Though the industry and world surrounding it have changed dramatically, Martinizing Cleaners is going strong 75 years after its founding. Clean Brands CEO Kevin DuBois is among those helping ensure it hits its next milestones.
“My journey into the dry cleaning world started about 25 years ago,” said DuBois. “It’s really cool to see a brand that’s been around for 75 years, that of course has had some pivots in it.”
Dry cleaning has been around for more than 200 years. Chemist Henry Martin started what was originally called One Hour Martinizing in 1949 after discovering perchloroethylene, a nonflammable, colorless solvent, could be used for dry cleaning, replacing the dangerous and highly combustible chemicals previously used. The safer process he developed meant clothing could be cleaned on-premise, versus the more arduous and time-consuming approach of collecting garments that had to be sent to an industrial facility, often on the outskirts of urban areas.
“They were smart enough to recognize they had a great business model,” said DuBois. “And they used franchising as a way to spread these stores throughout the country.”
Kevin DuBois is the CEO of Clean Brands.
Since its founding, Martinizing has grown to more than 350 units globally, with 138 in the United States. Businesses that survive for multiple decades are known for their ability to change, and Martinizing is no different. In 2021, it was acquired by Clean Brands, a portfolio company formed by DuBois, who already owned Lapels Cleaners. He also bought 1-800-DryClean, Pressed4Time and Dry Cleaning Station, with Bizziebox, a locker-based dry cleaning delivery concept, as another brand under the umbrella.
At the onset of the coronavirus pandemic in 2020, dry cleaners faced a dramatic decline in their business as millions of workers no longer needed their suits and other business attire regularly cleaned.
“It was the proverbial running into a burning building,” said DuBois. “We were down 80 percent overnight. We were fighting to be an essential business, which we won, and then I woke up the next morning and asked what were we fighting for. Nobody is out here.”
Still, DuBois was confident the pandemic slowdown would be a “blip on the radar.” There would be some changes that stuck, such as more remote work, but nothing that would completely wipe out the need for dry cleaners. Thus began the hunt for acquisitions.
Clean Brands started the pandemic with 100 stores and came out of it with more than 500 by 2022 after a handful of purchases. Martinizing was one of many that caught its attention because of its staying power and long-tenured franchisees across the globe.
Clean Brands also bought GreenEarth Cleaning, an eco-friendly cleaning company, giving its other brands access to GreenEarth’s liquid silicone products that purport to clean and rinse more gently and prolong the life of fabrics.
Martinizing Cleaners has more than 350 locations in seven countries.
“They really took it into a whole new world of being eco-conscious,” said DuBois. “It’s also part of our brand portfolio and has become part of the next chapter for Martinizing.”
Overcoming major industry shifts is only one part of the brand longevity puzzle. On a day-to-day basis, making subtle changes is just as important. For DuBois, keeping an eye on consumer trends is as vital as tackling global events.
“You always listen to customers and watch their patterns change,” said DuBois. “Those patterns have changed.”
An example is the change in Martinizing’s customer base as women became a larger part of the workforce. DuBois estimated today it’s a 50-50 split of men’s and women’s clothing on the dry cleaning conveyor, and the brand has adjusted its marketing approach accordingly. It’s likewise angling to attract even the most casual of dressers by highlighting its other laundering services.
Martinizing Cleaners provides opportunities for franchise owners to offer dry cleaning, wash and fold, and laundromat services. Part of its growth strategy includes targeting conversions, and it offers different models and investment levels. A plant with retail store has an investment range of $398,781 to $743,622, while the cost of a satellite store starts around $94,000. Franchisees can also purchase territories providing pickup and delivery services only.
Average sales in 2023 for a plant store plus a satellite unit were $1.46 million; a satellite only had an AUV of $395,145.
As Martinizing continues to evolve for the next 75 years, it’s strengthening its focus on sustainability and working to further solidify its place in its customers’ lives.
“We’re continuing to push technology,” said DuBois. “I believe that into the future that people will build homes without washers and dryers in them.”