Laundry Case Study Examples
Case 1

Case Study 1: How WashClub NYC Transformed a Traditional Laundromat Into a Tech-Driven Delivery

Service

WashClub NYC, founded in 2010 in Brooklyn, began as a neighborhood laundromat business and evolved into a hybrid model offering both on-site laundromat services and tech-enabled delivery. Serving individuals and B2B clients such as hotels, gyms, and salons, it tapped into new laundromat business opportunities beyond its local area. With a focus on convenience, quality, and innovation, it shows how a laundry company can thrive in a competitive market.

Name: WashClub NYC

Location: Brooklyn, New York, USA

Type: Hybrid laundromat + on-demand laundry & dry-cleaning delivery

Founded: 2010

Scale: Serves both B2C and B2B (hotels, gyms, salons)

The Challenge

By 2010, many neighborhood laundromats in New York City faced the same operational and financial pressures. Margins from self-service washers and dryers were shrinking, competition was driving prices down, and customer loyalty was minimal. Location alone determined customer choice, while newer apartments with in-unit laundry further reduced walk-in traffic.

The Solution

WashClub NYC responded by redefining itself as a technology-enabled laundry company with an expanded service model:

  • On-Demand Pickup & Delivery - Developed an app and web platform for 24-hour laundry pickup and delivery, expanding service beyond walking distance.

  • Subscription & Membership Models - Introduced weekly and monthly laundry plans for busy professionals and families, along with B2B contracts with gyms, spas, and short-term rental operators.

  • Branding & Customer Experience - Rebranded from a typical laundromat to a “laundry concierge” service, introducing eco-friendly detergents and a freshness guarantee.

  • Operational Upgrade - Invested in commercial-grade laundromat equipment and optimized delivery routes, partnering with local drivers to avoid high vehicle ownership costs.

The Results

Metric

Before Transformation

2 Years After

Change

Monthly Revenue

~$18,000

~$55,000

+205%

Customer Retention (est.)

20–25%

65%+

Major Lift

Service Radius

~0.5 miles

5–7 miles

10x expansion

Share of Revenue From Delivery

0%

~70%

New Core Model

Within two years, WashClub NYC achieved remarkable growth, more than tripling its monthly revenue and expanding its service area from half a mile to over seven miles—a tenfold increase. Customer retention climbed to more than 65%, a major improvement from its previous levels. By making on-demand delivery the centerpiece of its business, the company shifted its model entirely, with delivery services accounting for 70% of total income and establishing WashClub NYC as a leading tech-enabled laundry provider.

Key Takeaways

  • Traditional laundromats can increase profitability by moving into delivery, subscription, and B2B service models.

  • Technology, from mobile apps to route optimization, can turn a local utility into a scalable commercial laundry service.

  • Once delivery becomes the primary revenue stream, operational efficiency and branding matter more than physical location.

  • Partnering with hotels, gyms, and Airbnb hosts can provide a steady income and reduce seasonal fluctuations.

Case 2

Case Study 2: How Celsious Turned a Brooklyn Laundromat into a Lifestyle Destination

About the Business

Celsious, opened in 2017 in Williamsburg, Brooklyn, is an eco-friendly laundromat business founded by sisters Theresa and Corinna Williams. It pairs modern laundromat machines with a café and social space, attracting urban millennials, remote workers, and eco-conscious customers.

Name: Celsious

Location: Williamsburg, Brooklyn, New York, USA

Type: Eco-friendly laundromat + café + community hub

Opened: 2017

Founders: Theresa and Corinna Williams (sisters)

Target Audience: Urban millennials, remote workers, eco-conscious customers

The Challenge

Most New York laundromats looked and felt the same: harsh fluorescent lighting, outdated machines, and no real comfort. Competition was based on location and price, meaning customer loyalty was almost nonexistent. Patrons typically spent 30–40 minutes in cramped spaces, counting the minutes until their laundry finished. The Williams sisters identified a gap: no one was making the laundromat experience enjoyable or worth sharing.

The Solution

Celsious approached laundry as both a service and an experience.

  • Interior & Experience Upgrade - The space was redesigned with natural wood accents, indoor plants, and warm lighting. Machines were high-efficiency, fast, and fitted with digital indicators, making the process smoother and more transparent.

  • Café and Social Hub - Organic coffee, fresh pastries, and healthy snacks encouraged customers to relax. Long communal tables with outlets allowed them to work, study, or socialize while waiting.

  • Sustainability and Brand Identity - Celsious used 100% eco-friendly detergents, offered refillable cleaning products, and sold branded laundry bags. Sustainability became central to the brand’s identity, reinforced by an active social media presence and local press coverage.

Redefining the customer experience can turn a basic service into a lifestyle choice.

The Results

Metric

Before (Typical Laundromat)

2 Years After Launch

Change

Average Spend per Visit

~$6–7

~$15–18

+130%

Social Media Mentions

~0

20K+ posts

Viral Locally

Additional Revenue (Café)

$0

~25–30% of total

New Profit Stream

Average Customer Dwell Time

~35 min

60–75 min

+70–100%

In just two years, Celsious transformed the typical laundromat experience, doubling average customer dwell time and boosting spend per visit by over 130%. The addition of a café created a new revenue stream, contributing up to 30% of total income. Their eco-friendly concept and Instagram-worthy design generated over 20,000 social media mentions, making Celsious a viral local hotspot and a model for lifestyle-focused laundry businesses.

Key Takeaways

  • Positioning a laundromat business as a lifestyle space can command higher pricing.

  • Social media-friendly design provides free and continuous marketing.

  • Ancillary services such as cafés or retail products can significantly increase revenue.

  • Sustainability can enhance brand reputation and attract loyal customers in the laundry company market.

A well-executed concept can transform a utility service into a profitable, community-focused destination.