Alliance Laundry’s 2022 Business Plan Revealed, Keeping Top Position in Market with Rev Target of 1BN Baht

(19 January 2022: Bangkok) Alliance Laundry Systems LLC, the global leader in commercial laundry equipment, announces its revenue target of 1 billion baht and plans to expand 1,000 laundromats in 2022. To emphasize its No.1 position in this business, it aims to boost market share up to 70% and accelerate its expansion in other provinces and other countries. Thailand’s laundromat market is forecast to have 3,500 shops nationwide and market value reaches 10 billion baht this year. The laundromat business tends to grow continuously and serves more on services that meets young generation’s lifestyle.

Mr. Sukree Kirai, Senior Regional Sales Manager – Indochina of Alliance Laundry Systems LLC, the global leader in commercial laundry equipment, discloses that number of laundromat business in Thailand would surge significantly from 2,400 shops in 2021 to 3,500 shops in 2022. Alliance Laundry, currently has market share of 70%, aims to reach 80% in the next 3 years and targets to generate sales revenue of 1 billion baht this year. The growth will be mainly driven by people’s new normal lifestyle that shifts to laundromat services as COVID-19 urge them to pay more attention to health and cleanliness includes clean and sanitized clothing. This lifestyle tends to last long even after the pandemic ends.

The market value of laundromat business in Thailand is forecast to reach 10 billion baht this year, up from around 7 billion baht in 2021, and has more than 9,000 branches over the next 6-7 years. Overall picture of laundromat business, however, has a bright prospect to grow in long run. Current period is just in an initial phase of the growth curve. Therefore, those who invest first will be advantageous in terms of location and competitiveness.

“Alliance Laundry has been in laundry businesses for 114 years and tapped into Thailand in 2017. At that time, we had only 6 customers. After we’ve been marketing continuously for 4 years, we receive very good response from customers nationwide and have 1,565 laundromats use our products in 2021. We target to add 1,000 more shops in our portfolio in 2022.”

Since Alliance Laundry started the business in Thailand, it has adopted marketing strategy to access target customers by holding “Alliance Wealth Investment” events continuously. In the events, participants learn more about new technology trends and business growth. It also provides special offer to those who are interested in opening a laundromat. Due to its success, the company has further held the events in other provinces to approach new customers. This year the company is ready to gear up its business expansion into other countries in Indochina region where its population exceeds 250 million. Previously, it has penetrated several segments including hospitals, hotels and laundry factories. But this time, it plans to focus on laundromat for overseas expansion by starting from Vietnam before tapping into Laos, Cambodia and Myanmar.

Meanwhile, Alliance Laundry has never stopped creating new innovative products to satisfy customers’ requirement. In January, the company has launched a new inverter dryer machine model, called Tempest, which has a smaller inverter motor with better efficiency. It is also developing and testing another new product which is set to be launched in the second half of this year. At the same time, the company plans to establish more service centers in regions in Thailand to foster its strength in after-sales service to cover all customers in the country.

Mr. Sukree added that laundromat would become a part of people’s lifestyle nowadays and also in the future due to the bustle and hustle of their daily life. For example, people who live with their family do not have to spend their holidays on washing clothes or those who live in limited space like condominiums and apartments need not buy expensive washing machines for washing clothes only once or twice a week. All limitations will be gone when they use the service at laundromat where they provide the industrial laundry and dryer machines that give better efficiency in cleaning clothes and killing germs in the short time.

“We believe that laundromat will change from what they are currently. They will focus more on delivering impressive experiences to customers by providing contactless payment or payment channels including credit cards, Speed Queen Central Payment or mobile banking. While waiting for their clothes, customers can enjoy watching TV, using Wi-Fi and recharging their gadgets. Some shops also provide space for kids to serve family target group. Meanwhile, laundromat may add other services, for example, online laundry services to enhance conveniences to customers. These are the pictures we’ll see soon,” says Mr. Sukree.

Alliance Laundry Systems LLC, headquartered in the United States, is a global leader in commercial laundry equipment since 1908. With experiences and expertise in laundry business, it currently has production bases in United States, Czech Republic, China and Thailand. It has provided laundry solutions through more than 1,000 distributors in over 140 countries globally.

Alliance Laundry has given priority to train distributors to meet the highest standard. They are trained about systems, installations, maintenances, and after-sales services to ensure provision of excellent service quality to customers.

Alliance Laundry’s products are categorized into 3 groups which are;
1. On-Premise Laundry (OPL), mainly used in hospitals, hotels and laundry factories
2. Commercial Laundry, mainly served in laundromats and laundry services
3. Home Use Laundry, mainly used in residential accommodations

Alliance Laundry has expanded business in Thailand since 2017 and invested more than 1.5 billion baht in setting up production plant and R&D laboratory at WHA Industrial Estate Chonburi 2. To provide good quality products and services to all countries in this region, it has selected to market four brands as following: 

     - Speed Queen
     - Huebsch
     - primus
     - IPSO