SudShare rebrands as Poplin, reflecting users' sentiment about the Professional Laundry Service.

Outsourcing laundry was once for NYC yuppies. Now there’s growing adoption nationwide. The new Poplin brand celebrates the flight to a better life and getting laundry done right. 

Today, SudShare rebrands as Poplin, reflecting a new generation of consumers who hack laundry by using Poplin’s tech-enabled outsourcing solution. The new brand celebrates the growing momentum of outsourcing laundry, and pays tribute to Poplin's users who reimagine life and laundry.

“The perception of laundry has changed. The DIY era is coming to an end. Consumers not only outsource to level-up their life, but they use our Laundry Pros to get their laundry done right. Our brand evolution from SudShare to Poplin acknowledges how our users view a Professional Laundry Service.”

- Mort Fertel, Co-Founder & CEO

The rebrand reflects a broader movement: a wave of outsourcing laundry

Poplin launched as SudShare in 2018 as a tech-enabled solution for laundry. The goal was to make outsourcing laundry the norm. At the time, DIY laundry burdened humanity for generations. Five years later, domestic life is anew as millions of consumers declare victory over laundry and hire Laundry Pros. Outsourcing laundry is estimated to be a $100 billion market, and growing fast.

“In the early days, our goal was to convert skeptics. Our brand was designed to disrupt a sleepy industry and build trust with consumers,” said Nachshon Fertel, Poplin’s co-founder and CPO. “Today those skeptics are fans and ambassadors. Hesitation has been replaced by relief and joy. What was strange became a cool hack, and Poplin is the brand that personifies that change.” 

A creative direction inspired by customer sentiment

The new brand is a celebration of finished laundry, and the creative direction a reflection of the satisfaction consumers feel when they receive pristine stacks of perfectly folded laundry. The brand strategy is rooted in a commitment to elevate laundry, fueled by a belief that clothing should be properly cared for by a professional and that outsourcing is simply the smart way to get the job done.