The luxury of laundry: invisible, effortless, and trusted

When Deyan Dimitrov couldn’t find a fast and reliable external laundry service, he launched a mission to build the world’s best luxury laundry service – with Dubai as a test bed.

Laundryheap began as a solution to personal frustration. How did you turn that spark into a global business serving cities from London to Dubai?

It started quite simply: I needed my laundry done, and I couldn’t find a service that was both fast and reliable. That gap in the market made me realise that laundry, something everyone needs, hadn’t evolved to match modern life. So I built Laundryheap to be a tech-enabled solution with convenience and speed at its core.

From day one, the goal wasn’t just to solve a personal frustration, but to build something scalable. We didn’t want to be just another local dry cleaner with an app; we wanted to build the infrastructure to support same-day and even 8-hour turnarounds, anywhere. That meant obsessing over operations, building smart logistics, and continuously refining our customer experience.

We proved the model in London, then expanded city by city, not by chasing hype, but by focusing on unit economics and local relevance. Today, we’re in 24 cities across 13 countries, including Dubai, Singapore, New York and Paris, because the need for time saving, quality services is universal.

Dubai is known for its fast-paced luxury lifestyle. How has Laundryheap adapted to meet the demands of such a discerning customer base?

Dubai sets the bar high. It’s a city where convenience, quality, and immediacy aren’t just nice to have; they’re expected. From day one, we knew our standard 24-hour turnaround wasn’t going to be enough. So, we built an 8-hour express service specifically for Dubai not just as a feature, but as an operational commitment.

That meant reengineering our logistics, extending operational hours, and investing in premium cleaning partners to handle the demand at scale. We also integrated local preferences into the experience, everything from SMS updates to specific garment handling techniques tailored to delicate fabrics commonly worn in the region.

What really sets us apart is that we don’t just aim to serve the luxury lifestyle; we enable it. Whether it’s a same-day service for a last-minute event or ensuring a perfectly pressed kandura or abaya arrives on time – our goal is to become invisible, effortless, and trusted.

You launched Laundryheap with the promise of 24-hour turnaround — and now as fast as 8 hours in Dubai. How do you maintain speed without compromising on service or quality, especially for premium clients?

Speed only works if quality is guaranteed otherwise, it’s just a gimmick. For us, fast service has always gone hand in hand with operational discipline. We don’t cut corners to move quickly; we build systems that allow quality and speed to coexist.

That starts with tech. Our platform dynamically matches orders with capacity in real time, ensuring garments are routed to the right cleaning partner, with full traceability. We have our own logistics, so we control the entire experience, from collection to delivery.

For premium clients, attention to detail is everything. So we layer that tech with a human touch – like quality checks, garment tracking, dedicated support – and tailor our processes for special items or high-value fabrics. Speed is the headline, but what earns long-term trust is consistency, discretion, and care.

What does luxury mean to you, personally and professionally, and how does that philosophy influence Laundryheap’s offering?

Personally, I think true luxury is effortless – it’s when something just works, seamlessly, without friction. Professionally, that’s exactly what we try to deliver with Laundryheap. Not just convenience, but a level of reliability and care that lets people forget about the task entirely.

Luxury isn’t about being flashy — it’s about attention to detail, personalisation, and time. Time is the ultimate luxury, and our job is to give it back to people. Whether it’s a busy executive, a family juggling a million things, or a VIP client with specific wardrobe needs, they trust us to take care of it without a second thought.

That’s why everything from our tech to our customer service is designed to anticipate needs, not just react. It’s a quiet kind of luxury: invisible, but invaluable.

From Bulgaria to The Hague to London – how have these international experiences shaped your approach to leadership, and to lifestyle?

Growing up in Bulgaria gave me a deep appreciation for resourcefulness, doing more with less. Living in The Hague taught me the value of structure and internationalism, while London exposed me to relentless pace, innovation, and diversity.

That combination has shaped how I lead. I try to stay grounded and pragmatic, but also open-minded and fast-moving. I believe in building systems that scale globally but feel local just like our business.

On a personal level, those experiences also taught me not to romanticise one way of living. Lifestyle, like leadership, is about adaptability – knowing when to push, when to pause, and how to build something that works across cultures and expectations.

As someone constantly travelling between markets, how do you personally stay organised, energised, and sharp? Any rituals or habits you swear by?

I rely heavily on structure, not rigidity, but rhythm. When you’re constantly switching time zones and cultures, the basics become non-negotiable: good sleep, regular workouts, and setting aside thinking time each day, even if it’s just 15 minutes.

Of course, I always schedule a Laundryheap delivery the day before I fly – taking that stress out of travel prep and enabling me to land in any market and being ready to go.

I also keep my schedule brutally prioritised. I don’t try to do everything – I focus on what moves the needle and empower the team to own the rest.

Lastly, one small but powerful habit: I review my calendar and top three priorities every night. It’s a reset that keeps me intentional. And whenever I land in a new city, I take a long walk. It clears my head and puts me into the local rhythm.

What lessons would you share with someone building a tech-enabled service for a luxury consumer?

Luxury customers don’t care about your tech stack. All they want to know is that the experience just works. So, while technology is critical, it should also be invisible. Focus on outcomes, not features. Also, luxury is about trust. That means consistency, reliability, and responsiveness every single time.

You can’t hide behind automation when something goes wrong. You need human support that’s fast, empathetic, and empowered to fix things.

Lastly, listen obsessively. What feels like a minor detail to you could be a deal-breaker for a luxury client. The bar is higher, but so is the loyalty when you get it right.

Laundryheap operates in some of the world’s most dynamic cities. Outside of work, what city most inspires you and why?

Dubai inspires me because it doesn’t wait for the future, it builds it. There’s a boldness to the city, a sense that anything is possible if you move fast and think big. That kind of energy is infectious.

What I find especially impressive is how seamlessly the city blends luxury with logistics. It’s not just about five-star experiences, it’s about making those experiences work at scale, with precision.

For a company like Laundryheap, operating in a place that values speed, service, and ambition pushes us to keep raising the bar. Dubai doesn’t settle and neither do we.

Describe your ideal weekend. Where do you go to unwind and recharge?

My ideal weekend is about slowing down and getting some mental space. I try to keep things unstructured – a long walk, good food, and ideally some time near water, whether it’s a beach in Dubai or somewhere further afield.

I aim for screen-light weekends, but I’ll admit it’s not easy. I usually check my messages, not because I have to jump in, but because knowing everything is running smoothly helps me relax. That peace of mind is what really helps me recharge.

And most importantly, it’s time with people I care about, without a packed agenda. Just being present.

Finally, what’s next for Laundryheap? Are we going to see further innovation for VIP or concierge clients in Dubai and beyond?

Absolutely. We see huge potential in elevating the experience for VIP and concierge clients across several of our key markets. However, we have marked Dubai as our testbed, so you’re likely to see more Laundryheap innovations and developments here first. We chose Dubai as the audience have higher demands for luxury and convenience.

We’re already testing personalised service layers, from garment preferences and handling notes to priority pick-up slots and dedicated support teams. The idea is to make Laundryheap feel less like a utility, and more like a trusted personal assistant.

What’s next is continuing to remove friction. More integrations with residential towers, hotels, even wardrobes. The goal is to make laundry invisible — so it simply happens in the background, flawlessly. For our most discerning clients, that kind of quiet, consistent excellence is the real luxury.