An interview with Stig Rogenbaum: Why I joined Solarstone as Head of Sales

Stig, welcome aboard! What made you decide to join Solarstone, especially at a time when the renewable energy market is facing significant challenges?

Stig: Thank you! I’m thrilled to join Solarstone at such a pivotal moment. The renewable energy sector has definitely seen its share of challenges recently. Over the past few years, much of the growth was fueled by government subsidies, donations, and an influx of investor money. While that created opportunities, it also led many companies to focus on innovation without fully addressing critical questions like: Can this idea be transformed into a viable product that people will buy? Is it scalable? And how will it be manufactured?

What drew me to Solarstone is that it’s already addressing those questions. This isn’t just another solar company. Solarstone isn’t competing in the crowded fields of utility-scale solar parks or rooftop panel installations. What Solarstone is creating is entirely different: advanced roofing materials that generate energy. These are products that seamlessly integrate functionality and aesthetics, redefining what a roof can do. And we also help to create energy independency in all geographies, regions and locations. One just needs to make the right decision when choosing a new roof.

That vision, combined with bold decisions like focusing on scalability and new market expansion, really resonated with me. Solarstone isn’t just reacting to market trends—it’s shaping them.

The green energy sector’s struggles, combined with Solarstone’s bold decisions, have impacted revenue. What’s your take on that?

Stig: It’s true—like many companies in this sector, Solarstone has faced revenue challenges. But that’s the nature of making big moves for long-term success. For example, the decision to close the older production site for Solar Tiled Roof laminates was a tough call, but it was the right one. That site couldn’t compete with low-cost imports, and shifting focus to scalable manufacturing for products like the Solar Full Roof and Solar Tiled Roof was the smarter path forward.

In 2024, the company underwent a strategic shift. The leadership team decided to transition from direct sales to end users and concentrate on establishing a scalable network of partners and resellers. This move has been transformative for the company. We've expanded our operations by opening an office in Sweden and are currently setting up in Germany, shifting our focus from primarily serving the Estonian market to broader international growth. This strategic expansion is also timely, considering the construction sector's recovery from an economic slump, offering further opportunities for growth.

The revenue dip is a natural part of such decisions and reflects the challenging market environment, but the concept behind Solarstone’s products is so fundamentally different that I see massive potential. These aren’t just solar panels—they’re reimagining the concept of the roof entirely.

I like to compare it to a washing machine. You don’t buy one expecting to make money washing your neighbor’s clothes. Similarly, a solar roof isn’t about earning cash by selling energy back to the grid—it’s about offsetting your energy consumption, lowering your bills, and making your home more independent. That’s the real value Solarstone offers.

What excites you most about leading the sales team at Solarstone?

Stig: It’s the opportunity to introduce something truly transformative to the market. Solarstone’s products, like the Solar Full Roof, Solar Tiled Roof, and Solar Carport, aren’t just functional—they’re visionary. They show people that a roof can do more than protect a home; it can actively contribute to energy efficiency and sustainability. And it makes life easier with no hassle. What sets these solutions apart is that they are patented, highlighting the unique innovation and leadership Solarstone brings to the industry.

What also excites me is Solarstone’s shift in strategy. Last year, the company’s management made the decision to move away from selling directly to end users and instead focus on building a scalable partner and reseller network. That’s a game-changer. We’ve already opened an office in Sweden and are now setting up in Germany.

These are big markets, but they also require a lot of groundwork. Building trust, educating partners, and enabling them to educate their customers takes time, but it’s the right strategy. Unlike global giants like Tesla or Apple, an Estonian company like Solarstone has to work harder to establish credibility—but that’s a challenge I’m excited to take on. There are no reasons why Estonian innovation manufacturers shouldn’t succeed globally as our IT companies have done for years, especially with government backing the messages that industry is our next unicorn.

How does Solarstone’s ownership, including Biofuel and Sunly, factor into your decision to join?

Stig: Ownership plays a huge role. Biofuel and Sunly aren’t just thinking about next year or even the year after—they’re already discussing where Solarstone should be in 2029. That kind of long-term vision is rare, and it’s inspiring to see owners who are so invested in the future.

Their approach allows Solarstone to make bold, strategic moves, including decsions like investing in the automated production line in Viljandi to ensure the company’s cometitiveness in the interantional market. These decisions aren’t just about weathering today’s market conditions—they’re about building a company that’s ready to lead in the long term.

It also gives us the opportunity to further innovate and bring new solutions on-board which you are about to see and feel within the coming years.

What’s your vision for Solarstone in the next few years?

Stig: My vision is for Solarstone to become the go-to name in building-integrated photovoltaics (BIPV). I want people to see Solarstone not just as a solar energy solution, but as a company that’s rethinking how homes work.

In the next few years, I see us solidifying our presence in Europe, especially in markets like Germany and Sweden, while continuing to innovate. Last year’s decision to shift focus from direct sales to building a partner network is a crucial part of this vision. It’s about creating scalability, reaching more customers, and ensuring long-term growth.

At its core, Solarstone is about more than just energy—it’s about transforming how people think about their homes. That’s a vision I’m proud to help bring to life.

Any final thoughts for the Solarstone community?

Stig: I’m thrilled to be joining Solarstone at such an exciting time. The market is tough right now, but that’s when strong companies rise to the challenge. Solarstone has bold plans, a unique product, and owners with a long-term vision.

To the team, our partners, and our customers—thank you for the warm welcome. I can’t wait to get started and help Solarstone redefine what’s possible in the roofing and renewable energy industries. Together, we’re building something extraordinary.