“Smartpost Itella” Becomes “SmartPosti”: It’s More Than a Visual Rebranding

In the first half of 2025, “Smartpost Itella,” part of the Finnish logistics company “Posti Group,” will change its name and brand. The new name, “SmartPosti,” will symbolize not only a visual change but also the company’s strategic direction to further establish itself in the Baltic and Northern European markets. Gediminas Mickus, head of “Smartpost Itella” in the Baltics, explains that this is an important step in the company’s growth, allowing for communication and value-based synergies.

Even now, the company operates in all countries under the same values — reliability, respect, and progressiveness. The new brand will further reflect the company’s ambition to align with “Posti” group’s cultural and quality standards.

“The rebranding for us is much more than just a name change. It’s our commitment to being even closer to our customers and more recognizable in the international market. We will further integrate with the ‘Posti’ group, adopting its achievements, which will help us grow and strengthen our position across the region,” explains G. Mickus.

The name change from “Smartpost Itella” to “SmartPosti” is part of a long-term strategy that the company is pursuing to operate under a unified brand in all countries. “Posti” is a leading logistics company in Northern Europe, known for the highest standards in both innovation and sustainability. The implementation of robotic solutions, sustainable logistics models, and the goal to become a net-zero emission company by 2030 represent our future,” emphasizes G. Mickus.

Investments in Customer Experience and logistics infrastructure

In addition to the rebranding, the company plans further investments in customer experience and logistics infrastructure. One of the company’s latest projects is the installation of outdoor parcel lockers, which will begin this fall. The new lockers will allow customers to order and collect goods 24/7.

“We have a very ambitious strategy to become one of the market leaders in the Baltic countries. User experience is an extremely important part of our strategy, and recent but also future investments reflect this. We’ve listened to our customers and are expanding our services to offer more flexibility. We’re installing outdoor parcel lockers, giving customers the freedom to choose without sacrificing quality. Temperature-sensitive items like medicines or cosmetics can still be sent using indoor parcel lockers, while other items can be placed in outdoor lockers, which are accessible 24/7. We are proud to have the largest indoor parcel locker network in Northern Europe, and soon we will become the only ones in all the Baltic countries offering both outdoor and indoor parcel lockers,” shares Gediminas Mickus.

As part of the Posti Group, the company has already harmonized many processes over the past few years, discovered new synergies that it previously did not have, and has become even more integrated in all business senses.

“This is just a preview of what we have planned for the future. Over the past few years, we’ve invested tens of millions of euros to build a solid infrastructure for high-quality parcel delivery and we are happy to see that those efforts have already been recognized by our partners. Now, we’re shifting our focus to enhancing the customer experience, where we’ll continue to invest heavily. The first step towards this goal is the opening of a new logistics center in Estonia, which will help ensure our business growth while maintaining the highest delivery quality and speed,” adds G. Mickus.

New Logistic Centre in Estonia

Another change awaits the company in 2025: the completion of a new logistic centre in Estonia. This will be the largest logistic centre in the Baltics, with an investment of around 14 million euros. The new logistics centre will help further automate the parcel delivery process and increase the company’s capacity. The future centre is designed using the so-called smart home concept, meaning the building will be equipped with a sensor system that allows remote control and continuous monitoring of all processes.

This centre will allow even greater automation of parcel delivery processes, increase capacity, and ensure high-quality deliveries throughout the year. “It is symbolic that the new sorting centre will open precisely when we begin operations as ‘SmartPosti.’ This is not just a technological leap but also a strong signal to the market that we are ready to provide even higher quality services. This will allow us to respond more effectively to the rapidly growing volume of e-commerce,” says G. Mickus.

According to him, the growth of e-commerce presents challenges for the parcel delivery business, such as increased demand for faster and more efficient deliveries, logistics and infrastructure load, and rising customer expectations. However, this growth also provides an opportunity for expansion: to introduce innovations, automate delivery solutions, create sustainable logistics models, and attract more customers.

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