The dry cleaning market - France

The French dry-cleaning and laundry sector, long marked by traditional practices, is now at a turning point. Divided between retail dry cleaners, which cater to the needs of private individuals, and industrial dry cleaners, geared towards high-volume business for professional customers (hotels, restaurants), the market is undergoing a profound transformation under the impact of new environmental regulations. In 2024, Regulation (EU) 2024/2619 redefines standards for the use of solvents in cleaning processes, gradually banning historically employed substances such as perchlorethylene. This Europe-wide legislation is encouraging companies to turn to more environmentally-friendly solutions, such as new bio-sourced solvents and solvent-free dry-cleaning processes. Competitively, the sector remains fragmented: although chains such as 5 à Sec or Sequoia have emerged, around 85% of businesses remain independent structures (not franchised). These chains have to deal with customers who are increasingly concerned about ecological issues, preferring sustainable, transparent services. New technologies are also playing a central role in this transition, with the rise of online booking platforms, automated lockers and traceability applications, making it possible to track the environmental footprint of the services used. In addition, there is a renewed interest in premium and individualized services. Faced with quality-conscious customers whose lifestyles have changed in the wake of the pandemic, dry cleaners that focus on personalized services, combining know-how and technology, are able to offer their customers the best possible service.s, combining know-how and technology, are succeeding in standing out from the crowd, while meeting increasingly stringent sustainability requirements. Startup MyLittlePressing, for example, has been offering fast, flexible, on-demand home dry-cleaning services since 2023. Its fund-raising of €685,000 in 2023 did not go unnoticed and clearly shows that this new trend is resonating with consumers.