OMO Shared Laundry

What OMO Shared Laundry does

OMO Lavanderia is a Unilever-owned franchise brand operating the largest laundry network in Brazil, founded in 2019 and headquartered in São Paulo. The company runs three core business models: (1) Self-Service laundromats — autonomous, app-controlled unattended laundromats; (2) Specialized/Express full-service laundries — staffed counter-service facilities offering wet cleaning, stain removal, ironing, OMO Casa (sofa and carpet cleaning), OMO Costura (tailoring), and delivery; and (3) Shared Laundry — machines embedded in residential condominiums, hotels, pousadas, flats, and other commercial buildings under Pay Per Use, fixed rental, machine sale, or full management contracts. The technology stack is proprietary, including iOS/Android apps, a WebApp, and on-machine totems that handle cycle reservation, activation, and payment via Pix and credit card, with automatic dosing of OMO and Comfort professional detergents.

The revenue model is multi-stream. Franchise revenue comes from upfront fees (R$25,000 for Self-Service, R$50,000 for Specialized) plus a 5% monthly royalty and 2% advertising fund across both models. Consumer revenue flows from per-cycle machine fees in both Self-Service and Shared Laundry environments. B2B revenue includes fixed monthly rentals, machine sales with auto-dosing kits, and ongoing management contracts for buildings that own third-party machines. Two legal entities operate the business: OLE Franquia Ltda (Self-Service franchise) and Smart Home Comercio e Locacao de Equipamentos S.A. (Shared Laundry). The network exceeds 2,000 total laundries including 230+ brick-and-mortar locations and 2,200+ shared laundry installations across 25 Brazilian states, with expansion into B2B verticals such as pet shops, sports clubs, universities, and restaurants. OMO was elected Top of Mind 2024 in Brazilian laundry care by Prêmio Folha Top of Mind.

Name

OMO Shared Laundry

Legal name

OLE Franquia Ltda

Website

https://omolavanderia.com.br

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

OMO Lavanderia is a Unilever-owned franchise brand operating Brazil's largest laundry network through Self-Service laundromats, full-service Specialized stores, and Shared Laundry installations in residential and commercial buildings across 25 states.

Ownership category

akta.pro rank

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Laundry Cycle Fees (Self-service): Customers pay per wash/dry cycle via the OMO app. Each franchise location sets its own pricing table. Fees are collected through Pix and credit card payments processed in-app.
2. Pay Per Use - Shared Laundry: Residents pay per use of shared laundry machines in condominiums and other buildings. Revenue is shared between OMO and the property management. No fixed cost to the building.
3. Fixed Rental - Shared Laundry: A fixed monthly rental fee is charged for laundry machines in condominiums and buildings, independent of cycle volume. Provides predictable revenue for OMO and predictable cost for the building.
4. Machine Sales - Shared Laundry: Buildings and enterprises can purchase OMO-equipped washing machines outright, including auto-dosing kits. Provides upfront revenue and reduces ongoing service costs.
5. Management Services - Shared Laundry: OMO provides full management of laundries using compatible machines (OMO-sold or third-party), including preventive/corrective maintenance, SAC support, and auto-dosing products. Buildings pay a management fee.
6. Franchise Fees - Specialized: R$50,000 franchise fee for Specialized franchise model. Additionally, franchisees pay 5% royalties and 2% advertising fund monthly.
7. Franchise Fees - Self-service: R$25,000 franchise fee for Self-service franchise model. Franchisees pay 5% royalties and 2% advertising fund monthly.
8. Professional Laundry Services - Specialized: Full-service laundry including professional washing, ironing, stain removal, wet cleaning, express same-day service, OMO Casa (sofas, carpets), and OMO Costura (tailoring). Billed per item or as service packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

OMO Shared Laundry (OMO Lavanderia) installs and operates self-service and full-service laundry facilities in condominiums, hotels, and commercial buildings across Brazil using professional-grade washing and drying machines with proprietary automatic OMO and Comfort product dosing. It offers three service lines — Self-Service autonomous laundromats, Specialized/Express full-service laundry with Wet Cleaning and delivery, and Shared Laundry embedded in buildings — all controlled via a proprietary mobile app and WebApp with Pix and credit card payment. The business is distributed through franchise partnerships (Self-Service and Specialized) and direct B2B installation contracts with buildings.

Product overview

OMO Lavanderia is a Unilever brand offering a portfolio of laundry service solutions across three main models: Self-Service (automated laundromats via app), Specialized/Express (full-service professional laundry with counter service, Wet Cleaning, and delivery), and Shared Laundry (condominium and commercial building installations). The portfolio also includes sub-services like OMO Casa (home textile cleaning), OMO Costura (sewing repairs), OMO Locker (smart lockers), and Delivery. All services are supported by a proprietary mobile app and web platform for cycle management, reservations, and payments. Machine equipment includes various models (Stack, Front, Top Load, Stack Inox, Top Load Pet, and Industrial Dryers) featuring automatic OMO and Comfort product dosing. The company operates through franchises and direct units, with over 2,000 laundries nationwide as of 2024.

Differentiator

Problem solved

Functional benefit

Products and services

• OMO Lavanderia Self-Service Self-service laundromat offering where customers independently wash and dry clothes using professional machines activated via the OMO Lavanderia mobile app. Machines feature automatic OMO and Comfort product dosing and complete a wash and dry cycle in 75 minutes. Available via franchise model in commercial spaces such as shopping centers, galleries, supermarkets, and convenience locations in cities above 60,000 inhabitants.
• OMO Lavanderia Especializada (Express) Full-service professional laundry franchise with counter service, ironing, stain removal, Wet Cleaning technology, OMO Casa (sofa and carpet cleaning), OMO Costura (sewing and alterations), and dedicated delivery. Targets mid-market franchisees with investments from R$570,000 and a minimum 70m² area.
• OMO Lavanderia Compartilhada (Shared Laundry) Shared self-service laundry installed in condominiums, hotels, and other residential or commercial buildings. Residents pay per use via the OMO app on machines with automatic OMO and Comfort product dosing. Available under Pay Per Use, fixed monthly rental, outright machine purchase, or full management services models.
• OMO Casa Professional cleaning and complete drying of home items including sofas, mattresses, and upholstered furniture, performed at the client's home by OMO Lavanderia professionals.
• OMO Costura

Quantifiable outcome

• 65% reduction in water and energy consumption compared to residential home washing machines and dryers
• +5 more outcomes

Named customers6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

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

• ABF (Associação Brasileira de Franchising)minorOthers · 1 January 2022OMO Lavanderia participated in ABF Expo 2022, Brazil's largest franchise industry event, and held its first franchisee convention in 2021. ABF is the Brazilian Franchising Association, the main industry body for franchise businesses in Brazil.
• OLE FRANQUIA LTDAcoreOthersOLE FRANQUIA LTDA (CNPJ 36.282.415/0001-42) is the legal entity operating OMO Lavanderia Self-Service. It holds the franchise rights and operates the self-service laundromat business, including the app, WebApp, and totem platforms.
• SMART HOME COMERCIO E LOCACAO DE EQUIPAMENTOS S.A.coreOthersSMART HOME COMERCIO E LOCACAO DE EQUIPAMENTOS S.A. (CNPJ 02.636.712/0001-27) is the legal entity operating OMO Lavanderia Compartilhada (Shared Laundry) installed in condominiums, hotels, and other buildings.
• UnileverflagshipOEM/ Whitelabel/ Licensing PartnerOMO Lavanderia is a franchise brand of the Unilever Group, leveraging the OMO and Comfort (Unilever Professional) product lines for automatic dosing in all machines. Unilever provides brand equity (Top of Mind 2024), product formulations, and franchise support infrastructure. The first store was opened by Unilever in 2019 in Campo Belo, São Paulo.
• Quality and Prima CleanminorStrategic or Co-development PartnerIn 2019, Unilever acquired the Quality and Prima Clean laundry brands (high-end franchised laundries) as part of its expansion into the professional laundromat business under the OMO Lavanderia brand.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Market position

Competitive moat6 records

Customer concentration

• Facebookfacebook.com/omolavanderia
• LinkedInlinkedin.com/company/omo-lavanderia-compartilhada

Revenue estimate

Valuation estimate

Number of profiles

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 OMO Shared Laundry