been possible to choose a wireless charging, whiteboard, attachable screen and reservation calendar on the door.
In the beginning Framery's big clients usually ordered black and white pods. In 2010 color green was introduced next to the neutral tones. Product manager Lasse Karvinen was surprised of its popularity because green was often seen in healthcare premises. He reasoned that environmental consciousness might have an effect on its popularity. In 2019 there were 14 color options available for the phone booths.
In addition to its own product development unit, Framery has developed products in cooperation with the city of Turku Finnish Institute of Occupational Health and with pilot customers like Microsoft and Alma. The company manufactures its products as sustainable and climate friendly way as possible. Recycled foam rubber and felt are used for the booth's acoustics.
In January 2020, the company was an employer of 340 people, 280 of which were located in Tampere, 150 of them working in production. The company has a center for logistics in Michigan and commercial representatives in Poland, France, Sweden, Germany, Denmark and the United States. Framery considers its local production and headquarters as an advantage because the management is able to control the quality of the products and react to fluctuation of demand. Vaaka Partners has been Framery's main owner since 2018.
- In 2015 Framery was the first runner up in London Design Awards competition
- In 2016 Framery was chosen as Pirkanmaa's startup company  and the city of Tampere honored Framery with 2016 Tekninen luovuus award. Framery won gold in IDC Innovation Awards competition organized by IDEXCANADA.
- In 2017 the President of Finland granted Framery the Internationalization award  and Framery won Tekniikka & Talous magazine's Teknologiakasvajat competition in Metal and sea industry category.
- In 2018 Samu Hällfors won Finnish EY Entrepreneur of the Year competition.
- In 2019 Framery was placed the 20th in Financial Times and Statista FT1000 list, being the best Nordic country on the list.
- Architectural Record magazine chose Framery 2Q pod as the best acoustic product in 2019. 2Q was an updated model, a negotiation space for 4-6 people. The 2Q pods are available in 13 color variations and it is possible to choose an L-shaped couch, table, attachable screen, whiteboards and small tables for the interior. Lighting and air conditioning are integrated to the space.
- ""Maksan omat veroni ilolla" – 20 miljoonaa euroa tienanneelta puhelinkoppiyrittäjältä yllättävä kommentti Suomen ilmapiiristä" ["I will pay my own taxes with joy" - a surprising comment from the Finnish atmosphere on a telephone booth entrepreneur who earned 20 million euros]. Kaleva.fi (in Finnish). Retrieved 2020-02-10.
- Kauppalehti. "Framery Oy | Yritys- ja taloustiedot | Kauppalehti". Tärkeimmät talousuutiset | Kauppalehti (in Finnish). Retrieved 2020-04-08.
- "Puhelinkopeista syntyi 100 miljoonan bisnes – Tamperelainen Framery on uusi valmistavan teollisuuden ihme joka loi 340 työpaikkaa" [Phone booths created 100 million business - Tampere-based Framery is a new manufacturing industry miracle that created 340 jobs]. Talouselämä. Retrieved 2020-02-11.
- "Tamperelainen puhelinkoppien valmistaja tarvitsee tänä vuonna sata uutta työntekijää" [The Tampere-based telephone booth manufacturer needs a hundred new employees this year]. Aamulehti (in Finnish). Retrieved 2020-02-11.
- "Pomon äänekäs puhelu ärsyynnytti ja sytytti kipinän menestysideaan - tamperelaisyrityksen puhelinkoppeja viedään nyt avokonttoreihin ympäri maailman" [The boss's loud call irritated and sparked his idea of success – the Tampere-based company's telephone booths are now being taken to open offices around the world]. www.iltalehti.fi (in Finnish). Retrieved 2020-02-27.
- Teksti Matti Keränen, taulukot Marjut Nousiainen ja Ari Rajala. "Kyllästyttävän kovaääninen esimies antoi alkusysäyksen kasvuidealle - Framery keksi puhelinkopin uudelleen" [A way too loud boss gave the initial impetus to the growth idea - Framery reinvented the telephone booth]. Tekniikkatalous (in Finnish). Retrieved 2020-02-10.
- Joonas Alanne. "Tamperelaisesta Framerysta kasvoi maailmanlaajuinen menestystarina – Näin mölisevä pomo innoitti yrityksen perustajia" [Tampere-based Framery grew into a global success story - This is how the roaring boss inspired the company's founders]. Tamperelainen (in Finnish). Retrieved 2020-02-11.
- "Parikymppiset teekkarit keksivät ratkaisun avokonttorissa ärsyttävään ongelmaan – Toimitusjohtajalla on selitys, miksi tamperelaisesta puhelinkopista tuli maailmankuulu menestystuote" [Students at their twenties come up with a solution to an annoying problem in an open office - CEO has an explanation why the Tampere phone booth became a world-famous success product]. www.aamulehti.fi (in Finnish). Retrieved 2020-02-10.
- "Samu Hällfors, 31, ärsyyntyi kovaääniseen pomoon ja sai idean – yritys oli lähellä mennä konkurssiin, mutta se tekikin perustajasta rikkaan" [Samu Hällfors, 31, got annoyed by the loud boss and got the idea - the company was close to going bankrupt, but it made the founder rich]. Yle Uutiset (in Finnish). Retrieved 2020-02-10.
- "Yritys, joka keksi maailman yhä tarvitsevan puhelikoppeja" [The company that realized the world still needs phone booths]. www.aamulehti.fi (in Finnish). Retrieved 2020-02-11.
- "Jos Samu Hällforsin työntekijä on onneton, hän saa 5 000 euroa – Yrittäjä ratkaisi avokonttorien pahimman piinan, ja se teki hänestä rikkaan miehen" [If Samu Hällfors' employee is unhappy, they gets 5,000 euros - Entrepreneur solved the worst torment in open-plan offices, and it made him a rich man]. Helsingin Sanomat (in Finnish). 2020-02-21. Retrieved 2020-02-25.
- "Hiljaiset tilat ovat palaamassa työpaikoille – suomalainen Framery menestyy maailmalla myymällä puhelinkoppeja toimistoihin" [Quiet spaces are returning to workplaces - Finnish Framery succeeds in the world by selling telephone booths to offices]. Helsingin Sanomat (in Finnish). 2017-06-19. Retrieved 2020-02-10.
- "Tampere palkitsi avokonttorin puhelinkopin kehittäjän" [Tampere awarded the developer of an open-air telephone booth]. Rakennuslehti (in Finnish). 2016-10-05. Retrieved 2020-02-10.
- "How Framery conquered the world's tech workplaces — and grew 100x in five years". Sifted. Retrieved 2020-02-21.
- "Kim Väisänen sijoitti puoli miljoonaa puhelinkoppiyritykseen" [Kim Väisänen invested half a million in a telephone booth company]. www.karjalainen.fi (in Finnish). Retrieved 2020-02-10.
- "Kovaääninen pomo synnytti vientihitin – suomalaisissa puhelinkopeissa puhutaan jo ympäri maailmaa" [A loud boss gave idea to an export hit - Finnish telephone booths already speak all over the world]. Yle Uutiset (in Finnish). Retrieved 2020-02-10.
- Päivikki Pietarila. "Vaaka Partners ostaa enemmistön puhelinkoppiyhtiö Framerysta - "Uskomme, että tästä tulee paljon isompi juttu"" [Vaaka Partners acquires majority stake in telephone boothing company Framery - "We believe this will be a much bigger thing"]. Kauppalehti (in Finnish). Retrieved 2020-02-10.
- Pasi Lehtinen. "Sata nopeinta kasvajaa takoivat kovan tuloksen – Katso huippuyritysten koko lista" [One hundred fastest growing companies made a tough result - See the full list of top companies]. Kauppalehti (in Finnish). Retrieved 2020-02-10.
- Petteri Mäkinen. "Puhelinkopitko muka menneisyyttä? – Tamperelainen Samu Hällfors edustaa Suomea yrittäjyyden MM-kisoissa" [Are phone booths supposedly a thing of the past? - Samu Hällfors from Tampere will represent Finland at the World Championships in Entrepreneurship]. Tamperelainen (in Finnish). Retrieved 2020-02-10.
- Piritta Palokangas. "Tamperelaiset puhelinkopit pystytettiin New Yorkin Times Squarelle". M&M (in Finnish). Retrieved 2020-02-11.
- "Meluisat avokonttorit siivittivät 20 miljoonan euron tuloihin – Frameryn kehittäjä Samu Hällfors singahti kovatuloisimpien listalle" [Noisy open-plan offices boosted to 20 million euros in revenue - Framery developer Samu Hällfors rushes to the top of the list]. Ilta Sanomat (in Finnish). 2019-11-04. Retrieved 2020-02-10.
- Elise Shapiro (2019-02-15). "Framery: Smart Acoustic Solution for Open Plan Office Spaces". Work Design Magazine. Retrieved 2020-02-15.
- "Tamperelainen koppivalmistaja Framery loistaa nyt Financial Timesin "hurjimmat kasvajat" -listalla – liikevaihdon kasvuprosentti yli 3 000" [Tampere-based booth maker Framery now shines on the Financial Times 'wildest tumors' list - revenue growth rate over 3,000]. www.aamulehti.fi (in Finnish). Retrieved 2020-02-10.
- Jeffrey Steele. "How Color Psychology Impacts Today's Workplace". Forbes. Retrieved 2020-02-15.
- Melissa Feldman (2019-11-20). "Choose Your Cozy Hangout". The New York Times. Retrieved 2020-02-15.
- "Made to Measure Furniture supports Office Solutions". www.worldarchitecturenews.com. Retrieved 2020-02-15.
- "Do Not Disturb: 5 Privacy Pods For Focused Moments in Open-Plan Offices". Azure Magazine. 2019-07-24. Retrieved 2020-02-15.
- Elina Lappalainen. "Onnellisuusvakuutus lupaa 5 000 euron korvauksen – Framery lupaa maksaa työntekijälle, jos työ heikentää onnellisuutta eikä yhtiö onnistu korjaamaan ongelmaa" [Happiness insurance promises compensation of 5,000 euros - Framery promises to pay the employee if the work impairs happiness and the company fails to correct the problem]. Talouselämä (in Finnish). Retrieved 2020-02-11.
- "Presidentti myönsi yhden kansainvälistymispalkinnoista puhelinkoppeja tekevälle tamperelaisyritykselle: "suurin mahdollinen kunnia"" [President awards one of the internationalization awards to a Tampere-based telephone boothing company: "the greatest possible honor"]. www.aamulehti.fi (in Finnish). Retrieved 2020-02-10.
- "Best Acoustical Products of 2019". www.architecturalrecord.com. Retrieved 2020-02-15.