For the Love of Laundry

Dry Cleaning Servicesfortheloveoflaundry.com

For the Love of Laundry is a Singapore-founded dry cleaning and laundry service that exclusively uses GreenEarth liquid silicone technology across eight retail outlets with island-wide pickup and delivery, serving individual consumers and corporate clients.

Company typePrivate
Founded2011
HeadquartersSingapore, Singapore
Headcount11–50
GTM typeB2C
OfferingServices

What For the Love of Laundry does

For the Love of Laundry Pte. Ltd. is a Singapore-based private dry cleaning and laundry services company founded in 2011 by co-founders Keiri Okabayashi, Chuen Wee Teng, Wen Wee Teng, and Russell Yu. The company operates as a direct-to-consumer service business, serving individual Singapore residents and corporate clients across eight retail outlets spanning CBD (Asia Square Tower 2, Raffles Place), suburban malls (i12 Katong, United Square, Kinex), and residential catchments (Nassim Road, RV Point, One Holland Village), complemented by island-wide pickup and delivery and a self-serve booking application.

The company's core technical differentiator is its exclusive use of GreenEarth liquid silicone cleaning technology — an all-natural, toxin-free alternative to the petroleum-based perchloroethylene (Perc) solvent used by conventional dry cleaners — which it positions as the only operator in Singapore cleaning purely with this method. Around this technology, the service portfolio spans standard dry cleaning (S$8.50 to S$220+ per garment), wash-and-fold laundry (S$6.50 per kilogram), and specialty categories including carpet, leather/suede, and curtain cleaning, with express surcharges of +25% to +50% and a temporarily suspended express tier.

Revenue is generated predominantly through per-transaction pricing on garments and household items, plus subscription-style corporate partnership programs for business customers, with free delivery above S$60 orders. Marketing is conducted through educational blog content, Facebook and Instagram, and earned media coverage in The Straits Times, Business Times, 8 Days, and The New York Times Style Magazine Singapore. Total disclosed funding amounts to approximately S$2.56M across two 2012-2013 rounds with undisclosed investors, and headcount is in the 11-50 range. The company is founder-led with no parent, no disclosed institutional backing beyond the early rounds, and no M&A activity on record.

For the Love of Laundry firmographics

Firmographics

Name: For the Love of Laundry
Legal name: For the Love of Laundry Pte. Ltd.
Website: https://fortheloveoflaundry.com
Company type: Private
Founded year: 2011
Operating status: Operating
Headcount range: 11–50 employees
Short description: For the Love of Laundry is a Singapore-founded dry cleaning and laundry service that exclusively uses GreenEarth liquid silicone technology across eight retail outlets with island-wide pickup and delivery, serving individual consumers and corporate clients.
Ownership category
akta.pro rank

For the Love of Laundry industry classification

Industry

Product category: Dry Cleaning Services
NAICS: Drycleaning and Laundry Services (except Coin-Operated) (812320), Personal and Laundry Services (812)
akta.pro primary industry: Eco-Friendly / Green Pickup & Delivery Laundry Services (HSAJACAL)

Keywords

Green dry cleaning
Eco-friendly laundry
Liquid silicone cleaning
Pickup and delivery laundry
Specialty garment care

Where For the Love of Laundry is headquartered

Location

Headquarters

HQ city: Singapore
HQ country: Singapore
HQ region: Asia

Offices8 records

Markets served

For the Love of Laundry business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

Dry Cleaning Services: Professional dry cleaning for garments including dresses, suits, outerwear, and accessories using GreenEarth technology. Prices range from $8.50 for basic items to $220+ for gowns.
Laundry Services: Standard wash and fold laundry service at $6.50 per kg. Includes household items like bed sheets, towels, and table cloths.
Specialized Cleaning: Carpet cleaning, leather cleaning, curtain cleaning, and designer bag cleaning services. Carpet cleaning starts from $5 per sq ft.
Pickup and Delivery: Island-wide collection and delivery service. Free delivery for orders $60 and above, $9 fee otherwise.
Corporate Programs: Corporate partnership programs with different pricing arrangements for business customers.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	Wash and Fold Service
Unit Pricing	Pay-as-you-go	Dry Cleaning - Basic Items
Unit Pricing	Pay-as-you-go	Dry Cleaning - Outerwear
Unit Pricing	Pay-as-you-go	Dry Cleaning - Formal
Unit Pricing	Pay-as-you-go	Leather/Fur/Suede Cleaning
Unit Pricing	Pay-as-you-go	Delivery Service
Unit Pricing	Pay-as-you-go	Express Services
Freemium	Pay-as-you-go	First Time Customer Promotion

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

For the Love of Laundry product offering

Product offering

Core offering

For the Love of Laundry is a Singapore-based professional dry cleaning and laundry service that processes garments, household textiles, leather goods, carpets, and curtains using GreenEarth liquid silicone technology — a toxin-free alternative to traditional petroleum-based Perc solvents. Services are delivered through six-plus retail outlets and an island-wide pickup and delivery operation, complemented by a mobile booking app for scheduling.

Product overview

For the Love of Laundry is a Singapore-based green dry cleaning and laundry service operating as a unified service offering rather than a platform-plus-modules architecture. The company provides a portfolio of cleaning services centered on its proprietary GreenEarth toxin-free cleaning technology using liquid silicone. Core services include Dry Cleaning, Laundry Cleaning, Carpet Cleaning, Leather Cleaning, and Curtain Cleaning, all delivered through the company's physical outlet network with a complementary Laundry Pick Up and Delivery service for island-wide coverage. Additional offerings include Wash and Fold and express processing options. The company positions itself as the only cleaning service in Singapore that cleans purely with GreenEarth technology, differentiating from competitors using traditional petroleum-based solvents.

Differentiator

Problem solved

Functional benefit

Products and services

Dry Cleaning

Companies that use For the Love of Laundry

Customer profile

Named customers2 records

Segments1 record

Ideal customer profiles2 records

For the Love of Laundry technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature1 record

For the Love of Laundry partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

GreenEarthcoreTechnology or IntegrationGreenEarth is the proprietary cleaning technology partner. For the Love of Laundry is the only company in Singapore to clean purely with GreenEarth technology. GreenEarth provides an all-natural liquid silicone solvent that is toxin-free and environmentally safe, gently rejuvenating delicate fabrics.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

For the Love of Laundry competitors and assessment

Company assessment

Broad incumbents

Lapels Dry Cleaning: Established US dry cleaning franchise network with neighborhood storefronts and pickup/delivery; relevant as a broader-incumbent comparable in store-based dry cleaning services.
Tide Cleaners: Large-scale US laundry and dry cleaning chain operated by Procter & Gamble; broader portfolio but overlapping category and omnichannel retail-plus-delivery model.
5àsec: International dry cleaning franchise with thousands of locations globally; comparable as a large, brand-driven incumbent in the retail dry cleaning category.

Regional players

SPIN Laundry Lounge: Premium laundromat and dry cleaning lounge concept in the US with multiple physical locations; comparable in physical-store-led premium cleaning service positioning, though primarily self-service rather than pickup/delivery.
Carl's Laundromat and Dry Cleaners: Singapore-based multi-service laundry and dry cleaning operator; relevant as a regional player in the same local market competing for similar Singapore consumer demand.

Direct peers

Laundryheap: Global on-demand dry cleaning and laundry pickup-and-delivery service operating across multiple cities; directly comparable to For the Love of Laundry's pickup/delivery-led dry cleaning model.
Jeff (formerly Mr. Jeff): International laundry and dry cleaning franchise/platform with pick-up, delivery, and store operations across multiple countries; matches the multi-outlet, app-enabled service model.
Rinse: US-based dry cleaning and laundry pickup/delivery service with a strong digital booking experience and recurring customer base; comparable business model and category to the subject company.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

For the Love of Laundry financial estimates

Financial estimate

Revenue estimate

Valuation estimate

For the Love of Laundry leadership team

Management profile

Number of profiles

Profiles4 records

For the Love of Laundry funding detail

Funding detail

Funding overview

Funding rounds2 records

Investors

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

For the Love of Laundry M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about For the Love of Laundry

What does For the Love of Laundry do?

Is For the Love of Laundry a public or private company?

For the Love of Laundry is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was For the Love of Laundry founded?

For the Love of Laundry was founded in 2011. It employs 11 to 50 people.

Where is For the Love of Laundry based?

For the Love of Laundry is headquartered in Singapore, Singapore, in the Asia region.

How does For the Love of Laundry make money?

Five revenue lines are on record. Dry Cleaning Services are the primary driver. The others are laundry Services, specialized Cleaning, pickup and Delivery and corporate Programs.

Who are For the Love of Laundry's main competitors?

Broad incumbents on record are Lapels Dry Cleaning, Tide Cleaners and 5àsec. Regional players are SPIN Laundry Lounge and Carl's Laundromat and Dry Cleaners. Direct peers are Laundryheap, Jeff (formerly Mr. Jeff) and Rinse.

Does For the Love of Laundry have an API?

No public API is recorded for For the Love of Laundry.

What industry is For the Love of Laundry in?

For the Love of Laundry's product category is Dry Cleaning Services. Its primary akta.pro industry code is HSAJACAL, Eco-Friendly / Green Pickup & Delivery Laundry Services. Its NAICS code is 812320.