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 experienced a 78% growth in this business model over the last 5 years, moving more than US$16 billion in investments. In Brazil, the format represents a growing share of the innovation ecosystem, reflecting consumers’ preference for automated and accessible solutions. It is in this context that Laundry in Box, created by Grupo Hi, a holding company that manages Lavanderia 60 Minutos, emerges. 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 digitally monitored by the customer via an app.
The operation is simple: the lockers are installed in common areas of condominiums. Residents use the Hipag app (60 Minutos’ payment solution) to make payments and place dirty clothes in the designated compartment. The Laundromat team handles collection, washing, drying, packaging, and return to the same location, with no physical contact with the customer and full traceability of the process. The solutionhas already begun to be implemented, and is expected to reach 2,000 points by the end of 2025 – mostly in the city of São Paulo –, expanding the brand’s reach through convenience, technology, and sustainability. “We’ve seen the service market evolve very quickly, and Laundry in Box is our response to this trend. The –, ampliando o alcance da marca por meio de conveniência, tecnologia e sustentabilidade. “Temos visto o mercado de serviços evoluir de forma muito rápida, e o Laundry in Box é a nossa resposta a essa tendência. A proposal 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 customers already expect from other apps, but with the care and quality 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 Grupo Hi.
Laundry in Box stands out by combining convenience and operational efficiency. With an average consumption of just 48 liters of water per cycle and the use of biodegradablesupplies, the network adopts practices that contribute to the preservation of natural resources. The service also reduces the need for production and disposal of household machines, in addition to using high-durability industrial equipment that operates with low labor demand. “What we did was adapt the delivery logic to an essential yet still under-digitized service. People are increasingly used to solving everything via their phones, with speed and practicality, and Laundry in Box emerged precisely to meet this demand, offering a service that adapts to modern routines, without compromising on quality and sustainability,” says Isaelson Oliveira, founder and CEO of Grupo Hi.
The expansion of the solution is part of Grupo Hi’s strategic plan, which closed 2024 with R$54 million in revenue and projects reaching R$75 million by the end of 2025. The network, which already has 500 operational points and another 300 in implementation, plans to close 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 conduct an IPO by 2027.
