The flower becomes a whistle
Magnolia Wash Holdings, one of the biggest express car wash chains in the US, has changed its name to Whistle Express Car Wash. With the name change the brand unifies more than 100 car wash locations from a variety of local and regional chains and independent operators.
Oasis Express, Surf’s Up, Camel, Wave1, The Wash Factory. The list is long and sometimes confusing, because all these car washes across nine states worked under the same company: Magnolia in Charlotte.
There, they now have decided to rebrand all their car washes as Whistle Express. Club members can now use their membership at more than 100 locations in the Midwest and Southeast.
Aggressive growth plan
Whistle Express is currently the 10th largest car wash brand in the country, but with an aggressive growth plan that will add up to 50 additional locations in 2024—funded by a recent investment by funds managed by Oaktree Capital Management, L.P.
CEO Jose Costa plans to climb the rankings quickly. The move to consolidate under one name stems from a desire to create consistency among the brand’s extensive network of car washes, many of which were locally owned and operated with a very loyal fan base.
Costa, who spent time at Bojangles Restaurants, Inc., and Driven Brands prior to taking the helm at Magnolia Wash Holdings in May 2022, said the efficiency and affordable membership structure appeal to the growing number of consumers who take pride in meticulously maintaining one of the largest investments they’ll make in their lifetime.
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