On-demand business models have radically transformed the way people consume services, prioritizing convenience, speed, and autonomy. This movement of on-demand service companies has driven the emergence of thousands of startups around the world, especially in Latin America, which has experienced a growth of 78% in this business model over the past 5 years, mobilizing more than US$ 16 billion in investments. In Brazil, this format represents a growing portion of the innovation ecosystem, reflecting consumer preference for automated and accessible solutions. It is in this context that Laundry in Box emerges, created by the Hi Group, the holding company that manages Lavanderia 60 Minutos. Inspired by the same logic, the model uses smart lockers installed in condominiums and high-traffic areas to collect, sanitize, and return clean clothes within 24 hours, with the entire process being digitally monitored by the customer via the app.
The operation is simple: the lockers are installed in common areas of condominiums. Residents use the Hipag app (60 Minutes payment solution) to make the payment and insert the dirty clothes in the indicated compartment. The Laundry team collects, washes, dries, packages, and returns in the same place, without physical contact with the customer and with total process traceability. The solution has already begun to be implemented, and it is expected to reach 2 thousand points by the end of 2025 – with the majority in the city of São Paulo – expanding the brand’s reach through convenience, technology, and sustainability. “We have seen the service market evolving very quickly, and Laundry in Box is our response to this trend. The idea is to make laundry as simple and accessible as ordering food or calling a car. The model was developed to offer the convenience and flexibility that customers already expect from other apps, but with the care and quality that our brand has always valued. We want to be where the customer is and meet their needs quickly, practically, and efficiently, in a way that makes sense in real life,” explains Isaelson Oliveira, founder, and CEO of the Hi Group.
The Laundry in Box stands out for combining convenience and operational efficiency. With an average consumption of only 48 liters of water per cycle and the use of biodegradable inputs, the network adopts practices that contribute to the preservation of natural resources. The service also reduces the need for the production and disposal of domestic machines, in addition to using highly durable industrial equipment that operates with low labor demand. “What we did was adapt the logic of delivery to an essential service, but still not very digitized. People are increasingly used to solving everything by cell phone, with agility and practicality, and Laundry in Box emerged precisely to meet this demand, offering a service that adapts to modern routines, without sacrificing quality and sustainability,” says Isaelson Oliveira, founder and CEO of the Hi Group.
The expansion of the solution is part of the strategic plan of the Hi Group, which ended 2024 with R$ 54 million in revenue and projects to reach R$ 75 million by the end of 2025. The network, which already has 500 operational points and another 300 under implementation, plans to close the next year with 1,400 units in operation. Internationalization is also underway, with an initial investment of 1 million euros for entry into Portugal, a market that should serve as a base for growth in Europe. The goal is to reach R$ 1 billion in market value and carry out an IPO by 2027.
