Laundrop.se
Laundrop.se is a Swedish door-to-door laundry and dry-cleaning service operating in Stockholm and Gothenburg. It serves private individuals via subscription and per-kg pricing with RUT tax-deduction support, and businesses with custom commercial laundry contracts.
- Company typePrivate
- Founded2019
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Laundrop.se does
Laundrop.se is a Swedish door-to-door laundry and dry-cleaning service operating across Stockholm and Gothenburg. The company provides everyday per-kilogram laundry, per-item dry cleaning (Kemtvätt), per-square-meter carpet cleaning (Mattvätt), a shirt service, home textile cleaning for duvets, pillows, and curtains, and a recurring subscription (Abonnemang) with rolling scheduled pickups. Laundrop does not operate its own laundry facilities; instead it routes orders to a curated network of professional partner laundries that handle sorting by color and material, washing, drying, folding, sheet mangling, and sock pairing, with environmentally friendly detergents and energy-efficient processes. Customers book online in under two minutes and receive doorstep pickup and delivery, with a self-service portal (Mina Sidor) for managing recurring schedules, pausing subscriptions, and tracking orders.
The business serves two principal customer segments: private individuals in Stockholm and Gothenburg, who benefit from RUT deduction integration that automatically reduces effective per-kg laundry pricing by roughly 25%, and business clients (Företagstvätt) including cafes, restaurants, healthcare and veterinary clinics, security companies, yoga studios, beauty salons, and spas, which receive custom pricing and 30-day invoicing. Revenue is generated through multiple streams: usage-based per-kg laundry (69.90 SEK/kg, 10 kg minimum), per-item dry cleaning, per-m² carpet pricing with a 59 SEK handling fee, and recurring subscriptions combining laundry and dry cleaning with free inner-city pickup and delivery. Founded around 2018-2019 by Gigja Gudjonsdottir and Jesper Pettersson, Laundrop has completed more than 30,000 washes for over 8,000 customers and received early-stage backing from Propel Capital and Sting in February 2020. The company operates with a very small team (1-10 employees) and has no disclosed follow-on funding, indicating a bootstrapped, capital-light growth profile built on regional logistics density rather than technology differentiation.
Laundrop.se firmographics
Firmographics- Name
- Laundrop.se
- Legal name
- Laundrop.se
- Website
- https://laundrop.se
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Laundrop.se is a Swedish door-to-door laundry and dry-cleaning service operating in Stockholm and Gothenburg. It serves private individuals via subscription and per-kg pricing with RUT tax-deduction support, and businesses with custom commercial laundry contracts.
- Ownership category
- akta.pro rank
Laundrop.se industry classification
Industry- Product category
- Laundry and Dry Cleaning Services
- NAICS
- Drycleaning and Laundry Services (except Coin-Operated) (812320), Drycleaning and Laundry Services (8123), Industrial Launderers (812332), Personal and Laundry Services (812)
- akta.pro primary industry
- Eco-Friendly / Green Pickup & Delivery Laundry Services (HSAJACAL)
Keywords
Where Laundrop.se is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Laundrop.se business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Per-kilo laundry pricing: Vardagstvätt (everyday laundry) is priced per kilogram. Minimum charge of 10 kg applies per order. Weight is measured after washing when clothes are dry.
- Per-item dry cleaning pricing: Kemtvätt (dry cleaning) and special garments like suits, dresses, and shirts are priced per item/piece.
- Carpet cleaning pricing: Mattvätt (carpet cleaning) is priced per square meter (m²) with a handling fee of 59 kr per carpet for handling and transport.
- Subscription service (Abonnemang): Recurring subscription service with regular pickup schedule, offering reduced pricing and convenience for subscribers. Includes RUT deduction support for private customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Everyday laundry at 69.90 kr/kg (52.50 kr/kg after RUT deduction) |
| Subscription | Monthly | Subscription laundry service with regular pickup schedule |
| Unit Pricing | Pay-as-you-go | Dry cleaning and special items priced per piece |
| Usage-based | Monthly | Business laundry with custom pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Laundrop.se product offering
Product offeringCore offering
Laundrop.se operates a door-to-door laundry and dry cleaning pickup and delivery service in Stockholm and Gothenburg. Services include everyday laundry priced per kilogram, dry cleaning priced per garment, carpet cleaning priced per square meter, shirt service, home textile cleaning, and a recurring subscription plan. Private customers benefit from the Swedish RUT household service tax deduction, while business customers receive 30-day invoicing and custom pricing.
Product overview
Laundrop.se is a modern laundry and dry-cleaning service operating in Stockholm and Gothenburg, offering home and business pickup and delivery. The core portfolio consists of Vardagstvätt (everyday laundry by kilogram, including sorting, washing, drying, folding, and sheet mangling), Företagstvätt (commercial laundry for businesses), Mattvätt (professional carpet washing by square meter), and Kemtvätt (dry cleaning per garment for delicate fabrics). These are supplemented by the Skjortservice add-on (shirt washing, pressing, and hanging) and a Hemtextilier service for duvets, pillows, and curtains. Customers can access services individually (one-off bookings) or through the Abonnemang (subscription) plan, which provides recurring scheduled pickups with combined everyday laundry and dry cleaning. The company also offers a self-service customer portal (Mina Sidor) for managing bookings, pausing subscriptions, and tracking orders.
Differentiator
Problem solved
Functional benefit
Products and services
- Vardagstvätt (Everyday Laundry)
Quantifiable outcome
- 20,000+ completed washes performed
- +2 more outcomes
Companies that use Laundrop.se
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Laundrop.se technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Laundrop.se partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Professional Partner LaundriescoreLaundrop works exclusively with carefully selected professional laundries that possess specialized competencies and many years of experience. All laundry is sorted by color and material, washed, sorted, and mangled according to their defined washing process. The partner laundries use environmentally friendly detergents and energy-efficient processes.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Laundrop.se competitors and assessment
Company assessmentDirect peers
- Rinse: US on-demand dry cleaning and laundry pickup/delivery service with subscription plans and B2B accounts — directly analogous model in a different geography.
- Cleanly: US-based on-demand dry cleaning and laundry subscription service with door-to-door logistics — comparable product mix (wash, dry clean, home textiles) and GTM.
- Laundryheap: UK-founded on-demand laundry and dry-cleaning pickup/delivery service operating across Europe including Stockholm. Closest direct competitor with the same digital booking + door-to-door model.
- Press Cleaners: US dry cleaning and laundry pickup/delivery chain with subscription offerings — directly comparable service scope and customer use cases.
Broad incumbents
- CWS Group: European provider of washroom hygiene, textile services, and workwear/linen rental — operates in Sweden and competes for B2B laundry accounts at a larger scale.
- Textilia: Swedish linen and workwear rental/laundry provider serving healthcare and hospitality — relevant B2B peer in the same geography.
- Elis SA: Large European linen and uniform rental/laundry group serving hospitality, healthcare, and industry — much broader scope, but adjacent in commercial laundry.
Emerging players
- Poplin: US on-demand laundry app focused on per-pound wash-and-fold with doorstep pickup/delivery — comparable unit-economics model with a digital-only customer experience.
- Wash.io: On-demand laundry pickup/delivery platform operating in Asia and parts of Europe; similar consumer-facing digital model with partner-laundry backend.
Regional players
- Weclean: Spain-based on-demand laundry pickup/delivery app — comparable operational model but focused on Iberia, not Scandinavia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Laundrop.se social profiles
Digital presenceLaundrop.se financial estimates
Financial estimateRevenue estimate
Valuation estimate
Laundrop.se leadership team
Management profileNumber of profiles
Profiles2 records
Laundrop.se funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Laundrop.se 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 Laundrop.se
What does Laundrop.se do?
Laundrop.se operates a door-to-door laundry and dry cleaning pickup and delivery service in Stockholm and Gothenburg. Services include everyday laundry priced per kilogram, dry cleaning priced per garment, carpet cleaning priced per square meter, shirt service, home textile cleaning, and a recurring subscription plan. Private customers benefit from the Swedish RUT household service tax deduction, while business customers receive 30-day invoicing and custom pricing.
Is Laundrop.se a public or private company?
Laundrop.se is a private company. It is classified as venture growth investor backed and is currently operating.
When was Laundrop.se founded?
Laundrop.se was founded in 2019. It employs 1 to 10 people.
Where is Laundrop.se based?
Laundrop.se is headquartered in Stockholm, Sweden, in the Europe region.
How does Laundrop.se make money?
Four revenue lines are on record. Per-kilo laundry pricing is the primary driver. The others are per-item dry cleaning pricing, carpet cleaning pricing and subscription service (Abonnemang).
Who are Laundrop.se's main competitors?
Direct peers on record are Rinse, Cleanly, Laundryheap and Press Cleaners. Broad incumbents are CWS Group, Textilia and Elis SA. Emerging players are Poplin and Wash.io. Weclean is listed as a regional player.
Does Laundrop.se have an API?
No public API is recorded for Laundrop.se.
What industry is Laundrop.se in?
Laundrop.se's product category is Laundry and Dry Cleaning Services. Its primary akta.pro industry code is HSAJACAL, Eco-Friendly / Green Pickup & Delivery Laundry Services. Its NAICS code is 812320.