Turku-based kitchenware company Heirol Oy has appointed Elina Tolonen, M.Sc. (Econ.), as its CEO effective 5 October 2026. Tolonen is the first CEO from outside the founding family in the history of the company, which is celebrating its 35th anniversary this year. The appointment marks the start of a new growth phase in which Heirol is targeting significant growth both in Finland and internationally.
Founded in Turku in 1991, Heirol is one of Finland’s best-known kitchenware brands. The company was founded by Heimo Lehtonen and his son Rolf Moborg (HEI(MO) + ROL(F) = HEIROL). Today, the company is already in its third generation. Heirol’s range includes frying pans and saucepans, kitchen utensils, bakeware and tableware, as well as products from the Italian brands Bialetti and Marcato, which Heirol distributes exclusively in Finland.
Heirol has been a pioneer of PFAS-free cookware in Finland. It was the first Finnish company to bring PFAS-free and plastic-free cookware to market, introducing it in baking tins in 2005 and in frying pans in 2009.
New CEO brings extensive experience in growing consumer brands
In her previous role, Tolonen served as Business Unit Director at Airam Electric Oy Ab. She has more than 25 years of experience in consumer business leadership, sales, marketing, brand building and commercialisation at international and Finnish companies (Airam, Orthex, L’Oréal, Gillette and Kesko).
“As a family company, we have always built Heirol with a long-term view. Now we are gaining new expertise, fresh perspectives and strong experience in consumer business. Elina’s strong track record in building growth makes her an excellent person to lead Heirol into its next phase, and I am delighted that we will continue Heirol’s story together,” says Chairman of the Board Rolf Moborg.
Heirol sees growth opportunities in Finland and internationally
In addition to an extensive network of retailers, Heirol’s products are sold in the company’s own Heirol Shop stores in Helsinki and Turku and in its online store. Outside Finland, the products are sold in the Nordic and Baltic countries.
“Heirol has an exceptionally strong foundation on which to build the future. Our goal is to double our revenue in the coming years. Beyond Finland, we see significant growth potential first in Sweden and the other Nordic countries, and later in other markets such as the Baltics. The company’s products combine high quality, sustainability and timeless design – exactly the qualities I believe will matter more and more to consumers. We also want to develop the customer experience so that everyone can easily find the right products for their own kitchen and way of cooking. I also really like Heirol’s philosophy that good food is an expression of love – for yourself, for the people close to you and for the environment,” says Tolonen.
Heirol in numbers
- EUR 4 million in revenue in 2025.
- 8.6% revenue growth in 2025 compared with the previous year.
- 60,000 frying pans and saucepans sold per year.
