The 2theloo concept: a clean restroom, a shop with toiletries and a coffee corner

2theloo Hoog Catharijne, Utrecht, The Netherlands. Photo: 2theloo

Dutch entrepreneur Eric Treurniet opens his ninth 2theloo restroom shop on 7 October 2011 in Warsaw, just 8 months after he first introduced his new public toilet concept in an Amsterdam shopping street.

Treurniet got the idea to develop the 2theloo concept when he was out shopping with his wife and children in Bruges (Belgium) and found it very difficult to find a clean toilet.

The 2theloo concept means “always clean” restrooms and washrooms, a shop with toiletries, storage closets, sometimes a coffee corner, a family restroom for parents with children, and a special restroom for the disabled.

With every visit to a 2theloo toilet, which costs € 0.50, you receive a coupon for € 0.50 to be used in the 2theloo shop. The shops stocks toiletry-related products like tampons, diapers or soap from corporate sponsor SCA, plus 2thel’eau mineral water and gifts.

So far four 2thelooo have opened in The Netherlands, two in Belgium and two more in Warsaw Central Station, Poland.

When Treurniet opened the very first 2theloo in Kalverstraat in Amsterdam, he invited the Dutch cast of the satirical comedy musical Urinetown. Probably the world’s first sanitation-themes musical, the original version of this American production ran for 2½ years in Broadway between 2001-2004. The musical is situated in a city where

a twenty-year drought has caused a terrible water shortage, making private toilets unthinkable. All restroom activities are done in public toilets controlled by a megacorporation[7] called “Urine Good Company” (or UGC). To control water consumption, people have to pay to use the amenities. There are harsh laws ensuring that people pay to pee, and if they are broken, the offender is sent to a penal colony called “Urinetown”, never to return.

The Dutch version of Urinetown won the award for the best small musical 2011 on 2 October 2011.

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3 responses to “The 2theloo concept: a clean restroom, a shop with toiletries and a coffee corner

  1. Great Work!
    We are involved in a ‘War on Sanitation’ program in India
    Do you work in India presently?
    Urban India could use your services
    Would be glad to collaborate
    Looking forward to your response
    Best wishes

  2. Dear Yaseva,

    Please contact us at We would like to get in touch with you.

    Kind regards,

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