Alliance Laundry Systems expands “Seed Store” model with plans for 300 branches across ASEAN

CHONBURI, Thailand – Alliance Laundry Systems, the world’s leading manufacturer and distributor of industrial laundry machines, has unveiled an ambitious expansion strategy for 2025, leveraging the “Seed Store” model to establish 300 new laundromats across Southeast Asia. The initiative will focus on high-potential markets—Vietnam, Indonesia, the Philippines, and Cambodia (VIP+)—as the company aims to capture approximately 70 percent of the regional market share.
The company is banking on a resurgence in tourism to drive growth in the laundromat sector. As part of its strategy, Alliance Laundry Systems will also invest 150 million Thai Baht in upgrading its StarLab research and innovation center in Chonburi. The upgraded facility, expected to be completed by April, will serve as a hub for laundry product development in Asia, reinforcing the company’s commitment to innovation and sustainability.

Market Outlook and Challenges
Eddie Tay, Senior Director for the Asia-Pacific region at Alliance Laundry Systems LLC, highlighted that the international laundromat industry is poised for growth in 2025, with strong momentum in key global markets, including the Americas, Europe, the Middle East, and Asia-Pacific. However, political uncertainties in Thailand, elections in Indonesia and South Korea, and currency fluctuations in Japan have impacted sales, leading to a weaker-than-expected first half of 2024. Despite this, Tay remains optimistic about a market rebound in the latter half of the year.
“While overall sales may see a slight decline from the previous year, we anticipate continued expansion through new store openings and machine replacements,” Tay said.

Expanding ASEAN Footprint
The “Seed Store” model is a key component of Alliance Laundry Systems’ growth strategy in ASEAN, particularly in the emerging VIP+ markets. The initiative is expected to drive a significant transformation in Vietnam and the Philippines, where laundromats predominantly use smaller commercial machines rather than industrial-grade equipment.
“With our skilled workforce, diverse product range, and world-class manufacturing facilities, we are well-positioned to lead the market. Our goal is to achieve 10percent sales growth in the Asia-Pacific region this year,” Tay added.
Sukri Kirai, Sales Director for Southeast Asia, emphasized Thailand’s role as a key market due to its well-established laundromat industry. The company continues to expand beyond urban centers through its successful “One District One Laundromat” initiative, which has seen widespread adoption over the past two years. With increased marketing efforts aimed at educating consumers about the benefits of laundromats—such as cost savings, convenience, and superior cleanliness—Alliance Laundry Systems projects a 19percent increase in laundromats using its machines in Thailand, reaching an estimated 4,400 outlets by 2025.
“We are witnessing a shift where laundromats are becoming a staple in daily life. Consumers are opting for professional laundry services over home washing due to efficiency and cost-effectiveness,” Kirai stated.

Innovation and Sustainability
To further enhance its product offerings, Alliance Laundry Systems introduced the “Stax-X” series at the 2024 ALS Distributor Awards in Southeast Asia. The new top-loading washers, available in 30lb and 50lb sizes, are designed to maximize store space. The company also launched a washer-dryer combo that enables customers to complete laundry cycles within an hour without the need for manual transfers.
Sustainability remains at the core of the company’s operations. Alliance Laundry Systems is implementing eco-friendly measures, including recycling paper and plastic waste, water reclamation in testing labs, and solar panel installations on factory rooftops. Additionally, 72percent of the company’s suppliers are locally and regionally sourced to reduce greenhouse gas emissions.
“ALS believes that strong businesses must grow sustainably. We are committed to reducing our carbon footprint while driving innovation for an environmentally responsible future,” said Benjamin Leo Dobbs, Managing Director for the Asia-Pacific region.
With a legacy spanning 117 years, Alliance Laundry Systems continues to solidify its position as a leader in the industrial laundromat sector, pioneering new solutions while fostering sustainable growth in the region.

For more information, please fill out your details and questions through this contact form, and an ALS representative will get back to you as soon as possible.”
Contact - Laos
Ms. Chalida Bhrommarlee
Sr. Area Sales Manager – TH & CLM
chalida.bhrommarlee@alliancels.com
+66 62 294 6916

Contact – Cambodia
Ms. Thitiyakorn Buasri
Regional Sales Manager
thitiyakorn.buasri@alliancels.com
+66 61 629 5916

By Advertorial Desk
 (Latest Update March 27, 2025)