Wednesday, October 20th, 2010

The only chemical-free dry cleaner in Australia, Daisy Dry Cleaning, has opened its first franchised store in Greater Geelong, Victoria.

Daisy is the world's first and only carbon neutral dry cleaning and laundry business. It is also the only dry cleaner in the world to have achieved a five-leaf (star) standard, the highest environmental credentials possible, making it the greenest dry cleaner in the world.

Daisy now has three stores and more than 25 agencies throughout Melbourne and Geelong.

Established by Paul Littmann in 2004, Daisy uses an advanced wet-cleaning process that doesn't harm clothes or the environment. It uses organic biodegradable detergents and stain removers to ensure clothes are cleaned effectively and are odourless.

"We have developed and are continuing to develop, new cleaning compounds including those based on eucalyptus and citrus," he said.

"These Australian-designed cleaning agents, when combined with Daisy's new high tech, computer-controlled washer/dryer with sophisticated cleaning cycles, deliver professional clean and a safe working environment."

Alternative to toxic chemicals

Daisy is the only dry cleaner in Australia endorsed by the Asthma Foundation with asthmatics and allergy sufferers able to use Daisy without risk.

The major chemical used in traditional dry cleaning is tetrachloroethylene, more commonly known as perchloroethylene (perc), which is toxic and harmful to health. The International Agency for Research on Cancer classifies perc as a probable human carcinogen. The World Health Organisation reports that people who work in or live near dry cleaning facilities are exposed to various cancer risks including bladder, throat and lung cancer. Damage to the liver, kidneys and central nervous system is a threat as well, according to the US National Institute of Occupational Safety and Health.

It has been linked with cervical cancer and has been detected in the breast milk of nursing mothers who have visited or live near dry cleaners. In addition, perc aggravates the condition of asthmatics and people with other allergies.

New franchise owner, Mrs Kerry Gauci, had been looking for a number of years to start her own business before she purchased the new eco-friendly Daisy franchise.

"Dry cleaning is a growing industry, more so in a tougher economic climate where people tend to look after their existing clothing rather than buy new suits and other formal attire," Kerry said.

"When I was investigating the dry cleaning business and how it works, I became uncomfortable with the chemical side of the business. It was actually a scary thought that I could be exposing myself and my family to the noxious cleaners used in the traditional dry cleaning process, such as perc. Then I came across Daisy."

To reduce water consumption, Daisy has installed a water recycling system comprising a 600-litre (1.8 cubic metre) tank that filters the biodegradable soap and allows the water to be reused. The new store also offers sterilisation so the cleaning service is suitable for hospitals and other medical, dental, beauty and therapeutic applications.

"I'm very excited and passionate about being part of the Daisy family. The key for me is we can offer a healthier option to cleaning clothes, doonas, blankets, curtains and sleeping bags. We also safely clean wedding gowns — even with sequins and beads, formal garments, suits and leather."

Key to Daisy's success is its large corporate customer base, which includes clients such as the Arts Centre, L'Oreal, David Jones, Victorian Opera, Fitness Fever, Aesop and the Eureka Tower.

National brand

With no national brand for dry cleaning in Australia, Paul Littmann has set his sights on Daisy becoming a household name within a few years. Taking into account a high level of interest in the business model, Paul expects dozens of additional franchised stores and agencies to open in Sydney, Brisbane, Canberra and Perth in the next 12-18 months with other cities to follow.

All stores operate on a carbon neutral basis: pick up and delivery vans are all diesel, which is better for the environment; water is recycled; and the use of most plastic has been eliminated. For the balance that can't be reduced or eliminated, carbon credits are purchased.

Interest has also been received from the UK, US, Israel and India, and Paul is exploring business opportunities in these and other regions.

Daisy franchisees will benefit from the worldwide growth in businesses that are environmentally sustainable and have excellent green credentials.


caption for photo:

Celebrating the official launch of the new Daisy Dry Cleaning store in Greater Geelong are founder of the world's greenest dry cleaner, Paul Littmann with Kerry Gauci, owner of Daisy Lara, and Shane Wakelin, environmental ambassador and AFL great.

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Daisy Dry Cleaning

Daisy Dry Cleaning is the only stand-alone chemical-free garment cleaning plant in Australia. Daisy's process is leading edge and at the forefront of dry-cleaning technology worldwide. Not only is it ideal for health conscious and environmentally conscious people and companies, Daisy provides a safe work environment and delivers an efficient, competitively priced and professional garment cleaning service. Daisy has three stores and more than 25 agencies located throughout Melbourne and Greater Geelong.
Wendy McWilliams
P: 03 9803 2588
M: 0421364665


Daisy, dry cleaning, perc, perchloroethylene, franchise, toxic chemical, cancer, carbon neutral, greenest in world, franchising



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