TAMPA, Fla. — Alexander Seitz, president of Seitz — The Fresher Company (North America) and parent company Seitz GmbH, has welcomed Frank Briercheck to the company as its national director of marketing and development. Briercheck brings nearly 30 years of industry experience to his new post.
Briercheck owned and operated a drycleaning business, including dry stores, routes, restoration and formal wear rental, in north-central Florida from 1991 to 2006 before accepting a position as director of marketing for Phenix Supply. He was later promoted to director of sales and marketing, a position he held for nearly 12 years, including time following Phenix’s acquisition by FabriClean Supply.
For the last three years, Briercheck has worked as a sales rep for Laundry Pro of Florida, building coin laundries, selling on-premise laundry equipment, and in sales/training of wetcleaning systems for Poseidon Textile Care in the U.S. Southeast.
Briercheck has been a South Eastern Fabricare Association (SEFA) board member since 2011.
As director of marketing and development for Seitz, Briercheck is tasked with the growth of solvent products, wet cleaning, and new markets in North America.
“We are excited about this opportunity and the knowledge Frank brings to the table,” says Kurt Wickiser, vice president of Seitz North America.
“I am proud of our industry and hope to be part of the direction it will evolve into,” Briercheck says. “Like it or not, dry cleaning changed in the 1970s with the polyester. It changed in the late 2000s with both the economic crash of 2009 and casual wear, and it will absolutely change post-COVID-19.”
He believes the industry will need to do things much differently in this era and for the next generation of customers.
“I see the evolution of ‘Easy-Fast Laundry’ as the new frontier and we will be there with our customers all the way.”