Juuri Partners has made a significant investment in Finland’s largest self-service laundry chain, 24 Pesula. The family business, originating from Kokkola, has already expanded into the UK, and the company will now receive additional resources and expertise to support its next growth phase. The Nevala family will remain as majority owners and continue in key roles within the company.
An Innovative and Sustainable Pioneer
Founded in 1999 in Kokkola, 24 Pesula has established a strong market position in the self-service laundry market with over 50 locations in Finland. The company has its own production facilities in Nokia, employing over 20 people. In the UK, 24 Pesula currently operates in four locations, and the company plans to expand into other international markets in the coming years.
Keys to 24 Pesula’s success include central locations next to large grocery stores as well as versatile, easy-to-use washing machines that can be used for everyday laundry, large household textiles, rugs, or bedding, among others. Also, the quick washing cycles make it convenient for consumers to wash their laundry during grocery shopping, for example. Speed, simplicity, and eco-friendliness are at the core of the concept, and the company’s own product development focuses on enhancing these features.
“Technical expertise and in-house product development have been key parts of the company’s DNA from the start. A prime example is our flatbed washing machine – a unique innovation, which provides an affordable and effective solution for cleaning hard-backed rugs while saving water up to 90% compared to other methods. We’ve also focused on operational sustainability, including energy efficiency, water use, and environmentally friendly processes,” says Asko Nevala, co-founder of 24 Pesula.
Ready for the Next Growth Phase
Juuri Partners’ investment supports 24 Pesula’s strategy of strengthening its domestic market leadership, developing digital services, and expanding internationally. The company’s innovative business model and responsible practices provide a solid foundation for sustainable growth.
“We are extremely excited to collaborate with 24 Pesula. The company has demonstrated its ability to grow profitably while developing industry-transforming solutions. It has played a significant role in building the self-service laundry sector in Finland, and we see great potential for similar pioneering work in other Nordic countries, where the self-service laundry culture is still in its early stages,” says Tommi Asmala, Partner at Juuri Partners.
24 Pesula’s CEO Isto Kiviniemi also sees great opportunities in the collaboration: “Juuri Partners’ involvement is a big step in 24 Pesula’s journey toward the next growth phase. Our goal is to leverage our existing strengths to further expand our operations. Until now, our focus has been strongly on Finland, but the next steps will also take us into new territories, all while continuing to serve our domestic customers.”
Contact Information
Asko Nevala, Founding Partner, 24 Pesula Oy
Phone: +358 44 362 2222, asko.nevala@pesula.fi
Tommi Asmala, Partner, Juuri Partners Oy
Phone: +358 40 534 6228, tommi.asmala@juuripartners.fi
Juuri Partners Oy
Juuri Partners Oy’s 13-person team manages approximately EUR 200 million in private equity funds: Juuri Rahasto I Ky and Juuri Rahasto II Ky. These funds finance established and profitable small and medium-sized companies in Finland. Juuri Partners provides growth-oriented businesses with a financing and development model that combines active ownership with business support. The funds’ investor base consists of both Finnish and international institutional investors.
www.juuripartners.fi
24 Pesula Oy
24 Pesula is a Finnish self-service laundry chain offering customers a fast and convenient way to wash clothes, home textiles, and carpets without a reservation. The laundries feature a variety of washing machines and drying solutions, enabling laundry to be done in as little as 30 minutes. The company operates over 50 locations across Finland and four locations in the United Kingdom. In 2023, 24 Pesula’s revenue was approximately EUR 7 million, and it employs around 20 people.
www.24pesula.fi