Washaway
Washaway is a Stockholm-based mobile laundry and dry cleaning service offering door-to-door pickup and delivery via iOS and Android apps, serving over 10,000 Stockholm households and corporate accounts including H&M and Electrolux with eco-friendly solvents.
- Company typePrivate
- Founded2018
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Washaway does
Washaway AB (formerly Sturebadstvätten AB), founded in 2018 in Stockholm, Sweden, operates Sweden's largest-scale mobile laundry and dry cleaning service, marketed as "Sveriges största tvättapp." The company serves individual households and corporate clients across the Stockholm metropolitan area with door-to-door pickup and delivery, supported by an iOS/Android app, real-time SMS driver tracking, and integrated Swedish RUT-avdrag (household service tax deduction) processing. Washaway claims to have helped more than 10,000 Stockholm households and counts H&M, Electrolux, MeliMeli, and Dashl among its corporate accounts.
The technical platform combines a self-serve consumer app with a centralized processing facility in Kungens Kurva using Electrolux Lagoon wet-cleaning machines and organic, biodegradable dry cleaning solvents (Solvon K4 and recycled hydrocarbons) instead of carcinogenic perchloroethylene. Service catalog spans core everyday laundry (Vardagstvätt), dry cleaning (Kemtvätt), and shirt laundering, plus add-ons including tailoring and alterations (Skrädderi), sheet packages with calender ironing, rug washing by square meter, and sofa cushion cover cleaning. Operational commitments include 48-hour Stockholm turnaround, satisfaction guarantee with free re-wash, and If Skadeförsäkring garment insurance during processing.
Revenue is generated primarily through per-transaction unit pricing (e.g., 399 SEK per 5 kg standard bag, ~299 SEK after RUT subsidy; 39 SEK per shirt; 249 SEK per square meter for rugs) with a parallel corporate subscription motion offering flexible contracts and no minimum commitment. Distribution is exclusively digital via the app and web app, with go-to-market relying on content marketing through a Swedish-language blog, organic social media (Instagram, Facebook, LinkedIn), Trustpilot reviews, and gift-card-driven referrals rather than paid acquisition. A single early-stage funding round of approximately $310,484 was disclosed on 2019-09-16; no further external capital events, geographic expansions beyond Stockholm, or AI/ML capability disclosures are evident in the available data.
Washaway firmographics
Firmographics- Name
- Washaway
- Legal name
- Washaway AB
- Website
- https://washaway.se
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Washaway is a Stockholm-based mobile laundry and dry cleaning service offering door-to-door pickup and delivery via iOS and Android apps, serving over 10,000 Stockholm households and corporate accounts including H&M and Electrolux with eco-friendly solvents.
- Ownership category
- akta.pro rank
Washaway industry classification
Industry- Product category
- On-demand laundry and dry cleaning services
- NAICS
- Drycleaning and Laundry Services (except Coin-Operated) (81232), Personal and Laundry Services (812), Linen and Uniform Supply (81233)
- akta.pro primary industry
- Residential Pickup & Delivery Wash-and-Fold (HSAJACAA)
- akta.pro secondary industries
- Standard Wash-and-Fold (Everyday Apparel) (HSAJABAA), Eco-Friendly / Green Pickup & Delivery Laundry Services (HSAJACAL), Commercial / Small-Business Wash-and-Fold (Salons, Gyms, Spas, Airbnb Hosts) (HSAJABAE), Same-Day / Express Dry Cleaning (HSAJADAD), Subscription / Membership Wash-and-Fold Plans (HSAJABAH)
Keywords
Where Washaway is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
Washaway business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Per-kilo laundry (Vardagstvätt): Customers pay per 5 kg bag of laundry (Washaway standard bag) at a base price of 399 SEK before RUT subsidy, approximately 299 SEK after RUT deduction. XL bags (15 kg) cost three times the standard price. The order is weighed at the facility and customers are charged for any excess weight.
- Per-item dry cleaning and shirt laundry: Dry cleaning and shirt laundry priced per individual item (e.g., 39 SEK per shirt). Services include washing, dry cleaning, and ironing/steam-pressing, delivered on a hanger.
- Per-sqm carpet cleaning: Carpet cleaning priced per square meter (249 SEK/sqm) with flat-wash treatment. Surcharges apply for particularly delicate or large items.
- Corporate/business laundry subscriptions: Flexible laundry and dry cleaning subscriptions for businesses and organizations, with no minimum commitment and flexible delivery times. Customized pricing based on company needs.
- Gift cards: Washaway sells gift cards, allowing customers to purchase laundry services as gifts for others.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard bag (5 kg) — Vardagstvätt at 399 SEK (approx. 299 SEK after RUT) |
| Unit Pricing | Pay-as-you-go | Shirt laundry — 39 SEK per shirt |
| Unit Pricing | Pay-as-you-go | Bed sheet package with mangling — 299 SEK |
| Unit Pricing | Pay-as-you-go | Carpet cleaning — 249 SEK per sqm |
| Unit Pricing | Pay-as-you-go | Tailoring/alteration — hole repair from 139 SEK |
| Unit Pricing | Pay-as-you-go | Sofa cushion cover cleaning — 149 SEK |
| Subscription | Multi-year contract | Corporate/business account — customized pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Washaway product offering
Product offeringCore offering
Washaway is a Stockholm-based mobile-first laundry and dry cleaning service that picks up garments from customers' doors, processes them at a central facility using eco-friendly Electrolux Lagoon wet-cleaning and organic-solvent dry cleaning, and delivers them back within 48 hours. The service is ordered through an iOS/Android app that handles RUT tax deductions automatically, provides real-time driver tracking, and offers unit-priced everyday laundry, per-item dry cleaning, tailoring, rug washing, sheet mangling, and sofa cushion cleaning. It also serves corporate accounts with flexible subscription plans.
Product overview
Washaway operates as Sweden's largest laundry app, offering a unified service platform that combines on-demand laundry and dry cleaning with home delivery across Stockholm. The core offering consists of Vardagstvätt (everyday laundry with wash-and-tumble or wash-and-iron options) and Kemtvätt (dry cleaning using organic solvents). These are supplemented by add-on services including Skjorta (shirt laundering), Skrädderi (tailoring and alterations), Sängpaket (sheet packages with calender ironing), Matta (rug washing), Överdrag till soffdyna (sofa cushion cleaning), and Presentkort (gift cards). The platform also serves corporate customers with flexible business subscription plans. All services feature home pickup and delivery, real-time driver tracking, RUT tax deduction support, and a satisfaction guarantee.
Differentiator
Problem solved
Functional benefit
Products and services
- Vardagstvätt (Everyday Laundry) Gentle water wash and tumble-dry service priced per 5 kg Washaway bag, starting at 399 SEK before RUT (approximately 299 SEK after RUT deduction). XL bags cost 3x the standard price. First-time orders are weighed at the facility and customers are notified of any excess weight. Targeted at Stockholm individual households.
- Kemtvätt (Dry Cleaning) Professional dry cleaning using modern Electrolux machines with organic solvents (Solvon K4 and recycled hydrocarbons), including steam ironing per garment care labels. Garments are delivered freshly cleaned on hangers. Targeted at Stockholm individual households and corporate customers.
- Skjorta (Shirt Laundry) Water wash at 40°C and ironing of cotton oxford shirts, delivered on hangers. Priced at 39 SEK per shirt. Not available for short-sleeve, tuxedo, or jacket shirts. Targeted at individual customers and families in Stockholm.
- Skrädderi (Tailoring and Alterations) Comprehensive alteration services including pant hemming, sleeve shortening, hole repairs, button sewing, and moth removal. Hole repairs start from 139 SEK. All alterations come with a 6-month warranty under normal use. Targeted at individual Stockholm customers.
- Sängpaket inkl. mangling (Sheet Package with Calender Ironing) Washing and calender ironing (mangling) of bed linens for a double bed: fitted sheet, duvet cover, and up to 4 pillowcases. Includes sorting by color and temperature, mangling, and folding. Priced at 299 SEK per package. Targeted at individual Stockholm households.
- Matta (Rug Washing) Flat washing of rugs with maximum width of 2 meters, priced at 249 SEK per square meter (rounded to nearest whole sqm). Includes stain removal. Viscose rugs washed at customer's own risk. Surcharges apply for delicate or large items. Targeted at Stockholm households.
- Överdrag till soffdyna (Sofa Cushion Cover Cleaning)
Quantifiable outcome
- Energy savings of up to 80% compared to home washing, using high-tech eco-friendly machines
- +3 more outcomes
Companies that use Washaway
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
Washaway technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Washaway partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- ElectroluxcoreWashaway uses modern Electrolux Lagoon wet-cleaning machines, which represent a gentle and eco-friendly technology that minimizes wear on garments. This technology is central to Washaway's differentiation from traditional dry cleaners using perchloroethylene. Electrolux is described as the equipment provider enabling Washaway's service quality and environmental claims.
- If SkadeförsäkringcoreAll customer garments are insured by If (If Skadeförsäkring) while in Washaway's possession and facilities. This insurance coverage provides peace of mind and is highlighted as a trust signal on the website and about page.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Washaway competitors and assessment
Company assessmentDirect peers
- FlyCleaners: On-demand laundry and dry-cleaning pickup/delivery service with mobile app. Comparable mobile-first, convenience-led laundry model targeting urban consumers.
- Rinse: US-based pickup-and-delivery dry cleaning and laundry service with strong app/digital experience. Comparable technology-led approach to garment care, garment tracking, and turnaround-time promises.
- Mulberrys Garment Care: US garment-care chain combining retail storefronts with pickup/delivery. Comparable in offering both everyday laundry and dry cleaning with sustainability-led positioning, though larger and US-only.
- Laundrapp: UK on-demand laundry and dry-cleaning service with mobile app booking and home collection/delivery. Closely aligned service model, customer base (urban professionals), and unit-pricing approach.
- Hamperapp: Australian on-demand laundry and dry-cleaning app offering door-to-door service. Comparable in app-led booking, home pickup/delivery, and per-kg pricing for urban households.
- CLEANLY: European on-demand laundry and dry-cleaning app with home pickup and delivery. Closely comparable business model — mobile-first booking, per-kg/per-item pricing, eco-friendly processing — operating in Germany and several other EU markets.
Others
- Elephant in the Room: Adjacent comparator in the Swedish household-services market — incumbent laundromats and cleaners that Washaway is disrupting. Listed as 'Others' to represent the fragmented local competitive set that Washaway's app consolidates.
- Electrolux (Professional): Supplier of the Lagoon wet-cleaning technology used by Washaway. Listed as an enabling/technology partner rather than competitor, but represents the same equipment stack available to any new entrant.
Regional players
- Renov: Swedish dry-cleaning and garment-care chain with a strong brand and multiple locations. Comparable as a Swedish garment-care services provider serving similar residential customers, though predominantly walk-in rather than app-led.
- Tvättomat: Swedish self-service laundromat chain with multiple Stockholm locations. Comparable as a Stockholm-based laundry services operator, though focused on coin-operated self-service rather than pickup/delivery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Washaway social profiles
Digital presenceWashaway financial estimates
Financial estimateRevenue estimate
Valuation estimate
Washaway leadership team
Management profileNumber of profiles
Profiles4 records
Washaway funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Washaway M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Washaway
What does Washaway do?
Washaway is a Stockholm-based mobile-first laundry and dry cleaning service that picks up garments from customers' doors, processes them at a central facility using eco-friendly Electrolux Lagoon wet-cleaning and organic-solvent dry cleaning, and delivers them back within 48 hours. The service is ordered through an iOS/Android app that handles RUT tax deductions automatically, provides real-time driver tracking, and offers unit-priced everyday laundry, per-item dry cleaning, tailoring, rug washing, sheet mangling, and sofa cushion cleaning. It also serves corporate accounts with flexible subscription plans.
Is Washaway a public or private company?
Washaway is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Washaway founded?
Washaway was founded in 2018. It employs 1 to 10 people.
Where is Washaway based?
Washaway is headquartered in Stockholm, Sweden, in the Europe region.
How does Washaway make money?
Five revenue lines are on record. Per-kilo laundry (Vardagstvätt) is the primary driver. The others are per-item dry cleaning and shirt laundry, per-sqm carpet cleaning, corporate/business laundry subscriptions and gift cards.
Who are Washaway's main competitors?
Direct peers on record are FlyCleaners, Rinse, Mulberrys Garment Care, Laundrapp, Hamperapp and CLEANLY. Others are Elephant in the Room and Electrolux (Professional). Regional players are Renov and Tvättomat.
Does Washaway have an API?
No public API is recorded for Washaway.
What industry is Washaway in?
Washaway's product category is On-demand laundry and dry cleaning services. Its primary akta.pro industry code is HSAJACAA, Residential Pickup & Delivery Wash-and-Fold, with a secondary code of HSAJABAA, Standard Wash-and-Fold (Everyday Apparel). Its NAICS code is 81232.