Procter & Gamble opened its first Tide drycleaners for the Chicago area on 24 August.

This latest addition to the Tide franchise will be run in collaboration with Vequity, the retail and real estate investment and development company, and the store is based Naperville, Illinois.

"Franchisee Raj Patel said he was excited about joining the Tide franchise. "Once customers try us, we believe they will love the many differences between our store and other drycleaners."

Andrew Gibson, Tide Dry Cleaners brand manager, said that the response from customers had been outstanding and confirms that "we really are changing drycleaning for good."