24 Pesula

What 24 Pesula does

24 Pesula Oy is a Finnish self-service laundromat chain founded in 1999 that operates more than 45 unmanned locations, each situated inside major Finnish shopping centers including K-Citymarket, Prisma, and S-Market hypermarkets. The chain serves mass-market consumer customers seeking card-paid, pay-per-use washing and drying without staff interaction, with fragrance-free detergent included in the service.

The product set spans three washer capacities, tumble dryers, drying lockers, and a proprietary flatbed rug washer (Tasopesukone) engineered to handle oversized rugs — a capability that distinguishes 24 Pesula from typical self-service competitors. A specialized down/feather washing service rounds out the offering. The proprietary machinery, combined with the September 2022 launch of a mobile application for payment and location lookup, represents the chain's primary technology investments; no AI, robotics, or software-platform components beyond the app are documented.

The business model is straightforward transaction-based revenue per machine cycle, settled via card or mobile app at the point of use. Operations are run with extreme labor leverage — public sources indicate only 1–10 employees supporting the entire 45+ site network — implying a franchise, licensed, or central-operator structure rather than staffed retail. The chain has continued to add domestic sites in 2026 (Seinäjoki Hyllykallio in May and Vantaa Koivukylä in June), and a multi-language website in Finnish, English, and Swedish points to incremental international positioning, though no sites outside Finland are disclosed.

Name

24 Pesula

Legal name

24 Pesula Oy

Website

https://24pesula.fi

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

24 Pesula is a Finnish self-service laundromat chain operating 45+ unmanned locations inside Finnish shopping centers, offering card-paid washers, dryers, drying lockers, and a proprietary flatbed rug washer to mass-market consumer customers across Finland.

Ownership category

akta.pro rank

Product category

Self-Service Laundromat Services

NAICS

Coin-Operated Laundries and Drycleaners (812310)

akta.pro primary industry

Card/App-Based Self-Service Laundromats (HSAJAAAB)

akta.pro secondary industry

Large-Capacity / Bulk-Item Laundromats (Comforters, Oversized Loads) (HSAJAAAF)

Keywords

• Self-service laundromat
• Commercial laundry services
• Rug washing machines
• Tumble drying services
• Unattended laundry facilities

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices43 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Per-Use Transaction Fees: Customers pay per wash and dry cycle based on machine type and selected program. Prices vary by machine size (standard, large, giant washers) and service type (washing, drying, flatbed rug washing). Fragrance-free detergent included in wash price.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

24 Pesula operates a chain of self-service laundromats across Finland where customers independently wash and dry clothes, home textiles, and rugs using card- or app-operated machines without appointments. Service portfolio includes standard washing machines in multiple sizes, dedicated rug washers, a proprietary flatbed rug washer (Tasopesukone) for hard-backed rugs, commercial tumble dryers, lockable drying cabinets, and a mobile app for payment and location services. All wash prices include automatically dispensed fragrance-free, allergy-tested detergent.

Product overview

24 Pesula operates a chain of self-service laundromats across Finland, offering a unified service model with standardized machines and processes. The core offering is self-service laundry where customers use washing machines and tumble dryers without appointments. Product portfolio includes standard washing machines in three sizes (Pyykkikone, Iso pyykkikone, Jätti pyykkikone), dedicated rug washing machines (Mattokone) for soft rugs, and the innovative flatbed rug washer (Tasopesukone) for hard-backed rugs. Drying is handled via tumble dryers (Kuivausrumpu) and lockable drying cabinets (Kuivauskaapisto). All washes include fragrance-free, allergy-tested detergent. The company also offers a mobile application for payments and laundromat location services, plus specialized down/feather washing services.

Differentiator

Problem solved

Functional benefit

Products and services

• Self-Service Laundry (Itsepalvelupesula) Core self-service laundry service allowing customers to wash and dry clothes, home textiles, and rugs without appointments. Machines are available on a first-come, first-served basis with card payment at locations across Finland.
• Washing Machines (Pyykkikone, Iso pyykkikone, Jätti pyykkikone) Self-service washing machines available in multiple sizes for different load volumes. Fragrance-free, allergy-tested detergent is included in the wash price.
• Rug Washing Machine (Mattokone) Large-capacity washing machines designed specifically for soft, machine-washable rugs with load capacity up to 19 kg.
• Flatbed Rug Washer (Tasopesukone) Innovative flatbed washing machine for hard-backed rugs that cannot be tumble washed. Uses pressure spray with water at approximately 35°C, automatically measures the rug, and doses detergent suitable for wool and silk. Rugs are surface-damp after washing, typically drying within a few hours.
• Tumble Dryer (Kuivausrumpu) Commercial tumble dryers that can dry laundry and home textiles in approximately 30 minutes.
• Drying Lockers (Kuivauskaapisto) Lockable drying cabinets for safe drying of rugs and large home textiles over approximately 24 hours. Only accepts items washed at the same 24 Pesula location.
• Down/Feather Washing (Untuvapesu) Specialized washing program for down pillows and down jackets, available at all 24 Pesula locations.
• 24 Pesula Mobile Application Mobile app for iOS and Android that enables customers to make payments, store digital receipts, and find the nearest 24 Pesula laundromat location.

Quantifiable outcome

• Washing completed in 30 minutes for standard loads
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Emerging players

• Cleanly: US-based on-demand laundry and dry-cleaning pickup-and-delivery service operating in major metro markets. Comparable as an app-led, convenience-focused consumer laundry operator competing for the same household time-saving value proposition.
• Laundrapp: UK on-demand laundry and dry-cleaning pickup-and-delivery service with mobile-app-led booking. Comparable as a European consumer laundry brand emphasizing app-first UX and convenience, intersecting with 24 Pesula's mobile-app-enabled customer engagement approach.
• Tide (by Zipjet): UK- and Europe-focused dry cleaning and laundry service with pickup-and-delivery and subscription offerings. Comparable as a European consumer laundry brand leveraging digital booking/payment infrastructure and operating alongside (rather than directly against) self-service laundromat networks.

Regional players

• Pesukeskus: Finnish self-service laundromat operator focused on similar unattended, card-based wash/dry services for household textiles. Comparable as a domestic self-service laundromat chain competing for the same consumer segments and Finnish retail real estate footprint.
• Lapin Pesu: Finnish regional self-service laundromat operator serving northern Finnish markets. Comparable as a domestic Finnish self-service laundromat competitor sharing the same consumer base, retail-center siting logic, and category dynamics.

Direct peers

• Laundromat UK: Self-service card-based laundromat chain in the UK with a similar unattended, app/card-enabled model and shopping-center-style footprint. Directly comparable as 24 Pesula explicitly cross-links to the Laundromat UK site from its own website footer, suggesting an affiliated or sister-brand relationship.

Broad incumbents

• WASH Multifamily Laundry Systems: Largest provider of commercial laundry services to the North American multifamily housing market, operating hundreds of thousands of machines. Comparable as a scaled unattended laundry infrastructure operator leveraging card/app payments and centralized service models.
• CSC ServiceWorks: One of the largest commercial laundry equipment and route services operators in North America, serving multi-family housing, laundromats, and institutional clients. Comparable as a scaled, multi-site laundry infrastructure operator with overlapping unattended/laundromat and route-based service exposure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCWE0Ep02N6Y_W791sINVSNw
• Facebookfacebook.com/24Pesula
• LinkedInlinkedin.com/company/24-pesula
• Instagraminstagram.com/24pesula

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 24 Pesula