Minha Lavanderia

What Minha Lavanderia does

Minha Lavanderia is a Brazilian professional laundry services franchise founded in 2011 in São José, Santa Catarina, operating under the Grupo Restaura holding company alongside sister brands Restaura Jeans, Lav Sempre, Apoio, and Life's Tênis. The company delivers per-kilogram laundry processing using a patented-equivalent Wet Clean process — a computerized washing system using biodegradable chemistry imported from Germany and approved by ANVISA — supplemented by a specialized Baby Clean anti-allergic process for infant items, home textile care, and pickup/delivery services. Its go-to-market is exclusively franchise-based: franchisees pay a starting investment of R$247,000 to operate a Minha Lavanderia unit, supported by centralized operational training, financial consulting, marketing, brand intranet, exclusive process consultancies, and a franchisee council, with average unit revenue of R$90,000/month, 25-30% net margin, and an 18-month payback period disclosed in franchise marketing materials.

The company generates revenue from three streams at the network level: per-kilogram laundry service fees (usage-based), transaction fees for premium cleaning (wet clean, baby clean, stain removal, formal wear finishing), and retail product sales of branded complementary goods such as OKOBALL ecological washing balls, PAPA BOLINHAS fabric shavers, BOUBOU stain-removing soap, VACBAG storage solutions, MOFFIM moisture absorbers, and Blue Essence aromatic water. Customer segments are consumer-only and horizontal: busy individuals seeking time savings, families with infants (0-6 years) needing allergen-controlled cleaning, and homeowners requiring treatment of bulky home textiles (curtains, rugs, sofas, mattresses, comforters). Distribution runs through physical storefronts located via the company website's store locator and through home pickup/delivery operated by franchise units; digital channels are limited to organic social (Instagram, Facebook) and content marketing via the brand blog, with no proprietary app and no consumer-facing mobile platform.

At the corporate/franchisor level the organization is small (11-50 employees), and the franchise disclosed 360+ units across the five Grupo Restaura brands with 400,000 service interactions in 2018 and 30% expected store-count growth entering 2019. Expansion into São Paulo state began in 2019, and in 2020 the parent created the PERFORMA brand dedicated to sustainable network expansion. Strategic control sits with Grupo Restaura's executive director Paulo Conrad, with brand-level franchise expansion led by Juliano Maia. No funding rounds, M&A, or public-market activity are disclosed.

Name

Minha Lavanderia

Legal name

Minha Lavanderia

Website

https://minhalavanderia.com.br

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Minha Lavanderia is a Brazilian professional laundry franchise offering Wet Clean computerized eco-friendly cleaning, Baby Clean specialized infant garment care, home textile cleaning, and delivery services to consumer households across Brazil, operating under Grupo Restaura's 360+ unit franchise network.

Ownership category

akta.pro rank

Product category

Laundry Services

NAICS

Drycleaning and Laundry Services (except Coin-Operated) (812320), Drycleaning and Laundry Services (except Coin-Operated) (81232)

akta.pro primary industry

Eco Laundry Add-on & Linen Service (Fragrance-free/Non-toxic) (HSAEAGAK)

akta.pro secondary industries

Household & Specialty Item Dry Cleaning (Drapes, Comforters, Rugs) (HSAJADAH), Rug Cleaning (Area Rugs & Runners) (HSAJAJAA)

Keywords

• Professional laundry services
• Wet cleaning technology
• Franchise laundry network
• Garment care services
• Eco-friendly laundry

Headquarters

HQ city

São José

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Per-kilogram laundry services: Customers pay per kilogram of laundry processed. Services include washing, drying, ironing, and folding of everyday clothes, professional attire, delicates, sportswear, baby clothes, bedding, curtains, rugs, sofas, mattresses, comforters, stuffed animals, sneakers, and more.
2. Specialized cleaning services: Premium services including wet clean, baby clean, stain removal, deodorizing, and professional finishing for delicate items like wedding dresses, suits, and formal wear.
3. Retail product sales: Sale of complementary products including BOUBOU concentrated liquid soap, Papa Bolinhas (fabric shaver), Mini Iron, VacBag, Okoball ecological washing ball, and anti-mold sachets.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Minha Lavanderia is a Brazilian professional laundry franchise that processes clothing and household textiles through two proprietary processes — Wet Clean (a computerized, eco-friendly wash using German-imported biodegradable products approved by ANVISA) and Baby Clean (anti-allergic, fragrance-free sterilization for infant garments). It sells wash-and-fold services per kilogram, specialized cleaning for home items such as comforters, rugs, sofas and mattresses, home pickup-and-delivery, and a small range of complementary consumer cleaning accessories sold at the franchise units.

Product overview

Minha Lavanderia is a professional laundry franchise network offering a comprehensive suite of cleaning services. The core offerings include Wet Clean (computerized eco-friendly washing), Baby Clean (specialized baby garment care), and standard professional laundry services for everyday clothes, home items, and specialty items. The company operates on a franchise model with delivery service, and sells complementary consumer products including the OKOBALL ecological washing ball, PAPA BOLINHAS pilling remover, mini iron, VACBAG storage bags, and various cleaning agents like BOUBOU stain remover and MOFFIM moisture eliminator.

Differentiator

Problem solved

Functional benefit

Brands

• Wet Clean: Computerized washing process that cleans clothing fibers deeply without damaging them, using biodegradable products. An ecological laundry system that uses ideal water quantities and is environmentally sustainable.
• Baby Clean
• Baby Clean
• PERFORMA

Products and services

• Wet Clean A computerized wet cleaning process for consumers' everyday clothing that uses biodegradable products to deep clean fabric fibers without damage, using minimal water and specialized equipment.
• Baby Clean Specialized washing and sterilization process for baby clothes and accessories (0–6 years) with anti-allergic, fragrance-free treatment that prevents skin irritations and eliminates fungi, dust mites and odors.
• Professional Laundry Services Full-service wash-and-fold (and ironing) for everyday clothes, work attire, sportswear, shoes, party dresses, suits and beach wear, priced per kilogram.
• Home Care Services Cleaning services for home items including comforters, carpets, curtains, sofas and mattresses with anti-dust-mite and anti-allergic treatment.
• Pickup and Delivery Service Home collection and return of laundry items from customers' residences, available as an add-on to Minha Lavanderia laundry services.
• OKOBALL Ecological washing ball sold at Minha Lavanderia that replaces chemical detergents and powder soap, lasts up to ~3 years / 1,500 washes and claims 80% savings on laundry.
• PAPA BOLINHAS Compact pilling and fuzz remover device that restores fabric appearance, sold as a complementary care accessory at Minha Lavanderia.
• Mini Iron Compact travel iron with 360° swivel cord, temperature selector and non-stick base, bundled with travel bag and measuring cup, sold at Minha Lavanderia.
• VACBAG Vacuum storage bag that protects garments from moths, insects, mold, dust and odors while reducing storage volume up to ~3×, sold at Minha Lavanderia.
• Anti-Mold Sachet Moisture-eliminating sachet that converts humidity to solid form to prevent mold, fungi and odors in small spaces such as shoe boxes and drawers, sold at Minha Lavanderia.
• BOUBOU Concentrated liquid soap formulated to remove tough stains such as armpit discoloration, sold as a complementary laundry accessory at Minha Lavanderia.
• Blue Essence Aromatic Water Aromatic water spray that leaves spaces with the signature Minha Lavanderia scent, sold as a complementary product at Minha Lavanderia.
• MOFFIM Moisture removal product that eliminates humidity from closets and prevents mold, fungi and bad odors, sold at Minha Lavanderia.
• Franchise System Franchise opportunity for prospective franchisees, with disclosed economics of R$247,000+ initial investment, R$90,000 average monthly revenue, 25–30% net margin and ~18-month ROI, supported by operational training, financial consulting, centralized marketing, brand intranet, exclusive laundry consulting and a franchisee council.

Quantifiable outcome

• 40% reduction in water consumption compared to home laundry
• +4 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators9 records

Recent moves10 records

Expansion highlights5 records

Emerging players

• Cleanly: App-based laundry and dry-cleaning pickup/delivery service focused on urban professionals; adjacent business model showing the digital experience Minha Lavanderia lacks.
• Rinse: US-based pickup-and-delivery dry cleaning and laundry service with mobile-first scheduling; comparable in delivery-led model and focus on convenience, though operating in a different geography.
• Jeeves: Door-to-door laundry and dry-cleaning app offering scheduled pickups and specialty garment care; overlaps with Minha Lavanderia's delivery and premium cleaning positioning.
• Hampr: On-demand laundry app connecting customers with independent washers; competes for the same convenience-driven urban customer that Minha Lavanderia targets through its delivery service.

Direct peers

• 5àsec Brasil: Largest franchised laundry chain in Brazil with a multi-store franchise model and per-kg pricing, directly competing with Minha Lavanderia in the same Brazilian cities and customer segments.
• Lavanderia 60 Minutos: Brazilian express self-service and full-service laundry franchise offering per-kilo pricing, overlapping directly with Minha Lavanderia's franchise model and target consumer in Brazil.
• Lavateria: Brazilian premium self-service and full-service laundry chain operating franchise storefronts with similar per-kg and specialized-cleaning offerings to Minha Lavanderia.

Broad incumbents

• CSC ServiceWorks: Large-scale commercial and multi-housing laundry route operator; relevant incumbent in outsourced textile services but primarily serving institutional rather than B2C customers.
• Tide Cleaners: Detergent-backed (P&G) brand laundromat and dry-cleaning concept offering pickup, delivery and in-store service; comparable in business model but driven by a global consumer-goods brand rather than independent franchisees.

Regional players

• Wash.com: US multi-family laundry operator and laundry-tech platform; relevant regional peer demonstrating the digital/IoT-enabled laundry route that Minha Lavanderia's franchisees could evolve toward.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/minhalavanderiaoficial
• Instagraminstagram.com/minhalavanderiaoficial
• LinkedInlinkedin.com/company/minha-lavanderia

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Minha Lavanderia