Fresh & CleanNew laundry products make getting clean almost as much fun as getting dirty.

In builder Orren Pickell's high-end homes, owners are barring the laundry room door no more. For about five years, says selections coordinator Sondra Latiolais, buyers of the Lincolnshire, Ill., builder's luxury custom homes have been lusting for laundry rooms that are fancier than their kitchens–and their kitchens are fabulous.

Indeed, estimates Latiolais, 95 percent of Pickell's clients ask for a laundry room that's big, flooded with light, full of personality, and crammed with high-end, cutting-edge appliances and customized cabinetry.

They're beyond lugging loads of laundry to dank basements two or three stories below the source of their soiled socks and skivvies–the master bedroom. They want their laundry rooms next to their first-floor kitchens or upstairs near the bedrooms where they dress. Some of them want two. And they all want to show them off to company.

"The lady who stays home enjoys a laundry room that looks nice," says Latiolais, who notes that the builder's remodeling clients are burning big bucks to have their tiny laundry rooms enlarged and fitted with custom shelving.

They're not the only ones. In a 2004 survey by the NAHB, 95 percent of homeowners said a separate laundry room is desirable or essential; 92 percent said they would rather have a laundry room than an exercise room, a library, or another niche nook.

It's no wonder: In a Sears, Roebuck and Co. survey last year, 55 percent of women homeowners surveyed said they craved a laundry room makeover, complaining their laundry rooms are too small or cluttered, disorganized, or poorly decorated. And more than one-third said they would pay up to $2,000 for the upgrade (21 percent would pay more).

"Most homeowners are unhappy in their laundry rooms and they are ready, willing, and able to do something about it," notes Tina Settecase, Sears' vice president and general manager of appliances.

Above all, that "something" involves moving the laundry room out of the bowels of the house so it's located in a more convenient place. Research from Whirlpool reveals that 55 percent of laundry rooms are on the first floor of the home. "People have more living areas and they don't want [the laundry room] to be this dark, dingy area," says Audrey Reed-Granger, director of public relations for Whirlpool.

The smallest laundry rooms JH Carter Builder's Raleigh, N.C., clients will settle for are 10 by 12 feet; some are going as large as 10 by 20 feet, says co-owner Peggy Carter.

The builder's laundry features wood cabinets glazed in red, then wiped down with some white for emphasis; a limestone floor with gray veining and taupe accents; and rich, chocolate-colored walls. "The floor is important," notes Carter. "It becomes an asset to the house."

And the laundry room is becoming more of an asset to the homeowner. Many are transforming the utilitarian, wash-the-clothes space into a multi-functional room for storage, exercise equipment, gift-wrapping, scrapbooking, and even homework.

"Women are moving into the laundry room and they're bringing their children with them so they can do their activities–like homework, crafts, even watching TV–while mom does the laundry," notes Reed-Granger.

Paul Radoy, manager of design services for cabinet manufacturer Merillat, says homeowners are installing kitchen-quality wood cabinets and drawers for sewing notions, craft supplies, and gift wrap. "There are myriad things you could do in the laundry room besides just laundry," he says.

The family laundress also is bringing her personal style into the laundry room. "It has become a finite room with a personality of its own and it's definitely whimsical," notes interior designer Carrie Antonello, owner of Tuscan Touch Designs in Raleigh, N.C. "It reflects the hobbies of the family." Antonello has helped clients create laundry room theme decors with wallpaper, door pulls, and knick-knacks featuring roosters, seashells, wine, gardening, or birds. "They don't want it in the kitchen because it's over the top and they may get tired of it, so they put it in the laundry," she says. "They want it to feel like an extension of their personality."

And they want it to accommodate the lifestyle of their families, says Latiolais, who designed one laundry room with undercabinet dog beds, a drawer for dog food storage, another for feeding and water bowls, and a doggie shower.

Carter says customers who opt for a second-story laundry room usually include skylights to shed more natural light on folding, ironing, and hobby work. Still, the room's primary purpose is for washing clothes, and more homeowners are doing it in style.

A few manufacturers have heeded the consumer call for color with shiny, black, blue, and even stainless steel washers and dryers. Kenmore's front-loading HE4T washer, for example, comes in Pacific blue, bronzy Sedona, champagne, and black, as well as traditional white and bisque.

In addition to a wider array of colors, most manufacturers are making quieter, low-vibration models for use near bedrooms, and front-loaders are becoming popular because of their energy efficiency and the free space on top.

Clothes steamers, drying cabinets, built-in ironing boards, and folding tables are favorites for dual-career couples who want to make quick work of the seven to eight loads of laundry that the average family does each week.

And it all has to look good. "It used to be that the laundry room was a section of the house that you closed off when you weren't using it," says David Small, director of marketing for Pergo, which is selling more wood- and tile-look laminate floors for installation in laundry rooms. "Now homes are designed with more open spaces, and a lot more people are integrating the look and feel of the home to an adjoining laundry room."

"People enjoy pretty rooms," notes Carter. "Even if they're on a restricted budget, people are saying this is a priority."

–BUILDING PRODUCTS

Survey after survey promises that home buyers will upgrade at least a little–and sometimes lavishly–in the laundry room. Yet builders largely are "letting people fend for themselves" when they want to liven up the laundry room, says Audrey Reed-Granger, director of public relations for Whirlpool.

Builder-supplied laundry-room upgrades, designers suggest, could include:

• Storage cabinets. The home organization business reels in billions of dollars a year, yet most laundry rooms contain a mishmash of mismatched rubber bins and metal shelving. Several manufacturers of washers and dryers make matching storage accessories for hiding laundry detergent and mats or shelves for folding laundry. Kitchen-quality cabinets can double as laundry-room storage spaces and carry the family's decorating theme into the home's new hot spot.
• Front-loading washers are high-end and highly desired because of their large capacity, their look–they resemble the matching dryer, which also has a front door–and the empty space on top, which can be used for sorting and folding laundry. With no lid to open, the space above the washer also can be filled with built-in cabinets.
• Homeowners with large families might opt for a second washer/dryer duo–perhaps a small stacking unit that can fit in a closet–upstairs near the master bedroom for quick loads between wash days in the main, first-floor laundry room. Homes with swimming pools also are candidates for an extra pair of appliances, located near the pool's changing area.–S.O'M.

Kenmore

Kenmore. The HE4t washer and dryer, shown in Sedona, are also available in Pacific blue and champagne, bringing bold color to the laundry room. The 3.8-cubic-foot stainless steel wash drum cleans clothes with seven wash cycles. The Energy Star-certified washer uses 64 percent less energy than conventional washers, the maker claims, while the dryer's nine cycles reduce drying time. The 15.5-inch-pedestal hides away detergent and dryer sheets. 800-349-4358. www.kenmore.com.

Maytag

Maytag. The Energy Star-certified Neptune system offers increased capacity–3.81 cubic feet–in the front-load washer and a unique two-in-one drying center. It pairs a traditional tumble dryer with a drying cabinet that circulates warm air around clothes to safely dry them without shrinkage or damage, the maker claims. A Refresh cycle is safe for dry-clean-only clothes. Hangers, hooks, and shelves create space. 888-462-9824. www.maytag.com.

Pergo

Pergo. For a ceramic look without the difficulty of installing and cleaning ceramic, laminate flooring in a realistic tile design is the solution, claims the maker. Accolade Tiles come in six decors, shown here in Stonehaven Travertine, with an AccuTile texturing process and realistic grout look. Four 12-inch or three 16-inch tiles adhere to a plank, and each plank clicks together without glue. 888-393-5667. www.pergo.com.

Whirlpool

Whirlpool. In up to four hours, the DryAire drying cabinet can dry or freshen clothes normally left to hang-dry. Five cycles and overheating protection make it a safe alternative to a traditional dryer, with no need for outside venting. The 68-inch-tall cabinet has a built-in look to blend into the room. 800-253-1301. www.whirlpool.com.

In-O-Vate Technologies

In-O-Vate Technologies. The 22-gauge aluminized steel Dryerbox installs behind the dryer and creates space and improves efficiency by facilitating the housing and flow of the flex exhaust hose, the maker asserts. Five models–three favoring upward exhaust and two favoring downward exhaust–improve ventilation and reduce fire hazards, the manufacturer claims, and may prevent mold by ensuring the hose does not leak into the walls. 888-443-7937. www.dryerbox.com.

Velux

Velux. For small enclosed spaces restricted from most natural lighting, the manufacturer offers Sun Tunnel skylights, which bring small, circular bursts of natural light to hard-to-reach places. The skylights attach to the roof and use a tube with 95 percent reflectivity to tunnel the light into the laundry room or closet area. The tunnel spans a 48-inch straight run and has a 10-year warranty. 800-888-3589. www.veluxusa.com.

Georgia Pacific

Georgia Pacific. Densarmor Plus Paperless Drywall replaces typical paper facings with glass mat facings and a treated moisture-resistant gypsum core, removing a breeding ground for mold, the maker asserts. The glass mat is smooth, so the surface is ready for paint without additional treatment. Plus, the maker claims, it is 25 percent more resistant to abuse than paper-faced wallboard. 800-284-5347. www.densarmorplus.com.

Armstrong

Armstrong. Suitable for laundry rooms because of its durability and resistance to moisture, ceramic flooring is available in hundreds of shades and several decorative designs. This ceramic Bucknell has a neutral feel, but spicier colors and styles can coordinate with any room. 800-233-3823. www.armstrong.com.

Kohler

Kohler. Ten inches deep with two faucets, the single-basin Harborview utility sink can be dropped into a cabinet or installed with vitreous china legs for an old-fashioned farmhouse look, the maker says. Wood grate accessories can create countertop space in the 48-inch-long sink for a spacious and functional wet workstation. 800-456-4537. www.kohler.com.

Asko

Asko. With 11 wash loads and spin speeds from 400 to 1,600 rpm, the W6461 front-loading washer brings stylish stainless steel to the laundry room. An LCD screen displays options, including a time-delay start and program interrupt. The T731 dryer has matching controls, a Sensidry system to detect when clothes are dry, and six dryer settings. 800-367-2444. www.askousa.com.

Herbeau Creations

Herbeau Creations. Inspired by laundry chutes found in 19th-century European buildings, the Ariege laundry chute door measures 10 inches by 10 inches and opens with the press of a button. Available in five finishes, the Ariege can be mounted sideways into a cabinet or flush to a wall or counter. The chute also can act as a disposal for non-breakable recyclables. 239-417-5368. www.herbeau.com.

GE Appliances

GE Appliances. Featuring a therbeauempered-glass lid so clothes are visible, the Energy Star-certified Profile Harmony system has a 4-cubic-foot stainless steel basket in the washer and dual motors in the dryer for fast, even drying, the manufacturer asserts. The CleanSpeak system with an LCD display allows the washer to electronically communicate with the dryer to preset drying cycles. 800-626-2000. www.geappliances.com.

Fantech

Fantech. When a short dryer duct length is not possible, the Advanced Dryer Booster Fan can ensure that moist air exhausts quickly, reducing drying time and energy costs, the manufacturer says. Model DBF4XLT operates automatically and includes a wall-mounted indicator panel to monitor operation. Fans are suitable for duct runs of up to 60 linear feet of rigid duct with up to six elbows. 800-747-1762. www.fantech.net.