Using Equity to Start A Business
In November 2024, Kelli Johnson took ownership of Murray Park Kwik Wash, renaming it The Washroom, on Milwaukee’s Eastside located at 2706 Murray Ave. According to its site, The Washroom is a modern laundromat designed to redefine the laundry experience.
The Washroom is open daily from 7 a.m. to 9 p.m. CST.
Johnson, a first-time business owner, pulled equity from her house to purchase the laundromat. She bought her home a few years ago and has been renting it out, so she has some experience in management. Johnson researched local laundromats, visited them to talk to the owners, and finally found the perfect deal for her.
Inspired by her study abroad trip in Poland and Germany, Johnson sought to bring a similar community-driven laundromat to Milwaukee; she received a degree in natural resources from the University of Wisconsin-Stevens Point. Johnson experienced laundromats in Europe that doubled as social hubs, offering wash-and-fold services and cafés. According to Madison 365, these environments are called “third spaces” that provide a place for community connection beyond home and work, without financial obligation.
As a small business owner, Johnson is working her way up to eventually adding on a café. The Washroom currently offers local desserts and a vending machine with resources like contraceptives.
“It’s not just a laundromat,” said Johnson.
Keeping Things Affordable While Becoming Sustainable
One of Johnson’s current main focuses is learning how to service and maintain the older machines, which are constantly breaking due to wear and tear. As a solo entrepreneur, Johnson has invested a lot into this laundromat, including purchasing 17 new machines to increase efficiency.
As Johnson upgrades the laundromat, she remains committed to affordability. Since its founding, the price has been $1.50 per load, a rate she will keep for the original machines.
“This is a business of people,” said Johnson. “…I show up for my customers and my customers show up for me.”
The new machines will have new prices ranging from $3.00 up to a potential $4.00 per load.
Even with these new purchases, Johnson is running on a tight budget which means innovations will come in phases.
“Small businesses need our support more than the larger ones…when you can…try your hardest to go to a smaller business,” she said.
Free Wash Day April 6, 2025
The Washroom is hosting a free wash day on April 6, 2025.
