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When we first highlighted Tim and Mary Richardson in our Operator Spotlight series in November 2024, they were just getting started with their ambitious vision for Deluxe Laundry Spa, a high-tech, eco-friendly laundromat in Los Angeles that would serve their community while generating proceeds for charity. Ten months later, that vision has not only been validated but has evolved into something even more impactful than originally planned.
About Deluxe Laundry
Tim and Mary Richardson aren't your average laundromat owners. Coming from backgrounds in global security and aerospace, respectively, the couple brought a fresh, altruistic perspective to the laundry industry. They set out to build a state-of-the-art facility that's tech-forward, impressively modern, and makes a positive impact on a community.
What makes Tim and Mary's story special is how they've applied skills from previous careers to create a state-of-the-art facility that redefines the laundromat experience. They built an impressively modern, tech-forward space featuring advanced technology solutions including Laundroworks' cashless payment system and are in the process of adding ozone sanitizing technology, combined with eco-friendly practices like reusable laundry bags to reduce waste. Their goal is to offer a premium, sustainable experience in a facility that rivals high-end retail spaces while delivering convenience, safety, and efficiency to today's eco-conscious and tech-savvy consumers.
The Original Vision: Turning an Idea into Reality
Tim Richardson, a retired global security district manager, wanted to start a meaningful project that would empower him to give back to a community while keeping busy post-retirement. He saw a huge opportunity in a nearby city — a 4,000+ sq ft. laundromat that had been closed for 4 years in a small strip center. His vision was to completely gut the facility and rebuild it in his vision which would be a high-tech, eco-friendly facility made for busy, eco-conscious individuals who value a supremely convenient laundry experience.
Tim's vision became clear: a standout laundromat with cutting-edge technology starting with a completely cashless system using card readers, and plans to add ozone sanitizing systems—all while prioritizing sustainability. In his pursuit to open the most customer-centric, community-focused laundromat ever, he looked to Cents as a key partner to help execute his vision.
With Cents, Tim was confident he could attract the right customer base, implement simple, effective operations, and eventually achieve his ultimate 10 year plan of building and selling his stores and the Deluxe Laundry Spa’s brand to investors and donating 80% of the proceeds to Torrance Memorial Medical Center, along with 10% going to his employees —a mission that drives his commitment to building something meaningful beyond profit.
One Year Later: Evolution and Expansion
Nearly one year after opening, Deluxe Laundry Spa has exceeded Tim's expectations in ways he never anticipated. The business has evolved from a tech-forward laundromat into a true community hub that serves an increasingly sophisticated customer base.
The Processing Center Expansion
Tim's biggest development has been the addition of a 1,104 square foot pickup and delivery processing center set to open in November. Located directly adjacent to his laundromat, the processing center will have its own separate entrance while connecting internally. "From researching other successful operators, I knew that a storage and processing room would be the catalyst for growth," Tim explains.
Tim has identified an underserved opportunity in luxury senior living communities throughout the greater Los Angeles area. These high-end facilities often lack specialized garment care services that match their premium amenities and resident expectations.
"There's a significant gap in the market for facilities that can provide the level of service and attention to detail that affluent communities expect," Tim explains. "We're positioned to offer specialized garment care including custom processing and hypoallergenic wash programs."
Tim's facility can accommodate unique requirements like high-temperature wash cycles and multiple rinse options for sensitive garments. The processing center expansion allows for dedicated handling of commercial accounts while maintaining the premium experience his individual customers expect.
Membership Program Success
Tim has built a thriving membership base of 450 members, growing by 60-80 new members monthly. The membership system allows him to track customer behavior and build lasting relationships with his community.
"The membership program gives us their phone numbers and lets us track their full Spa experience down to the vending products they purchase, "Tim notes. "It's become an invaluable tool for understanding our members and providing personalized service."
Innovation Born from Customer Needs
"Tim's customer-centric approach has led to unique service innovations. One standout example is "You Wash, We Dry"—a service born when a member asked if staff could transfer her clothes from the washer to the dryer while she ran errands."
"She offered to pay $6 for the service, and I thought, 'another feature has just been born,” Tim recalls. "Now it's on our service board, and our members love the convenience. And the service is not offered to customers, thus another reason to become a member.”
Advanced Machine Programming
Tim's technical background allows him to maximize his Speed Queen equipment capabilities. He's programmed custom cycles that most operators don't offer:
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Hypoallergenic cycles with multiple rinse options
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High-temperature washing up to 190 degrees
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Custom agitation and spin speeds up to 700 RPM for better water extraction
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Extended soak and drain cycles for specialized garment care
"I'm using AI to help facilitate the programming of the machines to do things that most laundromats just don't do," Tim explains. "Customers ask what my machines can do that their home machines (or my competitors) can't, and I have real answers."
Community Impact and Emotional Connections
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Perhaps the most surprising aspect of Tim's first year has been the emotional connection with customers. "I was never in retail before—I was always in business sales," he reflects. "I had no idea about the emotional connection that would develop."
Tim describes watching families grow, helping customers through difficult times, and becoming a community gathering place. "It's almost like being a teacher who watches their students grow up, or a coach who sees his players succeed later in life."
The facility has become a true community space where customers share job updates, seek business advice, and celebrate milestones together. "People call me by name, they recognize me in the community, and word-of-mouth is driving significant growth."
Operational Excellence and Technology Integration
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Tim has streamlined operations so he can work just a few hours daily while maintaining high service levels and pushing boundaries with eco-friendly practices:
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Facility operates 9 AM to 6 PM (restricted hours increase exclusivity) access controlled
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Lights, jazz music, display monitors and other systems are timed controlled and automated
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26-minute wash cycles, 24-36 minute dry cycles - customers are "folding or heading home in 62 minutes"
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Completely cashless payment system eliminating coins and manual collection
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Ozone sanitization system (his latest investment, being installed soon)
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Plastic-free packaging for all services
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Reusable laundry bags with custom branding
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Advanced water extraction reducing drying time and energy use
Tim's decision to go completely cashless has eliminated operational headaches while attracting his target demographic. "I've had absolutely zero pushback," he reports.
Financial Performance and Future Plans
Tim approaches every investment with long-term value in mind. "Everything I invest in—from my separate air-conditioned office to my networking room with its own climate control—is designed to create lasting value, and add equity" he explains.
This philosophy has driven premium investments that position the business for sustained success and operational excellence. Tim's success has opened new possibilities including real estate acquisition, as he's currently leasing 70% of his center with tax benefits available for future ownership. The business has developed multiple revenue streams through self-service, wash-and-fold, and commercial accounts, all supported by scalable systems, and technology processes designed for replication across future locations.
Key Takeaways from Year One
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Technology Integration: Tim's background allows him to maximize equipment capabilities that most operators never explore, creating genuine competitive advantages.
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Market Positioning: By targeting affluent, eco-conscious customers and luxury senior living communities, Tim can command premium pricing while building sustainable competitive advantages.
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Community Building: The emotional connections and community relationships have become unexpected drivers of customer loyalty and word-of-mouth growth.
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Operational Efficiency: Restricted hours and premium pricing create exclusivity while reducing operational complexity and overhead.
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Strategic Investment: Every decision considers long-term value creation and equity, building a business positioned for sustained success and operational excellence across multiple revenue streams, with maximum selling potential.
Looking Ahead
As Deluxe Laundry Spa approaches its first anniversary, Tim's vision has evolved from a tech-forward laundromat to a comprehensive garment care center serving premium markets. The processing center expansion, membership growth, and commercial opportunities position the business for significant scaling.
"I get up every day really excited," Tim reflects. "We're not just providing laundry service—we're offering a high-end experience that fits into people's busy, eco-conscious lives while building something meaningful for the community."
Tim's journey demonstrates how combining industry expertise, customer focus, and strategic technology investment can transform a traditional business model into something entirely new—proving that innovation in the laundry industry is not just possible, but profitable.
Schedule a demo today to learn how Cents can help you unlock the full potential of your laundromat and achieve your goals.
