Segment: Self-Service Laundry Business Type: Lifestyle-oriented laundromat Year: 2025
About Glow-Up
In the center of Beiuș, Romania, a self-service laundry has redefined how the community thinks about washing clothes. Glow-Up is not just a laundromat—it is a lifestyle destination. By merging professional LG technology with a bold, design-driven vision, the space quickly became known as one of the most Instagrammable laundries in the country.
Challenges: Convincing a Small Town to Embrace a Big Idea
When owner Ștef Diana Valentina (also known as Valentina Mitrani) began planning Glow-Up, she knew her vision would face resistance.
In Beiuș, residents were accustomed to washing clothes at home. The concept of a stylish, lounge-like laundromat was seen by many as unnecessary – some even viewed it as a luxury rather than a need.
Beyond changing perceptions, Glow-Up required:
A strong operational foundation customers could rely on.
A brand and environment appealing enough to attract both locals and visitors.
A creative design that would transform an everyday routine into a memorable experience.
“Many believed a self-service laundry was a luxury, not a necessity. I wanted to prove them wrong by creating a space people would enjoy and remember.”
Valentina MitraniOwner of Glow-Up
Solution: Technology That Frees Space for Creativity
From the very beginning, Glow-Up was built on a seamless, end-to-end approach. We guided the project through every stage – consultation, planning, installation, and training – ensuring the technology worked flawlessly so the owner could focus on design and storytelling.
The space was equipped with state-of-the-art LG professional laundry machines, delivering fast cycles, automatic detergent dosing, and energy-efficient performance. A contactless payment system was also integrated, making the customer experience effortless.
“What gave me peace of mind was knowing the machines would run perfectly. That allowed me to focus on the interior design and turn Glow-Up into something far more than just a laundry.”
When Glow-Up opened its doors, Beiuș didn’t just get a laundromat – it got a squad of gentlemen ready to serve. Miguel, Javier, Armando, and Lorenzo handle the washing with care, while Alejandro, Diego, Carlos, and Fernando take pride in perfect drying. Together, they’re the “Glow-Up Gentlemen,” and it’s perfectly normal to hear someone say, “Miguel’s on the rinse while Alejandro’s putting on the final touches.”
Laundry day suddenly became less of a chore and more of a performance, with each machine playing its part. Customers loved the speed and quality, but they also loved the playful idea that their clothes were in the hands of a charming crew.
With its lounge-like interior, cheeky branding, and a team of machines-turned-characters, Glow-Up quickly transformed into a local hotspot – a place to relax, laugh, and snap a photo with the Gentlemen before heading home with fresh clothes.
“Finally, in Beiuș we have something modern and different. It looks like it belongs in a major European city, yet it’s right here in our town.”
Local Customer
Conclusion: Reliable Technology as the Foundation of Creative Vision
Glow-Up Beiuș is proof of how advanced LG technology combined with a clear creative vision can produce an exceptional business model. By providing both efficiency and innovation, Glow-Up delivers consistent results, builds community connections, and elevates the image of professional laundry services.
With the right technology and the right partners, every project can become a success story. Let’s keep building them together!
