Gwen Whiting founded The Laundress, a premium, eco-friendly home cleaning brand acquired by Unilever in 2019. Over 17 years from concept to exit, Gwen led the company through the ups and downs of the entrepreneurial journey. From creative and branding to product development and operations, plus distribution, sales, partnerships, legal, and finance, she has sweat the details, made thousands of decisions (big and small), and took the company from a bootstrapped operation to a successful acquisition and transition.
My vision when I founded The Laundress was to turn an everyday domestic chore into an enjoyable and luxurious experience, creating incredible products that bring joy to people’s lives and homes.
A problem-solver at heart, one of my favorite tasks was responding to the Ask The Laundress questions that came into my mailbox from customers facing unique laundry conundrums. I loved the opportunity to connect with people around the world and offer a bit of guidance to help them save cherished items, resurrect family heirlooms, or avert a crisis.
Throughout my career, I’ve been gifted with incredibly generous mentors, advisors, and supporters. Today, I’m both humbled and honored to be collaborating with Entreprenista to open up a new mailbox, together. I’m thrilled to have the opportunity to share, listen, and support others, drawing from my bag of tricks, creative lens and the experience of my entrepreneurial journey.
I’m looking forward to lending an ear and sharing my learnings, insights, mistakes or an idea to help you reach your excellence.
Founder, The Laundress
Ask your question
Find all answers from Gwen
Hi Gwen! What is your favorite tool for business? (Productivity or Marketing)
Thank you for submitting a great question here! I am going to hand over my pen here to Stephanie, the expert in this space to advise.
Finding the right tools and software is essential in streamlining your processes and as a result becoming more efficient!...Read more ...
Hi Gwen! How do I write a successful business plan?
This is a great question and a topic that I am very passionate about.
I make no qualms in saying that if you do not have the discipline to write a business plan, then you certainly don’t have enough discipline to start and ...Read more ...
Hi Gwen! How do you know when to go from part-time to full-time employees – is it about a revenue number? Something else?
Since I do not have any scope of your business, size or structure, I will answer this from the lens of a founder or partnership with a small but growing enterprise.
I am happy to advise with more/other details, of course.
Hello Gwen! I am a college student that hopes to eventually launch my own startup. I am not exactly sure what I want my brand or company to be. However, I was wondering when an idea does come to me, how do I know it is the right move to go all in and actually act on the idea?
Hi Ann Maris.
It’s exciting that you feel the entrepreneurial spirit within!
I had the same spirit and learned that finding your business calling is much like dating. An entrepreneurial idea could be compared to a summer fling--m...Read more ...
Hi Gwen! I just launched my new baby bedding brand, Coco Beans (cocobeansco.com) and would love to partner with the Laundress. The “delicate wash” formula is my absolute favorite for laundering Coco Beans 100% silk crib sheets! What are your suggestions for securing a brand partnership?
I am so glad you wrote in with this question! You are our first Ask An Entreprenista, Guidance with Gwen participant AND this is such a great discussion point for all Entreprenistas.
Furthermore, I was thinking that we should connect to speak ab...Read more ...