Rinse
Rinse is a direct-to-consumer laundry and dry cleaning pickup and delivery service operating across ten North American markets, serving urban consumers and apartment residents through a mobile-first platform with W-2 employee valets.
- Company typePrivate
- Founded2013
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Rinse does
Rinse is a direct-to-consumer laundry and dry cleaning pickup and delivery service operating across ten North American markets (San Francisco Bay Area, New York, Los Angeles, Washington D.C., Chicago, Toronto, Boston, Austin, New Jersey, Seattle, plus San Jose and Oakland). Founded in 2013 in San Francisco by Ajay Prakash (CEO), James Joun (COO), and Sam Cheng (CTO), the company serves urban consumers and apartment residents who lack in-unit laundry or value time savings. Its core products are Wash & Fold (per-bag, with Full and Flex bag variants) and Dry Cleaning (per-item with a $30 minimum, standard 3-4 day turnaround), augmented by subscription (Rinse Repeat), contactless delivery (Rinse Drop), on-demand pickup (Rinse Go), and Hang Dry for delicates.
The platform is a mobile-first scheduling and logistics layer. Customers book via iOS/Android apps, the rinse.com website, or text message (texting 'Y' to 746-73). Operational features include real-time Valet tracking, 30-minute ETA texts, photo-itemized dry cleaning inventories, and curbside drop-off. All Valets are W-2 employees with benefits, a deliberate structural choice versus gig-economy alternatives. Differentiation centers on evening 7pm-10pm pickup windows, photo-verified garment handling, and consistent service quality.
The business model combines transaction-based per-order revenue, per-bag unit pricing for Wash & Fold, and recurring subscription revenue via Rinse Repeat. The company generates customer acquisition through organic social, earned media, app store presence, and a referral program. Revenue, funding totals, and ownership structure are not publicly disclosed. Strategic capital has been deployed through multiple acquisitions (Washio 2016, OffToYou 2020, DRYV 2020, ButlerBox 2021, FlyCleaners 2022) and a 2025 $23M Series 3 round led by LG Electronics, alongside a partnership positioning Rinse as a launch partner for LG's AI-driven commercial laundry initiatives.
Rinse firmographics
Firmographics- Name
- Rinse
- Legal name
- Rinse, Inc.
- Website
- https://rinse.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rinse is a direct-to-consumer laundry and dry cleaning pickup and delivery service operating across ten North American markets, serving urban consumers and apartment residents through a mobile-first platform with W-2 employee valets.
- Ownership category
- akta.pro rank
Rinse industry classification
Industry- Product category
- Laundry and Dry Cleaning Services
- NAICS
- Drycleaning and Laundry Services (except Coin-Operated) (812320), Personal and Laundry Services (812)
- akta.pro primary industry
- Standard Wash-and-Fold (Everyday Apparel) (HSAJABAA)
- akta.pro secondary industries
- Same-Day / Express Dry Cleaning (HSAJADAD), Same-Day / Express Wash-and-Fold (HSAJABAB)
Keywords
Where Rinse is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices10 records
Markets served
Rinse business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- Dry Cleaning: Transaction-based pricing per item with a $30 minimum order. Standard 3-4 day turnaround with rush options available.
- Wash & Fold: Per-bag pricing model with Full bag (for 2+ laundry baskets) and Flex bag (for 1 laundry basket) options. New per-bag pricing introduced with Flex bag offering.
- Rinse Repeat Subscription: Subscription service for recurring laundry pickup and delivery, providing convenience for regular customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Dry Cleaning - Priced per item with $30 minimum |
| Unit Pricing | Pay-as-you-go | Wash & Fold - Per bag pricing (Full and Flex options) |
| Other | Pay-as-you-go | First Order Discount - $15 off first pickup |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Rinse product offering
Product offeringCore offering
Rinse provides door-to-door laundry and dry cleaning pickup and delivery services through a mobile app and website. Customers schedule pickups, a W-2 employed valet collects the items, the company routes them to vetted cleaning partner facilities for processing, and returns the cleaned garments within 24–48 hours. Services include per-bag Wash & Fold, per-item Dry Cleaning, specialty Hang Dry handling, the Rinse Repeat weekly subscription, on-demand Rinse Go, and the self-service Rinse Drop option.
Product overview
Rinse is a laundry and dry cleaning pickup and delivery service operating across multiple U.S. cities and Toronto. The platform offers two core services: Wash & Fold for everyday laundry (washed in cold water, returned neatly folded with socks paired) and Dry Cleaning for professional garment care (inspected, treated for stains, pressed, and returned on hangers). The Rinse Repeat subscription enables recurring scheduled pickups for convenience. The Rinse Mobile App (iOS and Android) allows customers to schedule pickups, track orders in real-time, and manage preferences. Additional offerings include Rinse Drop (flexible delivery when not home), Hang Dry for delicates, and bag options (Full Bag for larger loads, Flex Bag for per-bag pricing). Service is available in San Francisco Bay Area, New York, Los Angeles, Washington D.C., Chicago, Toronto, Boston, Austin, New Jersey, Seattle, San Jose, and Oakland.
Differentiator
Problem solved
Functional benefit
Brands
- Rinse Repeat: Subscription service offering perks for repeat laundry and dry cleaning customers.
Products and services
- Wash & Fold Per-bag laundry service in which Rinse picks up customers' mixed clothing and linens, washes, dries, and folds them, then returns them within 24–48 hours. Targeted at individual consumers without in-unit laundry.
- Dry Cleaning Per-item professional dry cleaning service with door-to-door pickup and delivery, processed through vetted cleaning partner facilities. Targeted at consumers needing garment care for shirts, suits, dresses, and other dry-clean-only items.
- Rinse Repeat Weekly subscription laundry and dry cleaning service that schedules recurring pickups at a discounted recurring rate. Designed to convert one-time customers into long-term subscribers.
- Rinse Go On-demand, expedited laundry and dry cleaning pickup and delivery service for customers who need faster turnaround than the standard offering.
- Hang Dry Specialty garment handling service for items that should not be machine-dried, provided as part of the Wash & Fold or Dry Cleaning offerings for delicate garments.
- Rinse Drop Self-service drop-off laundry option that lets customers drop off items at designated Rinse locations for processing and return.
- Rinse Mobile App iOS and Android application that lets customers schedule pickups and deliveries, manage subscriptions, track orders, and pay for Rinse's laundry and dry cleaning services.
Quantifiable outcome
- 20M+ gallons of water saved through high-efficiency machines
- +1 more outcomes
Companies that use Rinse
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles1 record
Rinse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Rinse partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- LG ElectronicscoreLG highlighted strategic partnership with Rinse as part of its effort to strengthen its position in the North American commercial laundry market. LG showcased AI-driven commercial laundry solutions at Clean Show 2025, with Rinse listed as a strategic partner alongside CSC ServiceWorks and WASH.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Rinse competitors and assessment
Company assessmentOthers
- LG Electronics: Strategic investor ($23M in 2025) and technology partner supplying commercial laundry equipment. Ecosystem participant rather than competitor, but pivotal to Rinse's commercial expansion strategy.
Direct peers
- Tide Cleaners: P&G-owned dry cleaning and laundry service with pickup/delivery across multiple US cities. Direct competitor in the consumer-facing dry cleaning category with similar convenience-focused positioning.
- Mulberrys Garment Care: Premium laundry and dry cleaning pickup/delivery service operating in select US metros with subscription offerings. Closely comparable business model, pricing tier, and target customer (urban professionals).
- Lapels Dry Cleaning: Dry cleaning franchise with pickup/delivery and eco-friendly positioning. Competes in the same customer segment with similar services (dry cleaning, wash-and-fold) but with a franchise-based model.
- Pressbox: On-demand dry cleaning and laundry delivery service operating in select US metros with mobile-first scheduling. Direct competitor in the urban convenience-focused laundry category.
Emerging players
- Hampr: On-demand laundry app offering wash-and-fold pickup/delivery in select US markets. Targets similar urban busy professionals with app-first scheduling, though at smaller scale than Rinse.
- The Folde: Subscription-based laundry and dry cleaning delivery service with a similar Rinse Repeat-style recurring model. Smaller scale but directly comparable subscription-first value proposition.
Broad incumbents
- CSC ServiceWorks: Large-scale commercial laundry and air-vacuum services provider for multifamily housing and laundromats. Named alongside Rinse as an LG strategic partner, representing the broader commercial laundry ecosystem.
- WASH Multifamily Laundry: Established multifamily housing laundry services operator. Also named as an LG strategic partner alongside Rinse, representing the B2B/commercial side of the laundry market Rinse may enter via LG.
Regional players
- Laundrapp: UK-based on-demand laundry and dry cleaning pickup/delivery app with subscription model. Comparable business model and tech-enabled experience, but operating in a different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Rinse social profiles
Digital presenceRinse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rinse leadership team
Management profileNumber of profiles
Profiles3 records
Rinse funding detail
Funding detailFunding overview
Funding rounds7 records
Investors29 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rinse M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rinse
What does Rinse do?
Rinse provides door-to-door laundry and dry cleaning pickup and delivery services through a mobile app and website. Customers schedule pickups, a W-2 employed valet collects the items, the company routes them to vetted cleaning partner facilities for processing, and returns the cleaned garments within 24–48 hours. Services include per-bag Wash & Fold, per-item Dry Cleaning, specialty Hang Dry handling, the Rinse Repeat weekly subscription, on-demand Rinse Go, and the self-service Rinse Drop option.
Is Rinse a public or private company?
Rinse is a private company. It is classified as venture growth investor backed and is currently operating.
When was Rinse founded?
Rinse was founded in 2013. It employs 11 to 50 people.
Where is Rinse based?
Rinse is headquartered in San Francisco, United States, in the North America region.
How does Rinse make money?
Three revenue lines are on record. Dry Cleaning is the primary driver. The others are wash & Fold and rinse Repeat Subscription.
Who are Rinse's main competitors?
LG Electronics is listed as an others. Direct peers are Tide Cleaners, Mulberrys Garment Care, Lapels Dry Cleaning and Pressbox. Emerging players are Hampr and The Folde. Broad incumbents are CSC ServiceWorks and WASH Multifamily Laundry. Laundrapp is listed as a regional player.
Does Rinse have an API?
No public API is recorded for Rinse.
What industry is Rinse in?
Rinse's product category is Laundry and Dry Cleaning Services. Its primary akta.pro industry code is HSAJABAA, Standard Wash-and-Fold (Everyday Apparel), with a secondary code of HSAJADAD, Same-Day / Express Dry Cleaning. Its NAICS code is 812320.