Investment company Avedon Capital Partners has invested in the chain of toilet stores 2theloo. With the new funds the Dutch chain wants to achieve an international breakthrough.
From 100 to 2,500 in 3 to 5 years
Founders Eric Treurniet and Almar Holtz – who will remain the main shareholders of the company – want to instigate an international growth spurt, together with the new major shareholder. 2theloo opened its first toilet shop in 2011 in Amsterdam and currently has over a hundred locations in shopping streets, shopping centres and in train or gas stations. The group is currently active in eight countries: the Netherlands, Spain, Poland, Israel, Hungary, Austria, Germany and Belgium.
With the support of the investment company Avedon Capital Partners, 2theloo wants to grow towards 2,500 locations within three to five years. This year the chain is opening up new stores in Malaysia, South Africa and North America.
More private label
2theloo will also be expanding its range of “toilet related products” under their private label. These include toilet paper, hygiene and beauty products, but also gifts and other gadgets. 2theloo also wants to start selling those products at other shops. The gas stations of Shell are a possibility. 2theloo already cooperates with them in the Netherlands, Poland, Hungary, Austria and Belgium.
The group does not make it a secret they have the ambition to become the “worldwide market leader in the toilet experience” and to dethrone German rival Sanifair.