5asec

What 5asec does

5asec is a Geneva-headquartered, privately held dry cleaning and laundry franchise network founded in 1968 by Roger Chavanon. The group operates the world's largest branded dry cleaning franchise under a master franchise and individual franchise model, with 1,730+ stores across 31 countries on five continents, serving 114,000 customers and processing 285,000 textile items per day. The company is controlled by Financière Hygie (the Paris-based holding) and DCI S.A. (the Geneva operating company that manages the international network and website).

The core service offering spans traditional dry cleaning, pressing, and specialty textile care, augmented by the proprietary 5aqua© wetcleaning technology and KWL liquid CO2 solvent — both developed and validated as eco-friendly alternatives to perchloroethylene by Centre Technique de la Teinturerie et Nettoyage (CTTN). A weight-based laundry-per-kilo service, express 2h/4h/same-day options, and the my5àsec mobile application extend the offering into higher-frequency, convenience-oriented use cases. The phygital strategy integrates the physical store base with home pickup/delivery ordering, digital loyalty, and scheduled one-hour time slots.

The business model is a hybrid: 5asec captures franchise fees, ongoing royalties, brand licensing, and technology enablement from its franchisees, while end-customer revenue (retail dry cleaning, per-kilo laundry, express services) is predominantly collected at the store or franchise level. A B2B Business Solutions segment provides recurring-revenue corporate contracts for workwear, uniform, and institutional linen programs with a dedicated extranet for consumption tracking. Geographic expansion is concentrated in Europe with selective growth into the Middle East (Saudi Arabia 2018, UAE 2019), Latin America, and parts of Asia under master franchise agreements.

Name

5asec

Legal name

DCI S.A.

Website

http://www.5asec.com/en

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

5asec is a Geneva-based, privately held dry cleaning and laundry franchise founded in 1968, operating 1,730+ stores across 31 countries through a master and individual franchise model, serving individual consumers and B2B clients with proprietary eco-friendly cleaning technologies and a mobile home-delivery platform.

Ownership category

akta.pro rank

Product category

Dry Cleaning Services

NAICS

Drycleaning and Laundry Services (8123), Drycleaning and Laundry Services (except Coin-Operated) (812320), Linen and Uniform Supply (81233), Industrial Launderers (812332)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Services-Management Services (8741)

akta.pro primary industry

Standard Wash-and-Fold (Everyday Apparel) (HSAJABAA)

akta.pro secondary industries

App-Based Laundry Marketplace / Aggregator Platforms (HSAJACAD), Commercial / B2B Laundry Pickup & Delivery (SMBs, Gyms, Salons, Restaurants) (HSAJACAE), Uniform & Linen Pickup/Delivery & Route Service (HSAJAMAD), Eco-Friendly / Hypoallergenic Wash-and-Fold (Green, Fragrance-Free) (HSAJABAC)

Keywords

• Dry cleaning services
• Textile care services
• Laundry services
• Franchise dry cleaning
• Garment cleaning

Headquarters

HQ city

Genève

HQ country

Switzerland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees and Royalties: Revenue generated from franchise network including initial franchise fees and ongoing royalties from franchisees operating 5àsec stores globally.
2. Retail Dry Cleaning Services: Per-transaction revenue from individual customers using dry cleaning, laundry, and pressing services at 5àsec retail locations. Services include item-by-item pricing, per-kilo laundry services, express services, and additional care treatments.
3. Business Solutions (B2B Services): Corporate accounts and business solutions for professional textile care including workwear cleaning, laundry services for public authorities, and employee uniform programs. Revenue from dedicated B2B contracts with businesses.
4. Home Delivery Services: Revenue from home pickup and delivery dry cleaning services ordered through the my5àsec mobile application, including premium recyclable garment bag offerings.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

5àsec is a global dry cleaning and laundry franchise network providing professional textile care services through 1,730+ stores across 31 countries and a mobile app for home pickup and delivery. Core offerings include dry cleaning, wetcleaning via proprietary 5aqua© technology, per-kilo laundry, and express (2h, 4h, same-day) services for individual consumers, complemented by a Business Solutions B2B program for corporate workwear and uniform cleaning. The company monetizes through per-transaction retail fees, B2B recurring contracts, and franchise/licensing royalties.

Product overview

5àsec operates as a global dry cleaning franchise network offering textile care services through two primary channels: retail store services (1,730+ stores across 31 countries) and the digital my5àsec mobile application for home delivery. The core offering comprises dry cleaning, wetcleaning (5aqua© technology), and laundry services, supported by Business Solutions for B2B corporate clients including workwear cleaning and employee garment programs. Express service options (2h, 4h, same-day) complement standard turnaround. The franchise model enables expansion through master franchisees and individual operators. Services are available to both individual consumers (retail services) and businesses (B2B solutions).

Differentiator

Problem solved

Functional benefit

Products and services

• 5àsec Core Dry Cleaning Services Traditional dry cleaning, laundry, pressing, stain treatment, and quality control services for personal garments, household linens, and specialty items, offered through 1,730+ retail stores globally.
• my5àsec Mobile Application Mobile app enabling customers to order dry cleaning and laundry services with home pickup and delivery, offering classic per-item ordering or quick ordering with courier retrieval, real-time tracking, and automatic in-app payment.
• 5àsec Business Solutions (B2B)
• Laundry Per Kilo Service Weight-based laundry service offering washed, ironed, and folded everyday garments charged by kilogram, available in retail stores and via the my5àsec mobile app.
• Express Services Expedited cleaning services available in 2-hour, 4-hour, or same-day turnaround options for customers requiring rapid service.
• 5àsec Franchise Program Master franchise and individual franchise opportunities for entrepreneurs to operate 5àsec dry cleaning stores, including site selection assistance, training, equipment setup, and ongoing operational support.

Quantifiable outcome

• 100% of Luxembourg network no longer uses perchloroethylene
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Reforest'ActionminorStrategic or Co-development PartnerEnvironmental partnership where 5àsec donates €0.10 to Reforest'Action for each reusable garment bag sold. In 2016, 2,000 trees were planted in France through this initiative. The partnership supports carbon offsetting through tree planting and reforestation efforts.
• Best BuddiesminorStrategic or Co-development Partner5àsec supports Best Buddies in Argentina by participating and sponsoring events organized by the association, specifically the Rugby Seven event. Best Buddies promotes social and professional inclusion of individuals with mental or developmental disabilities.
• SOS Children's Villages (Aldeas Infantiles)minorStrategic or Co-development Partner5àsec has made modest financial contributions to SOS Children's Villages in Spain since 2011. The organization supports children without parental care, orphaned children, and families at risk worldwide.
• Centre Technique de la Teinturerie et Nettoyage (CTTN)coreStrategic or Co-development PartnerTechnical partner providing third-party validation of 5àsec's eco-friendly cleaning technologies. CTTN conducted Life Cycle Analysis (ACV) of cleaning technologies, validating that KWL solvent and 5aqua© are the most environmentally friendly options. Supported by ADEME with expert contributions from EVEA and BLEU SAFRAN.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Tide Dry Cleaners: Tide-branded dry cleaning franchise network in North America operating franchised retail stores with home pickup/delivery. Closest analogue to 5àsec's franchise-led dry cleaning model with similar unit economics and customer profile.
• CLEANLY: New York-based on-demand dry cleaning and laundry pickup/delivery app serving major US metro markets. Closely comparable digital-first dry cleaning model targeting urban professionals with same-day service options.
• Rinse: US-based on-demand dry cleaning and laundry service with mobile-app-first scheduling, pickup/delivery, and B2B clothing care. Directly competes with 5àsec's my5àsec home-delivery offering in the tech-enabled textile care category.
• Laundrapp: UK on-demand laundry and dry cleaning app providing scheduled pickup and delivery across UK cities. Directly competes with my5àsec in the European app-based dry cleaning category with a similar convenience-focused value proposition.
• Jeeves of Belgravia: Premium London dry cleaning and laundry service offering free home collection and delivery across central London. Comparable to 5àsec on premium garment care, home pickup/delivery, and urban professional customer base.
• ZipJet: On-demand laundry and dry cleaning pickup/delivery service operating in European urban markets. Comparable to 5àsec's my5àsec delivery offering with a similar convenience-driven, app-enabled consumer model.
• Martinizing Dry Cleaning: US dry cleaning franchise network operating company-owned and franchised stores with pickup/delivery options. Comparable franchise-driven business model to 5àsec, focused on retail garment care.

Others

• Miele Professional: Manufacturer of commercial laundry and dry cleaning equipment used by textile care service providers worldwide. Adjacent value-chain player whose equipment underpins operations at 5àsec franchise and corporate-owned stores.
• Ecolab: Global leader in water, hygiene and infection-prevention solutions supplying cleaning chemicals and dispensing systems to commercial laundry operators. Serves as an indirect enabler/supplier into the same institutional laundry ecosystem as 5àsec's B2B Business Solutions.

Broad incumbents

• Mulberry's Garment Care: Multi-service garment care chain in the US offering dry cleaning, laundry, and alterations with free pickup and delivery. Larger, broader full-service garment care operator overlapping with 5àsec's premium retail and B2B service lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 5asec