The digitization of the condominium routine has taken a new turn with the launch of Laundry in Box, a solution created by Lavanderia 60 Minutos, which transforms smart wardrobes into collection and return points for sanitized clothes. Installed directly in the common areas of the buildings, the system operates as an “Uber for Laundries”: the resident deposits dirty clothes, makes the payment via the application, and receives back, in the same compartment, the clean and packaged pieces, within up to 24 hours, without physical contact and with real-time tracking. The proposal combines convenience, technology, and sustainability to meet a growing demand for on-demand services in residential environments. The expectation is to reach 2,000 units installed by the end of 2025, with operations already started in São Paulo.
The operation is simple: the cabinets are installed without the need for construction, structural interventions, or energy consumption in the condominium. The condo manager authorizes the installation, and from there, the service is activated with the support of the Hi Group team, the holding behind Lavanderia 60 Minutos responsible for all logistics of collection, washing, and return. The washing is done by franchised units with their own technology, low water consumption (48 liters per cycle), and biodegradable inputs. As a result, condominiums begin to offer residents an essential and high-quality service at no maintenance cost, no need for internal staff, and total user autonomy.
The model has proven to be particularly attractive in large urban centers, where time is increasingly scarce, and practicality has become a priority. “By eliminating trips to external laundries, queues, and manual processes, Laundry in Box provides a new consumer experience that aligns with the trend towards automation of domestic services and the preference for solutions accessed through the cell phone,” points out Isaelson Oliveira, CEO of Grupo Hi. He explains that the proposal is to make laundry as simple as ordering a meal or a car through an app, transforming the condominium’s daily life into a more modern, fluid, and connected environment. “We have seen the service market evolve very quickly, and Laundry in Box is our response to this trend,” he emphasizes.
The diffusion of the service is part of the strategic plan of Grupo Hi, which has already implemented 50 units in São Paulo. The expansion estimate follows the holding’s own growth trajectory, which ended 2024 with R$ 54 million in revenue and expects to reach R$ 75 million by the end of 2025. With almost 1000 stores in operation, the holding is also in the process of internationalization, with an initial investment of € 1 million in Portugal, where it aims to consolidate its presence in Europe and prepare for a IPO by 2027, with a goal of reaching R$ 1 billion in market value. “For the administrators, the solution represents more than just a convenience: it is a way to enhance the condominium, add innovation to the residents’ daily lives, and align with the new expectations of the real estate market,” adds Isaelson. The presence of Laundry in Box can be highlighted as a competitive differentiator in the sale and rental of units, reinforcing the positioning of condominiums that invest in intelligent, sustainable services focused on user experience.
