Juliette

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.

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

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

• Premium dry cleaning
• Laundry services
• Garment care
• Tailoring alterations
• Concierge laundry

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. 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.
2. Tailoring and Alterations: In-house tailoring services with over 40 years of experience for garment alterations and repairs, priced per service.
3. Shoe Services: Shoe shine and shoe repair services offered as add-on specialty service.
4. Same Day Service: Premium expedited service for urgent cleaning needs at higher price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core 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)

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Goldman Sachs 10,000 Small BusinessesminorOthersFounder 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 FoundationminorOthersFounder 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

Direct 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

• Facebookfacebook.com/juliettelaundry
• Instagraminstagram.com/juliettelaundry
• LinkedInlinkedin.com/company/juliettecleaners

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Juliette