Vene-Hietsu 50 years: from a repair shop founded by my father to the largest boathouse in the province

KEHY has supported the Imatra-based family business along the way, both in hall expansions and in the latest development projects.

Vene-Hietsu Oy from Imatra has turned 50 this year and has grown over the decades from a garage repair shop to the largest boathouse in the province. Along the way, the company has been supported by the Imatra Region Development Company KEHY, including in hall expansions and development projects related to electrification.

The company's story begins in 1976, when Reino Hietanen moved his boat repair shop to the basement of a detached house at Rajapatsa in Imatra and then to the premises of a car repair shop in Tainionkoski. In 1981, the company found its current home in Lammassaari, Imatra's marina. Since then, the business has grown gradually to its current size. Today, Reino's son Ville Hietanen continues as the entrepreneur.

- My father had a strong entrepreneurial spirit and a strong background in boating. He was actively involved in racing boats, and that's really where it all started. First came repair work, and in the 1980s, boat sales also came into play, the current entrepreneur says.

Ville started working for the company in 1986, first riding his bicycle to work in the summer. In his youth, he was a typical boy who was enthusiastic about motor sports and was interested in all devices that had sound and speed. The young man trained as a car mechanic, and later, while working, he studied business administration. In the 1990s, he joined the family business to expand sales, and in 2008, a generational change took place. This had already been attempted in 2004, but tax reasons prevented the project at that time.

- The paperwork was done in 2008, and since then this has been my responsibility, Ville says.
The 50th anniversary celebrations of Vene-Hietsu culminated in May with the traditional spring exhibition, which has been organized in the harbor since the early 1980s.

During the festive weekend, customers were treated to treats and great offers. On the official birthday, May 15th, the company's founder Reino Hietanen, who many customers still know as Hietsu, also attended the celebrations.

- We had just under 300 people visit us on the day of the celebration. Many came just to greet us and talk about Hietsu, even though they didn't even have a boat anymore. It was a really nice day, Ville recalls warmly.

A long history, an adaptable company

Over the past five decades, Vene-Hietsu has experienced many different times: the quiet life after the recession, the strong rise of the 2000s with the cottage boom, and the challenges of the post-corona era and the closure of the eastern border. Hietanen describes that the operating environment has become faster-paced than before.

"Before, you could plan things six months ahead. Now it feels like the world is changing every week, and you have to be able to react quickly," he says.

One of the company's strengths is its ability to build long-term customer relationships and provide comprehensive service.

Vene-Hietsu is a multi-purpose center for water sports enthusiasts, whose service and product range covers everything related to boating, as well as ATVs and snowmobiles. One important part is the winter storage, maintenance and docking services for boats. Last winter, there were almost 300 boats in winter storage, ranging from small five-meter boats to large boats weighing twenty tons.

Year-round service has been a conscious choice: when operations were expanded to include winter storage and new halls, professional staff have been able to be kept working year-round instead of seasonal work.

- You don't graduate directly from any school for this field, but maintenance permits are obtained through courses and the right expertise is acquired through practice, just like in the automotive industry. That's why we can't take on summer assistants, because the responsibilities are big, Hietanen explains.

The boat selection includes new and used boats from several reputable brands, such as Bella, Flipper, Suvi, Faster, and Silver. The selection also includes outboard motors, jet skis, ATVs, and snowmobiles from well-known brands, as well as a wide range of accessories and supplies. Docks and trailers are also for sale.

KEHY's ​​role along the way

Growing demand and overcrowding in Imatra led to the company expanding its operations to Lappeenranta through a sister company in 2023. Konehietsu's product range differs slightly from that offered in Imatra; in addition to boats, the company also offers power tools, robotic lawnmowers and gardening equipment.

- We have many customers all over Finland and of course also in the Lappeenranta area, and now we are able to serve people in a wider area, Hietanen says.

The company's location near the eastern border has also been reflected in the company's everyday life over the years. However, it is not about the number of Russian customers, but about the economic situation in the province. The customer base also includes public sector customers, but the weak economic situation has still weighed down the results of the entire industry.

"Many people think that the big deal for us would be that the Russians won't buy from us anymore. That hasn't been the biggest deal in recent years. The biggest blow has been what the border closure has done to local purchasing power in general," he says.

Imatra Region Development Company KEHY has been working alongside Vene-Hietsu for a long time. KEHY was involved in supporting the company's growth, especially in the hall expansions carried out in the early 2000s. Recently, Hietanen has utilized KEHY's ​​help, especially in development projects related to the electrification of the industry.

- The nature of trade and consumer business in this sector limits us a lot from typical development projects, but KEHY's ​​support has been useful in matters related to electrification, for example, says the entrepreneur.

KEHY is responsible for advising start-up and operating companies in the municipalities of Imatra, Rautjärvi, Ruokolahti and Parikkala, as well as implementing and financing business policy projects. KEHY offers help and advice at different stages of a company's life cycle. Reliable and professional business experts provide tools for starting a company, growing it and dealing with potential problems.

The boating industry is looking for a new upturn

The entire industry has been going through a challenging phase in recent years, which is also reflected in Vene-Hietsu's everyday life. According to the Finnish boating industry's central organization Finnboat, the year 2025 was challenging for the boating industry, but member companies are already anticipating a turn for the better. The national development is also reflected in Hietanen's own observations: the price level has come down and operations have had to be adjusted, but boats are still being sold and serviced.

- I believe that the boating industry will grow in the future, even though equipment and needs will change. Before, a cottage might have two or three boats for different uses, now people are looking for one boat that can handle everything, he says.

Fifty years is a long journey, and Hietanen says frankly that there have been both good and difficult moments throughout the company's history. He believes the most important lesson is perseverance.

- I don't believe in short-term miracles, they usually only lead to disappointments. Better results are achieved when the line is clear and the entrepreneur focuses on what he does best.

Hietanen, who has raced snowmobiles himself, knows what it takes to go all out – but in business there is no room for speed blindness or unnecessary rushing. The direction must remain clear, even if the speed is sufficient. The location next to Imatra marina is still a strong logistical advantage, and Hietanen believes that it will also bear fruit in the future.

- I hope we will have grown even more here in ten years. We are not going anywhere, this is our place, Hietanen emphasizes.

When talking about the future of the company, Hietanen also warmly mentions his family. He has two adult sons, whom he hopes will first get an education and see the world before they consider continuing the family business.

"I don't want the third generation to come straight here to work. First they have to study, travel the world and gain perspective. You can always come back if you feel like it," he says.

- And there's no reason to be gloomy about this. There's no point in worrying about things you can't do anything about. Now we need to start preparing for the next new normal, encourages Ville.

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