Wash Friends, known for its differentiated competitive edge in Vietnam’s premium laundry market, has successfully launched a store in Vinhomes Gardenia, a high-end residential complex home to Hanoi’s upper-middle-class residents. In this blog, we’ll explore the entrepreneurial journey behind this store opening and the brand’s potential as a premium laundry franchise.
Vinhomes Gardenia: A Premium Living Space in Hanoi
Located in the Nam Từ Liêm district of Hanoi, Vinhomes Gardenia is a luxury apartment complex with around 2,000 units. Its close proximity to Mỹ Đình Stadium and the Korean Town area makes it home to a significant number of Korean residents. Especially notable is the villa zone at the front of the complex, which is home to many affluent Vietnamese families, solidifying its reputation as one of Hanoi’s premier residential areas for the upper-middle class.
The area is popular among families due to its quiet, stable living environment. Residents also benefit from ample green space, swimming pools, and sports facilities, contributing to high overall satisfaction.
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| Vinhomes Gardenia apartment complex in Hanoi, Vietnam |
A Story of Persistence and Passion
Repeated Attempts, and Finally—Success
The Wash Friends team had long targeted this promising premium retail zone, but high rental costs were a major hurdle. Most commercial spaces in Gardenia required tenants to rent both the first and second floors, making initial investment burdensome.
After several attempts, a rare opportunity emerged: a café on the ground floor beneath an English academy decided to close. This allowed Wash Friends to secure an ideal location within the complex. The acquired space is now the largest store operated by Wash Friends in Vietnam.
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| The Wash Friends store at Vinhomes Gardenia, opened in February 2025 |
A Bold Move by a Korean Entrepreneur
In February 2025, during the Tet holiday season, the Gardenia store officially opened under the direct management of a Korean owner living in Vietnam. A loyal long-time customer and fan of Wash Friends, this owner had explored various business models before recognizing the untapped potential of Vietnam’s premium laundry market and deciding to invest.
Compared to food and retail businesses, laundry services have a notably lower closure rate. The owner saw great long-term value in the structured brand system and operational support offered by Wash Friends.
A Premium Strategy in a Competitive Market
Standing Out Among Local Competitors
The Gardenia complex already housed 3 to 4 local laundries, including a long-established family-run Vietnamese laundry with deep community trust.
In this environment, Wash Friends needed to maintain premium pricing while offering superior laundry quality and customer service. Instead of competing on price, the focus was on delivering value through differentiated services.
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| The Wash Friends Gardenia store is equipped with commercial laundry machines from Alliance, a leading U.S. manufacturer |
A 3-Month Learning Curve to Excellence
The early months involved team-building, gathering customer feedback, and refining washing techniques. Through these challenges, the owner continuously adjusted store operations.
From May onward, the owner increased their onsite presence, enhanced staff training, improved customer communication, and rolled out seasonal promotions, setting the stage for long-term growth.
A Prime Location: Right in Front of the Pool
One of the store’s biggest strengths is its location—directly in front of the residential swimming pool. With Vietnam’s hot summer season approaching, this positioning is expected to attract heavy foot traffic.
Plans are underway to launch targeted promotions and specialized services for pool-goers, such as swimwear and towel cleaning.
Premium Services at Gardenia
The Gardenia location offers a range of specialized laundry services, including:
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Standard garment care – Shirts, blouses, suits, and everyday wear
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Large item laundry – Duvets, curtains, bedding, large carpets
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Sneaker clinic – Specialty cleaning and restoration for high-end shoes
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Premium dry cleaning – Tailored services for delicate and luxury fabrics
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Special fabric care – Cashmere, silk, wool, and more
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Custom stain removal – Wine, coffee, oil, and other tough stains
A Customer-Centric Operating Philosophy
At the heart of Wash Friends lies more than just laundry technology—authentic customer care and trust-building are essential. Data from past operations show that stores with owners onsite tend to stabilize faster and perform better.
Conversely, stores relying solely on staff often take longer to build customer trust and secure stable revenue.
Wash Friends’ Advice for Success
Transparent Data Sharing & Responsible Partnerships
Wash Friends systematically analyzes operational data across Vietnam and shares it transparently with prospective franchisees—ensuring the brand grows with integrity and shared accountability.
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| The new design of Wash Friends, renewed since 2023 |
The Importance of Attitude
Wash Friends emphasizes that attitude is just as critical as capital or technical knowledge. A commitment to service, a passion for quality, and a long-term vision are key to running a successful premium laundry business.
Operating a premium laundry means more than just cleaning—it’s about caring for customers’ cherished garments with professionalism and precision.
A Promising Future for Premium Laundry in Vietnam
As Vietnam’s middle class expands rapidly, demand for high-quality services is rising. With more consumers investing in premium clothing and fabrics, the need for specialized laundry services is growing in tandem.
Wash Friends Gardenia has proactively captured this trend, responding to Vietnamese consumers’ evolving expectations and solidifying its role as a leading premium laundry brand.
Looking Ahead: Wash Friends' Vision
Gardenia stands as a symbol of Wash Friends’ successful expansion into Vietnam’s premium laundry segment. With the owner’s dedicated management and the brand’s strong support, the store is expected to grow further.
Building on this success, Wash Friends plans to expand premium laundry services across Southeast Asia, setting new industry standards along the way.
Visit Wash Friends Vinhomes Gardenia
Location: Vinhomes Gardenia, A2_S011 (right in front of the swimming pool)
Business Hours: 7:30 AM – 8:00 PM daily (closed on public holidays)
Phone: +84 904 643 711
Main Services: General laundry, dry cleaning, luxury garment care, sneaker cleaning, large item washing
If you're interested in premium laundry services, visit us and experience the Wash Friends difference. For franchise inquiries, please contact our headquarters for a detailed consultation.
Contact: wfvn.sd@gmail.com / +84 36 227 1196
