Read the lease and the utility clauses with a lawyer before signing. That is where we lost the money.
Closed 2024
Laundromat in London, UK
Fresh Fold
Since 2021 · owner Tom Okafor
Closed Nov 20242021–2024
$138,350Final 12-mo revenue
$15,230Best month
$80,500Money lost
4Employees at close
12 months to Nov 2024Verified via StripeFinal statement
Why Fresh Fold closed
Fresh Fold had happy customers and lost money on almost every order. Each $32 order cost $12 in courier fees, each new customer cost about $50 in ads, and the average customer ordered 2.1 times before stopping. Growth made the losses bigger, and growth was the plan.
Main cause: Ads cost more than customers were worthTrading 2021–2024Money lost $80,500
Part 1What happened
The owner explains what the first year looked like and what changed once regular customers came back.
Most of the work came from a few dependable sources, and the owner says which ones paid off and which did not.
Prices were set early and checked again each season against what similar businesses charged nearby.
Part 2How Tom built it
Part 3The numbers behind it
In its final 12 months Fresh Fold took $138,350, 14% less than the year before. Its best month in the last year was Oct 2024, at $15,230. Its last full month, Nov 2024, brought in $10,356: 32% below that peak.
They lost $80,500 in total, against a startup cost of $50,100. Every revenue figure here comes from Stripe, so the decline can be seen month by month in the chart below.
Part 4What Tom learned
Most of the work came
The owner explains what the first year looked like and what changed once regular customers came back.
Prices were set early and
Most of the work came from a few dependable sources, and the owner says which ones paid off and which did not.
A slow month taught them
Prices were set early and checked again each season against what similar businesses charged nearby.
Part 5Starting a laundromat? Watch for these
Warning signHow to avoid itCheck before you commit
Warning sign
The owner explains what
How to avoid it
Most of the work came from a few dependable sources, and the owner says which ones paid off and which did not.
Check before you commit
Prices were set early and checked again each
Warning sign
Most of the work
How to avoid it
Prices were set early and checked again each season against what similar businesses charged nearby.
Check before you commit
A slow month taught them to keep cash
Warning sign
Prices were set early
How to avoid it
A slow month taught them to keep cash aside and to plan the quiet weeks before they arrived.
Check before you commit
The owner explains what the first year looked
Part 6How common is this?
0% of closed laundromats on HumDays name “ads cost more than customers were worth” as the main reason they closed, one of the most common reasons.
Most laundromats don't fail: 81% of those that start in the UK are still trading three years later. The ones that make it tend to do the things above from the start.
Main reason for closing, closed laundromats on HumDays
Book Tom for advice
Group sessions and masterclasses cost less than a 1:1 call.
Tom’s booking page: book, pay and get your video link in one place. Reminders by email and WhatsApp; an AI summary after.
Things Tom can help with
- Work out the profit on one order before anything else
- Route density beats app features
- Win business customers first
- What to check before you commit money
- Pricing and your first hires
What to expect
- 15 minutes is enough for three or more focused questions.
- Share your numbers first. Tom sees your notes before the call.
- Video call in your browser. No app to install. The link comes by email, WhatsApp and a calendar invite.
- Recorded, if you both agree. You get an AI summary and your action items after.
- Nothing is charged unless Tom confirms within 48 hours.
- If plans change, cancel 24 hours or more ahead for a full refund.
4.947 reviews of calls with Tom
JJoshSep 2026
Felt like talking to someone ten years ahead of me in the same trade.
GGraceAug 2026
Straight talker. Told me my pricing was too low and why. Raised it the next month.
Tom replied
Glad it helped. The pricing change is the one most people put off, so well done for doing it.
TTomásJul 2026
Felt like talking to someone ten years ahead of me in the same trade.
HHannahMay 2026
Straight talker. Told me my pricing was too low and why. Raised it the next month.
- Pick a timeChoose a length and a slot that suits you.
- Your card is heldYou're only charged once Tom confirms.
- Join the video callAsk your questions, get specific answers.
Ask Tom a question
Free for everyone who signs in. Questions about all laundromats →
Financial snapshot
How it compares
Average month vs 64 verified laundromats in the UK. In its final year it earned more than 48% of them.
This business
Bottom 10% $5.5kTypical $11.9kTop 10% $25.7k
Middle halfMiddle 80%Typical
In the owner’s own words
The owner explains what the first
Most of the work came from a few dependable sources, and the owner says which ones paid off and which did not.
Prices were set early and checked
A slow month taught them to keep cash aside and to plan the quiet weeks before they arrived.
More on laundromats
Similar businesses
All laundromats →Suds & Co Laundrette
Laundromat in Bristol, UK
$157,31012-mo revenue
+6%vs last year
3Employees
Verified via Square + Open Banking
Lavanderia Sole
Laundromat in Milan, Italy
$114,68012-mo revenue
+7%vs last year
1Employees
Verified via SumUp + Open Banking