The Laundry Lady
Overview
The Laundry Lady is a mobile laundry service provider based in the Sunshine Coast, Australia, founded by Susan Toft in 2012. The company offers door-to-door laundry services across Australia and New Zealand, leveraging a network of home-based contractors. By August 2025, The Laundry Lady had raised $1 million in seed funding to support its global expansion ambitions, including entry into the UK and Canadian markets. The company is committed to providing flexible work opportunities, especially for women, and aims to revolutionize traditional laundry services through technology-driven platforms.
Recent Developments
- August 2025: The Laundry Lady secured $1 million in seed funding, aimed at facilitating its expansion into Canada and the UK. The investment round was led by Karl Jacoby, Techniche CEO, and supported by Brisbane Angels and AngelLoop. This funding marks a significant growth milestone for the company, allowing it to enhance its proprietary TimeBoss platform with mobile apps and AI features.
- January 2025: The Laundry Lady plans to introduce its services to new markets, such as Canada, aiming to double its contractor base by the end of the year. This follows a period of robust expansion in its existing markets in Australia and New Zealand.
- 2024 Achievements: The company was ranked 19th in the Smart50 list, acknowledging its rapid growth and innovation. It also received accolades for marketing and people-powered strategies.
- December 2024: With support from Trade and Investment Queensland, The Laundry Lady expanded its services to Auckland and Christchurch in New Zealand, demonstrating their strategic international growth efforts.
Company Information
| Attribute | Information |
|---|---|
| Founding Date | 2012 |
| Headquarters | Sunshine Coast, Australia |
| Founders | Susan Toft |
| Revenue | Over $6 million |
| Key Investors | Karl Jacoby, Brisbane Angels, AngelLoop |
| Industry | Mobile Laundry Services |
| Number of Employees | Over 375 contractors |
Early History
The Laundry Lady was established in 2012 by Susan Toft, initially as a solution to her own busy schedule as a mother juggling household and professional responsibilities. Toft identified a market gap for affordable, flexible, and convenient laundry services and began offering door-to-door pickup and delivery laundry in the Gold Coast region. Initially bootstrapped, the company grew organically, expanding services across Queensland and into other Australian states, by leveraging a network of independent home-based contractors, known as Laundry Ladies and Lads.
Company Profile and Achievements
The Laundry Lady has carved a niche in the laundry service industry with its innovative model which combines technology and home-based contractor networks. The business operates primarily through its TimeBoss platform, offering users the convenience of online bookings and payments for laundry services. Major achievements include:
- 2019: Expansion into several regional markets in Australia, enriching the brand’s footprint.
- 2021: Launch of the franchise model, enabling rapid scaling of operations via low entry-barrier opportunities for contractors.
- Technology Leveraging: Integration of AI tools within its TimeBoss platform to streamline service offerings.
- Community Engagement: Support for women entrepreneurs, with a significant portion of its contractor network comprising women seeking flexible income opportunities.
Current Operations and Market Position
Currently, The Laundry Lady operates throughout Australia and in several key markets in New Zealand. As a leader in mobile laundry services, the company maintains a strong market position by combining innovative technology solutions with a community-driven business model. It plans to further its expansion in North America and Europe, with strategic initiatives focusing on leveraging digital platforms for enhanced service delivery. Its flexible work-from-home model provides significant competitive advantages, positioning it as a disruptor in the traditional laundry and domestic services industry.
Conclusion
The Laundry Lady has made a substantial impact on the mobile laundry services market with its innovative business model and technology-focused approach. As of 2025, the company is poised for international expansion, backed by significant financial investments and strategic support from stakeholders. Its focus on flexibility and community empowerment aligns with global trends toward digital and decentralized work models. The Laundry Lady’s trajectory indicates strong potential for ongoing success and influence in transforming the traditional laundry services industry.