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Brief Published: 8 Jan 2016

Elevating the Mundane: The Laundress Fabric Care Flagship

The Laundress

Taking home economics to new heights, premium eco-friendly cleaning brand The Laundress has unveiled its first US store. Based in SoHo on New York's upmarket Prince Street, the edutainment-focused flagship follows a debut store in Tokyo, launched in 2014.

Founded in 2004 by American fibre-science graduates Gwen Whiting and Lindsey J. Boyd, the brand is based on science, education and interaction – as well as an upmarket spin on homecare. Shoppers browsing the New England-style monochrome interiors of the 400 sq ft retail space can explore the brand's detergents (arranged in tester bottles by garment type) and home fragrances, and receive expert advice at the 'Ask The Laundress' station.

Product demos and washing workshops at the central counter aim to further educate consumers about cleaning processes – echoing the extensive laundry tips section on the brand's e-commerce site. The destination also includes a fully functioning laundry room, secreted at the back of the store. "It's a great opportunity to showcase how we have transformed what was once a mundane domestic chore into a true luxury experience," said Boyd.

Further spotlighting its forays into luxurifying homecare, the store also stocks its scented product collaborations, such as its 2014 product created in partnership with French fragrance brand Le Labo.

For more on elevating mundane product categories, see Elevating the Everyday from our New-Era Luxury Macro Trend, 3M Store, Tokyo: From Basic to Brilliant, Safety Equipment Boutique, Singapore and Function Becomes Lifestyle: Seizing the Outdoor Sports Boom.

For more on the benefits of adding guidance to the retail experience, see The Rise of Edutainment, Sephora's Edutainment Flagship, 'Connected Home' Retail Concepts and Dulux Opens Interior Design Service.

For further insight into the eco cleaning market see, A Greener Clean and P&G: Psychology Meets Clothing Care