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May 10, 2012
Survey: Multi-Faceted Marketing Plan is Popular Choice for Cleaners

CHICAGO — Most marketing efforts about reaching multiple goals

CHICAGO — Dry cleaners employ a broad range of marketing initiatives to promote their business and services, and three-quarters believe their efforts pay off by generating real dollars, according to the results of this month’s AmericanDrycleaner.com Wiresurvey.

Maintaining a company website is the most common marketing initiative, used by 71.4% of respondents. A close second, at 66.7%, is community outreach.

Other popular efforts include print advertising (57.1%), direct-mail marketing (52.4%), e-mail marketing (42.9%), and social media (33.3%). A smaller percentage (14.3%) uses other outlets, including radio, for marketing.

What is the main goal of your company’s marketing initiatives? If you’re trying to accomplish a multitude of things simultaneously, then you’re not alone.

Roughly 57% of respondents say their main goal is multi-faceted: to encourage customer loyalty, increase brand awareness, build the customer case, and increase short-term sales.

May 3, 2012
Advertising in the Yellow Pages

PEMBROKE, Mass. — Tips to create attention-grabbing line and box ads

PEMBROKE, Mass. — The Yellow Pages are dying, but they aren’t dead yet.  Many consumers over 40 still use them as their first shopping resort. Every household still has them.

Most dry cleaners put line ads in several area books, and one or two competitors have standard bullet box ads that aren’t terribly effective. What that means for you is that you can more easily stand out and that you can bargain for a better price.

New residents use this resource to find whom to go to for dry cleaning. Transients use Yellow Pages to bring a load of clothing. Others use the book to find a special service, such as drapery cleaning. Angry patrons might use Yellow Pages to discover another source.

If your market is stable, without many comings and goings, you probably only need a line ad. But if you have a mobile market, with quite a bit of movement, then you might at least try a box ad.

April 24, 2012
Texcare International Preview: Buzzword is Sustainability

FRANKFURT AM MAIN, Germany — Around 250 exhibitors and 15,000 trade visitors expected

FRANKFURT AM MAIN, Germany — Sustainability will be the dominant theme of Texcare International — World Market for Modern Textile Care when it returns here in two weeks.

Show organizer Messe Frankfurt says all international market leaders—including the Alliance International brands, Barbanti, Beirholms Vaeverier, Ecolab, Girbau, Heprotex, Jensen, Kannegiesser, Kreussler, LG Electronics, Lavatec Laundry Technology, Macpi, Miele, Multimatic, Pellerin Milnor, Renzacci and Veit—have registered to exhibit during the May 5-9 show.

Altogether, Messe Frankfurt expects to welcome around 250 exhibitors and 15,000 trade visitors. As in previous shows (the event is staged every four years), the proportion of manufacturers from outside Germany will exceed 60%; the most important exhibitor nations besides Germany are Italy and the United States, Messe Frankfurt says.

April 18, 2012
Entrepreneur Lists Several Drycleaning Franchises Among Annual Top 500

IRVINE, Calif. — Martinizing Dry Cleaning first among drycleaning franchises on list

IRVINE, Calif. — Several drycleaning and laundry services franchises were recently recognized by Entrepreneur Magazineas being among the top 500 franchise systems for 2012.

Making this year’s list were:

  • Martinizing Dry Cleaning, No. 278
  • ZIPS Dry Cleaners, No. 325
  • FRSTeam, No. 333
  • Comet Cleaners, No. 346
  • Certified Restoration Drycleaning Network, No. 388
  • 1-800-DryClean, No. 427
  • DryClean USA, No. 461
  • Pressed4Time Inc., No. 481

To be eligible for the annual Franchise 500® ranking, a franchisor must have a minimum of 10 units, with at least one in the United States, and must be seeking new franchisees, the magazine says. All companies are judged on financial strength and stability, growth rate, size of the system, and other factors.

To learn more about the Franchise 500®, visit the Entrepreneur website.

April 16, 2012
Fulton Companies Receives Grant for Plant Expansion

PULASKI, N.Y. — Supports facility growth, leading to addition of new jobs

PULASKI, N.Y. — Fulton Companies, a manufacturer of high-pressure steam boilers and thermal fluid heaters used by dry cleaners and industrial laundries, has received a $221,000 Capital Investment Incentive grant from National Grid for infrastructure improvements that will support the company’s 112,000-square-foot expansion and $13.9 million capital investment plan.

The grant will offset costs associated with construction of a new 82,000-square-foot manufacturing floor, 10,000-square-foot research and development center, and 20,000-square-foot office space. The grant also supports Fulton’s capital investment in projects that include expansion of thermal fluid heating product lines, creating lower-emissions products, and manufacturing a wider range of large boilers.

April 11, 2012
Perc Proclamation (Part 2 of 2)

WASHINGTON — What does the EPA’s classification of perc as a “likely human carcinogen” mean for the future of the solvent

WASHINGTON — When the U.S. Environmental Protection Agency (EPA) posted the final health assessment for tetrachloroethylene—also known as perchloroethylene, or perc—to its Integrated Risk Information System (IRIS) database in February, it deemed the chemical to be a “likely human carcinogen.”

The assessment replaces the 1988 IRIS assessment for perc and for the first time includes a hazard characterization for cancer effects. The assessment underwent several levels of rigorous, independent peer review including: agency review, interagency review, public comment, and external peer review by the National Research Council, according to the EPA, and all major review comments were addressed.

The Halogenated Solvents Industry Alliance says 70% of U.S. commercial dry cleaners use perc; EPA estimates the total number to be 27,000. So what does this development mean for the future of the industry’s preferred solvent?

April 9, 2012
Perc Proclamation (Part 1 of 2)

WASHINGTON — The U.S. Environmental Protection Agency (EPA) deems tetrachloroethylene—also known as perchloroethylene, or perc—to be a “likely human carcinogen.” So what does this development mean for the future of the industry’s preferred solvent?

WASHINGTON — When the U.S. Environmental Protection Agency (EPA) posted the final health assessment for tetrachloroethylene—also known as perchloroethylene, or perc—to its Integrated Risk Information System (IRIS) database in February, it deemed the chemical to be a “likely human carcinogen.”

The assessment replaces the 1988 IRIS assessment for perc and for the first time includes a hazard characterization for cancer effects. The assessment underwent several levels of rigorous, independent peer review including: agency review, interagency review, public comment, and external peer review by the National Research Council, according to the EPA, and all major review comments were addressed.

The Halogenated Solvents Industry Alliance says 70% of U.S. commercial dry cleaners use perc; EPA estimates the total number to be 27,000. So what does this development mean for the future of the industry’s preferred solvent?

April 4, 2012
Thum Elected President of Southwest Drycleaners Association

SAN ANTONIO — Richard Thum, co-founder and president of Five Star Cleaners, was recently elected president of The Southwest Drycleaners Association (SDA)

SAN ANTONIO — Richard Thum, co-founder and president of Five Star Cleaners, was recently elected president of The Southwest Drycleaners Association (SDA) at its annual convention.

The regional trade association, with more than 300 members, is an affiliate of the Drycleaning & Laundry Institute (DLI). The 96-year-old association serves the professional dry cleaners of Arkansas, Kansas, Louisiana, Mississippi, Missouri, New Mexico, Oklahoma and Texas.

Thum served as first vice president of the organization last year, and has served on the SDA board in various capacities for 28 years.

He launched Comet Cleaners in San Antonio in 1981 along with his wife, Sharlene, and the name was changed to Five Star Cleaners in 2004. The Thums own 11 locations across San Antonio.

Thum holds a bachelor of science degree in real estate finance from the University of Southern California in Los Angeles, and has a real estate broker’s license in Texas.

March 27, 2012
Energy Efficiency Good for Planet, Profit

SAN FRANCISCO — About 2% separates our industry’s average utility cost and the benchmark, which equates to another $20,000 of profit per $1 million of sales

SAN FRANCISCO — Small businesses are generally not very resource-efficient. This is certainly true of drycleaning and laundry plants. The differential between our industry’s average utility cost and the benchmark utility cost as a percentage of sales is approximately 2%, which equates to an additional $20,000 of profit per $1 million of sales. That is a savings worth pursuing.

The easiest way to reduce this expense is to have professionals conduct an energy audit. Often, your utility provider offers this service free. If that is not the case in your area, there are professional energy consultants who perform the same service and get paid a percentage of your resulting cost savings.

EFFICIENCY CHECKLIST

A myriad of resources exist on the subject, some of which are referenced later in this article. You are probably familiar with the basics of energy and resource efficiency, but the following “Efficiency Checklist” may be helpful as a refresher.

General:

• Track your resource usage

• Compare your usage to industry benchmarks

March 19, 2012
Panda Dry Cleaners LLC Opens Its First Two Tide Franchise Stores

PHOENIX — This year, P&G franchisee plans to build

PHOENIX — Panda Dry Cleaners LLC, in collaboration with Procter & Gamble (P&G), recently opened its first Tide Dry Cleaners stores in Henderson, a suburb of Las Vegas, and has now opened a second, this one in the Phoenix suburb of Ahwatukee.

The franchise locations are the first of five that Panda Dry Cleaners LLC plans to build this year. Chief executives of Panda Express fast-food restaurants established the company.

“We are very excited to have the opportunity to partner with Panda Dry Cleaners LLC to help us expand and further grow the Tide Dry Cleaners business,” says Jeff Wampler, CEO of Agile Pursuits Franchising, a wholly owned subsidiary of P&G. “Their expertise in real estate and development, coupled with our experience in consumer branding and understanding, will create a win-win opportunity for customers within the drycleaning industry.”

March 15, 2012
Do Something ... Anything

LOS ANGELES — Efficiency is also about getting things done faster, easier and with less stress

LOS ANGELES — The editorial director for American Drycleaner asked if I’d write this month’s column to match up with one of the edition’s themes: energy efficiency.

“Sure,” I said, “I devote my life to being energy-efficient—although my wife more often refers to it as lazy.” I will admit to keeping the remotes when we get new cable TV boxes so I don’t need to expend the energy just looking for a single remote when there are two in the room. In the summer, we continually feed our dog treats so we can use his tail as a fan.

And I do save the need to fly to Florida by having my wife’s mom live with us. There’s a downside to it: no matter how cold we keep the house in the winter, she doesn’t talk about moving out. Her stride’s a little slower; could be age, may be frostbite.

March 13, 2012
Survey: Given Updated EPA Assessment, Most Cleaners Believe Perc’s Days are Numbered

CHICAGO — Many see ability to use perc drying up within

CHICAGO — In light of the Environmental Protection Agency’s (EPA) updated assessment that lists perchloroethylene (perc) as a “likely human carcinogen,” 71.6% of respondents to this month’s AmericanDrycleaner.com Wire survey believe the solvent will no longer be a viable option for the average operator within 10 years. Of that group, 37.5% believe perc has another 10 years while 34.1% say it’s only five years.

Approximately 13% give perc another 20 years, while equal shares of 8% peg its time remaining as a viable solvent option as either 15 years or “indefinitely.”

Should the EPA assessment create stricter regulation of perc or lead to a phase-out, it stands to have a major impact on the drycleaning industry. Perc is generally considered the most-used solvent among U.S. dry cleaners.

Among respondents to this month’s survey, 69.9% say they use perc. Other solvents used by respondents include high-flashpoint hydrocarbon (23.7%), GreenEarth (D5 silicon) (6.5%), liquid CO2 (2.2%), Solvair (1.1%), and DrySolv (n-Propyl Bromide) (1.1%).

March 12, 2012
Association of Wedding Gown Specialists Celebrates 25th Anniversary

TAMPA, Fla. — The Jack Barth Memorial Award of Excellence goes to

TAMPA, Fla. — Members of the Association of Wedding Gown Specialists met here last month to celebrate the group’s 25th anniversary, elect new officers, and participate in presentations with wedding industry experts.

The nonprofit trade group, with members located in the United States, Canada, Ecuador, Mexico and South Africa, specializes in gown cleaning and preservation.

A highlight of the conference was the presentation of the annual Jack Barth Memorial Award of Excellence. Initiated by Linda Stokes-Barth in remembrance of her late husband’s achievements in the drycleaning industry, the award recognizes a member for outstanding contributions and service to the association and its members.

This year’s honoree, Ken Grippi of Dependable Cleaners in Boston, began his career 45 years ago with his father at Beacon Cleaners. Beacon merged with Dependable Cleaners in 1972, and Grippi is currently Dependable’s technical training consultant and preservation and restoration expert. A member of the association since 2003, Grippi serves as national training director.

March 6, 2012
Brokerage Services Brush-Up

CHICAGO — It’s important to know the difference between full-service and discount brokers

CHICAGO — If you’re one of the millions of Americans who own stocks and bonds, it’s a good bet that you maintain those investments in a brokerage account. Keeping physical possession of stock or bond certificates in this digital age makes about as much sense as stuffing cash under the mattress.

But opening a brokerage account was only your first decision. These days, you must also decide whether to go with a so-called full-service broker or a discount broker, and it’s important to understand the difference.

Discount brokers such as TD Ameritrade, E*TRADE, Charles Schwab and others typically charge between $2 and $20 for individual online trades; full-service brokers such as Merrill Lynch, Morgan Stanley and others charge as much as 10 to 15 times that much. While competition has caused many full-service brokers to reduce commissions lately, on average, you'll still pay $100-$150 for an average trade done through the typical full-service (translation: full-price) broker. And it doesn’t stop there.

February 16, 2012
Loyal Team May Be Best Profit Center

LOS ANGELES — During that first hard year of building my personal management company, I had lunch with Michael Levine, a celebrity publicist who seems to show up on TV every time a star overdoses, heads to rehab or goes to jail.

“Rick,” he said, “what you need is revenue. Doesn’t matter if you believe in the clients or not, it only matters if they help pay your rent.”

Several years later, with my company now mature and well established, he called me to remind me that it was his advice that led to my subsequent success.

“I do have to thank you,” I told him. “Every time I thought about taking on a client I wasn’t passionate about but was making money, I thought of your advice and chose not to take on the client.”

My business success was predicated on casting directors and producers believing in my sense of taste. How could I have asked the buying community to trust my belief in my clients if I didn’t believe in them?

February 13, 2012
EPA Officially Characterizes Perc as ‘Likely Human Carcinogen’

WASHINGTON – The U.S. Environmental Protection Agency (EPA) on Friday officially characterized tetrachloroethylene—also known as perchloroethylene (perc)—as a “likely human carcinogen,” but the agency does not believe that wearing clothing dry-cleaned with perc poses a health risk.

EPA issued its final health assessment to its Integrated Risk Information System (IRIS) database, which describes health effects that may result from exposure to various substances. The assessment provides estimates for both cancer and non-cancer effects associated with exposure to perc over a lifetime.

The agency has already taken several significant actions to reduce exposure to perc. It has clean air standards for dry cleaners that use perc, including requirements that will phase-out the chemical’s use in residential buildings by Dec. 21, 2020.

EPA also set limits for the amount of perc allowed in drinking water, and levels for cleaning up perc at Superfund sites throughout the country, which will be updated in light of the IRIS assessment.

February 8, 2012
Booth Sales for Drycleaning and Laundry Expo Opens

WILLOW GROVE, Pa. — Exhibit space for the Drycleaning and Laundry Expo 2012, scheduled for Oct. 6-7 at the Atlantic City Convention Center, is now available.

The trade show will feature a full range of dry cleaning, wet cleaning and coin-op machinery, supplies and related equipment, as well as seminars and social events.

The prospectus has been mailed to previous exhibitors and to companies that have expressed interest, but it’s also available at www.pdclean.org, the website for the expo sponsor, the Pennsylvania and Delaware Cleaners Association.

February 7, 2012
The Numbers: Unemployment, Mortgage Applications, U.S. Competitiveness

CHICAGO — DECEMBER FOUND THE U.S. UNEMPLOYMENT rate dropping to a nearly three-year low of 8.5%, with non-farm payrolls increasing by 200,000 in the month alone, according to the U.S. Department of Labor. Economists had expected a 150,000 increase, and the number was the largest hike in three months. The forecasted unemployment rate was 8.7%.

February 1, 2012
SCRD Publishes Citizen’s Guide to Drycleaner Cleanup at EPA’s Request

WASHINGTON — The State Coalition for Remediation of Drycleaners (SCRD) has prepared an easy-to-read guide explaining the dry cleaner cleanup process.

“The U.S. EPA (Environmental Protection Agency) asked the SCRD to prepare a series of community outreach products, such as fact sheets that could be used to engage communities that have been negatively impacted by drycleaner sites,” says SCRD Chairman Scott Huckstep. “The fact sheets are designed to be aids in helping communities understand drycleaner remediation issues.”

The Citizen’s Guide to Drycleaner Cleanup can be downloaded from the SCRD website.

January 23, 2012
CRDN Names Murray National Sales and Operations Manager

BERKLEY, Mich. — The Certified Restoration Drycleaning Network (CRDN), an international organization of textile restoration specialists serving the insurance industry, has named Robert Murray its national sales and operations manager.

Murray spent four years as select customer sales executive with The Hartford. His background includes advanced marketing and business development skills, as well as operational expertise.

“To this position, Rob brings diverse experience with finance and environmental services in addition to his strategically important insurance expertise,” says CRDN CEO Wayne Wudyka. “He also provides hands-on knowledge of franchise ownership and multi-location business management, which will be particularly relevant for the CRDN operations he will guide and direct.”

January 18, 2012
Plant Design Awards — Special Honors, Outstanding Plant-on-Premises: Zengeler Cleaners, Long Grove, Ill.

LONG GROVE, Ill. — Family-owned Zengeler Cleaners chose to build its new state-of-the-art plant, measuring 3,000 square feet, in a new retail development northwest of Chicago. President Tom Zengeler was drawn to the area by favorable demographics and the high-end nature of the shopping center.

A Union dry cleaning machine and Chiller Mfg. chiller, plus a Forenta spotting board, are in place in the cleaning room, which is sized for two cleaning machines and two chillers. Finishing includes a pants station and two utility stations, all featuring Unipress and Forenta machines.

The wash line features UniMac washers and a dryer, and the shirt laundry utilizes Unipress and Forenta equipment. Boiler room equipment is by Fulton, NATCO, Rema and Ingersoll Rand.

The plant is fully automated through SPOT software and Metalprogetti’s 24-hour kiosk service, assembly conveyor, automatic bagger and storage conveyor.

January 11, 2012
Plant Design Awards — Grand Prize: Margaret’s Cleaners (Part 2 of 2)

SAN DIEGO — Margaret’s Cleaners’ 22,000-square-foot plant, formerly an upholstery fabric outlet, was designed from the ground up for servicing couture garments and accessories. Work on the two-story structure began in summer 2009 and continues today.

“That’s who we are,” says Chuck Horst, president of the family-owned company and the plant’s designer. “We’re always making changes. I have two departments in a temporary home as we’re still getting the remainder of those departments set up. … The plant is 95% complete.”

Margaret’s services more than 150 fine retailers. It offers delivery throughout Southern California plus Las Vegas, and nationwide through CleanByMail.

THEY DO

Two professional photo studios are available to keep up with photography demands. One studio is used to document wedding gowns and other garments, before and after cleaning and restoration. The other is used exclusively for Margaret’s luxury wardrobe storage and archive service called Garde Robe.

January 4, 2012
Fight Trim and Pay Fair Share of Taxes (Part 2 of 2)

PEMBROKE, Mass. — Tax time is here again. Before I give you some tax tips, I want to tell you to pay your fair taxes. I know that not all of you do.

Having said that, you should take full advantage of legitimate deductions.

Some Available Deductions

Basically, profit determination is a process of starting with revenue and deducting all expenses and costs from all activity that went into creating that inflow stream. Any amount of expenditure is deductible if it helped you, in any way, shape or form, to run your business.

Don’t forget to include:

December 28, 2011
StatShot: Sales Grow in Three Regions; Marketing Spending Down from Previous Year

CHICAGO — Sales grew in three regions of the United States in November 2011, according to this month’s StatShot survey. Dry cleaners in the Northeast reported the biggest surge, with sales up 3.2% from November 2010.

Sales grew at a more modest pace elsewhere, with the South up 1.0% and the West up 0.5%. Midwestern operators saw their November 2011 sales fall 1.1% from the previous November.

“2011 was another challenging year,” says a Midwestern operator. “It can be most clearly defined by the statement that, ‘flat sales are the new up.’ With slight monthly increases year over year, there is a clear expectation that 2012 will be a good year.”

“Struggling, pulling out all the stops,” reports an operator from the South. “Trying everything to generate sales. Just slow to no response.”

“Business is still spotty, but improving,” reports a Western operator. “I feel next year will be much better.”

December 21, 2011
Equinox Chemicals Acquires Adco Cleaning Products

ALBANY, Ga. — Equinox Chemicals has announced that it has acquired Adco Cleaning Products, based in Sedalia, Mo. Terms of the acquisition were not announced.

Equinox will move Adco’s manufacturing operations to its state-of-the-art manufacturing plant in Albany, according to Yalda Harris, Equinox’s executive vice president for Global Product Management. Dr. Jim Schreiner, Adco’s chief product technology officer, will also be relocating, she says.

Customer-service and order-taking staff will remain in Sedalia, and there will be no changes to the way customers or distributors order from Adco, Harris adds. The national sales team will remain the same.

Nine operator jobs and one office employee have been relocated to Albany, with many key employees receiving relocation package offers, according to Harris.

Equinox is a specialty chemical manufacturer with specialty research, innovation, product development and commercialization capabilities that reach markets spanning the globe, the company says.