The dry cleaning market - France (2024)

1.2 Global market on the rise

Global wholesale laundry market size (***) World, ****-****, in billions of dollars Source: ****

The global market for laundry and dry cleaning services is estimated at $***.* billion in **** and is expected to reach $***.** billion by ****, growing at a compound annual growth rate (***) of *.*% over the period ****-****. This market encompasses a wide range of services, from garment cleaning and ironing for private individuals to large-scale laundry services for businesses.

Growth in this sector is primarily driven by rapid urbanization, consumers' fast-paced lifestyles, and increased demand for services that are both efficient and accessible. The market is divided into two segments: self-service, where customers access the facilities themselves, and conventional, comprising more comprehensive services, often combined with pick-up and delivery options.

Market players are adapting their offerings to meet current trends, including the integration of digital platforms and automation technologies that facilitate the ordering, tracking and payment process. At the same time, the focus is on environmentally-friendly cleaning solutions, such as the use of biodegradable detergents and water conservation methods. This shift towards sustainable and technological services is particularly visible in major economic regions such as North America, Asia-Pacific and Europe, where regulatory pressure and heightened consumer awareness are shaping corporate strategies.

1.3 A growing national market

change in the size of the light vehicle maintenance and repair market France, ****-****, in millions of euros Source: ****

This subclass includes :

Laundering, dry-cleaning, ironing, etc., of all articles of clothing (***) and textile materials, carried out on behalf of private individuals

Retail laundries, including depots

Self-service laundries

Supply of linen, workwear and similar items by retail laundries

The chart shows a contrasting evolution of the retail laundry and dry-cleaning market in France between **** and ****, in millions of euros. After gradual growth from **** to ****, when market size rose from ***.* to ***.* million euros, the trend is abruptly reversed in ****, with a sharp drop to ***.* million, probably as a result of the health crisis.

However, the sector begins to recover from **** onwards, showing a steady upturn that takes it to a peak of ***.* million euros in ****. This return to growth seems to indicate a notable resilience in the industry, driven by a normalization of consumer habits and renewed customer confidence. The market is thus back above pre-crisis levels, pointing to prospects of stabilization in the future

market size trends for wholesale laundries and dry cleaners France, ****-****, in millions of euros Source: ****

This subclass includes:

laundering, dry-cleaning, ironing, etc., of all articles of clothing ...

2.1 The hotel and catering sector pulls in the wholesale laundry sector

Number of employees in the hotel and catering sector France, ****-****, in thousands Source: ****

The graph shows the evolution of salaried employees in the hotel and catering sector in France from **** to ****, expressed in thousands of employees. After a steady rise between **** and **** (***), **** marks a sharp fall to ***.* thousand, a direct reflection of the impact of the health crisis on this sector, which has been particularly hard hit by activity restrictions.

However, from **** onwards, a recovery is visible, with continued growth bringing the workforce back above pre-crisis levels, reaching ***.* thousand in ****. This dynamic reflects a remarkable capacity for recovery, aided by the lifting of restrictions and a gradual return to normality.

Laundry, which is largely dependent on the hotel and catering industry for cleaning and maintenance services, has also been affected by this volatility. The sharp decline in hotel employment in **** had a direct impact on demand for related services, leading to a similar contraction in the laundry sector.

The rebound in the hotel and catering sector observed since **** suggests a return to growth for the laundry sector, stimulated by the recovery in tourism and commercial activities.

By ****, the hotel & catering sector is at a crossroads, torn between contraction and expansion. ...

2.2 The healthcare sector: a key driver for the laundry industry

The facts are alarming: French healthcare establishments are facing a real systemic crisis, marked by repeated bed closures, delays in care and over-recourse to emergency departments. By ****, *% of hospital capacity in the Medical-Surgical-Obstetrics (***) sector will have been closed, and **% of these closures will have been due to pressure on staffing levels, a proportion that is up from **% in ****.

This pressure is concentrated on essential services: **% of facilities closed beds in medicine, **% in surgery, **% in critical care and **% in emergency, demonstrating the scale of the phenomenon. The situation worsens when we look at waiting times for medical appointments: between **** and ****, these have almost doubled for the majority of specialties. An appointment with a general practitioner now takes ** days (***), while it takes * weeks and * days for a pediatrician and * months for an ENT specialist or cardiologist, reflecting the overcrowding and saturation of services.

This deterioration in care has a cascade of consequences, including increased use of emergency services for non-urgent reasons. In ****, **% of French people said they had gone to the emergency department for no real reason, compared with **% in ****, driven by a lack of alternatives and a disorganized link between town and hospital. This overuse of the emergency department also has deleterious ...

2.3 French dry-cleaning habits

How many times a year do you go to the dry cleaners? France, December ****, in Source: ****

The December **** IPSOS survey shows that **% of French people say they go to the dry cleaners at least once a year. Of these, **% go more regularly, up to five times a year. These figures show that there is a solid base of potential customers for dry-cleaning services, with relatively stable demand.

Share of regular dry-cleaning customers France, ****-****, in Source: ****

Between **** and ****, the share of regular customers of dry cleaners (***) doubled from *% to **%. This increase indicates a strengthening of the habit of using these services, possibly in response to growing demand for professional garment care, or to lifestyle changes favoring more laundry care.

Which garments should be dry-cleaned? France, ****, in Source: ****

The graph shows that coats and suits remain the garments most frequently sent to the dry cleaners by the French in ****, representing respectively **% and **% of the types of items entrusted to professionals.

The low percentage of T-shirts (***) reflects their less frequent use by drycleaners. However, one interesting detail stands out: this figure has doubled since ****, which could indicate an emerging trend towards taking greater care of more casual garments, perhaps linked to a change ...

2.4 The second-hand trend

How often do the French buy second-hand? France, ****, in Source: ****

In ****, **% of French people had bought a second-hand item at least once, and **% said they made this type of purchase regularly, every * to * months. These figures show the strong adoption of second-hand consumption in France, anchored in consumer habits.

French priorities for clothing care France, February ****, in Source: ****

The graph shows that **% of French people look first and foremost for clothes in good condition, followed by **% who prioritize quality. Furthermore, **% consider the presence of a care label to be important, a sign of the value they place on the durability of articles.

Finally, **% care as much for their second-hand clothes as for their new ones. These figures show that consumers are highly sensitive to care issues, underlining the importance for dry cleaners of promoting their quality services, which are equally suited to second-hand clothes and new items.

2.5 Focus on ironing

Households equipped with irons France, ****, as % of total Source: ****

The French market for irons is undergoing a profound transformation, marked by a steady decline in sales and a radical shift in consumer habits. In ****, sales of irons fell by *.*%, while those of steam power stations recorded an even steeper decline of *.*%. This trend is part of a wider phenomenon of consumer disenchantment with ironing, perceived as a time-consuming, tedious and increasingly unnecessary task.

Indeed, technological advances in textiles and household appliances, such as modern washing machines and tumble dryers, have reduced the need for ironing by minimizing crease formation. At the same time, practical alternatives such as steam ironers have gained in popularity: in ****, * million French households were already equipped with them, three times as many as in ****, according to the Groupement des marques d'appareils pour la maison (***).

The younger generation's growing disinterest in ironing is also notable. While **% of French households still own an iron, they now only use it occasionally. This phenomenon particularly affects the **-** age group, who are three times less likely to own an iron than older generations. Changing clothing standards, with a more relaxed lifestyle and a growing acceptance of slightly creased clothes, contribute to ...

3.1 Value chain

Machinery and equipment suppliers:

These players produce and sell the equipment needed by laundries for linen processing, such as industrial washing machines, tumble dryers, ironers and ironing tables. They guarantee modern equipment, energy efficiency and compliance with safety standards. Example: Miele Professional, a company renowned for its professional cleaning equipment.

Manufacturers and suppliers of consumables:

They supply the cleaning products, detergents, softeners, bleaches and accessories needed to treat and finish laundry. These consumables play a key role in the efficiency of the cleaning process and the environmental friendliness of eco-friendly dry cleaners. Case in point: Christeyns, a European manufacturer specializing in professional, eco-responsible laundry products.

Industrial laundries:

These companies specialize in high-volume textile processing for professional customers such as hotels, hospitals and restaurants. They use high-capacity machines and optimized processes to rapidly process large quantities of linen. For example Elisa major player in industrial laundry in France, offering textile rental and maintenance services.

Retail laundries and dry cleaners:

Pressings and retail laundries cater mainly to private customers for cleaning clothing (***). These structures are often smaller than industrial laundries, and offer a more personalized service. For example: *àsec, a well-known franchise present throughout France.

Logistics and maintenance distributors:

They ensure the delivery, ...

3.2 Volume and geographical breakdown of companies and employees

A) The retail laundry sector

Number of companies in the retail laundry sector France, ****-****, in units Source: ****

The graph shows the evolution of the number of businesses in the retail laundry sector in France between **** and ****. There has been a steady decline over the years, from *,*** businesses in **** to *,*** in ****, a decrease of over **%. This decline can be explained by several factors, including the difficulties encountered during the health crisis, increased regulatory pressure and competition from ecological or digital cleaning solutions. The decline is particularly marked between **** and ****, with a loss of almost *** businesses, probably due to closures caused by pandemic-related restrictions. Despite an attempt to stabilize between **** and ****, the sector continues to lose players, underlining a structural fragility in the face of market changes and new consumer expectations.

Number of employees in the retail laundry sector France, ****-****, in units Source: ****

The graph shows the evolution of salaried employees in the retail laundry sector in France from **** to ****. The overall trend is one of stability, with headcount hovering around **,***. After a slight decline in **** (***). The sector's resilience in the face of economic fluctuations is reflected in this relative stability, despite a slight decline in comparison with previous years.

The ...

3.3 A fragmented and unstable sector

For this sub-section, we have taken the NAF code **.**B for retail laundries (***).

Business start-ups and closures in the retail laundry sector France, ****-****, in units Source: ****

The graph shows the evolution of business creations and write-offs in the retail laundry sector in France from **** to ****. The figures show a trend marked by a steady increase in creations between **** (***). At the same time, the number of write-offs remains relatively stable between **** and ****, then begins to rise more significantly from **** onwards, reaching *** units in **** and *** units for the first ten months of ****.

This dynamic suggests a highly competitive and fragmented market, with many small companies entering and exiting the sector. The number of write-offs, which closely follows that of creations, also indicates a certain instability, probably due to competitive pressures, fluctuating demand, or profit margins too low to support small structures.

Consequently, although the retail laundry market remains attractive to entrepreneurs, it is characterized by high turnover, underlining the challenge of maintaining a stable business over the long term.

An analysis of business start-ups and the number of new businesses reveals a trend: an increase in the percentage of businesses started up in this sector.

For example, if we take the number ...

3.4 Dry Cleaning Franchises

franchisey /toutelafranchise

The dry cleaning franchise market in France is based on a few major players, but it remains highly diversified, with several options for investors. The main brands include *àsec and Aqualogia, each with its own specific features in terms of profitability and support.

*àsec is a long-standing player, founded in **** and launched as a franchise in ****. With over *** outlets in France, including ** franchises, the brand is renowned for its territorial coverage. The *àsec franchise model requires a personal contribution of €**,*** and a total investment of around €***,***. After two years in business, average sales are in the region of €***,***, making it a solid option for entrepreneurs looking to break into an already well-established market. As a franchise, *àsec offers an entry fee of €*,*** and a *-year contract, providing flexibility for new investors

alongside *àsec, Aqualogia is positioned as an ecological and innovative alternative. Founded in ****, the brand specializes in ***% water-based dry cleaners, setting itself apart from traditional solvent-based cleaning models. Aqualogia is developing under a brand license, which avoids some of the constraints of traditional franchising. A personal contribution of €**,*** is required, for a total investment of around €***,***. Profitability is one of the strong points of the Aqualogia concept, ...

3.5 The aqua blue concept

The Aqua Blue concept is an innovative solution for those wishing to open a dry cleaning business without the constraints of a traditional franchise. Unlike traditional franchise models, which impose entry fees, royalties and a strict graphic charter, Aqua Blue offers a more flexible formula, with no additional costs, enabling a significant reduction in initial and operating expenses.

A model without the hidden costs of franchises

The choice not to be a franchise is at the heart of Aqua Blue's positioning. Franchised dry cleaners, while providing brand recognition and logistical support, often require substantial investment, with start-up costs ranging from *,*** to **,*** euros. Franchisees must also pay royalties ranging from * to *% of annual sales, and contribute a further * to *% to communication costs. added to this are the costs of fitting out and complying with the graphic charter, which can generate total additional costs of between €**,*** and €**,***.

Aqua Blue, on the other hand, allows you to start up with a minimum contribution of **,*** euros, well below the standards of other brands. This flexibility reduces the barrier to entry, leaving the entrepreneur more room for manoeuvre. Future Aqua Blue dry-cleaning operators can concentrate on the efficiency of their operations, the quality of their service, ...

4.1 Offer typology

The laundry market is characterized by a diversified offering that can be grouped into four main service categories:

Traditional laundry or dry cleaning:

Traditional laundry covers the cleaning, ironing and care of everyday clothes. These services are offered by local stores and focus on washing shirts, pants, suits and other everyday garments. Traditional dry cleaners generally use special machines for washing and drying, and often offer package deals for regular customers. This segment also includes complementary services such as sewing and textile repair. These stores are usually located in city centers or residential neighborhoods, with opening hours tailored to individual needs.

Ecological dry cleaners:

Ecological dry cleaners are characterized by the use of water-based cleaning techniques and biodegradable products, without recourse to traditional chemical solvents such as perchloroethylene. This approach aims to minimize environmental impact while guaranteeing quality cleaning. This type of dry cleaning is often preferred by environmentally conscious consumers or those with delicate garments requiring special care. Brands such as Sequoia and Aqualogia dominate this segment in France, emphasizing ecological innovation and transparency of processes. These pressings are more expensive than traditional laundries, but are positioned as a premium alternative with a focus on sustainability.

Industrial laundries (***):

Industrial laundries ...

4.2 Dry cleaning prices

Source: ****

This comparison table shows the average prices charged by different dry cleaners in France for various types of clothing. *àsec is the most affordable brand for most items, with a jacket price of €*.** and a folded shirt price of €*.**, ideal for customers looking for an economical option. conversely, Aqualogia and Aquablue have higher prices, particularly on coats (***), which can be explained by their ecological positioning, requiring more expensive processes.

The price differences reflect not only the brands' differentiation choices(***), while maintaining a competitive cost on other categories.

This table shows that eco-friendly dry cleaners like Aqualogia and Aquablue justify higher prices by a commitment to eco-responsibility and superior perceived quality, while more traditional players like *àsec continue to attract a more price-sensitive clientele. In short, the differentiation of the offer results in significant differences, especially on complex items such as coats, leaving room for a diversity of choices according to consumers' budget and environmental values.

4.3 Ecological dry-cleaning

Ecological dry-cleaning in France is enjoying strong growth, largely thanks to the growing adoption of aquanettoyage. Developed some thirty years ago, this cleaning method uses water as its main solvent, replacing conventional organic solvents such as perchloroethylene, once ubiquitous in traditional dry cleaners.

Aquanetting is particularly well-suited to delicate textiles such as wool, silk and leather, thanks to gentle treatment at low temperatures(***) and the use of biodegradable detergents. Machines dedicated to this process incorporate patented drums that reduce mechanical action, thus preserving fragile fibers and preventing garment shrinkage or wrinkling. This eco-friendly choice is no longer confined to local dry cleaners, but is also appealing to institutional players such as hotels and other luxury hospitality establishments, keen to offer their customers an irreproachable, eco-responsible laundry service.

Ecological positioning has become a real selling point for dry-cleaning companies, enabling those who opt for aquanettoyage to display strong environmental values and attract customers concerned about preserving the planet. The Fédération Française des Pressings et Blanchisseries (***). This regulatory change has made aquanetting increasingly attractive, and often necessary, for professionals seeking to comply with new legal standards, while meeting the expectations of consumers increasingly sensitive to ecological issues. [***]

Among the players ...

4.4 Home Laundry

The home laundry sector is undergoing significant expansion in France, driven by profound changes in consumer habits, particularly since the Covid-** pandemic. The traditional dry cleaning market is in slight decline, with the gradual closure of physical collection points, making way for new home service platforms that meet the growing needs of modern consumers for flexibility and convenience. [***]

By ****, the home laundry market in France has reached an estimated annual turnover of *** million euros, and continues to grow. Startups such as Lavoir Moderne, Hublo, Wast and My Little Pressing are positioning themselves to capture this demand by offering collection and delivery services directly to customers' homes, an offering that is increasingly appealing to urban consumers, who are often in a hurry and looking for tailor-made solutions for the care of their clothes.

For example, My Little Pressing, which raised ***,*** euros in **** to develop its services and technology, plans to reach sales of ** million euros by ****. The company is already developing in cities such as Lyon and Annecy, and plans to expand into other major European metropolises such as Geneva and Brussels.

What sets these startups apart is their use of technology to optimize routes, reduce logistics costs and deliver a seamless ...

5.1 European regulations

Regulation (***) no. ***/**** of March **, **** on detergents:

This regulation establishes common technical criteria for detergents to ensure harmonization within the EU. It imposes specific requirements in terms of surfactant biodegradability and conformity control. Laundries must comply with these standards for the cleaning products they use to ensure a low environmental footprint while respecting consumer safety. [***]

Directive ****/**/EC on extraction solvents:

This directive regulates the use of solvents in cleaning processes, in particular those used for textile treatment. It sets concentration limits for volatile solvents in order to protect workers' health and limit the environmental impact of laundry discharges. [***]

Regulation (***) ****/**** of October *, ****:

This regulation amends Annexes II and III of Regulation (***) for certain chemicals, such as disodium phosphonate, on textiles and other treated products. Laundries are concerned, as they must comply with these MRLs for the textiles they treat, in order to limit health risks for consumers.

[***]

5.2 French regulations

Decree no. ****-*** of March **, ****:

Decree no. ****-*** of March **, **** frames safety standards for washing machines and spin-dryers made available to the public in coin-operated laundries. It requires operators to regularly check that safety devices are working properly and to keep a record of these checks. The decree aims to guarantee user safety by preventing any risk of accidental opening of machines during operation. This text also applies to dry-cleaning machines used in dry-cleaning facilities, in particular to ensure that they do not present a danger in the event of malfunction. [***]

Order of May *, ****:

The decree of May *, **** sets out the procedures for managing product residues used in dry-cleaning, dry-cleaning and laundry facilities, imposing storage conditions to minimize any risk of pollution. Operators must ensure that waste solvents and other chemical products are stored in suitable containers that are not accessible to the public.[***]

Convention collective nationale de la blanchisserie, laverie, location de linge, nettoyage à sec, pressing et teinturerie:

This collective agreement, implemented by the decree of August **, **** and amended by various riders until June **, ****, governs working conditions, wages and the specific obligations of employers and employees in this sector. It includes provisions on safety, price display and textile storage, thus ...

6.1 Player segmentation

Source: ****

• Elis Groupe
• INITIAL BTB (Rentokil)
• Mewa Textil Management
• KALHYGE
• Anett
• BARDUSCH
• 5àSec Portugal
• R&O (Baleo Pressing & Matelo Laverie)
• AQUALOGIA
• Sequoia Pressing
• Soyez BCBG
• Wast
• Fidensio
• Mib Clean
• Habitat Sympa