Jutta and Juha Larmi’s passion project Kuru is not doing well.
Business couple Talk and Juha Larmilla was a dream. They wanted to build a luxury resort. One that exists abroad, but less so in Finland.
Lomakylä’s target group was crystal clear from the beginning: wealthy adults who want to relax in the midst of stressful everyday life.
The project was big, and so were the difficulties. The project failed once before the construction work had even started.
The Larms were originally founding and building Kuru ia in Ylöjärvi in Pirkanmaa. The entire Ylöjärvi project failed when Pirkanmaa’s Ely center filed a complaint in 2017.
Juha and Jutta Larm have been together for eight years. PASI LEISMA
The Larmits were able to sell the 34-hectare plot acquired for the project, but the project made a loss of 100,000 euros.
– We decided right away that we will not be left to wallow in failure, but will move forward together. Without that experience, even this new one would not have been born, Jutta Larm told Iltalehte in 2020.
After Ylöjärvi fell, the Larmits received many contacts, according to what they said. The decisive contact was made by the CEO of Järvisydän Oy, Markus Heiskanen.
The holiday village was built in Rantasalmi, on the shore of Hietalammi in the middle of nature, 300 meters from the Järvisydän spa hotel.
The holiday village, which organizes five-star pampering and relaxation vacations, had a few other partners.
Kuru’s original idea was to offer foreign tourists a breathtaking experience. The target group also expanded to domestic guests. PASI LEISMA
In the end, Kuru’s budget rose to more than six million euros, and with that price, a total of 20 villas have been erected in the area in addition to the main building. It received 1.1 million euros in rural development support from Ely Center.
– The Ely center supported rural development support with 1.1 million euros. It’s been a great thing that we’ve had Jesus. The main development target of the Rantasalmi area is tourism, Jutta Larm said on the eve of the opening in 2021.
After several delays, the opening of Kuru was held in December 2021.
– This has been hellishly difficult, but not only for us, Juha Larm stated to Iltalehti at the time.
At first, the project was tested by the corona pandemic.
– There have been delays in the construction materials supply chain and goods have not been available. Because of Covid, there have been cases of illness, absences and quarantines, all of which have prolonged the project, Jutta Larm said.
Kuru Resort includes many villas. PASI LEISMA
During the project, the target group also expanded to include domestic adults with the ability to pay. Two nights cost 1000 euros. One night was not available to guarantee relaxation.
– Finns are ready to pay for luxury abroad, but is this also the case if the destination is in Finland? Jutta Larm thought.
After the corona pandemic subsided, new kinds of difficulties came. Russia invaded Ukraine in February 2022.
– The construction became very expensive. The project was delayed by a year. Then Putin started messing around. People from further afield did not dare to come near the eastern border, Jutta Larm told Iltalehte in August 2023.
Loss every year
Financial difficulties tormented Kuru.
The year 2021, i.e. the year before the opening, was very loss-making. It is not at all unusual for a company in the accommodation sector to make a loss during the founding phase. There was a business loss of 242,000 euros. The size of the loss was not exceptional either, but what made it a little special was that Kuru Resort Saimaa received no less than 870,000 euros in business support from Etelä-Savo ely center in 2021.
Kuru Resort Saimaa also ended up on the protest list due to a payment default of 26,304 euros. It was a matter of trata, i.e. a very powerful means of collection based on the threat of public protest. These payments were handled by Kuru Resort, but the difficulties had begun.
The next year was no better, on the contrary. In 2022, Kuru Resort Saimaa made a loss of 568,000 euros. Its turnover was 750,644 euros.
Mass exodus
The next year it started happening. The Larms had freely given interviews about Kuru, but little by little they spoke less and less about Ökykilä. The reason soon became clear. The Larms left Kuru, their dream.
And they weren’t the only ones. Kuru Resort saw a real mass exodus, when no less than five responsible people left the company within ten days. On February 12, the CEO resigned from the company, and the real bombshell came a few days later, when Jutta and Juha Larmin left Kuru Resort on February 18. On February 22, one more board member and deputy member left Kuru.
In 2023, after Larmie left the company, Kuru made a loss of 230,000 euros. Its turnover was 456,890 euros.
Now in 2025, the company’s board will include two Finnish responsible persons and one Dutch person.
The company made a loss of 295,575 euros last year. Its turnover was 461,250 euros.
Kuru resort is still in operation despite Järvisydämi’s difficulties. PASI LEISMA
In November of this year, there was news again about Kuru in Larmei. Their welfare company Larm Marketing files Lomakylä Järvisydän Oy for bankruptcy, finds out from the insolvency register. The application was withdrawn, and Järvisydän and Kuru Resort will continue to operate.
The prices in Kuru are now completely different than in the beginning, one night’s accommodation is also possible.
The price for one night is about 300 euros, depending on the time.
Iltalehti could not reach Larme to comment on the subject.