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Launching a dry-cleaning and laundry business, key factors for success

by
MARZIO NAVA

Establishing a successful enterprise in the dry-cleaning and laundry sector demands more than operational know-how, it requires vision, strong managerial capabilities, and meticulous attention to detail. In today’s competitive market, success is not simply defined by the ability to clean and press garments efficiently, but rather by a strategic blend of factors that distinguish a standard laundry service provider from a market leader. Location selection remains a critical first step, while service quality is the foundation upon which long-term customer trust is built. Achieving consistent quality requires investment in state-of-art equipment, routine maintenance, and the use of professional products, ideally eco-friendly, as sustainability has become a key driver of consumer preference and market differentiation. The traditional drycleaner model is evolving. Growth now hinges on diversification, expanding service offerings and enhancing convenience, such as home pickup and delivery. These innovations not only meet modern customer expectations but also open new revenue channels. Ultimately, the road to success in this industry is paved with a strategic mix of operational excellence, customer focus, and innovation. When these elements align, they can transform a small, artisanal laundry into a thriving, future-ready business. We turn to supplier companies with a question: what are the key factors that can foster growth and long-term success for laundries in today’s market?

GRANDIMPIANTI

We interviewed Gabriele Giotto, Sales and Product Manager at GRANDIMPIANTI, a leading manufacturer of professional washing machines, to explore the future of small-scale laundry businesses. What are the key avenues for growth from your perspective? And what defines a successful, sustainable business model in today’s evolving market?
“Our customer base includes both traditional dry-cleaning and laundry service providers, as well as larger operations, particularly abroad in countries like Slovenia, Croatia, the UK, and the Netherlands, that have established centralized cleaning labs with multiple collection and delivery points. For smaller laundries, our key recommendations are sustainability, simplicity, and versatility. At Grandimpianti, we hold a patent for a system that allows laundry to be weighed and loaded directly into the washing machine. This technology enables the machine to operate efficiently regardless of load size, automatically adjusting detergent use, wash time, and energy consumption based on the actual weight of the laundry. The laundry can thus operate with a large-capacity machine in case of peak workloads, while remaining cost-effective for smaller loads. Our machines are equipped with the Wavy electronic system, which allows precise adjustment of load ratios based on the type of linen or garments that need to be processed, while also ensuring energy savings and sustainability. User-friendly operation is a key feature of our Wavy system, equipped with intuitive icons to guide program selection. Even the cleaning program can be updated and installed remotely for added convenience. In addition to washing, the system also manages drying cycles, streamlining the process for operators by using the same control interface for both functions. This unified approach significantly simplifies the daily tasks. We have successfully standardized the user experience across both washing and drying machines by implementing identical icons and interface options on each. This consistency ensures intuitive operation, whether the process is fully automatic or tailored through customizable programs”.
Why in Italy the laundry and dry-cleaning shops are smaller compared to abroad?
"I believe that in Italy there are difficulties both of a bureaucratic nature and some logistical limitations. It is a fact that a centralized laundry laboratory allows a reduction in operating costs by optimizing work, but it is clear that logistics must be smooth and efficient. Abroad I see more specialized laundries, in many cases laundries specialized only in cleaning sports clothes, others in treating towels. The watchword is specialization. In Italy, on the other hand, it prevails a traditional model in which customers willingly rely on traditional dry-cleaners because they prefer a direct and continuous relationship with the business owner”.

TREVIL

We spoke with Corinna Mapelli, co-owner of TREVIL, a company specializing in advanced finishing technology, who offered a “sociological” snapshot of the current landscape in the dry-cleaning and laundry sector. “There are dry-cleaning businesses operating in city centres, but also entrepreneurial businesses in less densely populated areas. Rhythms, dynamics, and customer needs vary greatly depending on population density and local context: take, for example, the issue of parking in urban areas. Small laundries are closely tied to the social composition of their communities. Each territory, like each business, is unique. There’s no one-size-fits-all solution, nor should there be. There are many possible solutions and models. One increasingly common model, is an industrialized approach in which local laundries focus exclusively on collection and delivery, either for themselves or on behalf of third parties, outsourcing washing and ironing to large-scale facilities. This is a clear case of leveraging economies of scale,” she added. “For us as manufacturers, partnering with such operations is particularly rewarding. Their greater investment capacity often leads to co-development projects. We’re not just suppliers, we act as consultants. These are entrepreneurs with specific needs, especially regarding business growth and improving performance in terms of the number of garments processed. The entrepreneurial landscape of the dry-cleaning and laundry sector is made up mostly of small often family-run businesses, often with limited staff and widespread across the territory. Even these small businesses require equipment that is high-performing, ergonomic, and built to last. Our strategy is to deliver top-quality solutions even in response to simple requests. That’s how we position ourselves on the market. Moreover, the market reality is shaped by the coexistence of high-volume operations offering more standardized services, and smaller businesses that focus on premium service for clients willing to pay a bit more for greater attention to detail.”

RENZACCI

Marco Niccolini, the Global Sales and Marketing Director at RENZACCI, a leading manufacturer of dry and wet-cleaning equipment, shares his perspective on the evolving role of dry-cleaning and laundry entrepreneurs, along with the key factors driving success in the sector. “At RENZACCI, we believe that attracting new investors to this industry requires a strategic focus on modern communication platforms, particularly those popular among younger audiences, such as social media”.
But what message should we be communicating, more exactly?
According to Niccolini, there are two core ideas that must be emphasized. “First, entering the dry-cleaning and laundry business today means becoming part of the circular economy, an approach that prioritizes sustainability and resource efficiency. Secondly, the very concept of cleanliness is increasingly tied to personal well-being. We are confident that the technologies we provide to our clients, and, by extension, to the end consumer, are designed to meet both of these growing demands. The laundry business is a service-driven sector that holds a uniquely personal significance in daily life. Beyond what we eat and drink, what could be more intimate and personal than what we wear? We’re speaking not only to young people planning their future but also to individuals looking to reinvent their careers. It’s important they recognize that this sector offers a dynamic environment where innovation, modernity, and essential service converge. The goal is to move beyond the traditional image of the neighbourhood shopkeeper and instead cultivate a new wave of business owners, entrepreneurs committed to innovation, operational simplicity, and delivering high-quality service. Renzacci, has focused on natural solvent machines, and more specifically on Biolavaggio dry-cleaning system. This technology broadens the range of treatable items beyond traditional garments to include accessories such as bags and shoes. In the realm of wet-cleaning, our company offers professional machines and detergents designed to deliver superior results while minimizing environmental impact. A standout feature is Plastic Guard, the microplastic filtration system by Renzacci, which significantly reduces microplastic pollution, a key concern in the wet-cleaning processes. By integrating cutting-edge technology with a commitment to sustainability, we not only elevate the quality and appeal of our services but also enhance the attractiveness of the industry to younger entrepreneurs and broaden our customer base”.

MACPI

Eleonora Cartabbia, the Marketing Manager of MACPI GROUP, a company specializing in finishing equipment for both the laundry and garments manufacturing sectors, emphasized the need for modernization within the dry-cleaning industry. “To remain competitive today, dry-cleaners must invest in automation, advanced technologies, and machines that are efficient in both productivity and energy consumption,” she stated. “Equally important is the implementation of ergonomic solutions that ensure proper working conditions for the staff. Macpi offers a range of solutions that integrate these key factors, enabling businesses to enhance production efficiency while maintaining energy savings and operator comfort. Optimized, high-performance machines, she noted, contribute to lower operational costs and faster delivery times, key advantages in a highly competitive local market. Among the standout innovations in Macpi’s portfolio are the automatic machines like the finishing Tunnel, and systems built around four dedicated workstations loading, steaming, blowing, and automatic unloading - for processing both shirts and trousers. These machines consistently produce wrinkle-free garments, ready for immediate delivery. Thanks to features like an active blowing system that operates even during the rotation of the dummy, the technology is designed to streamline every phase of the workflow. With the capacity to iron up to 150 garments per hour using a single operator, the system significantly boosts productivity while minimizing downtimes. These advanced machines are designed to replace 4 individual form finishers, which together would typically consume around 60 kW of energy. In contrast, Macpi’s automatic 4-station machine operate at approximately 15 kW, delivering substantial energy savings alongside increased productivity. Beyond efficiency, the machines also enhance workplace ergonomics. Operators are only required to load garments, as the system handles both the ironing and automatic unloading. The machine’s height and structural design promote natural, strain-free movements, reducing physical fatigue. Additionally, an integrated steam recirculation system not only recovers steam to improve efficiency but also contributes to a cooler, more comfortable working environment for staff”.

ELECTROLUX PROFESSIONAL

“As both a Consultant and Trainer for ELECTROLUX PROFESSIONAL, and an entrepreneur in this industry, I believe that providing excellent customer service is already a strong foundation,” says Maddalena Peccerillo. “With my business, I’ve chosen to specialize in the treatment of high-fashion garments, relying exclusively on water-based technologies using Electrolux Professional’s Lagoon® Advanced Care wet-cleaning system. Over the years, I’ve explored ways for diversifying the business by launching an in-house line of shirts and offering tailoring and garment repairs. It’s essential that when a customer enters my shop, they find a full-service offering with consistently high quality. My laundry business processes approximately 200 garments per day, including complex, high-end pieces made of vibrant fabrics, leather inserts, and mixed materials. These garments are often very costly and require meticulous care. Our goal is to deliver toptier service at a fair price.” Among her clientele are luxury fashion houses like Max Mara and Luisa Spagnoli, who rely on her for the care of special items, as do discerning private customers. We also spoke with Marco Oleoni, Sales Director Laundry Italy at ELECTROLUX PROFESSIONAL, about what makes a small laundry business stand out in today’s market? “What truly sets a business apart is the customer’s first impression, the layout of the space, the welcoming atmosphere, and even the scent in the air,” explained Oleoni. “But beyond that, what really matters is diversification, investment in cutting-edge equipment, and a commitment to maintaining high standards. With waterbased cleaning, we’re even able to process delicate garments for professionals, not just to clean, but to refresh and revitalize them”, he concluded.

PONY

“The current trend is clearly shifting toward service-oriented models, particularly in urban areas, where added value increasingly comes from door-to-door collection and delivery, much like the grocery delivery systems now widely used by major retailers”, says Andrea Astolfi, Commercial Director of PONY. “There is no one-size-fits-all approach to success in this sector. Instead, growth depends on a combination of strategic factors, among which delivery speed and punctuality are key factors. The benchmark is the Amazon delivery model, which has reshaped consumer expectations around convenience and time efficiency. Sustaining such a model, however, requires sufficient workflow volume paired with a well-calibrated pricing strategy. For laundries, this often means investing in automation, particularly for shirt processing, an area where technological upgrades can dramatically improve efficiency and output. There are numerous success stories across Italy, even among small businesses that have scaled up significantly over time.”
What are your recommendations?
“It’s about taking gradual steps and offering services that are directly aligned with customer needs. Shirts remain a core item, they can generate significant volume and act as a gateway for other services. There’s been a sociological transformation in how people dress and care for clothing. The rise of casual wear and the advent of remote work have reduced the frequency with which formal clothes, like shirts, are worn and cared for at home. At the same time, changing household structures, more singles and families less interested in ironing, create new opportunities for professional services. Our goal is to provide faster, fully automated machines that deliver consistent, high-quality results. In a market where skilled labour is increasingly scarce, automation becomes not just an advantage, but a necessity. And therefore, as Pony we must provide energy-efficient machinery and solutions, given the rising costs of utilities, something that is becoming a major concern for businesses", concludes Astolfi.

UNION

We spoke with Gabriele Cuppini, Head of Sales of UNION, a renowned manufacturer of dry-cleaning machines with an international client base, and we ask him: what are the prevailing trends and customer experiences beyond Italy's borders? “Compared to other countries, Italy presents a particularly complex landscape, beginning with constraints on both budget and innovation. This complexity influences key strategic decisions, from choosing the right location and planning the budget to identifying the target demographic and positioning the service effectively. Internationally, the situation varies widely. In regions like North America and the United Arab Emirates, for instance, markets are dynamic, and strong demand is matched by significant financial resources on both the consumer and provider sides. The starting point must always be a clear understanding of the service being offered, paired with fair and sustainable pricing. Competing with self-service operations is absolutely pointless, the modern dry-cleaning business must differentiate itself through added value, punctuality, and highquality service.”
But which could be the key to success for such an entrepreneurial activity?
“Naturally, the answer varies depending on the specific case and country. A few years ago, and still today, we worked with a Japanese company that specialized in high-quality, in-demand garments for clients across Japan. What set this business apart was its unique relationship with customers: all items were received and delivered exclusively by mail. Their model, that of Amazon, allowed them to significantly expand their market reach. In large urban centres, where mobility is often limited by time constraints, mail-order collection and delivery services help overcome the challenges associated with physical travel. Let’s consider the TIDE “drive-in” model, a high-end franchise popular in the United States that has been very successful for many years because it meets the needs of American consumers. In the U.S., TIDE offers a service and a brand image that are very strong. Just think of the development of clean-related fragrances specifically created by Procter & Gamble. We're talking about laboratories developed with a $1 million investment. The franchise has also gained traction in Europe, for example in France, while in Italy it is still a model that has yet to take off”, concludes Cuppini. •

DETERGO MAGAZINE # JUNE 2025

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