Taking time away from teaching high school biology, Colleen Bode Unema ’83 sold companies on participating in coupon advertising. She had conversations with laundromat owners and heard a typical story.
“Laundromat owners said they would be closing shop once their machines died out,” she said. “Once those machines are used up—say, in 30 years or so—it was too expensive to replace them and virtually start over.”
She also observed that laundromats were not places anyone wanted to visit—even if they had to do so. “Most laundromats look like death,” she said. “They tend to be grimy, kind of questionable, not a place I’d go to myself. I wondered why that had to be the case.”
Unema thought there ought to be a better way to do a laundry business. And she did so with the debut of Brio Laundry in Bellingham, Wash., in 2013. Before launching Brio Laundry, Unema went back to teaching but kept her laundromat study nearby. The next time she decided to leave the classroom, that file was waiting to be reopened.
“I researched the industry and even rode all over the northwest doing laundry in Washington, Oregon, Idaho and Montana,” she said. “It was the same thing, over and over. Every place, the same refrain.”
Unema learned that most laundromats were spending 25 cents on the dollar on utilities—water, electric and gas—a frightening percentage that further challenged her to discover a different way to structure the business.
“Chemistry turned out to be really helpful on the spot and stain front. We use low-impact and planet-positive soap and suggest solutions such as lemon juice and baking soda.” Colleen Bode Unema
“Laundromats were literally throwing water away,” she said. “That was not only bad business, it was unstewardly and not in any way sustainable.”
She spent two years working on a business plan that was sensible and planet-friendly, settling on a partnership with Electrolux, a company new to the heavy-duty laundry machine market. The Electrolux machines she bought helped her cut the percentage of utility use 15 to 16 percent on the dollar, on her way to an eventual goal of 13 percent.
“My machines weigh the clothes in them and only use the water necessary for cleaning,” she said. “The machines will even text you when your load is finished.”
Unema also pre-programs various cycles for her outdoors-inclined customers, with specialized options for tents, wet suits, feather-down bedding and more.
Her next task was to design a laundromat that customers would find to be a delightful, rather than depressing, experience.
“We’ve designed Brio Laundry to have minimal environmental impact, and it is as pleasant—or even more so—than doing laundry at home,” she said.
Her place is bright and comfortable, with specially designed counters, seating areas and lighting. There are no televisions—just a mix of music carefully chosen by her staff.
Unema found her biology and chemistry classes at Calvin to be helpful far beyond her classroom teaching as she embarked on this unique business career.
“Chemistry turned out to be really helpful on the spot and stain front,” she said. “We use low-impact and planet-positive soap and suggest solutions such as lemon juice and baking soda.”
Brio Laundry has been a great success in its first two years, doubling Unema’s projections every month. Currently, there is work on a second site, and the possibility of more locations.
“I think about experiences at Calvin such as teaching at Blandford Nature Center as a volunteer through the service office and interning at Au Sable Institute as a live-in student intern,” she said. “These were profound influences on my life.
“Now, people clearly see that we do things differently here,” she added. “We’re open about stewardship, about why we do what we do.”
Visit briolaundry.com to view photos and learn more.
