If you thought the on-demand laundry space had run out of startup steam here’s a bit of a conditioner: Madrid-based startup, Mr Jeff, has bagged a $12M Series A, led by All Iron Ventures.

The 2016-founded firm currently offers home laundry and dry cleaning services, including on-demand and monthly subscription options, in seven countries, with a focus on LatAm. Last August it acquired Brazilian laundry franchise, Lava é Leva, to move into another market in the region.

The franchise model sets the approach apart from some other on-demand laundry startups that already folded. That and a focus on markets with lower rates of washing machine ownership. Ergo, they’re disrupting trips to the laundromat.

The company closed 2018 with more than 1,000 franchises operating, and more than 150 direct employees plus 2,400+ indirect employees working to turn the customer’s in-app tap into clean and ironed clothes returned to them within 48 hours.

Flush with new funding, Mr Jeff says it’s aiming to have franchises operating in 30 countries by the end of 2019, looking east to Asia. It also plans to consolidate its LatAm position by expanding its operations in Panama, Costa Rica and Uruguay.

Prior to the Series A, it had raised around $3.5M in seed funding, including from European entrepreneurs such as Albert Armengol (CEO of Doctoralia), Jeroen Merchiers (Managing Director of Airbnb Europe, Middle East and Africa), and Kim Jung ( CEO NX Corp).

It adds that a majority of its earlier investors have opted to continue to support the company by participating in the Series A.