Reflectors from Estonian company decorate National Christmas Tree in Washington (2)

The National Christmas Tree in front of The White House in Washington in 2014 (Reuters/Scanpix)
11/24/2015 4:50 PM
Category: Entertainment

The products of Estonian reflector manufacturer SoftReflector have for three years been decorating one of the world's most iconic Christmas trees, the United States National Christmas Tree in Washington D.C., ETV's evening magazine program “Ringvaade” revealed.

SoftReflector's marketing manager Helina Saarniit told “Ringvaade” that the company is well known in its field but has never aimed to be known to the end consumers.

The company started active production over a decade ago and was the first to manufacture reflective products from zero to the end: starting from making the molds for custom shapes, then the digital imprint, and ending with packing and sending the goods out.

These days its high-tech facilities are capable of producing up to 80,000 reflectors in a single day. ​

The vast majority of these are exported. For instance, SoftReflector's reflectors, tags and bands decorate NHL hockey league products and even the National Christmas Tree in Washington, which is traditionally lighted in by the US president in the annual tree lighting ceremony.

Reflectors are technologically complicated to manufacture, Saarniit said, adding that the company has several production secrets and until a year ago no stranger was allowed to visit its factory.

M. Oll

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