KANSAS CITY, Kan. — Detergent and consumer-products giant Procter & Gamble will team with GreenEarth Cleaning to open three Tide-branded drycleaning stores in the Kansas City metro area this month.
Testing the market for branded, “environmentally friendly” drycleaning services, P&G says it will work with an existing operator to convert two plants to the Tide Dry Cleaners flag, and build one new store. P&G plans to test various wetcleaning processes and dryclean exclusively with GreenEarth.
“This is very much a test,” Gary Coombe, P&G’s vice president for new business development, told the Associated Press. “We know that the drycleaning industry is very large and it’s here to stay, and we believe we can offer something for unmet needs.”
P&G is one of a growing roster of publicly traded companies to embrace the slicon-based solvent, GreenEarth says, including Men’s Wearhouse and British drycleaning giant Johnson Service Group. GreenEarth’s process now boasts more than 1,300 users in the U.S. and abroad.