In just eight years since its inception in 2015, local launderette dobiQueen has seen a meteoric rise from five to 82 outlets across Malaysia. This expansion not only highlights the increasing demand for convenient laundry services but also underscores the shifting patterns in household chore management among Malaysian families.
Nini Tan, Co-founder and Executive Director of dobiQueen, sheds light on these evolving dynamics. “We’ve noticed various consumer patterns in Malaysian households, especially in the area of laundry. While work is a priority, many still come home to deal with dirty dishes and laundry. dobiQueen steps in as a service provider to help busy households lessen the load of household chores,” she explains.
Tan’s insights are backed by hard data. A survey by the Khazanah Research Institute reveals that women spend 63.6% more time daily on unpaid work compared to men, which significantly impedes their ability to pursue full-time careers and formal employment. Despite equivalent hours in paid jobs, women still shoulder a substantial burden of unpaid domestic chores, dedicating an additional 3.6 to 4 hours daily after work. This phenomenon, often described as the “double burden” or “second shift,” highlights the entrenched gender roles within households.
dobiQueen’s proprietary mobile application, which supports eWallet and online payments, has provided the company with insightful customer profiles. Remarkably, 75% of laundromat users are women, half of whom are full-time employees, while the others are homemakers. This demographic insight reflects the dual pressures faced by women, striving to break professional barriers while managing substantial household responsibilities.
According to Tan, “The stakes are high for women. They are working hard to break the glass ceiling at work, but are also required to excel at home. Notwithstanding homemakers, who manage household chores, little ones in tow and more.”
In terms of spending, most households using dobiQueen services fall within an income bracket of RM5,000 and above, averaging at least RM20 a week on laundry expenses. The laundry itself typically includes daily clothes (80%), beddings (10%), and smaller portions of towels and other items.
Moreover, the convenience offered by dobiQueen extends beyond simple laundry services. “One of the upsides about dobiQueen is our investment in headcount for outlet supervisors. We differentiate ourselves by personally assisting customers with moving laundry from washer to dryer and then finally into the bag. Customers do not need to wait and utilise this time to eat with loved ones or run other errands,” Tan elaborates.
The company’s innovative approach includes Drop-off & Pickup and 6-Hour Express Delivery services, ensuring customers can drop off their laundry and receive it back, perfumed and well-folded, within a day. Sustainability is also a core part of dobiQueen’s operations, with investments in environmental laundry bags, energy-efficient technologies, and solar functionalities.
Looking forward, Tan is optimistic about the future, planning to expand by 5 to 20 outlets per year while focusing on mental health and reconnection with loved ones. dobiQueen also commits to supporting the B40 community through employment opportunities.
“Laundry is mundane, and it is usually not spoken about much. But at dobiQueen, we salute the majority of women who keep the household going. Our goal is to reduce household chores for working adults and give them back precious time, which can be better spent with family and friends,” concludes Tan.
For more on dobiQueen’s services and initiatives, visit www.dobiqueen.my or follow them on Facebook and Instagram (@dobiqueen).
