Seizing Opportunities - Brian Gacheru - Pristine Linen & Laundry Ltd

Brian Gacheru, Entrepreneur Academy & Fast Track Accelerator

Country: Kenya

Business: Pristine Linen & Laundry Ltd

Industry: Service industry

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In early 2020, Pristine Linen and Laundry was poised for a record-breaking year. Founder and CEO Brian Gacheru was gaining ground in Nairobi’s hospitality industry by offering “annoyingly reliable” laundry service to high-end hotels. 

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In partnership with LG and Hotpoint Appliances, Brian signed a deal in February for a new offering, the Laundry Lounge -- a laundromat and residential laundry delivery service. This model had been successful for LG in Southeast Asia but lacked traction in Africa. Expanding his business to include residential clients was a risk, but it came with the backing of a multinational corporation and Brian’s market expertise. 

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Everything changed on March 13th when the first Kenyan was diagnosed with COVID. Within weeks, the Kenyan economy ground to a halt. Hotels and restaurants closed and tourism stopped, and along with them, Pristine’s main source of revenue. By April, revenue was down 90%. 

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As Pristine Linen and Laundry went into crisis mode, Brian struggled with mounting stress and hard choices. He countered feelings of failure by committing to his staff; taking care of their needs was his top priority. Brian shared the remaining profit with his employees and pivoted his focus to the Laundry Lounge. As many Kenyans were suddenly looking for COVID-safe alternatives for their laundry needs, this arm of the business began to be their pandemic life raft. The success of the first store was so great that Brian is planning an additional six sites by the end of 2021. 

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While it is impossible to overstate how difficult the pandemic has been for the people of Nairobi, Brian sees Sinapis as key to his formation as an entrepreneur. “Sometimes I look through the Sinapis manual and realize “Oh! That’s where I learned that!” He also credits the alumni network with offering invaluable support, encouragement, and connections. Brian is confident that the trust LG placed in him was directly linked to his relationship with Sinapis. 

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Brian has endured sleepless nights, intense stress, and prolonged uncertainty this year; COVID forced him to lean into all he has learned as an entrepreneur. Despite challenges and risks, he adapted his business to a rapidly changing landscape.

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“We can be an expert in laundry, but there are so many areas where we feel out of our depth. We never underestimate the power of faith. Business is about taking risks…and with the values we implement, we can trust that all will be well.” 

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