Started with a laundromat.
Built around how we’d want our own laundry done.

How we got here

The laundromat came first. In 2021, Sean built an analytical model using 18 different data sources to find the best location for a new laundromat in Melbourne’s inner north. The model pointed to Lygon Street, Brunswick East — a stretch of dense apartment living with a growing population of renters without in-home machines.

It worked. The laundromat filled up, and Sean and Enrica realised they could put the machines to work during off-peak hours too — picking up laundry from nearby homes, washing and folding it properly, and delivering it back. What started as a side experiment became the core of the business.

As the pickup service grew, two things became obvious. First, the industry standard for wash-and-fold was low — most operators don’t read care labels, don’t separate properly, and treat every load the same. Second, the technology was poor across the board. Ordering was clunky, communication was minimal, and customers had no visibility over what was happening with their clothes.

So we built both: a service that follows Australian Laundry Standards on every load and reads every care label, and a platform that makes booking, tracking, and managing laundry straightforward. We now service over 100 suburbs across inner Melbourne, from one-off pickups to weekly regulars to multi-year commercial contracts.