CHICAGO — “The drycleaning business is no different than any other business,” says Jan Barlow, owner of Jan’s Professional Dry Cleaners in Clio, Mich., north of Flint. “If you don't embrace the new technology and keep reinventing your business model, you will be left in the dust.”
Barlow is one of several members of the fabricare industry American Drycleaner talked with this month to get their opinions about the state of the industry.
“Everyone still has to wear clothes, sleep in bedding and adorn their living spaces,” Barlow says. “Everything needs to be maintained. Some pieces are disposable, but at this stage in the game, we are repurposing what can’t be maintained.”
The drycleaning industry is dealing with new technology and new ways to connect with people but the good ol’ basic rules of politeness and cheerfulness never fade, particularly in this business of working personally with clients and their clothing.
“Apply the Golden Rule,” Barlow says. “Treat people the way you want to be treated. Use all the technology available to communicate.
“Treat your staff well, give them the tools they need, kept in good working condition. That’s how the word gets out about your business.”
To gain new prospects, she insists, “There is no one answer or one way to attract new customers. Be passionate about what you do. That enthusiasm sells!”
EVOLVING
Dealing with a constantly evolving marketplace is an ongoing challenge for dry cleaners.
“The dry cleaners that understand their clients’ needs and cater to those needs will continue to be successful, and the cleaners who don’t understand this concept will continue to lose business,” asserts Grant Carson, owner of Martinizing Dry Cleaning, in Alameda, Calif.
Carson has been in the drycleaning industry since 1985, and has owned more than 20 different stores. Today, he has two locations in the East Bay area south of Oakland.
“The industry has changed a lot since I entered in the ’80s. Today, you have to earn the business. No longer can you just build a cleaners and enough customers will come to make you a success.”
Mark Jones, who manages technology for software developer SPOT Business Systems in Draper, Utah, near Salt Lake City, seems to concur: “The industry is in a constant state of change. Consolidation is occurring, fashion is becoming more casual, and the customer base has been ‘Uberized.’”
Since 1991, SPOT has been dedicated to growing and improving the drycleaning industry, notes Jones. “If you don’t have excellent customer service along with quality in all areas of your business, you are behind the curve,” he says.
Flexible home and office delivery options are being refined to provide maximum convenience for the customer and profitability for the dry cleaner, Jones adds.
Where is it all headed?
“Piece counts, prices and profits are up for the majority of the operators we work with,” he notes.
Operators are reporting double-digit growth in many areas of the country, according to Jones. As the economy improves, so does the revenue in the drycleaning industry.
“We have seen a lot of consolidation occur over the last 12 months and anticipate this will continue into 2017,” says Jones.
So, do we have a consensus on the industry?
We can say, in general, that the outlook is bright. Progressive, engaged owners will build on their use of online services and technology, and continue to demonstrate their passion, quality and skill every day.
BRIGHT IS RIGHT
As 2016 winds down, American Drycleaner asked those interviewed what sort of wishes and dreams are on their minds, as well as on the minds of others working in the industry.
“I am a constant planner and goal-setter,” Barlow says. “My first priority is to live a long, productive life. That means, to me: eat right, sleep, spend time with the ones I love, and exercise. Then make the money to afford all the plane tickets!”
“I am always dreaming yet trying to be realistic,” says Craig Goulian, owner of Emerson (N.J.) Cleaners. “If your plant is still operated with a 1950s mentality, dirty and not up to today’s tech and curb-appeal standards, I think you have a good chance of failing.”
“I made my Christmas list last year and am living through it now,” Carson says. “We are retooling our plant this year and automating everything possible. Oh, what a ride!”
Fred Schwarzmann, president of Kearny, N.J.-based stain removal products maker A.L. Wilson Chemical Co., sums up his industry view with this observation: “While infrequent customers will continue to bring their work to the cleaners for processing, high-volume customers will be drawn to the convenience of pickup and delivery.
“On-demand has a proven appeal, but the economics only make sense if the customer is willing to pay more for this premium service.”
Goulian says this about industry and how to grow a customer base: “Quality, service, reputation and, as mentioned before, connecting on all tech platforms.”
“Customer service, excellent quality, and the application of technology are keys to growing the business,” Jones says.
Further, he says customers need to experience the convenience of a great cleaning service: “Once they have had a great experience, they will use the service for a lifetime.”
“Life in business is like a basketball game,” Barlow says. “You better be on your toes ready to move in any direction! The future is bright!”
Steve Langiulli, president, Columbia/ILSA Drycleaning Machines, West Babylon, N.Y., a drycleaning machine developer in its 30th year as North American distributor for ILSA S.p.A., says the industry is at a “changing point right now.”
“New blood is coming in. We see good things for 2017. We’re seeing good things right now!”
Finally, Carson shares this: “The best thing we can all do as an industry to attract new customers is to give the best possible product and service to each and every customer.”
To read Part One, go HERE.
Have a question or comment? E-mail our editor Dave Davis at [email protected].