V.A.V. Group has acquired the entire share capital of FinnEasy Oy, making FinnEasy a subsidiary of V.A.V. Group. The former owners of FinnEasy, Juha and Heini Kultanen, are retiring, and the responsibility will gradually shift to the Vilén family. This acquisition provides V.A.V. Group with the opportunity to expand its operations in the ever-evolving agricultural sector.
INNOVATIVE CATTLE BRUSH SPARKED INTEREST
FinnEasy Oy, founded in 2016, is a company that develops and manufactures animal welfare products. The company’s sales success, the EasySwing cattle brush, was designed by Juha Kultanen, who has also worked as FinnEasy’s CEO until now. The EasySwing cattle brush is a patented innovation designed specifically for cattle, promoting well-being and stimulation. Its purpose is to provide animals with the opportunity for self-care – animals can scratch and rub themselves against the brush, which reduces itching, improves blood circulation, and reduces stress, thereby enhancing productivity.
“The more I have familiarized myself with the products and the company, the better I have felt about the excellence of FinnEasy’s products,” rejoices Pasi Vilén, CEO of V.A.V. Group. EasySwing products stand out from other products on the market particularly due to their independence of electricity, making them durable and requiring less maintenance. The Vilén family wants to focus especially on marketing the product in the future. “Electric versions have been on the market for decades and are familiar to consumers, so introducing this product and highlighting its strengths requires effort,” reflects Ville-Matias Vilén.
Diligent marketing work will begin with the former owners at the EuroTier fair in Hannover.
A SUCCESSFUL BUSINESS ACQUISITION IN MUTUAL UNDERSTANDING
For a long time, V.A.V. Group had been searching for an export-oriented manufacturing company with promising growth prospects. When FinnEasy came up in discussions through a broker, a common ground was immediately found with the company operating in the agricultural sector. Although the industry is new to V.A.V. Group, FinnEasy’s product was so interesting that the acquisition was made.
The owners of FinnEasy, Juha and Heini Kultanen, had also been looking for a successor for their company for some time, as there was no one in their family to take over. The Kultanen couple felt it would have been a shame if a growth-capable and clearly potential company had to be shut down. Thus, they started looking for a new successor through a business sale, with successful results.
“The business acquisition has gone well, mutual understanding is at an excellent level,” commented the former CEO Juha Kultanen.
“Juha and Heini have been open and supportive in this process, and we have developed strong mutual trust,” added Ville-Matias Vilén.
The business acquisition process has been smooth on both sides, as the parties are on the same page regarding the company’s future: FinnEasy is seeking broader resources and international growth. Additionally, both companies prioritize high product quality and a focus on customer satisfaction.
COLLABORATION OPENS UP NEW OPPORTUNITIES
The merger of the companies opens up opportunities for significant synergies by combining existing expertise. FinnEasy will leverage V.A.V. Group’s already strong resources, creating new opportunities for both companies. With a larger workforce, FinnEasy’s logistics will improve, leaving more time for sales work, customer visits, and business growth.
The aim is to develop new ways to support distributors in their sales and marketing efforts by offering, for example, training and updated marketing materials. In support of an excellent product, FinnEasy’s brand development will also be emphasized. Branding will be carried out in collaboration with customers who know the end customers and their needs.
SMOOTH TRANSITION UNDER NEW OWNERSHIP
A successful ownership transition is ensured with a gradual transition period to which both parties are committed. During the transition period, the primary goal is to maintain the quality of products and services, and in the long term, to further development operations. The ownership transition will be managed smoothly in cooperation with Juha and Heini Kultanen, ensuring the transfer of all knowledge and expertise to V.A.V. Group.
“Heini and I will be involved as long as needed; we want to ensure a seamless transition to the new owner,” emphasizes Juha Kultanen.
The Kultanen couple firmly believe that V.A.V. Group will drive FinnEasy’s growth. All parties are very satisfied with the deal and the future opportunities it brings. With the successful business acquisition, FinnEasy’s operations will continue under V.A.V. Group.
