Working with changing times

Presented under the banner, “The Wind of Change,” the All Industries Conference marked a fresh co-operation between the TSA and The Guild of Cleaners and Launderers, its joint organisers. Certainly this was agreed to be one of the best events in this conference’s history, with an attendance of around 150 and a varied and full programme delivered at a brisk pace.

It opened with a quick-fire exchange between Murray Simpson (TSA) and Christine Antrobus (The Guild) in which each described the achievements of the other’s organisation.

Richard Turner, deputy chief executive of SATRA, looked at the way fabrics and textiles have changed and the likely implications for drycleaning. The development of polymers has had a big influence on the fabrics and garments brought into the High Street drycleaner.

But drycleaners must not just deal with different fabrics, but also be aware of changes in the domestic environment that affect textiles. Homes are drier and warmer than they were 30 years ago. Levels of UV radiation through windows are higher. Natural materials have the most resistance, cotton and wool especially.

Overseas production has also brought changes. Natural fibres produced and/or converted overseas may not have been pre-shrunk. Dyefastness could be a concern with synthetics.

Leathers were now more likely to be tanned and converted in the Far East. Splits are now more common. Few leathers are treated so they can be fully drycleaned, although tannages do exist that allow leathers to be washed in water and detergent.

For the laundry industry, ozone wash systems are proving a significant development. The technology has been taken up with enthusiasm by JLA, and Tony Thomas explained the benefits including effectiveness against bacteria, even at low temperature. This is a great advantage in establishments such as nursing homes where pressure of work may mean that clothes are only infrequently washed on high temperature disinfection cycles.

Jason Alexander, chairman of the suppliers’ organisation SLEAT, gave an overview of the society as it marks its centenary. SLEAT covers both industrial laundry and OPL sectors but just over a year ago formed a drycleaning sector.

With the focus on the SED, this sector has developed a code of conduct for drycleaning machine suppliers. Its terms include: providing advice and information on SED compliance; supplying SED-compliant products; organising training on machines supplied including the use of “best available techniques”; issuing appropriate certificates; providing servicing and maintenance records; maintaining a comprehensive inventory of factory-specification spare parts; and providing ongoing technical support for the equipment’s lifetime.

Restoration drycleaning for the insurance sector is a service that can provide a route to extra profit, provided the business has the necessary organisation in place.

Shaun Mason, managing director of Jeeves, talked about how his company provided the service and the advantages and disadvantages.

There are few national players, but it’s a highly complex market, that requires great organisational skill and patience. For cleaners must be able to collect and deliver, provide an inventory without certainly of getting the work, may have to store work for months before getting the go-ahead and wait a long time for payment. Administration and communication must be technically advanced. From the business’s point of view, it can be worthwhile, but only if the business can show it has the right protocols, processes, procedures that can be audited, dedicated staff, professionalism and patience.

“Do you want to make a million from drycleaning?” asked entrepreneur, Erkan Ali. To achieve this kind of success, you must have the right attitude. Always be positive, avoid any negative influences.

Promote the business at every opportunity through delivery vehicles, signs, p-o-s leaflets. Never undersell the service. When Ali took over his father’s business, he immediately increased all standard prices. “If you haven’t got a loyalty card system, get one,” he advised.

Keep a high profile in the community. Support charity events to get a good press. Use websites and Yellow Pages. Promote the service positively. Don’t discount, but instead highlight the type of goods that you want customers to bring in.

Look ahead and plan. Ask where the business needs to be in one, two, and five years time and work out how to achieve those goals.

Look at what other successful cleaners are doing and copy them. Train staff to be proud of what they do. Motivate them, and never be negative.

For high street drycleaners, the SED and its deadlines have been “the story of the year” a situation that will continue until and, possibly beyond the final deadline for compliance in October 2007.

The experiences of Colin Hill, Blue Dragon drycleaners, and Adrian Redgate, National Drycleaners Nottingham, were therefore one of the conference’s highlights (see LCN April, p4).

In summary they found that EHOs may not always be well informed, but willing to learn and work with the drycleaner. Both Hill and Redgate were well prepared for their applications and acted far in advance, so the applications had progressed relatively smoothly, though councils often had to be chased for receipts and aknowledgements of forms.

The TSA’s PR campaign for drycleaning had already been highlighted as an achievement and Emma Tweedie from Parker Hobart PR filled in the project details.

“It’s worth it” is the campaign theme and the main aim is to raise awareness and counter negative publicity.

Fashion, national and home press titles are being sent information on a regular basis.

The agency estimated that coverage at the time of the conference had been seen by around one million people and been worth £20,000.

Employment law can be an obstacle course for small businesses. Claire Brooks, of Aaron and Partners, gave a guide to the latest anti-discrimination legislation which rules against any form of discrimination on grounds of age.

She explained in broad terms the scope of the act which applies to almost all aspects of employment – employees, job adverts and applications, contractors and members of trade associations – but does not apply to the unpaid voluntary sector.

Age discrimination has been built into the work culture with jokey phrases and customs, that will now have to be avoided – even an age specific birthday card may fall come under the law. This will be an area where careful treatment and advice will prove necessary.

The conference marked the retirement of David Bryant, managing director of Johnson Cleaners so it was fitting that he was invited to give the closing keynote address.

He told the story of Johnson Cleaners and its development.

Johnson’s brand can be traced to the 1500s when Johnson Dyers traded in the City of York.

The first shop was established in Liverpool in 1817. In the late 19th century Johnson began experimenting with drycleaning, first using benzene, and later with white spirit. A plant at Bootle was established in 1896, with a specialist department to handle gloves, feather boas, silk stockings, eiderdowns, invisible mending and raincoats.

Edward, the then Prince of Wales, visited the Bootle plant in 1921. The factory was bombed in the war and then reconstructed in 1957.

By 1967 the business had nearly 1,800 branches.

Bryant joined as branch manager in 1969. He describes the 1960s period as the golden age of drycleaning the time when perc revolutionised the industry. Since then, the business has seen many changes.

It ventured into the USA in the 1980s but later pulled out. As perc came under criticism, it started researching alternatives and eventually switched over to GreenEarth.

Last year, the management put the drycleaning business up for sale, but eventually reversed this decision. However, the Bootle site is to be sold, but the group will move to a nearby building.

Dennis Hargreaves from the group made a presentation to mark David Bryant’s contribution to both the group and the industry.