Who's behind it
Samuel Reynaert
Automation engineer, laundromat owner, product builder
Maxime Van Daele
Mechanical engineer, tech head, all-rounder
Our approach: direct, honest, and rooted in engineering
We're two partners, Maxime Van Daele and Samuel, and we work with a fixed team of installers as subcontractors. All people used to industrial standards, because that's our own background. We apply that no-nonsense mentality to everything we do. When you call us, you get someone directly on the line who knows the software and hardware inside out. With us, you're not a support ticket that has to pass through three escalation levels before anyone looks at it.
We're not salespeople, we're engineers. If you request a demo, don't expect a rehearsed pitch from us, but an honest conversation. You're talking to people who use the product themselves in practice and who think critically about your specific situation. We're also not afraid to say if our solution isn't the right fit for you. A real connection and good, fitting advice are after all much more valuable to us than a quick sale.
How the company came to be
Wassalon-kassa didn't start on a whiteboard, but in a real laundromat. In early 2025, Samuel opened his own laundromat in Sleidinge, entirely on his own. He renovated the building and built the full technical installation by hand. One thing turned out to be harder than expected: finding a decent POS system.
The trigger: finding the right POS
A new automatic POS easily costs €16,640. A lot of money for a starting business, so Samuel went looking. Through a laundromat owner who was moving, he found a young second-hand unit for €4,840. Good deal, he thought. Until it turned out only the supplier knows how to install it. That installation cost an additional €1,743.74. Still a lot cheaper than new, so the step was taken.
The real problem only surfaced when the laundromat got into its rhythm. How much are we earning? Which days perform best? Which machines run the most? The supplier's 'handy' app showed three lists: transactions, monthly totals, daily totals. On top of that, the display didn't even fit properly on a phone screen. Rotate the screen every time, wait sixty seconds for the cloud to load, and configure prices separately on the POS and in the app. Forget one, and the numbers no longer matched. Cash components occasionally glitched, customers complained.
"As a business owner, it's crucial to have a clear view of how things are running. Well-visualized data and a simple interface that loads quickly, that's the core."
With that realization, Wassalon-kassa was born. Together with Maxime Van Daele, Samuel founded Flow+, with two branches: Flow+ Robotix for industrial robotics and AMR integration, and Wassalon-kassa as a concrete answer to the POS frustration. What was meant to take a few months took almost a year, because the first customer had to get the best right away.
The team
Click a photo for the personal bio.
Samuel Reynaert
Automation engineer, laundromat owner, product builder
Born in 1994 in Ghent and raised surrounded by PLC code, sensors and engineering. I studied Automation at HoGent.
After that I joined Van Hoecke Automatisatie, where for six years I designed, built and commissioned industrial installations: robot cells, AMRs, IIOT integrations, the full Industry-4.0 stack.
When Van Hoecke was acquired in 2023, it was time to start something of my own. I went independent and spent the following years as a subcontractor and direct supplier for industrial clients. In early 2025 I opened my own laundromat in Sleidinge, which became the trigger for Wassalon-kassa.
Maxime Van Daele
Mechanical engineer, tech head, all-rounder
Born in 1992 in Ghent and raised among model kits, dismantled electronics and anything with a motor in it. That's where the interest in mechanics grew. At the Technologiecampus KaHo Sint-Lieven (now Odisee) in Ghent I studied Design and Production Technology. Today I live in Smetlede.
I worked six years at SMO in Eeklo as project leader: custom machine building, steel and stainless-steel constructions, product development. Three of those years I was head of engineering for the FleXiever division. After that four years at Van Hoecke Automation / Burke Porter as project manager. Then the time was also right for me to do something of my own, and I made the step to going independent with a year as consultant at Movu Robotics. The work over those years: mechanical engineering of custom machinery, technical sales in robot cells and AMR solutions, and project management of trajectories up to 20 million euros.
Throughout all those years in paid employment, one feeling kept growing stronger: the wish to build something of my own. Developing my own ideas, making my own choices, carrying my own responsibility. At a certain point that became the deciding factor.
Always up for a good conversation over a cup of coffee.
Where we're heading
In three years
A solid company with a few permanent employees and a natural inflow of customers thanks to brand recognition in the Belgian laundromat scene.
In ten years
International, with integrators in every region who know our product inside out. We provide the remote support and continued development.
Which customers are welcome?
All of them. From an owner with a single laundromat to someone running dozens of locations. Every customer gets 100% of us.
No pitch, just a conversation
Call or email. Honest questions get honest answers, and if the product doesn't fit your situation, I'll tell you that too.
Get in touch