Cleaning House - Lapels Dry Cleaning Announces New Management

Twenty locations strong, Lapels Dry Cleaning has announced a major management consolidation. CEO Lawrence Friedman, 52, one of the three founders, has taken over sole ownership of the Franchise organization.

Among his first initiatives, Friedman has instituted new Marketing and Operations Committees to enhance and expand upon existing efforts. Additionally, a “customer liaison” has been added to assist all franchisees with implementation of new methods and programs.

A cash infusion of nearly $500,000 has been utilized to expand upon the franchise’s infrastructure and marketing programs.

“Lapels has grown rapidly and now we are in the process of stringently standardizing all our services and branding – from store hours to signage,” noted Friedman. “With our new franchisee led committees and quality control, we will be able to really demonstrate to the customers that Lapels is a faster, friendlier and more convenient source for their dry cleaning. We need to win customers from curb to counter and are making a substantial effort to wow them at every stage of the interaction.”

Friedman, a Duxbury resident, has a wide range of dry cleaning, management and operations experience. In addition to running a chain of five dry cleaning stores for eight years, he has been successful in the Restaurant business, and he has served as a vice president of both Chemical Bank and Chase Manhattan Bank and Senior Vice President of Warren, Gorham & Lamont, a professional publishing company.

THE LAPELS DIFFERENCE

With Lapels’ unique outsourcing advantage, Lapels storeowners outsource dry cleaning operations, providing the best possible service and quality to customers while caring for the environment.

Lapels franchise owners benefit from exclusive territories, group purchasing power, job security and unlimited earning potential. Lapels offers franchisees full training and support in every aspect of the business and a comprehensive start-up package that includes: a point-of sale computer system; an automatic clothing conveyer; a wedding gown program; retail products to sell; indoor and outdoor signage with all needed permits; a grand opening package and ribbon-cutting ceremony; advertising promotion to 10,000 homes; tuxedo rental packages and a complete bookkeeping system. Lapels also provides franchisees with a custom web site with email, on-going training and support, custom counters, start up supplies, and much more.

Friedman noted, “The beauty of this franchise program is that we do all the research and development as well as set up the entire store. We do all the marketing from the central office. We want the Lapels store owner to focus on the most important part of his business…the customer!”

CLEAN HAVEN - STORE LOCATIONS

Lapels has stores in Massachusetts (Boston, Bridgewater, Cohasset, Dedham, Easton, Framingham, Halifax, Hanover, Kingston, Newton, North Weymouth, Norton, Quincy, Rockland, Westford and Westwood); New Hampshire (Hudson and Manchester); New Jersey (Bridgewater); and Texas (Garland). Hours for all stores are Monday through Friday 6:30 AM - 7:00 PM, Saturday 7:00 AM - 6:00 PM, and Sunday - 10 AM - 5 PM.

LAPELS – EARTH FRIENDLY CLEANERS

A full slate of services are offered at each Lapels store, including: same-day dry cleaning; shirt service; tailoring; shoe repair; wedding gown heirlooming; suede and leather processing; box storage and fur storage.

FEATURE STORY IDEAS – LAPELS DRY CLEANING “CASUAL DAY DOESN’T DENT DRY CLEANERS”

Sure, times have changed. Friday is “dress down” day. Three-piece suits are no longer mandatory throughout the week. Yet, “casual” still means cleaned and pressed. LAPELS comes clean with the data.

Although the attire has shifted, many items, especially women’s clothing such as silk blouses and other “dry clean only” garments, continue to keep dry cleaners busy. Two income families and garments that really are NOT wrinkle-free have also allowed the dry cleaning industry to grow during this “casual” era.

What is the next business attire trend? How will businesspeople continue to look presentable?

“IRONING OUT PROBLEMS – THE CUSTOMER IS ALWAYS KING”

No one is perfect. Conflicts do arise. How do you keep customers? How do you get them to say nice things and provide referrals?

LAPELS has developed a customer service program that keeps customers ecstatic. What is it? How was it implemented and how can it be replicated in other businesses?

Larry Friedman of LAPELS outline and byline this concept in a timely “how to” piece.

“A BUSINESS THAT YOU OWN, NOT THAT OWNS YOU”

Many would-be entrepreneurs have a realistic fear – will my entrepreneurial dream business take over my entire life? Horror stories of 90-hour weeks and the prospect of always being “on duty” scare away many. Research reveals that 82% o franchise owners found they had to work more hours than they anticipated.

But not all businesses require complete obsession and sacrifice. LAPELS emphasizes that a well run LAPELS location affords a standard 9-5, Monday through Friday work week.

Franchisees report the thrill of “being home for dinner,” “having plans for the weekend,” and the “disposable income and leisure time” to pursue other interests from golf to gardening.

How have “quality of life” issues impacted entrepreneurs? What are business mavericks doing to minimize work and maximize family and personal time?

“FRANCHISE STANDARDIZES THE SYSTEMS, BUT MOM AND POP MAY CHOOSE THIS AS A SOUND INVESTMENT”

We can’t choose our family, but we can choose who we work with. A Fleet bank VP recently purchased a LAPELS as a business investment to be run initially by his wife. The family has been successful from the outset.

Do the “structure” and “systems” of a successful franchise make it easier for families to work together? Do their family ties help or hinder? Where is the line between business and family drawn?

“THE COST OF A CLEAN REPUTATION”

Gulp. A Gallup Survey indicated that the average total start-up investment is $147,570. LAPELS’ start-up costs peak at $67,000. For most this is a simple credit card purchase.

Put it on the card and you are in business. How does this price range expand the pool of prospects? Who does this franchise appeal to? Is intimate knowledge of dry cleaning necessary?