“Smartpost Itella” has officially changed its name: Now “SmartPosti”

The parcel delivery company “Smartpost Itella” has officially changed its name and brand, becoming “SmartPosti”. As a part of Finland’s Posti Group, this change aims to bring the company even closer to its parent organization and strengthen its position across all Baltic countries: this change had already taken place earlier in Latvia and Estonia.

“In order to operate clearly and consistently across all regions, we have decided to use a unified “Posti” brand. Consumers choose strong brands, and companies prefer partners that are valued by their customers. We will continue to earn their loyalty through our daily work by providing reliable and fast logistics services," says Gediminas Mickus, Head of “SmartPosti” in the Baltic countries.

According to him, it is also important to consider the opportunities created by cooperation between different countries. For example, by utilizing shared “Posti” resources, it becomes possible to organize larger marketing campaigns and attract even greater public attention. During the rebranding campaign, mysterious “I” letters appeared in Latvia, Estonia, and Lithuania. 

Posti’s CEO, Antti Jääskeläinen, states that “SmartPosti” in Lithuania has now moved closer to its parent company, which has more than 400 years of operational experience in its field. “International growth is one of our strategic focus areas. Aligning our operations further and operating under one brand will help us build an even stronger company that utilizes its strengths and sustainable innovation capabilities across borders. With this, we offer growth options also for our customers,” says A. Jääskeläinen. 

The ongoing changes will also address another important priority for the company – caring for the people who work daily in a dynamic and constantly changing environment, whether driving and delivering parcels or working in terminals. That is why the old uniforms are being replaced with new, bright orange uniforms with reflectors. This will ensure that couriers are more visible in all weather conditions. 

“We have also adopted Nordic values from our parent company. We promote sustainability, respect every person regardless of gender, culture, or social status, and continuously foster diversity and community spirit to create an environment where everyone feels valued and safe. These principles are the foundation of our daily activities, helping us contribute to building a sustainable and responsible business,” explains G. Mickus. 

At the beginning of last year, the company invested €2 million in expanding its parcel locker network across the Baltic countries. In 2024 alone, 28 new parcel lockers were installed in Lithuania, bringing the total number of parcel lockers and pickup points in the country to 300. Together with Latvia, Estonia, and Finland, the network now includes more than 4,100 parcel delivery points. 

Additionally, last year, the company announced a €14 million investment in the construction of a logistics center in Estonia. Opened this March, the center covers an area of 3 hectares and has become the largest logistics hub of the Posti Group in the Baltic countries. 

“This center has more than doubled parcel processing capacity. This project will not only help maintain our position as the market quality leader but also provide even faster and more convenient service for customers. We understand that customer expectations grow alongside the market, so along with reliability and convenience, we must also focus on sustainability. The new sorting center, where special attention has been given to energy efficiency and readiness for an electric vehicle fleet, perfectly embodies this goal,” says G. Mickus.