SWEDEN’S WOODS DRY THE AIR

Woods is an employee-owned company with four owners, established in Sweden in 2006. Production was moved from Canada to Mariestad in 2018, after new gas requirements came into force in Europe. Roger Edslätt is a salesperson and co-owner of the company, and in the first week of May he is meeting customers and shop sales staff at Elon Expo in Örebro.

Woods has two product lines. The plastic machines are produced in China, but the company owns its own models there, so the products are made especially for them. The metal machines are produced in Mariestad.

– All metal machines are made in Mariestad. The plastic machines are made in China. The difference between us and many other suppliers from China is that we own our models in China. We have not simply put our brand on the products, they are produced especially for us, says Edslätt.

Meeting customers’ needs

He says all Woods’ models are developed to meet customers’ needs in the Nordic market, and the indoor climate we have here.

– Most importantly, we develop the different model series to solve the various problems that moisture can cause for the consumer. Whether it concerns clothes that do not dry quickly enough, or a cellar where you want to keep mould or a stale cellar smell away, says Edslätt.

The metal machines have a better filter that collects dust and mould, which protects the machine and keeps it running over time. According to Edslätt, dust is often the reason why machines stop working.

– Mould, dust and other dirt in the air end up in the filter, instead of being blown back out into the room.

Six and ten-year guarantee

Depending on the model, Woods offers a six or ten-year guarantee. The ten-year guarantee applies provided the filter is replaced. Edslätt says the lifespan of the Swedish machines is significantly longer than that of products manufactured in China.

– Our Swedish-made machines last 20–30 years. We have customers who come back and say it is still working, and wonder whether that can really be true. It is a fantastic story that we are happy to share with our customers, Roger Edslätt tells the trade magazine Elektronikkbransjen.

The right machine for the right room

Concept thinking is central to Woods' sales strategy. Machines to be used for dehumidification blow the air forwards, while the machines that are also intended for clothes drying blow upwards to make the clothes release moisture more quickly.

– Always ask the customer: where are you going to have the products? If they are going to have it in a bathroom, we have the right model for that. If you listen to what the customer needs, you always get a satisfied customer.

– How does a customer know that he or she needs a dehumidifier?

– Most often, they notice that it smells like a cellar, or, as we sometimes call it, it smells of the countryside. A cellar that is damp feels clammy and unpleasant. If you are unsure, you can get a simple hygrometer that tells you what the humidity level is; it should be around 50 per cent relative humidity, then both the house and those who live there are at their very best, says Edslätt.

Clothes dryer that is 2-in-1

He describes the clothes drying machine from Woods as a 2-in-1 machine, where the primary function is clothes drying and the secondary function is to manage the humidity in the room. The machine is manufactured in Sweden and comes with a ten-year warranty.

– We have models both for dehumidification and clothes drying, and this one replaces them both.

Edslätt points out that it costs about one fifth of using a tumble dryer if, instead, you use a dehumidifier for drying clothes.

– In addition, you can dry all types of laundry, including items that, according to the garment's care instructions, should not be tumble dried, says Edslätt.

He mentions families with children and smaller housing co-operatives with six to eight flats as typical buyer groups for this machine.

Woods has staff who travel around to the shops to train them in the concept. In addition, there is in-store material with simple descriptions of which machine suits what, as well as brochures with similar information.