The Washroom: A young entrepreneur's fresh take on the laundromat industry

Young entrepreneurs are bringing fresh ideas and tech-savvy strategies to the laundromat industry, shaping the future of self-service laundry. With a focus on customer experience, innovation, and community involvement, these dynamic individuals are transforming the traditional image of the laundromat, creating inviting spaces that cater to the needs of today's consumers.

In a small, vibrant neighborhood in Milwaukee, Kelli Johnson, 27, has opened The Washroom, an unattended laundry store that's become a hit with local college students and residents. Acquired late last year, the laundry, formerly known as Murray Hill Quick Wash, has undergone a complete transformation under Johnson's vision.

Having grown up in a small town, Johnson was interested in creating a laundromat that had a more social aspect, much like the dual bar-laundromat concept she encountered during a "study abroad" visit to Kraków, Poland, while pursuing her degree in environmental science at the University of Wisconsin-Stephens Point.

"We went to this really awesome laundromat that was a dual space, so it was a bar and also a laundromat," Johnson recalls. "There were attendants there who took care of the laundry. We got to hang out and got work done. I guess in my mind, I said if I were to ever have a business, it would be a laundromat that also had a dual space, specifically in an area where there are college students."

The idea of opening a laundromat had been cycling in Johnson's mind for a very long time. At one point, she shared her concept with an investor, who decided to go a different route.

"But that’s what I think I needed, actually, because he had me build an entire business plan, who was my competition, what do I have to work with. I put everything into that business plan and told myself I should just do it."

However, Johnson didn't have the capital to invest in a laundry. Over the course of two years, she bought and renovated a house, which she rented out, and then pulled her equity out of the house in order to purchase the laundry.

"I called a lot of laundries in Milwaukee trying to find the right opportunity. Eventually, I connected with the owner of Murray Hill Quick Wash, who was looking to sell."

Johnson had a branding concept in mind that she wanted to fit into a "retro vibe" with her favorite colors: dark green, rust, and gold.

"I painted the floors; there was this ugly, salmon-toned tile. I didn't have the budget to re-tile, so I painted it," Johnson explains. "I added a mural to the wall. The walls are painted white so I can have a blank canvas."

Many of the washers weren't operational, so Johnson had to learn what was needed to fix them.

"I had to replace quite a bit of them. I kept about a dozen of the original top loaders and then I got 10 new 30-pound front loaders that were just installed a few days ago. And then I got six new single-pocket Huebsch dryers to complement some of the older units that were still working."

There's also a neat lending library in the back, the folding tables have been updated, and along one wall is a long countertop with high chairs for customers to use.

"I think the interior design that I put a lot of thought into really caters to a younger crowd," Johnson notes. "It’s still not to the place where I want it to be. The walls are still pretty blank. There’s still so much I’d like to do. It’s just, with a full-time job, I just haven’t had the time or energy to dedicate to it."

The vending machine in the laundromat has an eclectic mix of snacks as well as community resources targeting the younger demographics. You can find condoms, Narcan, and Plan B pills alongside cookies and blondies from a local bakery.

Some customers have complained about the items sold in the vending machine.

"But I think it helps more than it hurts. That’s why I haven’t gotten rid of them. I think it's useful to have available in case someone needs it."

The Washroom currently offers self-service laundry only.

"The space is so small—it's about 1,000 square feet. I have been giving thought to if I were to do a wash-and-fold business, how would that look. But that would require me to quit my job, because I think there needs to be someone managing that system, at least in the beginning. And I don't really know if I could sacrifice my job as of right now."

Johnson handles everything for her unattended store, and she doesn't have any paid help. She's doing it all while also working full-time.

"I have an investor friend who