What Thermory gets right about selling to Americans

Most Estonian companies selling in the US share the same blind spot: their website still speaks European. Prices are in euros, specifications are metric, and the people you would call are in Tallinn, seven hours ahead of New York.

Thermory, the Tallinn maker of thermally modified wood, is the clearest exception I found while building the US-Readiness Index. It scored 15 out of 20, the highest of any physical-product company in the index. Here's why.

1. A real American address, with real people

Thermory USA lists an office in Batavia, New York, a US phone number and named contacts, plus a map of distributors such as TimberTown in Texas and Royal Plywood in California and Arizona. For an American contractor or architect, that answers the first, unspoken question: if something goes wrong, who do I call, and are they awake?

2. It talks like American builders talk

The FAQ uses inches, square feet and Fahrenheit. "16 inches on center" is how a US deck builder thinks. A metric-only spec sheet, however precise, forces a mental conversion and quietly signals that the product wasn't made with you in mind.

3. American proof

Thermory shows case studies from California and Connecticut, not just Europe. One project an American buyer can picture in their own climate is worth more than ten beautiful Scandinavian ones.

What I would add

Code and fire ratings on the product pages. In the US, decking and cladding buyers look for evaluation reports and fire ratings, such as ICC-ES evaluations and ASTM E84 results, before anything else. I couldn't find them on the decking product pages. If they exist in a download, surface them.

A clear route from the global site. I didn't find a link from thermory.com to the US site. An American who lands on the global site sees European content and may never find the US version, with its US contacts and US distributors.

The hard part is done: a US team, US distributors, US projects. The last mile is making sure every American visitor finds it.

Based on Thermory's public websites as of October 17, 2026. I have no business relationship with Thermory.