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Speed Queen Brings Branded Store Concept to Germany

Next phase of European expansion to build off U.S. model

RIPON, Wis. — Speed Queen®, which says it has redefined the customer experience with stores around the globe, recently brought the premium experience to Germany with a new 24-pocket store in Berlin on Alexanderplatz.

“We are excited to expand this exceptionally profitable business concept to Germany,” says Marco Treggiari, director of Speed Queen-licensed stores in Europe. “Through our more than 900 licensed stores across Europe, we have proven out this highly successful model, which delivers great return on investment for owners via a superior experience for customers.”

Speed Queen laundromats are now at work in 28 European countries and more than 465 cities, the brand reports.

With premium attributes such as large-capacity machines hosted in a sleek retail space, a customer-facing mobile app, and rewards program and owner features, which include a digital marketing platform and business dashboard, Speed Queen believes it has revolutionized the vended laundry experience for both owner and customer.

“The difference is really tangible for the customer; it makes the chore of doing laundry a totally different experience,” says Treggiari.

He says the next stage of expansion will “build more off the American laundromat model, where stores can have more than 100 machines and gross more than $1 million.”

“Like Alexanderplatz’s store, we’ll drive more ambitious projects that will have a larger footprint and more than 20 pockets. Actually, we already have some large laundromats now in Paris, in Barcelona, in Madrid, in Dublin, in Warsaw and in (Rome).”

Speed Queen Brings Branded Store Concept to Germany

A look inside the new Speed Queen-branded 24-pocket self-service laundry in Berlin, Germany. (Photo: Speed Queen)

Have a question or comment? E-mail our editor Bruce Beggs at [email protected] .