Who's Who in the Zoo: Rita Morrison – The Newly Appointed Chief Executive Officer of the Laundry Association Australia
Rita Morrison will take up the position of Chief Executive Officer of the Laundry Association of Australia from 1 July 2026, bringing with her more than a decade of hands-on experience in commercial laundry operations and eight years of service on the LAA Board.
Morrison’s background is established in both industry and business management. Raised in Queensland with strong ties to Victoria, her entrepreneurial instincts were shaped early by her grandfather, a prominent Melbourne industrialist. She holds a Bachelor of Science from James Cook University and built her early career across project management, corporate services, and industrial operations.
A significant turning point came in 2014 when she purchased Hospitality Linen Services, rebranding it as Reserve Linen with a strategy focused on growth and eventual merger. Within twelve months the business had doubled its customer base, and by 2018 Morrison had completed a merger with Gouge Linen & Garment Services.
She has also founded Laundry Line-up, an automated online platform designed to connect businesses with independent linen service quotes — a technology-driven response to a recognised gap in how the industry facilitates supplier comparison.
Morrison joined the LAA at its inception in 2016 and served as a Director on the National Board from 2017 through to 2025, contributing to advocacy, strategy, policy development, and membership growth over that period.
“It just made sense to get involved from the very beginning,” Morrison said. “I was building my own business in this industry, and I knew that if we wanted to grow a stronger, more respected industry, we needed to do it together.
The LAA offered exactly that — a place to connect with people who get it, who face the same challenges, share their knowledge, and genuinely care about where this sector is headed. That kind of community is something you simply can’t replicate on your own, and I haven’t looked back since.”
Addressing members at the LAA 2026 Conference, Morrison outlined her priorities for the association: industry-led committees that provide operators and allied traders with a meaningful voice, events and training that deliver measurable business value, and a focus on long-term financial sustainability to underpin ongoing advocacy and member support.
“The LAA will work harder to earn your membership every single year,” she told attendees.
Morrison has extended an open invitation to businesses in the commercial laundry sector not yet connected with the association, including operators, suppliers, and those exploring what membership may offer.
