Interview Rui Torres, Country Coordinator Brazil
As part of the GLOBAL Professional Textile Care (PTC) Strategy Study 2026 – Roadmap to 2050, CINET spoke with Rui Torres, owner of a small-to-medium sized retail textile care operation in São Paulo, Brazil. With a team of 12 employees and years of hands-on experience in the Brazilian market, Torres shares a grounded and forward-looking perspective on the challenges and opportunities facing the sector.
A Challenging but Promising Market
Operating in Brazil’s largest city, Torres describes the market as complex and logistically demanding. Brazil’s continental scale, combined with urban congestion in cities such as São Paulo, makes efficient logistics a structural challenge.
Moreover, only a small percentage of the Brazilian population regularly uses professional laundry services. Since the COVID-19 pandemic, more casual dress codes have further reduced demand for formal garment care. “People wear fewer formal clothes and often believe these items no longer require professional cleaning,” Torres explains.
This shift, however, opens up a strategic opportunity: education and positioning. According to Torres, the industry must clearly communicate that professional textile care extends garment life and contributes positively to environmental sustainability.
Quality as the Foundation of Success
When asked about today’s key success factors, Torres is unequivocal: quality is paramount.
For him, quality goes beyond washing and ironing processes. It includes customer service, logistics, communication, and the overall customer experience. In an increasingly competitive and price-driven environment, consistent high standards remain the strongest differentiator.
His own company’s objective reflects a strategic repositioning: targeting wealthier, less price-sensitive customers. “We are seeking our blue ocean,” he says, referring to a move away from price-based competition toward differentiated value.
Sustainability: A Strategic Imperative
While sustainability is not yet a decisive performance driver in his current business, Torres is convinced that it soon will be.
Consumers are becoming more conscious about buying fewer clothes and extending the life of the garments they already own. In this context, professional textile care plays a crucial role. Developing less aggressive cleaning processes and clearly communicating environmental benefits will be essential.
Importantly, Torres views sustainability not primarily as a cost-saving mechanism, but as a strategic positioning tool that can help companies remain relevant in the long term.
Productivity and Structural Challenges
One of the pressing issues he identifies is Brazil’s relatively low productivity, driven by multiple structural factors. Increasing operational efficiency is therefore critical.
At the same time, Torres sees room for smaller companies to thrive. While scale is particularly important in the industrial segment of PTC, retail operations can succeed through tailor-made services, flexibility, and superior quality.
“Smaller scale but higher quality can prevail,” he notes.
The Digital and AI Transition
If there is one theme that runs consistently through Torres’ vision, it is digital transformation.
He believes the first major innovation required in his company — and in many others — is better use of existing data. “We collect data but still do not know how to use it,” he admits.
Digitalization, stronger customer communication, and eventually AI-driven processes will be essential to enhance customer engagement and operational performance. According to Torres, companies that move decisively toward more efficient information use and digital business models will be the ones that survive in a market characterized by narrow margins and intense price competition.
Competing with Domestic Washing
Taking market share from domestic washing remains a core challenge for the global PTC industry. Torres identifies two crucial arguments:
Professional services free customers from time-consuming and “boring” household tasks.
Professional care extends the lifespan of garments, creating both economic and environmental value.
Clear communication of these benefits is essential to unlock growth potential in the retail segment.
The Role of Industry Associations
Torres also emphasizes the importance of national and international associations such as CINET. He believes their role in training entrepreneurs and teams will become increasingly important as the industry evolves toward greater digitalization and sustainability.
Looking Ahead to 2050
Despite current pressures on profitability, Torres remains optimistic. His message to fellow professionals worldwide is straightforward:
“Keep pushing. Thriving through harsh moments is imperative.”
For him, the future belongs to companies that combine quality, strategic positioning, digital intelligence, and a clear sustainability narrative. Those who adapt will not only survive — they will lead the next phase of professional textile care.
