Digitising the laundry market: MAGNiTT interviews JustClean CEO, Mohammed Jaffar

JustClean, a laundry technology company based in Kuwait that provides both B2B and B2C services, recently successfully secured an $8M Series B funding round, from Faith Capital Holding. The company is working to digitize the region’s $3B laundry industry and has raised just over $20M since its inception in 2017.

Athbi Al Enezi, Co-Founder and Managing Partner of JustClean said, “We are shaping a new, sustainable laundry ecosystem that brings together the most trusted laundry service providers in the region into a marketplace application that not only provides end-users with convenience but also supports businesses as they strive to compete in the Digital Economy.”

Following the announcement of the Series B round, MAGNiTT caught up with Mohammed Jaffar, CEO of JustClean, to discuss the importance of digital acceleration to the startup, their short-term expansion plans, vision for the future, and more.

Read the interview below.


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How does JustClean work?

We are trying to digitize and move the large laundry market from offline to online through three main products: marketplace app, SaaS product, and logistics services.

- Our marketplace application enables laundry partners the ability to serve their existing and new customers online.
- SaaS product enables laundry partners to efficiently manage their day to day operations through JustClean technologies.
- Logistics fleet and delivery support to our laundry partners that do not have their own fleet to cater to the delivery business.

How important is digital acceleration to JustClean?

Digital acceleration is not only important to JustClean, it is important to all businesses that heavily depend on technology and online transactions.

How has the current climate affected JustClean? Did you see a change in user behaviour or more customers using the platform who would not usually use a digital laundry service? 

JustClean was affected due to restrictions on working hours imposed on our Laundry Partners by the governmental authorities to combat the spread of the COVID-19 virus. We thankfully were able to return to high month on month growth levels after the lifting of those restrictions.

Did the current climate affect your fundraising efforts in any way?

The current climate did make it more difficult to raise, especially for younger companies like JustClean, but our business model has proven to be resilient with continuous improvement in business unit economics and high month on month growth.

What were you looking for from your investors, beyond capital?

Capital and access to the market network are two very important benefits that we have access too from our investors.

Your mission is to become globally acknowledged as the leading ecosystem provider for cleaning services and after this round. Can you share some of JustClean’s short-term plans for expansion with us?

- Move into new cleaning verticals
- Continue to invest in promising technology businesses in the home services space
- Expand into new geographical markets
- Hire talent to support business growth

What do you foresee as the largest challenges to scaling JustClean in MENA and beyond?

Market education and laundry partner’s operational capacities to meet increasing demand are two main challenges we are working very hard to resolve.

What is your big picture vision for the future of JustClean?

We believe that there is enough addressable market to make JustClean large and valuable. Our aim within the next 3-4 years is to make JustClean large and attractive enough to list successfully in one of the main stock markets.

Finally, what advice would you give to yourself five years ago? :)

Continue to think big, be patient, and with Allah’s will and blessings, big success will come.


The Digitainment Industry saw a number of sizable investments over the last 5 years, a total of $235M invested across 98 deals from 2015 to 2019. Discover more trends and insights in our 2019 Digitainment Venture Investment Report