Stanislav Serov, Russia Business Development Director at EGGER: “We have intentionally reoriented our sales from furniture factories to professional distribution”

EGGER’s Russian office now plays a key role in particleboard and laminated particleboard production and sale in the domestic market. The company owns two large production venues in Shuya and Gagarin and accounts for more than 10% of the total Russian particleboard and laminated particleboard output. WhatWood Agency discussed the current situation and industry prospects with Stanislav Serov, Russia Business Development Director at EGGER.

What results did EGGER enterprises in Russia achieve in 2024? What positive aspects of last year’s performance would you like to highlight?

One could say that for us, the year 2024 started back in December 2023 when we officially launched the new EGGER Decorative Collection 24+, or EDC24+ simultaneously in Russia and in international markets. We held a big presentation for 300 guests in Moscow that lasted for two days: one day specifically for distributors and the other one for factories, architects, and designers. We were able to launch this Collection of decors in Russia simultaneously with other markets important for the company—in the Asian region, Central, and Western Europe. And this is the first thing we can be proud of. So the entire year 2024 was devoted to promoting the Collection. And the customers also responded very well. This is the first Collection that will be ongoing, that is, it will not be discontinued after its period of availability expires; instead, it will keep moving on after an update.

We can also see how the priorities in decors changed, which is particularly obvious with laminated particleboard orders. The year 2024 performance was slightly worse by square meters than in 2023. But this was a conscious step when our company started launching more complex materials whose production takes more time and resources. The goods turnover of our two Russian plants, however, grew by more than 16% in monetary terms.

Does it mean that the integration and cooperation between plants in Russia and Europe continues?

The integration continues as much as a company “on both sides of the sanctions” can afford. We have been taking these circumstances into account for more than three years; we do not violate the laws in either jurisdiction.

As for our position, I would say that we can look detached from an outsider’s perspective. For instance, we have our own Decor and Product Management Department now; the IT Department has grown significantly; and the Marketing Department has been enhanced. But we are actually sticking to the idea of a global collection as much as possible. I made the following comparison at a major industry-specific event: we are sailing in a separate boat in a pool on a huge ship. So we are still moving in the same direction with EGGER Group.

Is EGGER planning to implement any investment projects in the nearest future?

The best opportunity to multiply and save your capital is reinvesting in your own development. That is why our Russian plants are now putting their efforts and resources into two areas. On the one hand, we are localizing the products that are important for us and made at other plants of the Group. And this is not necessarily about the sanctions. Sometimes it is simply because of the price: when we realize we could do better if these products were produced here. On the other hand, we are trying to find the things that have suddenly become unavailable.

And we are simultaneously creating new products not available in the Group. I can name two projects. In Q2 2025, we are launching a postforming production line at our plant in Shuya. This is about localization. A flat lamination line will also go operational in Gagarin in Q2 2025, where MDF boards will be covered with laminated paper plastic and thermoplastic film. The Group doesn’t have such products yet. So we are pioneers in a way, and we see a demand for these film-based products. As for plastics, we are even creating a niche that is absent in Russia.

Full interview → Russian Timber Journal 04-2025.