Nico de Veer
60 years of customer‑driven plywood sales built on trust
When Nico de Veer started working in plywood sales for Koskisen in March 1996, he never imagined he would stay with the company for three decades. Based in the Netherlands, he had previously worked for several different companies, rarely staying longer than seven years. With Koskisen, things turned out very differently.
“Apparently, I must have liked the job, the people, and the way things were done”, Nico says with a smile.
As Koskisen’s plywood factory celebrates its 60th anniversary, Nico’s career reflects the same qualities that have defined the factory since its founding: long-term commitment, strong customer focus, and the courage to follow an independent path in changing markets.
From coincidence to a long, thriving career
Nico joined Koskisen almost by coincidence. The job advertisement did not mention the company name, and at first, he thought he was applying to a competitor. Only at the final stage of the recruitment process did he discover that the company was a Finnish family-owned business located in Järvelä.
“I remember thinking, wait a moment, I had actually taken customers away from Koskisen in my previous job”, Nico laughs.
Instead of being a disadvantage, this turned out to be a positive. Panel Industry director Kari Koskinen appreciated Nico’s straightforward and effective sales background. The recruitment already reflected an attitude that has shaped Koskisen for decades: expertise and trust matter more than anything else.
Customers as partners, not just buyers
Since the 1960s, Koskisen’s plywood factory has been known for customer-oriented product development. According to Nico, this mindset is especially visible in everyday sales work.
“We have always seen the customer first and foremost as a partner. That means being open even when you have to tell the customer that something cannot or should not be done.”
His own sales philosophy is based on a lesson learned early in his career: show empathy, but not too much sympathy. A salesperson must understand the customer’s challenges while protecting the company’s interests.
Trust is built through actions: reliable deliveries, consistent quality, and taking responsibility when something goes wrong. According to Nico, this has been one of Koskisen’s greatest strengths, especially with industrial customers where timing is critical.
Flexibility as a competitive advantage
One of the key characteristics of Koskisen’s plywood manufacturing has been its ability to tailor solutions, serving both small and large customers within one production environment. This is far from self-evident in the industry.
“That is clearly one of our biggest strengths. Customers know they can order exactly what they need, sometimes it is even just one pallet.”
Flexibility is not only about sizes or products, but also about mindset. When Koskisen launched a new plywood size in 2000, it was a bold move that required significant investment. Producing plywood panels measuring 1900 × 4000 millimetres demanded new thinking and an investment of around 30 million euros.
“We were not 100 per cent sure it would succeed. But the company dared to make the decision”, Nico recalls.
Choosing an independent path through change
Over the years, Nico has witnessed market shifts, increased competition, and major structural changes in the Finnish plywood industry. In the 1990s, many predicted a bleak future for Finnish plywood manufacturers.
Koskisen chose a different strategy: avoiding bulk products, focusing on specialisation, building its own sales network rather than relying on agents, and developing products in collaboration with customers.
“For Koskisen, plywood has always been the core business. This is not a side product; it is the heart of the company. That shows in investments and decision-making.”
Going on 60 years with confidence in the future
Today, Nico is responsible for several international markets, with customers across Europe, Asia, and Oceania. From the first year’s turnover of a few hundred thousand euros, the business has grown significantly.
Still, what matters most to him are the people: long careers, product developers with production backgrounds, and a shared understanding of the entire value chain from forest to finished product.
“When you have this much experience and knowledge within the company, it is easy to be confident about the future.”
Koskisen’s plywood factory has faced both highs and lows, made bold investments, and continuously evolved over its 60-year history, demonstrating that this longevity is built on trust with customers, expertise, and the courage to make decisions even when the outcome isn’t fully certain.
