This article is based on Wash Friends’ experiences and market analysis. It does not intend to single out or criticize any specific company, nor does it aim to engage in defamation or unfair competition. All content is meant to explain general market trends and may differ from actual situations. Wash Friends holds no responsibility for any misunderstandings arising from this article.
Laundry equipment selection is a critical factor in business operations, with key considerations including cost, performance, durability, energy efficiency, warranty period, and ease of installation. Particularly in the case of unmanned laundromats and commercial laundry services, equipment choice directly impacts customer satisfaction and profitability. Wash Friends, which began in Korea and entered the Vietnam market in 2019, exemplifies the importance of this decision. This report provides a detailed analysis of the major players in the global laundry equipment market, Wash Friends’ strategies, and trends in the Vietnam market.
Major Players in the Global Laundry Equipment Market
The commercial laundry equipment market is dominated by a few major corporations. Alliance Laundry Systems stands out as a global leader, holding approximately 70% of the market share in Southeast Asia. Alliance meets diverse market demands through five brands—Speed Queen, Unimac, IPSO, Primus, and Huebsch—and operates factories in the United States, the Czech Republic, and Thailand.
Other key competitors include Sweden’s Electrolux Professional, known for its wet cleaning system (Lagoon Advanced Care), and Spain’s Girbau, which excels in laundry factory and coin-operated equipment. American brands like Dexter Laundry and Maytag Commercial, as well as Spain’s Domus and Fagor, are also active in the market.
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2024 Vietnam Laundry Equipment Brand Market Share Status |
Chinese Equipment Manufacturers: China has recently emerged as a notable player in the commercial laundry equipment market. Oasis Laundry Group, for instance, has gained attention for its aggressive investments targeting Southeast Asia. It initially partnered with Thailand’s top unmanned laundromat brand, Otteri, but switched to Alliance’s Huebsch after early dryer fire incidents. Subsequently, Oasis launched a new brand, Spinz, and updated its branding in 2023, currently distributing both Oasis and Spinz in Vietnam. Blue Whale gained popularity in Vietnam’s early market with low-cost equipment but stirred controversy in 2023 by releasing a model strikingly similar to Alliance’s new design. Other Chinese companies, such as Kingstar and Speed Union, are also actively entering the market with budget-friendly models. While Chinese equipment offers cost efficiency, it is often considered less competitive in durability and quality compared to global leaders.
Wash Friends’ Equipment Selection: Collaboration with Alliance
Wash Friends chose Alliance’s Huebsch brand as its primary equipment when entering Vietnam, importing a total of 130 units. This decision was grounded in Alliance’s over 100 years of experience since its founding in 1908 and its dominant share of the global commercial and industrial laundry equipment market. Known for durability, efficiency, and advanced technology, Alliance’s equipment enabled Wash Friends to deliver reliable services.
Over time, Wash Friends expanded to include Alliance’s Speed Queen brand, widely regarded as successful in both residential and commercial applications. Additionally, upon entering Vietnam, Wash Friends partnered with LG Vietnam, becoming an official partner for LG’s commercial equipment.
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Wash Friends Korea unmanned laundromat, Alliance Huebsch, LG modified shoe washing machine |
Equipment Lineup in Korea: In Korea, Wash Friends primarily supplied Alliance’s IPSO and Huebsch brands to its franchisees, alongside equipment from France’s Danube. For sneaker washing, it utilized modified LG and Samsung commercial washers, a common setup in Korean unmanned laundromats. This selection reflects the early trends and cost-efficiency priorities of Korea’s unmanned laundry market.
LG and Samsung’s Entry into the Commercial Laundry Market
LG and Samsung entered the commercial laundry equipment market later than established players like Alliance, initially struggling to compete with these giants. Amid these challenges, LG found success in the Philippines during the COVID-19 period, opening over 1,000 stores and expanding its market presence. This success is attributed to the alignment of the Philippines’ economic conditions with the low investment costs of LG’s budget-friendly models.
However, in Thailand, LG faced difficulties due to Alliance’s strong foothold and competitive edge. It wasn’t until 2024 that LG launched its first laundry franchise, “LG Laundry Crew,” signaling an attempt to expand in the market. Samsung, meanwhile, lacks a clear plan for scaling its commercial laundry equipment sales, and its designs, which closely resemble household models, may lead customers to mistake them for residential units.
Recently, LG developed large-capacity equipment with designs tailored for the European market, drawing from established models. It has also reportedly collaborated with Spain’s Girbau on commercial equipment sales.
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Texcare 2024, Frankfurt International Laundry Fair, Germany |
Premium Laundry Services and Equipment
Premium laundry services require dry cleaning and finishing equipment. In the dry cleaning sector, Italy’s Realstar, Firbimatic, and Union lead the field, renowned for their use of high-cost solvents to clean delicate fabrics without damage. The high cost of this equipment can be a burden for typical franchisees.
Wash Friends employs Realstar dry cleaning equipment—often dubbed the “luxury brand” of dry cleaning—at its Hanoi factory. However, for cost efficiency, it supplies its Vietnam franchisees with dry cleaning equipment from China’s Oasis brand. This choice considers the technical expertise and experience required to operate the equipment, limiting sales to franchisees who have received specialized training and avoiding supply to those reliant on hiring staff or outsourcing.
Due to environmental concerns with dry cleaning, wet cleaning systems are emerging as an alternative. Electrolux’s Lagoon Advanced Care, approved by the Woolmark Company, can safely clean delicate wool garments.
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RealStar Italy dry cleaning equipment lineup |
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Professional laundry factory automatic pressing equipment (press machine) |
Finishing Equipment: Essential finishing equipment for premium laundries includes presses, steam irons, automatic forming machines, sheet ironing machines, and folding machines. Globally, Germany’s VEIT and KANNEGIESSER lead in supplying large-scale laundry factories, while Italy’s PONY and GHIDINI cater to small and medium-sized laundries. Japan’s Sankosha dominates the shirt-finishing equipment market with the highest global share. Wash Friends supplies locally made, low-cost finishing equipment to its Vietnam franchisees but uses GHIDINI equipment in its directly operated stores, noting a significant difference in durability. It recommends professional equipment to franchisees based on their investment capacity.
Sneaker Washing Equipment
Sneaker washing equipment is a key differentiator for Wash Friends in both Korea and Vietnam. In Korea, it used modified LG and Samsung commercial washers with attached sneaker brushes and sterilizing dryers. However, upon entering Vietnam, issues with customs (due to the inability to provide origin certification, resulting in higher taxes) and concerns over sneaker damage prompted a shift to manually operated equipment.
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Samsung commercial washing machine modified into a shoe washing machine and a self-developed shoe-specific dryer |
Currently, Wash Friends uses self-developed washers, spin dryers, and dryers based on popular Chinese sneaker cleaning machines. The spin dryer, in particular, features enhanced balance and fixtures to minimize collisions and deformation, achieving high quality with just 20 minutes of drying. Despite the higher cost compared to Chinese budget models, this choice prioritizes quality and safety.
Innovation and Trends: Technological Advancements and Market Shifts
The laundry industry is rapidly evolving with technological advancements and changing consumer preferences. A significant trend is the shift toward eco-friendly wet cleaning, exemplified by Electrolux’s Lagoon Advanced Care system, which uses water and biodegradable detergents to address dry cleaning’s environmental issues while reducing operating costs. However, the consumable nature of these detergents, which cannot be recycled, may increase expenses.
Another notable development is the rise of all-in-one washer-dryer units. Japan’s AQUA and TOSEI developed these for space efficiency, gaining popularity in Asia. These machines complete washing and drying in one hour, enhancing customer convenience, though their revenue potential is half that of traditional equipment, which cycles every 30 minutes.
Recent shifts include the adoption of touchscreen equipment with multilingual support, beneficial for attracting foreign customers in tourist-heavy countries like Thailand and Vietnam. Additionally, two-tier washer-dryer models are gaining traction for space optimization; while early issues have been resolved, their high cost keeps budget models more popular.
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Japan TOSEI unmanned laundromat store, washing and drying completed within 1 hour |
Detailed Landscape of the Vietnam Market
Vietnam’s laundry service market is experiencing rapid growth, with multiple companies vying for dominance. Wash Friends maintains a differentiated position by supplying Alliance’s Huebsch and Speed Queen, LG commercial equipment, Japan’s AQUA, and China’s Oasis dry cleaning equipment. As of 2025, Wash Friends operates over 60 franchise locations in Vietnam, with plans to expand to more than 300 within three years.
Company Name | Major Equipment Brands | Remarks |
| Wash Friends | • Alliance Huebsch, Speed Queen • LG Giant, Titan • AQUA • Oasis Dry Cleaning | * Laundry Franchise: Major partner of Alliance and LG in the Vietnam market, strong franchise support |
Giặt là sạch cộng | • Oasis SPINZ | * Laundry Franchise: Initially distributed Blue Whale equipment, currently focuses on Spinz sales |
| Chanté(Formerly: Joins Pro) | • Alliance Speed Queen | * Unmanned Laundromat Franchise: Operates 6 directly managed unmanned laundromats, focuses on detergent sales |
San San Wash & Dry | • Alliance IPSO | * Unmanned Laundromat Franchise: Hanoi-based, started unmanned laundromat franchising in 2025 |
| Blue Ocean | • Alliance Speed Queen | * Unmanned Laundromat Franchise: Hanoi-based, started unmanned laundromat franchising in 2025 |
Hòa Phát(Thiết Bị Thái Bình) | • Alliance Speed Queen • Oasis • Real Star, GHIDINI | * Equipment Distributor, Laundry Franchise: Strong in B2B, owns 2 premium Giặt Sấy Sell stores, needs B2C development |
Vương Lực | • Alliance Speed Queen • GIRBAU | * Equipment Distributor: Holds exclusive rights to Girbau, supplies B2B |
TMC | • Electrolux Professional | * Equipment Distributor, Laundry Business: Previously held exclusive rights to Electrolux Professional, strong in B2B hospital laundry partnerships |
Clean Pro | • LG Giant, Titan • Dexter | * Equipment Distributor: Specializes in B2B and B2C equipment distribution |
SESA(UP Young) | • AQUA | * Unmanned Laundromat Franchise: Entered in 2023, developing Ho Chi Minh-based unmanned laundromat franchise, maintaining a cooperative relationship with Wash Friends since 2024 |
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Wash Friends Vietnam open store |
Equipment Selection Criteria and Future Outlook
Equipment selection criteria include energy efficiency, warranty duration, cost, and performance (e.g., drum rotation speed). Soft-mount equipment is currently favored for its ease of installation, with recent models matching the performance of hard-mount units.
In Korea, Wash Friends rose to the forefront of the unmanned laundromat market—despite being a latecomer—thanks to its interior design and marketing strategies. In Vietnam, the ability to offer customer-friendly designs and operating systems will likely determine market leadership. Currently, global laundry equipment manufacturers are actively seeking partners to dominate the Vietnam market.
