SELF-SERVICE LAUNDRIES
There’s an awful lot of laundries in Brazil
Brazil has 84% of its population living in urban areas and it is this phenomenon that is a central driver in the evolution of the laundry sector in Brazil, writes Eugene Gerden
he Brazilian laundry sector is steadily growing thanks to rapid urbanisation, changing consumer behaviour and a growing concern for embracing sustainable practices. If in the past, the industry was pretty much limited to small family businesses or basic service providers, but in recent years it has become a fundamental part of the Brazilian economy, serving every sector from domestic consumers to large industry, hotels and hospitals.
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Small family businesses that provided artisanal and localised services at the beginning of the 20th century were equipped with simple manual tools for cleaning clothes until the industrialisation of Brazil, which began during the 1940s, brought the first mechanised equipment from abroad, enabling greater efficiency in processes and supporting the growing demand in large urban centres.
The beginning of active economic growth of Brazil during the 1980-1990s and its integration in the global economy brought new players and innovations to the market,
resulting in the introduction of self- service launderettets as well as industrial laundries. The entry of international chains also encouraged the diversification of formats and accelerated modernisation of the segment.
According to the Brazilian Institute of Geography and Statistics (IBGE), Brazil has 84% of the population living in urban areas. This phenomenon is one of the central drivers in the evolution of the laundry sector in Brazil.
At present Brazil is experiencing a boom in self-service laundries, and this segment remains one of the major drivers for growth of the entire market. With increasingly busy schedules, many households have turned to laundry services as an efficient and practical alternative, allowing for greater comfort and time savings.
According to the National Association of Laundry Companies (ANEL), Brazil already has more than 27,000 laundromats, with over 3,000 of them being self-service, while the number of the latter is steadily
growing. In fact, during 2019-2025 the market has grown by 50%. Experts writing for the Brazil Diario di Commercio business magazine said the biggest demand for laundromat services is primarily observed among younger customers.
COMMERCIAL ENTERPRISE: A commercial laundry in Sao Paolo with Electrolux equipment (Photo Mirian Gasparin)
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According to a business and retail consultant and expert in the field of laundry and drycleaning, Josemar Duarte, since their inception, laundromats have always been more focused on the executive and luxury market in Brazil. “Before, it was more common to see people taking suits, shirts, party dresses, blankets and comforters to be washed outside their homes, but everyday clothes weren’t usually done there. Today, that has changed, especially for those who live alone, who opt for self-service laundromats on the street or in their own condominiums,” Duarte says. The cost of doing laundry can vary depending on the location and laundry chain, but it starts at around R$ 15 for washing and drying up to 10 kg of clothes, including soap and fabric softener. Currently the segment is dominated by several major players. One of them is Lavanderia 60 Minutos which is one of the laundry networks in Brazil with the greatest reach in the national market,
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