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Hugo Cerqueira

We are the biggest cleaners’ network in Canada and one the biggest in North America. We offer a brand-new solution for dry cleaning here in Quebec based on an eco-efficient technology that is non-toxic and non-polluting. It only uses water and easily biodegradable products. This way, we guarantee the quality of the cleaning process, respecting the health of our customers, employees, and our planet. Our franchise network has today more than 85 stores across Quebec.

Tell us about yourself?

I started my career as a technician. I spent hours assembling and disassembling machines to understand how they worked. That slowly led me to become a real engineer in the field, and I started to create programs to improve and facilitate the daily life of technical and operational teams. Then one day, after having my nose in the machines, I started to see ways to improve them, and that’s how I, together with my team, invented a technology that revolutionized dosing systems specifically developed for our applications. The dosing pumps are what you connect to the machine to inject the exact quantity of detergent into a machine according to the quantity of laundry. This technology is sold all over the world today.

At the same time, I spent 10 years in a large dry cleaning franchise network in Europe as Technical and Sales Director and implementing cleaners worldwide.

Then I was called to come here, and that’s where I started to develop the concept of Ecoefficient cleaners. Conventional dry cleaners mainly use PERC, a volatile and toxic petroleum-based solvent that is banned in some countries in Europe as of 2021, or they use solvents such as Hydrocarbon that is flammable and petroleum-based or silicone-based solvents, which are also flammable and far from being excellent from an ecological standpoint. It is in response to this that we implemented the Aquaperformance in 2015. This technology allows for washing everything with water. It is wonderful. Then, one thing led to another, and I became the president of the group in 2020.

If you could go back in time a year or two, what piece of advice would you give yourself?

I don’t want to turn back the clock because interesting things are happening now. We are seeing a worldwide decline in dry cleaners: too polluting, not cutting edge enough, outdated even sometimes, and not adapted to digitalization. Daoust Ecoefficient Cleaners wants to be the answer to a world in upheaval where consumption, work, and lifestyles are changing. We sell time not only cleaning services, we offer a range of innovative solutions: ecological cleaning, home pickup and delivery, and digitalization of our services… I would like to address all smart and visionary investors here: Now is the time to invest in the cleaner network because growth is on the way!

What problem does your business solve?

Daoust Nettoyeurs Ecoperformants

We are a time saver. In this frantic society, do you still have time to take care of your laundry, to sort, wash, dry, iron and fold? Don’t you think it’s time to reinvest all that time spent on household chores in your leisure time, your time with your children, your family and your friends? That’s what Daoust Ecoefficient Cleaners make possible.

What is the inspiration behind your business?

By observing people, we realized that our business could really improve people’s lives significantly. Take the example of a large family that does an average of four loads a week. Replace that with our home pickup and delivery service, Daoust Valet, and we estimate that between sorting, washing, drying, folding, and ironing, you save a total of 7.5 hours a week, and I am not even talking about water and electricity. That’s the equivalent of a full working day. People now want to be able to go home and rest or take care of their children but not start a new workday. And this applies to both young workers and students, the elderly, and businesspeople alike.

What is your magic sauce?

Daoust Nettoyeurs Ecoperformants

Magic Sauce: Never stop innovating! We are the only one in North America to offer a cleaning service for clothes that is 100 per cent nontoxic and more ecological than any other dry cleaner. We are the Wet Cleaning movement, the new trend!

What is the plan for the next 5 years? What do you want to achieve?

In the next five years, we want to expand our network over Canada and the U.S. We are recruiting individuals who want to invest in something small today but with bigger potential for the coming years.

What is the biggest challenge you’ve faced so far?

I would say COVID-19. Because of it, we had to invent a new business model, and this is how Daoust Valet was born, which is our pick-up and delivery service. Since COVID-19, society has completely changed, the pickup and delivery system has been largely democratised, and the home office is part of our routine now. Thanks to Daoust Valet, we adapted our solution to the new way of life.

How can people get involved?

Please give us a call at 800-668-9080, or visit our website, If you are an investor, please download our franchisee guide here at and call us! Things are happening now!