Juliette
Juliette is a bootstrapped, founder-owned boutique laundry and dry cleaning service operating a single Manhattan Upper West Side flagship, offering premium garment care, in-house tailoring, and an invitation-only Black Label pickup-and-delivery sub-brand for doorman-building residents.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Juliette does
Juliette is a boutique laundry and dry cleaning service founded in 2013 by Rechelle Balanzat and headquartered at a single flagship retail store at 247 West 87th Street on Manhattan's Upper West Side. The company positions itself as a premium alternative to commodity cleaners, marketing an "authentic branded experience," quality control, and in-house expertise for high-end designer garments (Louis Vuitton, Chanel, Hermès, Prada, Gucci, Dior, among others), leather, and rugs. Service offerings include wash-and-fold, wash-and-press, dry cleaning, hang dry, boxed shirts, tailoring and alterations, shoe shine and repair, and same-day service, with per-garment pricing that ranges from roughly $3.75/lb for wash-and-fold to $45 or more for gowns, tuxedos, and premium outerwear. A separate invitation-only sub-brand, Black Label, extends the offering through a Manhattan-wide doorman-building pickup-and-delivery service with nightly 7PM-10PM pickup, eco-friendly reusable garment bags, velvet hangers, cashless iOS-app payments, and 24-48 hour turnaround. Juliette is founder-owned, bootstrapped, and operates with a team of 1-10, having acquired its retail store from a family friend in April 2017 after being displaced from an earlier cleaning facility. Marketing is driven primarily by Instagram and Facebook presence, earned media in regional and Filipino-American outlets (AT Magazine, Balitang America, Makilala TV), and a company blog; the founder was named a 2019 Tory Burch Foundation Fellow and a Goldman Sachs 10,000 Small Businesses alumna. The company's economic model is straightforward transaction-based pricing across a narrow geographic footprint, with no disclosed enterprise contracts, no institutional investment, and no AI or automation layer underlying its operations.
Juliette firmographics
Firmographics- Name
- Juliette
- Legal name
- Juliette
- Website
- https://juliettecleaners.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Juliette is a bootstrapped, founder-owned boutique laundry and dry cleaning service operating a single Manhattan Upper West Side flagship, offering premium garment care, in-house tailoring, and an invitation-only Black Label pickup-and-delivery sub-brand for doorman-building residents.
- Ownership category
- akta.pro rank
Juliette industry classification
Industry- Product category
- Laundry and Dry Cleaning Services
- NAICS
- Drycleaning and Laundry Services (except Coin-Operated) (81232), Drycleaning and Laundry Services (except Coin-Operated) (812320)
- SIC
- Services-Miscellaneous Business Services (7380)
- akta.pro primary industry
- Retail/Consumer Dry Cleaning (Storefront) (HSAJADAA)
- akta.pro secondary industries
- Specialty Garment Dry Cleaning (Delicates, Bridal, Formalwear) (HSAJADAF), Same-Day / Express Wash-and-Fold (HSAJABAB)
Keywords
Where Juliette is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Juliette business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Laundry and Dry Cleaning Services: Core revenue from providing laundry and dry cleaning services at premium price points. Services include wash & fold, wash & press, dry cleaning, hang dry, and specialty items. Transaction-based pricing per item or per pound.
- Tailoring and Alterations: In-house tailoring services with over 40 years of experience for garment alterations and repairs, priced per service.
- Shoe Services: Shoe shine and shoe repair services offered as add-on specialty service.
- Same Day Service: Premium expedited service for urgent cleaning needs at higher price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Store Pricing |
| Unit Pricing | Pay-as-you-go | Black Label Premium Service |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Juliette product offering
Product offeringCore offering
Juliette is a boutique laundry and dry cleaning service operating from a single flagship store on Manhattan's Upper West Side, offering wash & fold, dry cleaning, hang dry, tailoring, alterations, leather and rug cleaning, shoe shine and repair, and same-day service. It extends its offering through the invitation-only "Black Label" premium concierge service for Manhattan residents in doorman buildings, featuring app-based nightly pickup, eco-friendly reusable packaging, and 24-48 hour turnaround.
Product overview
Juliette is a boutique laundry and dry cleaning service company operating a single flagship store on Manhattan Upper West Side (est. 2013). The core offering is premium laundry and dry cleaning services with two distinct tiers: the standard in-store service and the premium Black Label sub-brand. Black Label is an invitation-only concierge service featuring nightly pickup, eco-friendly reusable packaging, personalized delivery, and cashless app-based payments for Manhattan residents with doorman buildings. The company also offers ancillary services including tailoring, alterations, same-day service, shoe repair, leather cleaning, and rug/carpet cleaning.
Differentiator
Problem solved
Functional benefit
Brands
- Black Label: Premium laundry and dry-cleaning service offered by invitation only, featuring pickup and delivery, eco-friendly packaging on velvet hangers, cashless app-based payments, and 24-hour turnaround for laundry and 24-48 hours for dry cleaning. Available to Manhattan residents from Financial District to 110th Street with 24-hour doorman buildings.
Products and services
- Juliette Premium Laundry & Dry Cleaning Boutique laundry and dry cleaning service offering premium care for everyday and designer wardrobes, including wash & fold, wash & press, dry cleaning, hang dry, and boxed shirts, served from the Manhattan Upper West Side flagship store to walk-in customers.
- Black Label Concierge Service Invitation-only premium laundry and dry cleaning concierge service for Manhattan residents in 24-hour doorman buildings, with nightly pickup between 7PM and 10PM, cashless payments through the Juliette iOS app, eco-friendly reusable garment bags, velvet hangers, and 24-48 hour turnaround.
- Tailoring and Alterations
Quantifiable outcome
- 467% revenue growth during pilot period (Sept-Dec 2014)
Companies that use Juliette
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Juliette technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Juliette partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Goldman Sachs 10,000 Small BusinessesminorFounder Rechelle Balanzat completed a 6-month business education program through Goldman Sachs 10,000 Small Businesses, gaining tactical tools, resources, and strategic guidance on growth opportunities.
- Tory Burch FoundationminorFounder selected as 2019 Tory Burch Fellow, participating in 4-day intensive workshops with industry leaders including Tory Burch, Seth Godin, and receiving a $5,000 educational grant and ongoing peer support network.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Juliette competitors and assessment
Company assessmentDirect peers
- Rinse: Tech-enabled on-demand laundry and dry cleaning pickup/delivery service operating across multiple U.S. cities including New York. Directly comparable to Juliette's Black Label app-based concierge model, though Rinse operates at significantly greater scale with venture backing.
- Flycleaners: NYC-based on-demand laundry and dry cleaning app offering scheduled pickup and delivery. Overlaps with Juliette's Black Label tier in target customer (urban professionals) and service mechanism (app-driven pickup/delivery).
- Cleanly: App-based on-demand laundry and dry cleaning service operating in New York and other major metros. Comparable to Juliette's premium tier on delivery mechanism and target urban professional customer base.
- Mulberrys Garment Care: Premium eco-friendly dry cleaning chain with neighborhood locations, concierge pickup/delivery, and tailoring. Closely comparable to Juliette on boutique positioning, premium pricing, and breadth of garment care services.
- Jeeves New York: Manhattan-based premium dry cleaner with pickup and delivery service targeting affluent and corporate clientele. Highly comparable to Juliette on geography, premium positioning, and concierge service model.
Regional players
- Crest Cleaners: Premium dry cleaning and laundry chain with multiple U.S. locations offering tailoring and specialty garment care. Comparable to Juliette on premium positioning and full-service offerings, though operating at greater scale and in different geographies.
Broad incumbents
- Tide Cleaners: National dry cleaning and laundry brand operated by P&G, with storefronts and pickup/delivery. Comparable on core service category but operates at mass-market scale rather than Juliette's boutique/luxury niche.
Emerging players
- 2ULaundry: Tech-enabled on-demand laundry and dry cleaning service with mobile app scheduling. Comparable to Juliette's Black Label on digital-first GTM and pickup/delivery mechanics, though broader in geographic footprint.
- Hamperapp: On-demand laundry and dry cleaning app offering scheduled pickup and delivery in select U.S. cities. Comparable on app-based service model targeting urban convenience-seeking customers.
Others
- Drybar: Premium boutique services brand with a 'single-service done well' retail model and celebrity-driven positioning. Relevant as a brand-positioning and customer-experience analogue rather than a direct service competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Juliette social profiles
Digital presenceJuliette financial estimates
Financial estimateRevenue estimate
Valuation estimate
Juliette leadership team
Management profileNumber of profiles
Profiles1 record
Juliette funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Juliette 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 Juliette
What does Juliette do?
Juliette is a boutique laundry and dry cleaning service operating from a single flagship store on Manhattan's Upper West Side, offering wash & fold, dry cleaning, hang dry, tailoring, alterations, leather and rug cleaning, shoe shine and repair, and same-day service. It extends its offering through the invitation-only "Black Label" premium concierge service for Manhattan residents in doorman buildings, featuring app-based nightly pickup, eco-friendly reusable packaging, and 24-48 hour turnaround.
Is Juliette a public or private company?
Juliette is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Juliette founded?
Juliette was founded in 2013. It employs 1 to 10 people.
Where is Juliette based?
Juliette is headquartered in New York, United States, in the North America region.
How does Juliette make money?
Four revenue lines are on record. Laundry and Dry Cleaning Services are the primary driver. The others are tailoring and Alterations, shoe Services and same Day Service.
Who are Juliette's main competitors?
Direct peers on record are Rinse, Flycleaners, Cleanly, Mulberrys Garment Care and Jeeves New York. Crest Cleaners is listed as a regional player. Tide Cleaners is listed as a broad incumbent. Emerging players are 2ULaundry and Hamperapp. Drybar is listed as an others.
Does Juliette have an API?
No public API is recorded for Juliette.
What industry is Juliette in?
Juliette's product category is Laundry and Dry Cleaning Services. Its primary akta.pro industry code is HSAJADAA, Retail/Consumer Dry Cleaning (Storefront), with a secondary code of HSAJADAF, Specialty Garment Dry Cleaning (Delicates, Bridal, Formalwear). Its NAICS code is 81232 and its SIC code is 7380.