Charlotte, NC · Founded 2022

Operationally
Driven.
Value Oriented.

A boutique private equity firm acquiring and scaling operationally-intensive real estate. Currently focused exclusively on the car wash sector.

Our Strategy Get In Touch

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Who We Are

A focused firm for
a focused asset class.

Willow Oak Partners is a Charlotte-based private equity firm specializing in the acquisition and operation of car wash assets across the Southeast United States.

We believe operational excellence — not financial engineering — is the true driver of long-term value creation. Our platform is built around hands-on management, disciplined underwriting, and a singular focus on the car wash sector.

Through our Royal Rinse brand, we are building a regional operator of scale with the consistency and brand depth that the market demands.

Our Investment Approach

Sector Expertise

Deep operational knowledge of the car wash industry — site selection, membership economics, throughput optimization.

Disciplined Underwriting

Proprietary deal sourcing and rigorous financial modeling applied to every opportunity in our pipeline.

Platform Building

Building a branded regional platform — Royal Rinse — with consistent operating standards and premium customer experience.

Stakeholder Alignment

Principal capital deployed alongside partners in every transaction, with full transparency and regular reporting.

Portfolio

Current Royal Rinse Footprint

Visit Royal Rinse →

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Use the filters, list, or map pins to explore the current portfolio.

How We Invest

Our investment philosophy.

Identify

We target car wash assets in high-traffic, supply-constrained markets with strong demographic tailwinds and defensible competitive positioning.

Acquire

Rigorous site-level underwriting, conservative financing structures, and proprietary off-market sourcing enable us to acquire assets at attractive basis points.

Operate

We install best-in-class operating systems, build membership-based revenue models, and optimize every driver of site-level EBITDA.

Brand

The Royal Rinse brand brings consistency, customer loyalty, and premium positioning — creating platform-level value beyond single-site economics.

Scale

As the portfolio grows, operational leverage and brand recognition compound — creating a regional platform that commands premium exit valuations.