What is Fure?

The family's dirty car sits waiting in the yard. Children and parents work together, preparing the garden hose or pressure washer for use. They select the most suitable detergents from the range available and let the soapy water fly.

Washing cars as a family is a tradition passed down through generations. For children, it's fun and useful activity to do with their parents, and for parents, it's often relaxing, even therapeutic. You get to see the brown water flowing away, carrying with it the dirt accumulated over countless kilometers and long weekdays, leaving behind only gleaming chrome and proof of a job well done. For the children, it's a good life lesson. Hard work gets things done, and chores don't have to be tedious drudgery; washing a car, especially with the family on a sunny day, is mostly relaxing quality time. What child, or childlike adult, wouldn't be thrilled to get their hands on a pressure washer that resembles a big water gun?

The vision behind Furen's products was partly inspired by this idea, and partly purely practical. We want to offer customers high-quality car cleaning products with clear labels, without unnecessarily expanding the product range. One for paintwork, one for rims, one for removing dead insects. No need to complicate something that is ultimately very simple. We want to make customers' lives easier, from the product shelf to the end of the cleaning process, and leave the customer with a clean car and the feeling that every step along the way was light and painless.

For many of us, a car is a calling card. However, it's also far too easy to let a car fall into an unpresentable state. When you wash away the unnecessary complexity of the cleaning process, what remains is, at best, a simple, therapeutic task. One relaxing thing to take care of on a Saturday, so that on Monday you can set off for a new week in a car that would be fit to serve afternoon tea to royalty.

Eero Jääskeläinen – Entrepreneur