Michigan Store Owner Thrives During ‘Second Act’ Laundromat Career
Jim Legato has never been one to let grass grow under his feet.
Following a 30-year career with the Michigan Bell telephone company, Legato’s initial entrance into the laundromat industry might appear unexpected at first glance. After all, he’d earned the right to put up his feet and enjoy retirement in the picturesque tourist town of Traverse City, Mich.
However, retirement turned out to be the spark that ignited Legato’s “second act” – his journey into the laundromat business. After dedicating three decades to the phone company, Legato found himself at a crossroads. Boredom crept in, prompting him to seek new challenges. It was during this period of reflection that he stumbled upon an advertisement for a laundromat for sale.
“I hadn’t been considering other businesses before seeing the ad,” explained Legato, who owned a few rental properties at the time. “I was just reading the local newspaper. The idea kind of clicked with me. I thought it would be interesting, so I immediately told my wife that I wanted to buy a laundromat.”
And, for the last 19 years, he’s been the driving force behind the success of his Eastfield Laundry in Traverse City.
The laundromat caters to a diverse, seasonal clientele – with summer ushering in a wave of tourists, leading to a bustling laundry demand, while the off-season presents a more subdued pace that provides a sustainable foundation for Legato’s business.
What truly sets Eastfield apart from its peers is a blend of innovation, convenience, and a commitment to customer satisfaction. A few of the laundromat’s key differentiators are the presence of full-service attendants, drop-off laundry services, and a plethora of large-capacity machines – offerings that speak volumes about Legato’s dedication to accommodating his customers’ needs and enhancing their laundry experience.
As an extension of the Eastfield experience, Legato also offers his own soap and related product lines.
“All the credit for the products goes to Ruth Smith,” he noted. “I hired Ruth in 2006 to start my commercial division. And, after a few weeks, she came to me and told me we could make our own laundry soap and save a lot of money. I said, ‘Go for it!’ And she continues to create new products to this day, with many not necessarily related to laundry.”
“Jim provided me with the space to do my experimenting,” Smith explained. “It was pure experimentation. I was thrown into the fire – so I started asking questions, talking to a lot of people, calling chemical companies, and picking the brains of chemists. I just kept putting things together until I found some awesome combinations.
“Everything we bring to the market has been fully tested here,” she added. “We know what we’re talking about. I attend various conventions throughout the year, and we test and test until we get it right.”
The laundry products are marketed under the brand, “Mr. Jim’s” – and the line includes detergent, from 16-load packages down to two-wash samples; a special laundry soap called Mr. Jim’s Stripease, which are dissolving strips of detergent; cold-water-activated white bleach; color-safe bleach; a stain spray; and scent bombs. What’s more, all of “Mr. Jim’s” laundry products are available in vended packaging through the vending machines at the laundromat.
Additionally, the company’s non-laundry items are sold under the “Bee Beary” moniker and feature such products as household spray, pet spray, beauty cream, and even a makeup line that is currently in the works.
“We had to go with ‘Bee Beary’ because our marketing team tells me that women won’t buy a beauty cream called ‘Mr. Jim’s,’” Legato laughed.
Adding to the uniqueness of the 5,000-square-foot Eastfield Laundry is the fact that Legato also owns the adjacent storefront – aptly named Mr. Jim’s General Store and Apothecary – with a connecting door between the two businesses.
“We purchased the space for the general store three years ago,” Legato said. “Basically, we made no renovations, except to install a door to connect our laundromat to the store – and, of course, we repainted the new facility. But we kept the same floors and the existing walls. We made our modifications by utilizing display cabinets and hanging racks.
“It made sense to open a store because the two buildings are already connected, and now we can sell our line of laundry products out of this general store retail space, along with many of the other natural and beauty products we make ourselves.
“We’re growing steadily. Of course, drinks, snacks, and ice cream are always a hit at the general store – plus, we give out free samples of our laundry strips and our famous pain cream.”
Moreover, Legato’s general store also offers a wide selection of used clothing, thanks to the laundromat segment of his dual business model.
“Every day, people leave laundry at the laundromat, and 90 percent of the time they never show up to retrieve it,” Legato said. “Before I owned the general store, I would take those garments to the consignment shop in town. Now, I’ll hang onto the clothes left by self-service customers for a month, and then we’ll put them up for sale in the store. We re-sell what we can. Plus, I now sell my own brand of T-shirts, too.”
Eastfield Laundry is open from 6 a.m. to 10 p.m. daily, while Mr. Jim’s business hours run from 8 a.m. to 6 p.m. – with the total operation featuring five drop-off laundry attendants, two ironers, four store employees, one graphic designer, three product developers and production workers, and one repair technician.
To promote all that’s happening at Eastfield Laundry and Mr. Jim’s General Store, Legato’s entrepreneurial journey has seen him evolve within the marketing realm as well. Although past promotional efforts centered around local newspapers and physical events like craft shows and farmers markets, he recently has enlisted the help of a marketing team to enhance the brand’s online presence. This strategic move aligns with Legato’s evolving vision and a focus on his product lines.
“They’ve even got my face plastered on the city buses,” he chuckled.
As his own laundry business and the laundromat industry in general continue to evolve, Legato identified his keys to a successful operation. He highlights the importance of having an attendant on duty, offering convenience, maintaining a clean and well-maintained facility, and providing added value to customers. No doubt, Legato’s laundromat goes beyond the ordinary, offering customers a chance to enjoy various amenities while waiting for their laundry.
“We’ve found the people love coming into our general store while waiting on the washers and dryers,” he said. “They love hunting for used clothing bargains, sipping a cappuccino, or enjoying an ice cream cone and chatting while waiting for their laundry. And we even offer massage chairs to relieve those daily stresses.”
At the heart of Legato’s business philosophy is a mission statement, which he credits Ruth Smith with developing. They call it the Eastfield Team High Five – and it encompasses the values of integrity, excellence, convenience, sustainability, and going the extra mile. These principles guide Legato’s decisions and the culture he fosters within his team.
Reflecting on perhaps the most common industry myth, Legato is quick to debunk the notion that laundromat ownership is an easy path to quick money. He acknowledged the challenges and hard work that go into maintaining a successful operation.
Looking ahead to the remainder of 2023 and into 2024, he said one of his primary focal points will be promoting the Stripease product line. With its convenience and sustainability, the detergent strips showcase Legato’s commitment to reducing plastic waste, which aligns with today’s global shift toward more sustainable practices.
And, for new laundromat owners entering the industry, Legato’s advice is rooted in practicality and empathy. He underscored the importance of long hours, building strong relationships with employees, contributing to the community, and recognizing that the laundromat owner is not always right.
When asked about his favorite aspect of the business, Jim’s response is heartwarming. It’s not about profit margins or expansion plans – it’s about the relationships he’s built with his customers.
“My favorite aspect is our family of Eastfield customers,” he said. “I have had the privilege of meeting many wonderful people over the years, and my favorite pastime is just shooting the bull with my customers.
“In fact, a few of our long-term customers even take over some of the laundry’s tasks – like making coffee, picking up disabled customers on laundry day, running errands, and even picking up cigarette butts in the parking lot. They consider Eastfield their second family.”
