The Laundry Lady has made waves once again, securing impressive wins at the 2024 SmartCompany Smart50 Awards.
The innovative laundry service, founded on the Gold Coast and now spanning both Australia and New Zealand, not only ranked 19th overall on the prestigious Smart50 list but also took home the awards for Marketing Excellence and People Power.
These accolades highlight the company’s unique approach to branding, customer engagement, and its unwavering commitment to empowering its workforce.
Thinking Pink: The Power of Strategic Branding
At the heart of The Laundry Lady’s success is a strong and distinctive brand identity. The company’s decision to “think pink” – from its logo to uniforms and digital assets – has become a hallmark of its marketing strategy.
Founder Susan Toft explains how this choice reflects not only the company’s roots as a female-owned business but also its mission to empower women and families through flexible, home-based work opportunities.
“By using primarily pink in our branding, focusing on the female-owned and empowerment aspects, and sharing engaging behind-the-scenes content, Q&As, and reels, we demonstrate authenticity and expertise,” says Susan.
People Power: A Business Built on Community
Winning the People Power Award underscores The Laundry Lady’s innovative business model, which prioritises flexibility and inclusivity. The company’s network of over 300 independent contractors across Australia and New Zealand forms the backbone of its operations.
By providing work-from-home opportunities, The Laundry Lady empowers its contractors – laundry ladies and lads – to earn sustainable incomes (anywhere between $300 and $3,000 per week) while balancing their personal commitments.
“Our team includes mums, grandmothers, career changers, and even husband-and-wife teams,” says Susan. “Their stories inspire us, and their dedication is what keeps the business thriving.”
Balancing Tradition and Innovation
As The Laundry Lady continues to grow – achieving $6 million in revenue in 2024 with projections for even higher growth in 2025 – Susan credits the company’s success to balancing tried-and-true methods with technological advancements. Geo-targeted digital ads, social media campaigns, and a strong focus on customer satisfaction have all played key roles in reaching new markets while retaining loyal customers.
Expanding internationally has also been a key milestone for the business. By tailoring its services to suit New Zealand’s market, The Laundry Lady has demonstrated its ability to adapt and thrive in diverse environments.
You can read more in Smart Company’s coverage of the wins. Thanks to category sponsors Optus and Asana.
