Krogerus advises Juuri Partners on its investment in 24 Pesula

Krogerus advised Juuri Partners, an independent private equity company, on its investment in 24 Pesula, Finland’s largest self-service laundry chain. 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.

24 Pesula has established a strong market position in the self-service laundry market with over 50 locations in Finland. Juuri Partners’ investment supports 24 Pesula’s strategy of strengthening its domestic market leadership, developing digital services, and expanding internationally.

The Krogerus team was led by Counsel Jasmin Wardi with Partner Mika Ståhlberg as the partner in charge. They were primarily assisted by Associates Linda Tunkkari, Henrik Lyytikäinen, Ada Hård af Segerstad and Maria Lilius.