Poplin (company)
| Company type | Private |
|---|---|
| Industry | Laundry service, Mobile app |
| Founded | 2018 |
| Founder | Mort Fertel, Nachshon Fertel |
| Headquarters | Baltimore , United States |
Area served | Over 400 cities in the United States |
Key people | Mort Fertel (CEO), Nachshon Fertel (CTO), Moshe Fertel (COO) |
| Products | Laundry services (washing, drying, folding, delivery) |
Number of employees | 50000+ |
Poplin (previously known as SudShare) is a privately held American enterprise established in 2018 by Mort Fertel (serving as CEO) and Nachshon Fertel (acting as CTO) in Baltimore, Maryland. The company offers a mobile platform that links customers with freelance contractors who provide laundry services including washing, drying, folding, and delivery. This service operates across more than 400 cities throughout the United States and involves a network of over 50,000 independent contractors.
History
The concept behind SudShare originated in 2017 when Nachshon Fertel, then a high school student, created the mobile application. At the outset, laundry tasks were managed directly by the Fertel family, but as demand increased, they transitioned to incorporating contractors to scale operations. The idea was inspired by Ari Fertel, mother of the Fertel triplets, who aimed to delegate household laundry chores through technological means.
The company officially commenced operations in Baltimore in 2018 and subsequently expanded to Norfolk and Washington, DC. Leadership roles include Mort Fertel as CEO, Nachshon Fertel as CTO, and Moshe Fertel as COO. By 2021, SudShare had grown into a nationwide service with presence in over 400 cities and a contractor pool exceeding 50,000 individuals. Its market focus remains primarily on urban areas due to the higher transportation expenses associated with rural locations.
Operations
Poplin functions through a mobile app that allows users to choose from multiple cleaning options.[1][2] Returning clients have the ability to select their favored service providers.[3]
Independent contractors affiliated with Poplin handle laundry pickup, cleaning, folding, and delivery, often utilizing their personal washers and dryers rather than commercial laundromats.[4][5]
The app features integrated training modules for contractors and grants them autonomy in accepting orders.[6] A rating mechanism ensures that contractors with superior reviews receive priority for new assignments.[7] Contractors receive 75% of each transaction's revenue in addition to any gratuities.[8][9]
Reception
Poplin’s business approach has been likened to platform economy enterprises such as Uber, which generate revenue by connecting gig workers with customers. Marketing expert Marie Yeh from Loyola University Maryland highlights that some users might be hesitant to entrust others with their garments, potentially limiting customer interest.
The practice of delegating laundry tasks to service providers has been compared to the traditional function of dhobis in India, a community historically responsible for washing and pressing clothes.
Poplin competes in an expanding sector of on-demand laundry startups, alongside companies like Tide Cleaners, Rinse, Royal Clean, and Hampr, all delivering comparable services that simplify laundry outsourcing.
See also
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