Finnish e-commerce group · Founded in Oulu, 2009
Building and scaling online stores across multiple categories. Over €60M in revenue, powered by proprietary technology, and profitable every year since 2009.
The group – in numbers
Each store brand serves a different category, but all are built on the same platform, processes and operating model. Together they form a scalable e-commerce group with shared technology and expertise.
The Nordics' largest lighting store. Started in 2009 as taskulamput.fi and became Valostore in 2013 — now serving customers across Europe.
The Nordics' largest car-care and detailing store. Launched in 2014 and gave the seasonal lighting business a year-round counter-season.
Gym, fitness and training equipment. Built from a 2022 acquisition, then renamed and expanded — the group's fastest-growing store.
We represent world-leading brands in lighting, car care and fitness — many under long-standing, often exclusive partnerships — alongside ~180 brands carried across the three stores.
A close-knit team in Oulu builds the platform, chooses the brands and runs the day-to-day. Meet the group's management team.
We're a group of separate companies, so the full €60M+ never shows up in any single one of them. Handshake Group Oy owns the group. It owns Handshake Finland Oy, the company that runs the day-to-day business — and Finland in turn owns our Swedish and Norwegian companies.
No middlemen and no rented platforms. We find or build the products, predict what to buy, sell them in our own webshops, market them with our own people, and deliver them fast across the Nordics and Europe — then stand behind them afterwards.
We track down great products, make good ones even better, or design our own from scratch.
Our own forecasting system predicts demand, so we order the right things at the right time — rarely too much, rarely too little.
Every product goes live in our own online stores. We built the technology ourselves and run it ourselves.
Every channel — ads, email, social, content — is run by our own team. No outside agencies.
Orders for Finland and the rest of Europe leave from our main warehouse in Finland. One hub keeps things simple and lets us grow fast.
Sweden, Norway and Denmark are served by local warehouses next door — so most parcels arrive in under 2 days across the Nordics.
If something goes wrong, our after-sales care is the best in the Nordics. We make it right.
On top of our own stores, several hundred resellers across Europe carry our products.
It started in 2009 with one small webshop selling flashlights. Year after year we kept growing — and turned a profit every single year. Today the group sells over €60M a year. Here's how we got here.
We open our first webshop, taskulamput.fi, selling flashlights.
We pass €2.5M in sales, rename taskulamput.fi to Valostore, and step into Sweden by buying lajt.se.
A car-care store that does almost €1M in its first year — and keeps us busy outside the dark lighting season.
Valostore opens in Norway; Autodude in Sweden and Norway. We hand our logistics to a Turku partner — the move that lets us grow without building big warehouses ourselves.
Valostore and Autodude both open up in Denmark.
We buy a fitness company called Dinox Sport Oy and add a whole new world of products.
In November, valostore.com opens — bringing our lighting store to the rest of Europe in English.
Sales pass €60M a year — and we're still profitable and still growing.
Dinox Sport Oy merges into Handshake Finland Oy, opening the door to Sweden. The store is renamed Motivon, while Dinox lives on as a product brand alongside it.
Finnish and Swedish business media — and our partners — have followed the group's growth from the start. A few highlights below; most of the articles are in Finnish or Swedish.
We work with a select few. Both paths below are by application — and we say no far more often than yes. We sell our brands exclusively, so a place in our catalogue or on our shelves is earned, not given. But when it's a fit, it's a strong, long-term one.
Tap a multi-brand catalogue of ~180 brands across lighting, car care and fitness, with Nordic and pan-European coverage and professional, data-driven operations behind every order.
We approve resellers selectively. Apply through the store and country where your company operates:
Nordic representation, import and consumer sales for your brand — under one roof, on our own platform. We represent selected brands with our own store concepts across the Nordics and Europe.
We take on selected brands only. Tell us about your product and we'll give you an honest answer on whether it's a fit.
Email our brand team →or call +358 75 328 5820