Unpublished: Hi Group launches “Uber” from Laundry, focusing on IPO

On-demand business models have radically transformed the way people consume services, prioritizing convenience, agility and autonomy. This movement of on-demand service companiesit has spurred the emergence of thousands of startups around the world, especially in Latin America, which has experienced a growth of 78% of this business model in the last 5 years, moving more than US$ 16 billion in investments. In Brazil, the format represents a growing portion of the innovation ecosystem, reflecting the consumer preference for automated and accessible solutions Laundry in Box, created by the Hi Group, holding company that manages the Laundry 60 Minutes. Inspired by this same logic, the model uses smart cabinets installed in condominiums and places of great circulation for collect, sanitize and return clean clothes within 24 hours, with the entire process being digitally monitored by the customer via app.

The operation is simple: the cabinets are installed in common areas of the condominiums. The residents use the Hipag application (60 Minutes payment solution) to make the payment and insert the dirty clothes in the indicated compartment.The Laundry team performs the collection, washing, drying, packaging and return in the same place, without physical contact with the customer and with full traceability of the process. The solution it has already begun to be implemented, and must achieve 2 Thousand points by the end of 2025 being a majority in the city of Sao Paulo “, extending the reach of the brand through convenience, technology and sustainability. “We have seen the service market evolve very quickly, and Laundry in Box is our response to this trend the idea is to make laundry so simple and accessible as ordering food or calling a car. The model was developed to offer the convenience and flexibility that the customer already expects from other applications, 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 Grupo Hi.

Laundry in Box stands out for combining convenience and operational efficiency. With an average consumption of only 48 Liters of water per cycle and use of inputs biodegradablethe network adopts practices that contribute to the preserving natural resources. The service also reduces the need for production and disposal of domestic machinery, as well as using high durability industrial equipment, which operate with low demand for labor“O what we did was to adapt the logic of delivery to an essential service, but still little digitized. People are increasingly accustomed to solve everything by mobile, with agility and practicality, and Laundry in Box emerged precisely to meet this demand, offering a service that adapts to the modern routine, without giving up on quality and sustainability”, says Isaelson Oliveira, founder and CEO of Grupo Hi.

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 achieve R$ 75 million by the end of 2025. The network, which already has 500 Points in operation and others 300 In implementation, plans to close next year with 1,400 units in operation. Internationalization is also already underway, with an initial investment of 1 million euros for entry into Portugal, a market that should serve as a basis for growth in Europe R$ 1 billion in market value and perform one IPO by 2027.