“We raised our children to believe that you can learn anything, and you don’t have to go to school to do it,” said their father. “All the information is right at your fingertips. He really got that.”
By his senior year, Nachshon would attend classes in the morning and work on the business in the afternoon, earning science credits developing the app.
SudShare started in Baltimore, with the family initially doing laundry for clients. They began signing up contractors, then repeated the process in an expansion to several East Coast cities. This year, the business took off, and the service now is offered in most urban areas in the U.S., with expected annual revenue of at least $5 million. (The private company does not disclose specific sales figures.)
Based on Falls Road, the company has 19 employees, including family members. More than a year ago, Moshe Fertel joined as director of operations, handling customer service, hiring, training and marketing. Their triplet sister, Shira, is a bookkeeper. An older son, 24, is not involved in the business.
The family lives part time in Pikesville and part time in Salt Lake City, where a 12-year-old daughter attends a violin program.
Jennifer Cudek discovered SudShare when she was looking for someone to launder towels and bed linens for a nine-bedroom Airbnb she manages in Mount Vernon. She was looking to replace a previous commercial laundry service that hadn’t been able to make deliveries on time. Though SudShare primarily serves individual residences, Cudek said its fees and promise of next-day delivery made it the best fit.
“I strip the linens and towels, bag them up and go on the app and place the order with however many bags,” Cudek said. “I’ve been using the same ‘Sudster’ for about a month, who I really like.”
The app is straightforward, the 22-year-old Baltimore resident said.
“I prefer using apps for that kind of stuff,” she said.
The Fertels say some people may be hesitant about entrusting personal laundry to strangers. But Uber faced similar skepticism at first, too, they argue. Eventually, said Mort Fertel, the laundry app will become mainstream as well.
“Eventually, efficiency and quality wins,” he said. “At the end of the day people do not want to waste hours a day washing and folding underwear when someone will do it for them.”[object Object]