Home » CEO Message
Back

From the beginning, my goal was to build a radically different company. I aim to do this by developing breakthough, eco-friendly laundry products at a reasonable price.

While the movement towards eco-friendly products is a positive one in many ways, I also see some contradictions.  First, many of these products are vastly over-priced, which means they can't reach the average consumer and thus can't affect change on a greater level. Many affluent, highly-educated people are already sold on the need to protect the environment and selling them high priced gadgets won't do much to protect the environment.

Secondly people are also often asked to sacrifice benefits as a tradeoff- again dramatically decreasing market size and the overall environmental contribution. My goal is to provide products which solve people's problems first and foremost.

My true love is developing new laundry gadgets that really work. In particular, I enjoy looking at problems from a completely different angle, rather than just adding a couple of bells and whistles or minor improvements to an existing technology. There is so much more that can be done, especially in a "boring" industry such as the laundry industry where we are still using so many inefficient technologies developed many decades ago- such as the tumble dryer. Please come back and visit us in the future as there are many exciting new products on the way!