Innovation With Legacy: Inside La Nuova's IndustryLeading Laundry Operation

By Ray Hayes

We've spent millions to make a towel go faster-but admin is where the next big wins are.99 -Brad Craig,

La Nuova is not your average laundry. Based in Taranaki, New Zealand, it is a dynamic operation rooted in family values but pushing the boundaries of modern commercial laundry practice. I recently had the opportunity to speak with Brad Craig, Managing Director of La Nuova, to get an inside look at the business, its history, innovations, and where it's headed next.

A Family Legacy, Reimagined

La Nuova was founded by Brad's grandfather in 1959 and was later expanded by his father in the 1970s. Like many family businesses, the company grew through grit, community trust, and relentless hard work. Brad and his brother spent their childhood in and around the business, although, at the time, neither had ambitions to join it. Brad initially pursued a career outside of laundry, earning a Bachelor of Commerce and joining Mainfreight's graduate program. But when an opportunity arose to help out with sales at La Nuova, he returned home, initially for practical reasons like rent-free living but quickly rediscovered a passion for the business.

After a brief stint overseas during the Global Financial Crisis, he returned and has been driving the company forward ever since.

Today, Brad leads the commercial laundry and dry-cleaning business, while his brother manages a rapidly expanding laundromat network that now includes 13 locations.

A Multi-Sector Powerhouse

What makes La Nuova unique is the breadth of its operations. Under its umbrella, the business encompasses:

• A high-volume commercial laundry servicing hospitality, healthcare, and food industries
• Dry cleaning outlets-retail-only, including contract work for schools and aged care clients
• Self-service laundromats, 13 in total, with more on the way
• Garment rental and processing, particularly for hospitals and food industry clients

This multi-channel model not only diversifies income streams but also spreads operational risk. "It's unusual to see a laundry business spread across so many sectors," Brad said, "but it's helped us remain stable through unpredictable times like COVID."

Leading the Way in RFID and Automation

La Nuova is at the forefront of RFID implementation in New Zealand. The company began by chipping linen for a local private hospital client and has since expanded its use across a growing portion of its fleet. While some garAbove: Brad's late mother, Brad, his father, and his brother Leyton, pictured during La Nuova's 60-year celebration Above: Robotic garment folder ments are still tracked via barcodes, high-value hospital and food industry garments are chipped for 100% ассиracy. Brad is clear-eyed about the journey:

"Retrofitting chips into existing stock is time-consuming and expensive. We've opted to phase RFID in with new inventory and where it matters most."

To complement RFID, La Nuova installed an Inwatec sorting system for both linen and garments. "It took a year of fine-tuning, but the system's now delivering strong results," Brad noted. The combination of RFID and automated sorting allows the business to maintain high throughput with fewer people, an important consideration post-COVID.

Before the automation project, La Nuova had a staff of around 93. Today, they operate with about 69 peoplewhile processing more volume than ever before. "We didn't just look at ROI in dollars. We looked at infrastructure constraints: lunchrooms, car parks, toilets. Automation helped us grow without outgrowing our site," he explained.

Looking Ahead: Al and Admin Efficiencies

While much of the industry still focuses on plant automation, Brad sees the next frontier in the office. "We've spent millions making a towel or shirt go faster," he joked, "but very little streamlining admin and sales."

From Al-assisted customer service to process automation in billing and client onboarding, La Nuova is investing in back-office technologies that can deliver further efficiency gains. "The easy wins are gone on the plant floor. The real opportunity is in admin," he said.

Lifestyle and Leadership

La Nuova runs on a single-shift model, Monday to Friday, occasionally adding Saturdays during the peak summer season. Brad values this structure not just for operational simplicity but for work-life balance-for his team and himself. Outside of work, he's a dedicated dad to three young kids and enjoys time on the water in his ski boat during summer. The business is also expanding its footprint offshore. Brad is currently leading the development of a new laundry in Rarotonga, Cook Islands - a testament to La Nuova's growing reputation and capability.

Market Position and Future Competition

La Nuova enjoys a strong position in its region. It's the only dry cleaner locally and holds the lion's share of the linen market. Competitors include Alsco (focused more on garments) and a District Health Board-owned hospital laundry 3 hours away. "We respect our competitors," Brad said, "but our service level, speed, and local presence give us a real edge." Staffing is more stable post-COVID, and Brad attributes that to strong culture and fair pay: "If you want good people, pay them what they're worth and look after them."

Final Thoughts

La Nuova is a compelling example of how tradition and innovation can co-exist. From third-generation leadership to RFID-driven automation and a sharp eye on future technologies, it's clear this is a laundry operation that refuses to stand still. With a team-first mindset and eyes set on growth, La Nuova represents a benchmark for what's possible in modern laundry management.

https://www.lanuova.co.nz/