Since the mid-1900s, dry cleaning has relied upon a chemical called perchlorethylene (perc) to clean clothes which won't come clean with soap and water. However, perc is a strong chemical which causes bad odours and has a harsh impact on treated clothes. Even worse are the environmental issues: perc is a groundwater contaminant and a potential human health hazard. Hangers Europe is positioned to lead the future direction of the dry cleaning market towards a more environmentally friendly option.

"Hangers meets the market window with carbon dioxide-based cleaning in combination with water-based laundry, which is an environmentally friendly alternative to chemical-based dry cleaning," says project manager Jan Hamrefors. "It is a clean, smart and professional service, making people feel and look better, provided through a redefined upscale retail experience."

The concept has been proven in the US market, where over 90 Hangers Cleaners shops and laundries have been established over the past five years. The master franchise for Europe has been obtained by AGA, which is owned by leading European gas supplier Linde Gas, and the search for franchisees across Europe began last year, with three outlets launched in Sweden, three in Denmark and five in the Netherlands.

"Developing brand identity is the all-important complement to the technology driving Hangers' market share," observes AGA business manager Fredrik Wahlberg. "Every aspect of the Hangers experience - from exterior 'curb appeal' to the store interior to garment bags and employee attire - is designed and standardised to reinforce the Hangers brand and what it stands for around the globe. The complete franchise package includes selected machinery and detergents, and franchisees run the shops following the concept which covers environmental issues, education, laundering, marketing and pricing."

The initial investment is approximately euros300,000, and Hangers is seeking ambitious and hard working entrepreneurs with a proven business mind and a long-term commitment to the business.