Deyan Dimitrov, founder and CEO of Laundryheap, is reshaping how the world thinks about laundry by turning a tedious chore into a seamless service. What began as a personal frustration outside a closed dry cleaner in London has evolved into the world’s leading on-demand laundry and dry-cleaning service, operating across four continents and delivering 98.7% of all orders by the next day.
Bootstrapped from the ground up, Laundryheap is now a tech-powered operation running in 24 cities across Europe, the Middle East, Asia and the US — with Dubai emerging as a key hub for innovation and service expansion. Under Deyan’s leadership, the company has not only scaled globally but redefined what convenience, reliability and sustainability look like in a space that had long been overdue for disruption.
In this exclusive interview, Deyan shares the story behind Laundryheap’s rapid rise, how the company continues to balance scale with customer care and why staying obsessively close to the customer is at the core of every decision.
Laundryheap started in 2014. What inspired the idea to create an on-demand laundry service back then?
The idea for Laundryheap came from a simple but frustrating personal experience: I needed my clothes cleaned quickly, but traditional dry cleaners were closed or couldn’t deliver on time. I realised that laundry was one of those everyday tasks that affect us all, yet hasn't kept pace with modern convenience.
I launched Laundryheap in 2014 with the goal of offering fast, reliable and tech-enabled laundry and dry cleaning services. From day one, the focus was on solving a real pain point with speed, transparency and quality. What started as a local operation in London quickly grew as people everywhere want convenience without compromise — and nowhere is this more true than in Dubai.
Since the company has expanded to many countries, how do you balance growth and scalability with maintaining a high level of personalized customer care?
Scaling doesn’t mean sacrificing personal touch; it means designing systems that allow us to deliver it at scale.
At Laundryheap, we’ve built technology that adapts to local customer needs, from language support to cultural norms, while ensuring consistency across markets.
At the same time, we invest in local operations teams who understand their market and can provide hands-on service and support. We also track customer satisfaction at an individual level, so if a single customer has a less-than-perfect experience, we know and can act on it.
This blend of global infrastructure and local understanding helps us grow without losing the human element that drives loyalty.
How does Laundryheap stay ahead of emerging competitors or new business models in the on-demand service space?
Staying ahead in a fast-moving space means being restless — always testing, learning and evolving. We don’t just benchmark against direct competitors; we take cues from best-in-class experiences across all industries. We’re constantly asking: how can we make the service faster, smoother, more intuitive?
We also invest heavily in tech and operational flexibility — so when a new opportunity or challenge arises, we’re ready to adapt quickly. It’s our ability to launch new services, like overnight delivery in Dubai or expand into new cities with speed that gives us a strategic edge. And by staying close to our customers, we ensure we’re building what people actually need — whether that’s faster turnaround times or more flexible delivery options.
How does Laundryheap use data and analytics to anticipate changes in customer demand and manage operations effectively?
Data is at the heart of how we run Laundryheap, from predicting demand to optimising delivery routes. We use real-time analytics to monitor customer behaviour, order patterns and operational performance. This allows us to forecast demand by area and time of day and enables smarter resource allocation and staffing.
Our platform also flags anomalies, such as a dip in service quality or a surge in demand, so we can respond before it affects the customer experience.
We even use data to personalize communication and improve retention, whether it’s sending the right reminder at the right time or tailoring offers based on usage history; it’s about using data to make better decisions, faster.
Laundryheap consistently delivers most orders by the next day—an impressive 98.7% according to your website. What key factors contribute to maintaining such reliable and fast turnaround times?
Achieving 98.7% next-day delivery isn’t about luck; it’s the result of disciplined operations, smart logistics and constant refinement. We’ve built proprietary tech that optimises every part of the journey — from driver routing to partner scheduling — ensuring maximum efficiency with minimal friction.
We also maintain close partnerships with cleaning facilities and couriers, so there’s full alignment and accountability throughout the process. On top of that, we’ve built in buffers, real-time tracking and fallback protocols to protect service levels even when things don’t go perfectly.
Our reliability at scale comes down to consistency — which comes from systems, not shortcuts — and customer obsession throughout the business.
What’s the company’s approach to handling unexpected disruptions like weather or supply chain delays?
Resilience is baked into how we operate. We plan for disruption before it happens.
We’ve built flexibility into our logistics and partner network, so if one route, facility or city faces disruption — whether due to weather, strikes or supply chain issues — we can reroute and adapt quickly.
Our tech platform enables real-time visibility, which means we can respond proactively. Customers are kept informed at every step to help manage expectations and build trust.
Ultimately, our mindset is: assume things will go wrong at some point — and make sure your system can handle it without breaking the customer experience.
How does Laundryheap address the challenge of building trust with customers who are new to app-based services?
Trust is everything — especially when customers hand over their personal items to a digital service.
We build trust through transparency and reliability. From the moment a customer places an order, they receive real-time updates, clear pricing and easy access to support. The key is making the first experience seamless, reassuring and personal, and then building on that.
We also focus on social proof — showcasing reviews, ratings and testimonials to reassure new users. And if something ever goes wrong, we act quickly and fairly to resolve it.
In what ways does customer feedback influence product or service improvements at Laundryheap?
Customer feedback is one of our most valuable inputs, shaping everything from product features to operational processes.
We track every piece of feedback from app reviews to customer support interactions and funnel it into weekly reports that influence roadmap decisions. If we see a pattern, we act on it. That could mean improving our packaging, tweaking pickup windows or updating app UX.
Some of our best features, including the recently launched overnight service and driver tracking, came about as a result of customer feedback. We don’t just listen to feedback — we operationalise it.
How does the company ensure environmental sustainability while delivering fast and convenient laundry services?
Sustainability is a core consideration — not an afterthought — in how we grow. We work with cleaning partners who use energy-efficient machines and environmentally friendly detergents. Wherever possible, we consolidate routes and use electric vehicles or bicycles to reduce emissions. We’re also reducing single-use plastics by rolling out reusable and recyclable packaging across our markets.
At scale, even small improvements make a big difference, and we’re constantly looking for ways to make our operations greener without compromising on convenience.
Could you share Laundryheap’s vision for future growth and expansion? Are there specific new markets, services or technologies the company is focusing on?
Our vision is to make Laundryheap the global standard for on-demand garment care — fast, reliable and sustainable, wherever you are.
We’re continuing to expand into new cities where demand for convenience is growing rapidly. But it’s not just about geography — we’re also expanding our services to cover more of the garment care lifecycle, including repairs, alterations and eco-friendly cleaning options.
We have marked out Dubai as our testbed, so you’re likely to see more Laundryheap innovations and developments here first. We’ve chosen Dubai because the audience has higher demands for luxury and convenience.
On the technology side, we’re investing in automation, AI-driven logistics and smarter customer experiences to make every interaction faster, simpler and more personal. The goal is clear: take the friction out of laundry, on a global scale — and keep evolving with the customer at the centre.
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