dobiQueen is revolutionizing the Malaysian laundry industry by expanding its services and incorporating sustainable practices, significantly easing household burdens, particularly for women. The chain plans to continue its growth while supporting mental health and community development.
16 May 2024 – The Malaysian laundry industry is on the cusp of rapid growth, propelled by technological advancements, evolving consumer preferences, and increasing environmental consciousness. The Home & Laundry Care market in Malaysia is anticipated to generate $1.14 billion in revenue by 2024, with a notable trend towards eco-friendly products.
dobiQueen, a prominent local launderette chain, exemplifies this sector’s transformation. Founded in 2015, dobiQueen has expanded from five to 82 outlets in just eight years. Co-founder and Executive Director Nini Tan observes significant shifts in household dynamics, particularly in laundry responsibilities. Despite prioritizing work, many Malaysians, especially women, still shoulder a substantial portion of household chores. According to a Khazanah Research Institute survey, women spend 63.6% more time on unpaid domestic work than men, often resulting in a “double burden.”
dobiQueen aims to mitigate this burden by offering services that streamline laundry tasks, allowing customers to reclaim valuable time. Their mobile application, facilitating eWallet and online payments, has been crucial in understanding customer demographics, revealing that 75% of their users are women, with an even split between full-time employees and homemakers. Typically, these customers come from households earning RM5,000 or more per month, spending approximately RM80 on laundry services monthly.
Laundry habits indicate that 80% of washed items are daily clothes, with beddings, towels, and other items comprising the remainder. Larger items such as bedsheets and curtains are usually washed around festive periods, utilizing dobiQueen’s large-capacity machines.
A standout feature of dobiQueen is their investment in outlet supervisors who assist customers through the laundry process, reducing the time spent at the laundromat. This service allows customers to drop off their laundry and collect it clean and folded within an hour.
dobiQueen’s commitment to innovation and sustainability is evident in their services, including Drop-off & Pickup and 6-Hour Express Delivery, which offer convenience and efficiency. Environmental initiatives include using eco-friendly laundry bags, motion sensor switches, timer controls for electrical appliances, and solar energy investments.
Looking forward, dobiQueen plans to expand by opening 5 to 20 new outlets annually. They also focus on promoting mental health and well-being by emphasizing family time and providing employment opportunities to the B40 community, supporting local socio-economic development.
In essence, dobiQueen addresses practical laundry needs while reducing household burdens on women, promoting environmental sustainability, and fostering community growth.
