Procter & Gamble Co. plans to try its hand at the dry cleaning business under the Tide detergent brand.
Gary Coombe, vice-president for new business development, said three Kansas City-area Tide Dry Cleaners are set to open in September.
“This is very much a test,” he said, but added that P&G sees opportunities in the estimated US$9-billion a year industry because of its laundry and fabric care experience after research into consumers’ feelings about dry cleaning.
“We think our service can be a step above what consumers enjoy today in the industry.” P&G is getting into dry cleaning even as it makes a major product launch for a Tide and Downy “Total Care” line it says will keep clothes looking new longer and reduce dry-cleaning needs.
Coombe said Kansas City provides good demographics for a consumer test market, and P&G is partnering with Kansas City-based GreenEarth Cleaning LLC, which says its dry cleaning solvent is environmentally safer than traditional methods.
He said the Tide stores will have on-site tailoring, drive-thru service, and use proprietary technology to enhance garment colour, among other features.
Steve Carico, president of Cincinnati-based Widmer’s, which has been in the dry cleaning business since 1910, recalled that P&G never had major success with Dryel, launched nearly a decade ago as an at-home dry cleaning product.
“I’m not too worried,” Carico said. “They’ve got too much stuff on their plate and I don’t think they’re going to get that involved in dry cleaning.”
P&G has also been trying out Mr. Clean-branded car washes, offering Mr. Clean Car Wash franchises in Ohio and Kentucky.
