Direct Machinery

What Direct Machinery does

Direct Machinery is a commercial laundry equipment distributor and full-service provider founded in 1966 by Andrew Hirsch and headquartered in Hicksville, New York. The company sells, installs, services, and finances commercial, industrial, on-premise, and coin-operated laundry equipment across the Tri-State area (NY, NJ, CT), acting as an authorized distributor for leading OEMs including Milnor, Chicago Dryer, Electrolux Professional, Wascomat, American Dryer Corporation, Maytag, Encore Pro, Fulton, and Thermal Engineering of Arizona. Its service capability includes over a dozen factory-trained technicians — the largest such service department in the tri-state area — and one of the largest OEM parts warehouses in the Northeast with same-day shipping.

The company generates revenue across six streams: new equipment sales, pre-owned/refurbished equipment sales, OEM parts distribution, equipment service and maintenance contracts, planning and consulting, and in-house equipment financing with up to 10-year terms. Customers span hospitality (boutique to luxury hotels, resorts), industrial laundry plants, laundromats/SMB coin-op operators, healthcare facilities, sports centers, and government segments including firehouses. Distribution is direct, via field sales representatives, complemented by industry events, content marketing, and a 2024 partnership with Cents for laundromat management technology integration. Since 2019, Direct Machinery has operated as part of LaundryLux Distribution, expanding access to equipment lines and support services.

The core technology stack is OEM-supplied rather than proprietary, featuring offerings such as Milnor CBW tunnel washers with PulseFlow technology (single-operator, faster cycles, reduced utility consumption), Wascomat solid-mount washers with Clarus Vibe touchscreens, Chicago Dryer flatwork finishing equipment, and Electrolux Professional on-premise laundry systems. Direct Machinery's competitive position rests on distribution exclusivity, scale of its service and parts infrastructure, 55+ years of regional brand equity, and the bundled one-stop-shop model spanning planning, financing, equipment, parts, and service.

Name

Direct Machinery

Legal name

Direct Machinery

Website

https://directmachinery.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

11–50 employees

Short description

Direct Machinery is a Tri-State (NY, NJ, CT) commercial laundry equipment distributor and service provider, founded 1966 and operating under LaundryLux Distribution, selling and servicing Milnor, Wascomat, Electrolux, and other OEM brands across hospitality, industrial, laundromat, healthcare, and government customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Hicksville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Commercial Laundry Equipment Sales: Sale of new commercial and industrial laundry equipment including washers, dryers, tunnel systems, and finishing equipment from manufacturer partners like Milnor, Chicago, Wascomat, Electrolux.
2. Pre-Owned Equipment Sales: Sale of refurbished and pre-owned commercial laundry equipment that is a few years old, offered as-is or with warranty coverage including repair or reconditioning options.
3. Parts Sales: Sale of genuine OEM replacement parts for commercial and coin-op laundry equipment. One of the largest parts inventories in North America with same-day shipping available.
4. Equipment Service and Repair: Repair and maintenance services for commercial laundry equipment including emergency service, weekend service, and preventative maintenance plans with 24-48 hour weekday response.
5. Planning and Consulting Services: Consulting services for laundry operations including design, construction, training, budget analysis, productivity projections, and operational optimization.
6. Equipment Financing: In-house financing for laundry equipment with flexible terms, low interest rates, up to 10-year financing on select deals, no prepayment penalties, and quick application process.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Direct Machinery distributes commercial, industrial, and coin-operated laundry equipment from leading manufacturers (Milnor, Chicago Dryer, Electrolux Professional, Wascomat, ADC, Maytag, Encore Pro, Fulton, TEA) to businesses in the Tri-State Area (NY, NJ, CT). The company sells washer-extractors, tunnel washers, dryers, and flatwork finishing equipment, while also providing OEM parts, equipment repair/maintenance, planning/consulting services, and in-house equipment financing. Since 2019 it has operated under LaundryLux Distribution as part of America's commercial laundry distribution network.

Product overview

Direct Machinery is a commercial laundry equipment distributor and service provider offering a comprehensive portfolio of equipment brands and support services. The core offering includes commercial washers, dryers, and finishing equipment from Milnor, Chicago Dryer, Electrolux Professional, Wascomat, Encore Pro, American Dryer Company, Maytag, Fulton, and Thermal Engineering of Arizona. The product line spans washer-extractors (up to 725 lb), tunnel batch washers with PulseFlow technology, vended/coin-op washers and dryers, flatwork ironers and folders, and on-premises laundry solutions. Supporting services include equipment financing, parts supply with same-day shipping, equipment repair/maintenance, planning and consulting, and coin laundry business support. In 2019, Direct Machinery joined LaundryLux Distribution to expand access to equipment and technologies.

Differentiator

Problem solved

Functional benefit

Products and services

• Milnor Commercial and Industrial Laundry Equipment Distribution of American-made Milnor commercial and industrial laundry equipment including washer-extractors up to 725 lb capacity, CBW tunnel washers with PulseFlow technology, dryers, and extractors for high-volume processing by industrial plants and on-premise facilities.
• Chicago Dryer Flatwork Finishing Equipment Distribution of Chicago Dryer Corporation flatwork finishing equipment including separating machines, feeding machines, commercial ironers up to 2,200 lb/hour, folding machines, and combination finishing units for industrial laundry plants and large on-premise facilities.
• Electrolux Professional Laundry Equipment Distribution of Electrolux Professional equipment including on-premises washers with automatic savings and intelligent dosing, dryers with reversing technology, and flatwork ironers for hotels, restaurants, and medical centers.
• Wascomat Commercial Laundry Equipment Distribution of Wascomat commercial laundry equipment including solid mount and soft mount washers (100-350 G-Force), vended washers, coin dryers with Eco Power technology and Compass Pro controls, and on-premises laundry solutions for laundromats and commercial facilities.
• Encore Pro Compact Commercial Laundry Equipment Distribution of the Encore Pro compact commercial laundry line featuring top-load washers, ENERGY STAR certified front-load washers tested 15,000+ cycles, and stackable dryers with extra-large capacity for hotels, apartments, and small healthcare facilities.
• American Dryer Corporation (ADC) Coin-Operated Dryers Distribution of ADC coin-operated dryers designed for quick customer turnover and maximum revenue generation in laundromats.
• Maytag Commercial Laundry Equipment Distribution of Maytag durable coin-operated and commercial laundry machines backed by quality manufacturing and reliable support for laundromat operations.
• Fulton Heat Transfer Equipment Distribution of Fulton heat transfer equipment for commercial and industrial laundry applications.
• Thermal Engineering of Arizona (TEA) Water and Energy Recycling Equipment Distribution of TEA water and energy recycling equipment offering innovative solutions to help laundry operations save water, energy, and money.
• Wascomat Tough Plus 200G Washer with Touchscreen High-performance commercial washer featuring Clarus Vibe 7-inch color touchscreen control, solid-mount construction, superior water extraction for faster drying, and energy-efficient design for laundromat environments.
• Pre-Owned Commercial Laundry Equipment Sale of like-new pre-owned commercial laundry machines, a few years old, available as-is or with warranty coverage including repair or reconditioning options for budget-conscious buyers.
• Equipment Repair and Maintenance Services Factory-trained technicians providing 24-48 hour weekday service, weekend service, and emergency repairs for commercial laundry equipment including Milnor, Wascomat, Maytag, Fulton, and Chicago Dryer brands, plus preventative maintenance plans.
• Planning and Consulting Services Expert consultation covering design, construction, training, budget analysis, productivity projections, and linen life optimization for on-premise facilities and commercial laundries.
• Coin Laundry Support Services Laundromat optimization services including site selection, equipment mix recommendations, value-added services, marketing guidance, and free in-store evaluations.
• Genuine OEM Parts Supply Largest genuine OEM parts inventory in North America with same-day shipping for commercial and coin-op laundry equipment, serving even older model machines across multiple brands.
• Equipment Financing In-house financing offering low-interest rates, flexible terms up to 10 years, no prepayment penalties, fixed payments, and quick application process for new equipment, laundromat acquisitions, and refinances.

Quantifiable outcome

• Faster wash times with Milnor PulseFlow technology
• +5 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• CentscoreStrategic or Co-development Partner · 23 October 2024Direct Machinery and Cents co-hosted a coin laundry sales event to showcase how combining Wascomat's commercial laundry equipment with Cents' smart technology can optimize laundromats for maximum efficiency, profitability, and customer satisfaction. Cents provides laundry business management technology and payment systems.
• LaundryLux DistributionflagshipChannel Partner/ Reseller/ Distributor · 1 January 2019In 2019, Direct Machinery joined LaundryLux Distribution, America's best commercial laundry distributor. This partnership provides greater access to top-of-the-line equipment, expert services, and innovative technologies. LaundryLux is the parent/distribution network under which Direct Machinery operates.
• Pellerin-Milnor Corporation (Milnor)flagshipChannel Partner/ Reseller/ DistributorDirect Machinery partners with Milnor as a distributor of their complete line of commercial and industrial laundry equipment including washer-extractors, tunnel washers, dryers, and extractors. Milnor has over 65 years of American-made laundry expertise.
• Chicago Dryer CorporationflagshipChannel Partner/ Reseller/ DistributorDirect Machinery is the most respected Chicago dealer in the NY Metropolitan area. They distribute Chicago's flatwork finishing equipment including separating machines, feeding machines, ironers, folding machines, and combination finishing units. Chicago Dryer has over 100 years of experience.
• WascomatflagshipChannel Partner/ Reseller/ DistributorDirect Machinery distributes Wascomat commercial laundry equipment including vended washers and dryers. Wascomat has been a laundry equipment leader since 1955, known for legendary reliability with 40-year-old machines still in service.
• Electrolux ProfessionalcoreChannel Partner/ Reseller/ DistributorDirect Machinery offers Electrolux Professional equipment including on-premises washers, dryers, and ironers. Electrolux provides 120 years of tradition, experience, and innovation in ergonomic, eco-friendly, and profitable laundry solutions.
• American Dryer Corporation (ADC)coreChannel Partner/ Reseller/ DistributorDirect Machinery distributes ADC coin-operated dryers designed for quick customer turnover and maximum revenue. ADC offers a variety of dryers with faster dry times for higher earning potential.
• Maytag Commercial LaundrycoreChannel Partner/ Reseller/ DistributorDirect Machinery distributes Maytag commercial laundry equipment. Maytag provides durable coin-operated equipment backed by quality manufacturing and reliable support for laundromat operations.
• FultonminorChannel Partner/ Reseller/ DistributorDirect Machinery partners with Fulton for heat transfer equipment for commercial and industrial applications. Fulton has over 70 years of experience as an industry leader in emerging heat technologies.
• Thermal Engineering of Arizona (TEA)minorChannel Partner/ Reseller/ DistributorDirect Machinery offers TEA equipment for water, energy, and money savings through innovative recycling solutions. TEA has served the laundry industry since 1977.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Girbau Group: Spanish-based global manufacturer of commercial and industrial laundry equipment with US distribution. Competes with Milnor/Wascomat/Chicago brands carried by Direct Machinery for the same commercial laundry buyers in the Tri-State area.
• Alliance Laundry Systems: Parent company of Speed Queen, Huebsch, IPSO, and UniMac, Alliance is the largest US commercial laundry equipment manufacturer with its own direct sales and authorized distributor network. Overlaps with Direct Machinery via competing equipment brands distributed to the same end customers.
• Electrolux Professional: Global manufacturer of commercial laundry equipment with direct enterprise sales and authorized distributor network. Direct Machinery distributes Electrolux Professional equipment, but Electrolux also competes via its own direct channels and other distributors for the same hotel/restaurant/healthcare end markets.
• Pellerin-Milnor Corporation: Manufacturer of commercial and industrial laundry equipment (washer-extractors, tunnel systems, dryers) and a key OEM partner of Direct Machinery. Comparable through its direct enterprise sales force competing with distributor channels for the same industrial laundry customers.

Direct peers

• Western State Design: Long-standing regional commercial laundry equipment distributor on the US West Coast offering sales, service, and parts for major OEM brands. Directly comparable to Direct Machinery's Tri-State operation in scope, model, and customer verticals (hotels, laundromats, healthcare).
• Consolidated Laundry Machinery Corp: Regional distributor of commercial/industrial laundry equipment, parts, and service for hospitality, healthcare, and industrial customers. Closely matches Direct Machinery's product portfolio, service model, and customer mix.
• LaundryLux Distribution: Direct Machinery's parent distribution network since 2019. LaundryLux operates sister regional distributors across the US with similar commercial laundry equipment distribution, parts, and service models, making it the closest operational and strategic peer.
• AAdvantage Laundry Systems: East Coast commercial laundry equipment distributor offering sales, installation, parts, and service across multiple OEM brands. Comparable regional distributor model with similar customer verticals (coin-op, OPL, healthcare, hospitality).
• Martin-Ray Laundry Systems: Regional commercial laundry equipment distributor serving Texas/Oklahoma and surrounding states with multi-brand equipment, parts, and service. Operates an analogous full-service distributor model to Direct Machinery in a different geography.

Regional players

• JLA Group: UK-based commercial laundry equipment distributor and service provider serving hospitality, healthcare, and laundromat operators. Operates an analogous full-service distributor model but in a different geography, making it a useful international comparable for service-led distribution economics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Customer concentration

• Xx.com/directmachinery

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Direct Machinery