At CITY Laundering, growth isn’t just a business strategy—it’s embedded in our DNA. Over four generations, CITY has evolved from a small-town Iowa laundry into a multi-division powerhouse serving the Upper Midwest. That transformation hasn’t happened by chance. It’s the result of a company culture built on reinvestment, adaptability, and a steady focus on long-term progress.
“As a Midwest-based independent laundry, CITY has been evolving for more than a century,” said Colin Wetlaufer, CITY’s fourth-generation President. Since our founding in 1906 by my great-grandfather, we have continuously worked to refine our focus and reinvest in the business to ensure sustained growth. Today, we have evolved into a company with three distinct divisions: industrial laundry, healthcare laundry, and a full-service first aid and safety division. Our success is not just about the services we provide but about the values and strategic decisions that have guided us through four generations.”
That mindset—staying true to core values while embracing evolution—defines CITY’s culture. Every leadership transition has brought new ideas and opportunities, while keeping the company anchored in service and performance.
“Our growth over the last 100 years has been driven by a consistent commitment to reinvesting in the business and adapting to changing market needs,” Colin added. “Each generation of leadership has had the opportunity to be entrepreneurial, shaping CITY to fit the times while staying true to our core mission. By allowing flexibility and innovation, we’ve maintained a competitive edge and continued expanding our service offerings.”
CITY’s growth can be seen across its territories and industries. From its early footprint covering just 60 miles in Iowa, the company now operates across multiple states, including Iowa, Minnesota, South Dakota, Nebraska, Wisconsin, and parts of Illinois. It serves a strong base of manufacturing and food processing customers, and it’s constantly looking ahead to where needs are shifting.
“Being located in the Upper Midwest, we serve a strong industrial base, particularly food processing and manufacturing, which combined, makes up over 60 percent of our industrial business,” Colin said.
CITY’s team members often hear Colin quote his grandfather: “Nothing happens until someone makes a sale.” That legacy of proactive growth continues today—through both organic and strategic efforts.
“CITY has grown significantly beyond its initial 60-mile industrial laundry service radius in Iowa in the early 2000s,” Colin said. “Today, we operate across multiple states… Our ability to scale has been a direct result of strategic investments in infrastructure and people.”
And it’s not just about territory.
“Acquisitions have played a role in our strategy,” he said. “Each acquisition has been carefully considered, whether as an entry into a new market segment like healthcare or a complementary addition to our existing geography. However, growth isn’t just about acquisitions—it’s about being proactive in acquiring new territory, building density in our routes, and creating expansion opportunities.”
That same energy is now fueling CITY’s newest division: first aid and safety.
“One of CITY’s most exciting areas of growth is our first aid and safety division,” Colin explained. “We see significant gaps in the traditional route-based first aid model, and we are doubling down on a full-service van-based model to offer more comprehensive solutions. Just as we’ve adapted to changes in the laundry industry, we are applying the same forward-thinking approach to first aid, ensuring we meet the evolving needs of businesses across our service areas.”
From leadership development and acquisitions to new services and geographic expansion, CITY’s culture embraces progress—and supports its people in pursuing it.
Because at CITY, growth isn’t optional. It’s who we are.