NEW YORK — As the founder and CEO of locally based Superior Laundry Equipment, and a multi-store owner, Michael Gekelman knows firsthand what it takes to deliver a top-tier laundry experience.
Now, he’s taken his expertise to the next level by showcasing the Domus brand in a brand-new laundromat, Clean & Go by Domus, rebuilt from the ashes of a 2025 blaze.
STRATEGIC PARTNERSHIP
Gekelman’s strategic partnership with Domus began five years ago when he became a distributor, working with laundry owners in New York, New Jersey, Maryland, Delaware and Pennsylvania.
He believes that Domus offers the most technologically advanced commercial washers and dryers in the market: “I’m all about technology that allows owners to efficiently and effectively run their laundromats.”
All Domus professional washers and dryers come equipped with DomusConnect, a remote-access feature allowing store owners a new kind of freedom.
“I can troubleshoot, analyze data, or program time-of-day promotions or discounts – all from my phone or laptop,” says Gekelman. “These are the kinds of bells and whistles that truly make a positive impact to store owners.”
Gekelman also appreciates Domus equipment’s G-factor, which he says is the highest in the market.
“The higher the G-factor, the greater the water extraction, resulting in lower energy costs,” he says. “Clothes come out of the Domus washers drier, which cuts down on the drying time and saves money.”
And Domus machines are fully programmable, so store owners can save water and energy while providing their customers with the wash and dry cycles that best meet their needs. They’re built tough and cost-efficient, Gekelman says, to provide top results.
FROM THE GROUND UP
Gekelman’s newest laundromat, Clean & Go by Domus in Ozone Park (Jamaica), N.Y., is the result of a transformation. During the first week of 2025, fire devastated the 20-year-old store at the location right down to the studs.
“Sadly, there was nothing we could do,” he recalls. “Nothing was salvageable. So, we signed a new lease and began the task of rebuilding.”
Over the course of five months, Gekelman and his Superior Laundry team rebuilt the 2,700-square-foot store from the ground up. The new layout was thoughtfully designed to prioritize efficiency, accessibility and functionality — ensuring a smooth workflow for customers, along with ample space for folding or simply relaxing while laundry is being done.
The flagship location on 111th Avenue features a clean, bright interior and is fully equipped with state-of-the-art Domus commercial machines.
The store features an impressive selection of large-capacity equipment, including two 80-pound washers, a 135-pound washer, and a couple of 80-pound dryers. In total, there are 39 washers ranging in capacity from 25 to 135 pounds, and 56 dryers ranging from 30 to 80 pounds.
“As a distributor, I value the larger-capacity machines and the extensive self-service features Domus offers — and so do my customers,” Gekelman says. “They especially appreciate the 135-pound washer and the highly intuitive touchscreen, which makes for a user-friendly and enjoyable laundry experience.”
While the store is designed to deliver a seamless self-service experience, friendly and attentive staff is always on hand, Gekelman says, to welcome customers and provide assistance when needed.
“I can’t say enough about the importance of having great employees,” he says. “There’s nothing like that human touch when it comes to answering customers’ questions and maintaining cleanliness.”
Clean & Go by Domus offers multiple payment options — including cash, Apple Pay, debit, and credit card — along with free Wi-Fi, a large-screen TV, wash-and-fold drop-off service, and parking.
“Opening day was a great success,” Gekelman shares. “It was exciting to see the community’s response.”
ADVICE FOR ASPIRING OWNERS
As a store owner and distributor, Gekelman understands that getting into the laundromat business can be a rewarding venture — but it requires careful planning and significant investment. He offers these tips:
Understand your lease. It is one of the first and most critical steps, he says. Securing a long-term lease is essential to protect your investment and ensure long-term success.
Partner with a reputable, experienced distributor. A good distributor will guide you through every phase of the process, including lease negotiations, demographic/site analysis, competitor assessments, store layout, and equipment mix/selection. They’ll also connect you with trusted contractors and engineers, making the development process more manageable and streamlined.
Beyond the setup phase, a distributor can offer services like equipment maintenance, marketing strategies, labor warranties and operational advice. It can also help you establish relationships with vendors for soap, wash-and-fold supplies and other essentials.
Location is everything. A great site can make or break a laundry business. You need to thoroughly analyze the demographics; look for areas with a high concentration of rental properties and households earning between $35,000 and $50,000 annually. These are typically strong indicators of a reliable self-service laundry customer base.
Higher-income areas, including those with household incomes around $80,000, can also be valuable markets, especially for pickup and delivery services. Ultimately, success comes down to choosing the right location and understanding your market to meet customer expectations.
Choose equipment that offers quality and value, and has support behind the brand. Reliable support and responsive service go a long way in this industry, according to Gekelman.
Have a question or comment? E-mail our editor Bruce Beggs at [email protected].
