Annual Customer Letter: To the People Who Made On Wheels Possible

On Wheels started in 2018 with a simple idea: to offer a better laundry service to Dubai. I’m happy to say we’ve done that fairly well—over 1 million items cleaned, and more than 10,000 customers served.

As we celebrate our 7th birthday, I’ve been thinking deeply about where we’re headed next. A big personal goal for me has been to define a direction that will shape the next years of On Wheels. Not just in how we operate—but in how we show up for you.

That starts with doubling down on what matters most: customer service.

When you reach out to us—whether to schedule a pickup, ask a question, or share feedback—we want you to feel heard, respected, and cared for. That takes time, training, and a team that actually cares. We're investing more than ever in making sure you experience that every time you deal with us.

This feedback from our regular customer Ruba sums up our newly found focus perfectly: “Really excellent service, and I admit I am not an easy customer. We do all work over WhatsApp, I don’t even have to go to the shop. I’ve asked them to do some crazy alterations for me, and their work has been flawless and fast!! I am very satisfied and highly recommend them. Keep up the great work, team!”

Here are some of the things we’re doing to drive forward these changes:

You’ll also notice we’ve introduced a fresh new look. This brand refresh reflects the business we’re becoming—and the level of care we’re committing to for the next 10 years and beyond. It’s modern, clean, and rooted in the same values we’ve always stood for: consistency, quality, and trust.

We’re also improving our pickup and delivery experience. Going forward, we’re offering free pickup and delivery with no added service fees in all our core areas—such as Downtown, Marina, and Jumeirah. In less busy areas like Mudon, Al Jaddaf, and Al Reem, we’re introducing a minimum order of AED 70 to help us continue serving these zones efficiently without compromising on quality.

As part of this shift, we are also updating our prices. It’s a small increase, but it helps us do things the right way—training our team better, using top-grade detergents, and treating every item with the care it deserves.

At On Wheels, we’ve never wanted to be the cheapest. We want to be the most trusted. Because we understand something simple: laundry is personal.

A shirt isn’t just fabric. It might be from your first job. That dress might remind you of someone you love. That blanket might be the one your child needs to fall asleep. We don’t take that lightly.

Thank you for being part of the story so far. The best is still ahead.

Founder, On Wheels Laundry

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