LCN i Interview

Understanding changing trends

1 May 2008



Kreussler managing director Kaspar Hasenclever, marketing and distribution manager Thomas Zeck and Helmut Eigen, manager R&D and applications engineering, talk to LCNi editor Janet Taylor


In both laundry and drycleaning we follow the same philosophy, says Kaspar Hasenclever, Kreussler’s managing director and head of its textile chemical division.

“We produce highly concentrated products that have been developed for the highest possible efficiency and best cleaning performance. Our products are never cheap, but they are always cost-efficient.”

Kreussler was founded in 1912 as manufacturer of garment dyes. After World War ll, it expanded into pharmaceuticals and set up a textile chemical division which focussed on drycleaning.

As environmental concerns about the effects of halogenated solvents – in particular perc – began to grow, the company broadened its interests to develop chemicals for industrial and institutional laundries. This sector has grown rapidly and now represents over two-thirds of Kreussler’s business.

Marketing and distribution manager Thomas Zeck expands on the company’s philosophy by saying: “To achieve their full potential, our high-value, high-efficiency products must be used correctly, so our service engineers provide technical advice. We see our customers as partners and aim to make them successful by showing them how to attain both high cleaning performance and low process costs.”

That aim will continue, but the market is changing. In particular, the environmental lobby’s influence is growing.

Kaspar Hasenclever says that he began researching alternatives to perc in 1986, when discussions at the International Drycleaners Congress’s conference made him aware of the irrefutable link between perc and ground contamination. His research taught him that people want a complete textile cleaning service that extends beyond drycleaning. This led to the development of a wetcleaning process and in 1991, the company formed a partnership with Miele to launch the Miele System Kreussler into the marketplace.

Wetcleaning can process most clothing and the same equipment can be used for laundering household items. In 1993, Kaspar Hasenclever received the federal state Hesse’s innovation award for developing the wetcleaning process.

Hasenclever says that forward-looking professional cleaners will use both solvent and wetcleaning/washing processes to provide a compete service. About 30 – 50% of the capacity should be devoted to solvent cleaning for men’s suits and structured garments. The other 50 – 70% of the business should focus on wetcleaning. Kreussler believes that, on a worldwide basis, hydrocarbon is the best solvent choice.

However, the USA’s Hangers group and Fred Butler in Germany are developing business concepts based on the complementary use of liquid carbon dioxide and wetcleaning.

Taking a closer look at Europe’s drycleaning market, Thomas Zeck accepts that, unfortunately, the number of cleaners is shrinking. “Lifestyles, clothing habits and the textiles used are changing,” he says. “Young people wear easy-care, washable garments. Their requirements for a textile service extend beyond drycleaning.” So Zeck agrees that drycleaners need to change their approach and comments that a cleaner’s ability to attract new business will depend on the extent to which the business can adapt its service.

Those who restrict their service to drycleaning with solvents will see their market shrinking.

The first step to continuing success is a change of attitude. Businesses must understand that offering a textile service means far more than removing dirt from clothing. It means selling the convenience, for the customer, of having a professional service for clothes and household items.

Cleaners must also learn to actively promote their service rather than just wait for customers to bring in dirty garments. If they do so, they will get customers who are looking for a complete service for all their textiles.

The second step is to provide quality cleaning at a reasonable price. Whenever possible, wetcleaning should be preferred to the use of solvent. Drycleaning should be restricted to structured, tailored garments.

The third step is to tell their customers about their new approach and explain why these changes in method will benefit the garments and the customers’ environment. The arguments for wetcleaning are strong.

Zeck explains that Kreussler’s main aim is to ensure that the textile service industry stays healthy and grows. “That’s why we try to open ‘drycleaners’ minds to change to attract users of high-end textiles.”

He says that Kreussler uses its technical knowledge and laboratory equipment to offer the best possible solutions for laundry and wetcleaning processes, as well as for solvent cleaning with perc, hydrocarbon, GreenEarth or liquid carbon dioxide.

With the time for the Texcare International exhibition drawing nearer, LCNi asked what important developments Kreussler expects to be in evidence at the exhibition.

Kaspar Hasenclever highlights three areas of special interest. The trend for bigger, faster machines will be replaced by a move to highly specified equipment that can adapt to meet changing requirements, quickly and inexpensively. He expects that processes will become highly efficient and more adaptable – and they will be better controlled. The breakthrough will come as RFID is used in process management.

He believes that both cleaning and washing processes will focus on saving energy, using less water and chemicals, and increasing process safety.

Detergents will be more effective, more concentrated and will help the industry to achieve better results at lower temperatures, lower pH values and with shorter cycles.

While Hasenclever doesn’t expect any revolutions, he feels there will be many interesting developments that will advance the industry further.

Looking at the trends and the company’s role over the next five years, Helmut Eigen, manager of Kreussler’s research and development and engineering applications, divides the market into three sectors. In the industrial sector, both hotel and hospital laundry markets will become more price-competitive, he says.

Kreussler’s response has been to improve the Ecosan process by incorporating the Ottalin Peracet concentrate. This will allow lower doses of both detergent and disinfectant and at the same time reduce water consumption in a tunnel washer to three litres of fresh water per kg textiles. Typically, the Ecosan process will only use fresh water for rinsing.

The workwear, corporate clothing and garment rental sectors will need a fresh approach to business. The work environment is becoming much cleaner so clothes get less dirty. Corporate style will become more important and so the emphasis will be on higher-value garments made from more sensitive fabrics. These garments will need cleaning processes that are safe, efficient and gentle – and this will also apply to protective and clean-room clothing.

Kreussler’s new Derval Energy process offers not only highly effective cleaning at low temperature and low pH value, but also saves water, time and energy.

Demand for a professional cleaning service for business clothing is extending the range of the textile care market. This includes airline uniforms, hotel and catering service garments, and corporate workwear for several service industries. These types of garments need special treatment and the Lanadol wetcleaning process is ideal.

For the institutional segment, Kreussler has developed the Esdogen range. Four complementary modules offer a cost-efficient, high-quality method for cleaning all institutional textiles. Eigen says that Kreussler expects a great increase in demand from this sector over the next few years.

He feels, however, that the development of the private textile care service will depend on the willingness and capability of drycleaners to change to a more marketing driven approach. This applies especially to Europe.

Professional cleaners will also need to make their service more competitive with cleaning garments at home. As domestic equipment improves and fashions become easier to care for, professional cleaners need to offer greater convenience, better quality and a reliable service.

Eigen concludes that it is only those textile care businesses that understand the changes in the private market that will be able to take advantage of them. Kreussler aims to support such businesses with its strong background and continuing expertise in the worldwide textile care market.


Kreussler Group Kreussler Group


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