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PEMBROKE, Mass. — If your dry cleaning shop is in a strip mall, I’m sorry to tell you that your storefront is boring, forgettable, nondescript.

A mall dry cleaner in Peoria has a front identical to a mall dry cleaner in Miami, which looks just like a store in Portland, and so on. Whether a drop store or a plant, few passersby take notice. There’s lots of glass, a door with hours printed on it, perhaps a 2-foot-high wall, and not much else. Your front matches the optometrist on one side and the tax office on the other.

No one walking by would ever turn to look at your shop. And if he or she did, nothing would register. It could be that your shop is four miles closer to his house than his current dry cleaner, but you will not get the prospect to give you a try. That’s because he will not see you, even though he looked right at you. And that is your problem, Mr. Strip Mall Dry Cleaner: lack of identity.

WILLIAMSBURG, Va. — Many “movers and shakers” in the textile care industry gathered here in mid-April for the Textile Care Allied Trades Association’s 2012 Annual Management and Educational Conference, the group reports.

Speaker Dean Minuto opened the meeting with an unusual but intriguing topic — utilizing the latest findings in neuroscience to learn how to tap the “buy button” in the human brain. Attendees left with tangible ideas on how to change the marketing and sales of their products and services for maximum effectiveness.

Hunter Lott discussed ways that businesses can stay out of court. He reviewed the important issues surrounding hiring and firing, pay scales, personnel manuals, and a host of other topics important to any business owner. Finally, Sheila Kloefkorn outlined the ways that companies can use online marketing and social media to promote their business in a cost-effective way.

MIAMI — Ronald “Ron” London, vice president of drycleaning equipment sales for Steiner-Atlantic for 18 years, died from cancer June 24. He specialized in the sale, design, planning and start-up of new plants, as well as the sale of replacement items, for the company.

After serving in the U.S. Navy, London began working in coin-op laundry equipment sales and then moved to drycleaning equipment. He joined Nate and Bill Becker in forming Best Equipment Co. in Philadelphia in 1962. The company reorganized after the recession of 1973, and London formed London Equipment Co., operating in the same building with the same staff.

With the growth of dry-to-dry drycleaning machines, he allied with the local Miraclean importer, who provided the equipment and financing he needed. The arrangement worked well for a number of years, but sales dropped as the market filled.

London moved in 1992 to South Florida, where he began his long association with Steiner-Atlantic.

He is survived by his wife, Loretta; sister, Lauren; four sons, Richard, Charles, Hal and Brian; two daughters, Tami and Denise; and 12 grandchildren.

MIAMI — EnviroStar Inc. reported revenues and earnings this week for the three- and six-month periods ending December 31, 2010, its second quarter and first half of fiscal 2011.

For the second quarter, revenues fell 14.0% to $5.3 million, from $6.1 million in the comparable period of fiscal 2010. Net income decreased 62.9% to $82,114, or $.01 per share, compared to $221,171, or $.03 per share, in the second quarter of fiscal 2010.

MIAMI — Dryclean USA Inc.’s shareholders approved a proposal to change the name of the company to EnviroStar Inc. The company’s stock will begin trading under the new symbol “EVI” starting Dec. 1, when the new name takes effect.

The company also reported a 45.7% drop in revenues for the first fiscal quarter of 2010, ending Sept. 30, 2009.

MIAMI — Entrepreneur magazine ranked OXXO Care Cleaners among the top 500 franchises for the third consecutive year, according to the publication’s January issue. Ranked No. 422 on the list this year, OXXO offers 24/7 pick-up and drop-off service, GreenEarth cleaning, hand ironing and a European boutique-style setting.

When one thinks of haute couture, one thinks of the emaciated models who never smile and walk like they have a displaced hip as they show off world-famous designers’ creations. But there’s more to it than what’s depicted on television and in the glossy magazines. Look beyond the fashion-model stereotype and the weird clothes — not many people can buy these garments.

Whether the plant is an established hub of the community or a vanguard of new development, each of the runners up in American Drycleaner's 47th Annual Plant Design Awards displayed improved efficiencies, outstanding aesthetics and exceptional comfort. Congratulations to the 10 Merit Award-winning plants!

Admiral Cleaners, Annapolis, Md.

MIAMI, Fla. — DryClean USA’s 2007 yearly earnings have increased 10% as the company reports record revenue for its fiscal year ended June 30, 2007.

Revenues for fiscal 2007 increased to a record $22,748,527, an increase of 11.4% over last year’s record revenues of $20,414,890. Net earnings increased to $880,990, or $.13 per diluted share for fiscal 2007 from $803,981 or $.11 per diluted share in fiscal 2006, an increase of 9.6%.