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Manila Bulletin devider Technews devider Alliance Laundry Systems eyes Philippine expansion, showcases "world-class" hub to ASEAN Media

Alliance Laundry Systems eyes Philippine expansion, showcases "world-class" hub to ASEAN Media

Published May 22, 2026 12:18 pm
Global commercial laundry giant Alliance Laundry Systems (ALS) is shifting its focus toward emerging markets in Southeast Asia, with a strategic emphasis on expanding its footprint in the Philippine laundromat market over the coming months.
To mark this regional push, select members of the ASEAN media were given an exclusive tour of the company’s manufacturing and assembly plant in Chonburi, Thailand. The visit offered a firsthand look at the high-tech, world-class production lines driving the brand's rapid footprint across the Asia-Pacific (APAC) region.
A centralized hub for aggressive APAC growth
Ben Dobbs, Managing Director of Asia Pacific for Alliance Laundry Systems, welcomed the media delegation and highlighted the facility’s role as the region's central hub. Having overseen the construction of the Chonburi plant since its inception eight years ago, Dobbs expressed immense pride in the factory's scale, efficiency, and flexible capacity.
"When we built the factory here in Thailand, we built it with the future in mind. Our capability for Thailand manufacturing was always to service the Asia Pacific. We have the capacity to expand here in the factory, and we have additional land where we can double the size of the building,” according to Dobbs.
The Chonburi facility currently produces roughly 25,000 units per year. Dobbs emphasized that the plant is far from its full capacity ceiling and can quickly scale up operations or add shifts to match the mounting demands of neighboring emerging markets.
Targeting the Philippine market
A core pillar of Alliance Laundry Systems' immediate growth strategy is penetrating the burgeoning Philippine laundromat market. While the Philippines has historically relied on residential-grade or small-chassis machines for commercial setups, the company has seen massive success since it started aggressively promoting industrial-grade equipment in the country last year.
ALS executives revealed that the company already has several laundromats operating in the Philippines. The company aims to replicate the "premium laundromat" model that has taken Thailand by storm -- transforming basic utility spaces into comfortable, safe, and air-conditioned lifestyle hubs.
The transition from home washing to commercial laundromats relies heavily on consumer and investor education. The company’s leadership noted that the challenge in emerging markets like the Philippines and Vietnam is convincing investors to commit to long-term, industrial-grade investments that can cost upwards of P5.5M to P6M per turn-key laundromat.
However, ALS highlights that industrial machines offer a superior return on investment (ROI) due to their 25-year lifespans, faster cycle times (30-minute wash, 30-minute dry), and superior hygiene standards.
Dominating the Southeast Asian landscape
Alliance Laundry Systems operates under a unique B2B model, utilizing exclusive country distributors to manage its five premier brands: Speed Queen (Commercial and Residential), UniMac, Ipso, Primus, and Huebsch.
With a commanding 70% market share in Thailand and nearly 90% in newer regional territories, the company has set an ambitious goal to establish 30,000 laundromats across Southeast Asia, aiming to secure at least 70% of the total regional market share.
As urban lifestyles change and the demand for convenience grows across the Philippines, Alliance Laundry Systems is uniquely positioned to redefine how millions of Filipinos handle their daily laundry.

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