2theloo aims for 2,500 “toilet shops” together with new investor

Dutch public toilet chain 2theloo has found a new major shareholder: Avedon Capital Partners. Armed with that new capital, the chain wants to reach 2,500 ‘toilet stores’ by 2018.

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: Austria, Belgium, Germany, Hungary, Israel, the Netherlands, Poland and Spain.

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 Austria Belgium, Hungary, the Netherlands and Poland.

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.