Luxe Laundry Is Actually a Thing

by Natasha Wolff | January 12, 2016 2:50 pm

The Laundress[1]—the non-toxic, eco-friendly line of specialty detergents, fabric care and home cleaning products[2]—is ready to prove that dry cleaning is a thing of the past. The brand has just opened its first-ever flagship in SoHo promising an array of in-store activities like washing workshops, product demos and pop-up collaborations. The 400-square-foot space will also house experts to share on-the-spot care recommendations, from how to tackle tough stains to the best way to care for woolens. 

“We want to have a one-on-one dialogue that is absolutely missing from the laundry category,” say co-founders Gwen Whiting and Lindsey Boyd. “After engaging with customers over email and phone for more than 10 years, we are ecstatic to interact with them on such a personal level.”

The Laundress co-founders Gwen Whiting and Lindsey Boyd

The Laundress co-founders Gwen Whiting and Lindsey Boyd

Below, the two founders open up about their new venture.

Why was this the right time to open your own store?

Our store serves as a platform to showcase our coveted Detergent, Fabric Care and Home Cleaning Collections, build a deeper, more personalized connection with the customer and share cleaning discoveries. They can now see, smell and experience all of our products firsthand with our team of fabric care experts. 

What sets The Laundress’ products apart?

We set out to start our brand after being unsatisfied with laundry products available in the market and spending too much money at the dry cleaners only to get our items back ruined. We designed our collections around fabrics first, formulating products that provide the best care for their unique attributes. We use the highest concentration of the most effective and active ingredients all of which are eco-friendly and free of harmful toxins and allergens. We also provide the tools and educational pieces to solve our customers’ laundry and cleaning woes.

What are some special offerings at the boutique?

The Laundress SoHo is the complete showcase to feature and demonstrate our products and vision. It’s truly the ultimate laundry/cleaning experience. A favorite feature of ours is the Ask The Laundress Counter, the epicenter for information, which serves as all-inclusive question and demo station. It is the customer engagement that we started online and are excited to now bring to life.

What are your best-selling products?

The Laundress Wool & Cashmere Shampoo[3] is a global bestseller for us. It was the first product we developed for our clients to use as a dry cleaning alternative and wash at home, which is the best way to care for all woolens. That product along with The Laundress Delicate Wash[4] are entry point products that allow our customers get comfortable with washing versus dry cleaning and then explore more in the collection.

What’s special about the NYC customer and what are they looking for?

New Yorkers are special because they demand the best[5]. As New Yorkers ourselves, we understand their wardrobe needs and seeking items that enhance their metropolitan lifestyle. Whether you hand wash clothing in the bathroom sink like we still do, take our product to the laundry drop off to be used for your wash, or have the luxury of machine washing in your own home, our formulas and tools will still yield the same ease of use and stellar results. A big confession is that we didn’t even have laundry rooms when we developed the collection, so we know how our products can be used every way! 

199 Prince Street;[6]

  1. The Laundress:
  2. home cleaning products:
  3. The Laundress Wool & Cashmere Shampoo:
  4. The Laundress Delicate Wash:
  5. demand the best:

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