Drycleaning business

Presenting a good image of drycleaning

1 October 2005



Drycleaners need to try and improve the public’s view of their profession. Shirley Brieger, who runs Holt Dry Cleaners with husband David, explains the business’s approach


Drycleaning has a poor public image, as I realised when, after working in London as a women’s magazine journalist, I moved down to Norfolk to start a drycleaning business with my husband David.

As a journalist, I commanded a certain amount of respect because I could “write”. But since moving to Norfolk, I have discovered that drycleaning comes way down the list of professions in terms of esteem.

Whenever I see or hear the expression “taken to the cleaners” I see red. I feel there ought to be some kind of tribunal I could complain to.

At social gatherings, I now dread the question: “And what kind of business are you in?”

When I reply, that I have a drycleaning business I wait to see the questioner’s eyes glaze over with boredom, or a listen for the quick intake of breath before they launch into a long story about how the local cleaners ruined their best suit/dress/bedcover/curtains. Others claim loudly and proudly they never buy anything unless it’s washable.

Maybe other drycleaners have experienced similar put downs and have wondered why this should be. But sometimes we do little to help the situation. All too many drycleaning establishments do not look streamlined and smart.

Okay, we deal with other people’s “dirt” or that is sometimes how it is perceived by the public, something that should be kept out of sight and out of mind.

But if we are dealing with people’s clothes and household items – often much loved by the client – we should be seen to care about any item that is handed over our counters as though it were our own.

The surroundings in which we carry on our profession should be as clean and smart as we can make them.

Yet I see units that clearly need some “tender loving care”. Shops with a dreary display of half-dead indoor plants, with leaves that do nothing but gather dust, do not instill confidence.

When a client complains the drycleaner has “put marks on a garment” staff will be hard pushed to argue if the shop looks as though it needs a good clean or there are dirty coffee mugs standing around.

At Holt Dry Cleaners, we have developed a totally open policy about our business.

If a client says we have put an iron mark on her skirt, we take her into the work area and show her that our irons are heated by steam not electricity and will not leave a burn mark.

We also show her that the pattern on the sole plate of the iron is nothing like the mark on her skirt. Problem solved.

The client is then shown how the drycleaning and finishing is done. They are fascinated and they are impressed to see that the work areas are every bit as smart and clean as front of house.

Pricing is always a concern and I am frequently asked why we don’t have “offers”. I explain that offers do little for the shop. If business is slow why encourage people to bring in everything they can lay their hands on for two or three weeks just because they can get it done cheaply? Owner and staff then have to work flat out for very little return, and costs increase as the business uses more solvent, more machine time, more plastic covers. Then when the offer finishes, work drops off again.

Using a special offer to promote a business when it first opens is fine. It may encourage potential customers to visit the shop and try the service, but apart from that, they are best avoided!

Drycleaning is something we all need, but all too often the public have to be convinced.

Having clean, smart units is part of the answer, and actively explaining the benefits of cleaning is another way to change the public’s attitudes.

Most areas have a local free paper or magazine and it will usually be looking for short features. Why not contribute a few words from time to time about the care of clothes or curtains, and explain why professional cleaners provide an important service?

But always the best way to get your message across is by word of mouth. Satisfied customers will probably recommend you to one or two friends.

However, always remember the reverse is that a dissatisfied customer will broadcast their grievance to the world.


Finishing area Holt drycleaner Finishing area Holt drycleaner
Reception area Holt drycleaners Norfolk Reception area Holt drycleaners Norfolk
Holt Dry Cleaners  exterior Holt Dry Cleaners exterior


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