Flourishing through partnerships

1 December 2004



Paul Carroll, Cherry Tree’s managing director has expanded both ranges and services and built strong partnerships with global suppliers and customers


Cherry Tree’s name has been associated with laundry equipment and innovation since the company set up as a manufacturer of domestic mangles over 120 years ago.

By the 1960s, the Blackburn-based company was manufacturing heavy-duty washer-extractors and associated equipment in significant volume. The Cherry Tree brand was established both in the UK and in more than 60 countries worldwide and recognised for its reliability and durability. Machinery that was installed more than 40 years ago is still in daily use. In 1999, following a management buy-in, managing director Paul Carroll started to expand the company and five years on, the company has brought in positive changes, both in its range of supply and in its concentration on aftersales support.

“Laundry operators face ever greater pressures to increase process efficiency, drive quality higher and as ever, achieve this at minimum cost!” comments Paul Carroll. “The equipment supplier therefore, needs to adapt in order to support his customers’ objectives. It’s not good enough to to sell a customer a “box” and leave him to it. Comprehensive aftersales support and the development of long term partnerships with laundry operators, is pivotal to the success of both the equipment supplier and operator.”

Cherry Tree has responded to this challenge with a 5year warranty and maintenance support plan called “Gold Standard” which is available across its portfolio.

Equipment is fully warranted for 5 years post commissioning for all spare parts and reactive labour and is subject to regular Cherry Tree preventative maintenance visits. Clients also have the comfort of knowing that Cherry Tree is BSI 9001:2000 accredited for both supply and maintainance of laundry equipment, and claims to be the first UK supplier to achieve this quality standard.

Through a Chinese joint venture established more than 3 years ago, Cherry Tree’s portfolio includes the new XGQ range of open-pocket washer-extractors available in sizes from 50kg to 200kg. The company now has a substantial UK-installed base with several repeat customers, a sure sign that both the quality of equipment and post-sales support are matching clients’ needs.

Cherry Tree has also formed partnerships with other European manufacturers. For instance, Brongo one of Italy’s premier manufacturers of heavy-duty washer- extractors, stonewash and dyeing machinery has appointed the company as its distributor in the UK and Eire. The Brongo range extends Cherry Tree’s open-pocket range from 200kg machines to 520kg. Multi-pocket, end-loading machines, both in standard or medicare format can also be supplied up to 360kg capacity. Full details can be found on Brongo’s website:www.brongo.com.

Another Italian manufacturer Setricefradue specialises in flatwork finishing equipment. Setricefradue is an extremely innovative manufacturer and offers a special solution to commercial launderers’ finishing requirements, the new Phoenix.

This machine is a combination device allowing flatwork feeding, ironing, folding and stacking, at up to 200kg/hour and has a very small footprint. “We are really excited about this innovative machine,” says Paul Carroll. “Its compact size is ideal for laundries where floor space is at a premium, and the flexibility of its operation allows both sheets and small pieces to be processed without any change in machine set-up. The machine can be powered via gas, steam or electricity and is available in a range of sizes.”

As Cherry Tree is the European distributor for a variety of overseas manufacturers, it now carries a comprehensive stock of spares parts and has full test and display facilities. “Customers can be nervous about buying machinery that they are unfamiliar with,” says Paul Carroll, “so we encourage interested clients to see the machines up and running in other laundries, before they buy. As for spares, by holding full stocks here on-site at Blackburn, we can ensure prompt deliveries to customers and avoid expensive downtime. There is no need to wait for imported parts that could take weeks.

“We also hold stocks of the XGQ machines in our Blackburn warehouse, so a new machine can be delivered, installed and commissioned within a few days.”

Cherry Tree also retains a substantial fabrication facility and re-manufacture has now developed into a major part of Cherry Tree’s business and is proving an attractive option for many laundries. Once, when machines became redundant, laundry managers had only two options. Either they invested in new machines, or bought secondhand equipment and accepted the risks that came with it.

Frustratingly re-manufacture is sometimes thought of as no more than reconditioned, or refurbished secondhand machinery, but Paul Carroll goes to great lengths to explain the true meaning. “Basically the re-manufacture process turns a used machine into one that is better than the original, incorporating state-of-the-art controls and drive systems, all meeting current Health and Safety standards. Machines are completely disassembled, cleaned and then inspected. Worn parts are replaced, and state-of-the-art controls and single-motor drives fitted and fully tested. At typically 60% of the cost of a new machine, re-manufacture has become very popular in busy laundries.”

Laundry managers also appreciate the fact that staff can use machines they are familiar with and establishments with multiple machines can implement a programme of rolling re-manufacture, with minimum disruption.

Re-manufacture is fast becoming a third option for clients looking to invest in equipment. Cherry Tree also has 9001:2000 accreditation to re-manufacture machinery, and it can re-manufacture different makes of machines, not just Cherry Tree models. It’s a big part of the business and in the past 18months the company has re-manufactured more than 30 machines for the prison service alone.”

Whilst acknowledging the progress made so far Cherry Tree continues to plan for the future as Paul Carroll explains. ”We have made significant steps forward in the range of products we can offer to our clients and in the level of support we provide for them on an ongoing basis. We will be extending the range of supply further in the coming months and will continue to offer our clients the peace of mind that they deserve when making substantial capital investments in machinery.

“Of course clients also enjoy complete and prompt post sales engineering and technical support, relieving them of the need to budget for maintenance expenditure for five years, following their investment.”

Working with customers to build partnerships that are based on very high standards of support is a key company objective. Cherry Tree’s philosophy is the same for all its clients, both big and small. A new OPL with one 15kg washer, and a major commercial operator with several 200kg heavy-duty machines will both receive the same quality service. They will both be supplied with durable and reliable machinery ensuring maximum efficiency of operation and in all cases the service will be extremely cost effective.




Privacy Policy
We have updated our privacy policy. In the latest update it explains what cookies are and how we use them on our site. To learn more about cookies and their benefits, please view our privacy policy. Please be aware that parts of this site will not function correctly if you disable cookies. By continuing to use this site, you consent to our use of cookies in accordance with our privacy policy unless you have disabled them.