Spanish laundry startup expands in PH

Published March 23, 2021, 7:00 AM

by Bernie Cahiles-Magkilat

Spanish laundry services startup Jeff is expanding its presence in the Philippines with planned opening of 30 hubs this year.

Jeff Spanish co-founders Eloi Gómez, Adrián Lorenzo and Rubén Muñoz said in a statement they are planning to open 30 Mr Jeff laundry franchises this year, not only in the Metro Manila area, but also in other cities like Cebu, Cagayan de Oro, and Angeles City in Pampanga.

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On top of this, they are looking for Filipinos with an entrepreneurial mindset who can partner with them in their successful Jeff laundry venture, along with future launches. Specifications for a laundry hub include a store space of 40 to 60sqm, with about 4 sets of washer/dryers, with a laundry specialist and dedicated driver upon opening that has a possibility for employee expansion later on. Other equipment needed are a computer using Jeff Technology to keep track of orders, and special laundry equipment to suit services for ironing, dry cleaning, and home item cleaning.

As of 2020, Jeff has sold 80 Mr Jeff laundry franchises in the Philippines, with its laundry hubs operating in Metro Manila and in Sta. Rosa, Laguna.

An adviser will get in touch with prospective franchisees, who do not require prior business experience. What is always necessary is that they have a good attitude and commitment to working for the business.

“We are searching for people who want to be involved in this industry, working in the store or supervising operations.  Jeff is open to individual entrepreneurs as well as to big investors who are interested to manage 10 or more franchises,” said Gómez. The initial capital is pegged at $25,000 to $50,000. 

This business opportunity for enterprising Filipinos is backed by a company that has experienced exponential global growth. It was founded in 2015 by the three partners and because of their agile response to the pandemic situation, it has recently been able to raise $21 million in its Series B Financing Round. The new investments will be used for the launch of its operations in the United States, with the opening of its first office in New York this January and for the advancement on its technological products.

Jeff, has already started to make its mark in the Philippines, with its first footprint through a convenient home laundry and dry-cleaning app and delivery service that has helped keep Filipinos safe at home instead of heading for a laundromat. By using the app, customers can choose the exact location, time, and day of pick up; a driver proceeds to to get the items and delivers them, cleaned and folded or ironed, in just 48 hours.

Since the pandemic last year, Jeff in the Philippines performed better than what was expected. The percentage of online orders was around 65-70 of the total, with franchisees strengthening their numbers and metrics since pre-Covid.

Worldwide during the pandemic in 2020, Jeff opened at least 185  Mr. Jeff laundry hubs showing the company’s and the franchisees’  commitment to the business.

In its bid to become a global household brand built from a “business in a box” concept, Jeff has grown from its initial foray into the convenience laundry segment with 2,300 franchisees sold in over 40 countries in Latin America, Europe, Africa, the Middle East and Southeast Asia.

With many gaps still needing to be filled especially in the delivery of home services in the Philippines, Jeff will expand its super-app capability with the introduction of Fit Jeff and Beauty Jeff where customers can book beauty and fitness services before going to the stores to save time and minimize risks.  These concepts have already been taken up by some Filipino franchisees, and the expected first openings in South East Asia will be in the Philippines, specifically in Metro Manila during the first quarter of 2021.

 “Our brand was launched in the Philippines first before other Asian countries.  We will continue to grow our business here because we believe in the strong entrepreneurial work ethics of our franchisees,” Gómez said. Jeff started as a home laundry and dry-cleaning app in 2015, but is currently in an expansion process in which, in addition to laundry service, different day-to-day services are added such as hairdressing and beauty, fitness or massages, becoming the first international omnichannel ecosystem of day-to-day services.