Our History

Whilst dhobees officially opened in December 2021, its history began much earlier under its previous iteration as White Rose Laundries. Established as a family-run business in 1972, White Rose flourished as London’s leading laundry and dry-cleaning service. Under its managing director Ejaz A. Osmani, the company enjoyed 50 years of success, expanding from its initial location in Shepherds Bush all the way to the West End, and establishing close partnerships with recognisable brands such as Dry Cleaning Direct, Just Shirts, and Perry De Montaignac.

However, in December 2017, the government issued a compulsory purchase order of the company’s Park Royal factory to designate land for the High Speed 2 Railway, closing White Rose with immediate effect. All assets and shop leases were sold except its renowned Hinde Street location.

With its location kept intact, the company’s directors decided during the pandemic to re-open its branch. Dhobees represents a new, green iteration of White Rose laundry, merging 50 years of laundry expertise with a renewed focus on eco-friendly technologies. Added to its arsenal is the innovative use of Wet Cleaning technology, replacing the use of toxic ingredients with biodegradable detergents to wash garments.

At the heart of dhobees vision is harnessing the power of green technology to ensure the garments of every consumer, business, designer, and customer is washed in an environmentally friendly and hygienic way.