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Cover story by Becca Anderson


them from shrinkage and help control dye bleeding – in addi- tion to holding soils in suspen- sion so they can be removed. “If you don’t have protection, you will have shrinkage, felt- ing and dye bleeding.” The texturizing agent also acts in the dryer to prevent those same problems.


Fishman’s is utilizing Kreus- sler detergents in the new equipment, having been a Kreussler customer for years with previous equipment. Thus far, they’re satisfied with the results.


WHY THIS EQUIPMENT? Brian Hatt was Fishman’s connection to Alliance for the SoftWash equipment. “I’ve known Sheldon Fishman and Fishman’s Personal Care Cleaners for many years,” he said. “Working with Integri- ty Mechanical, we discussed wet cleaning with Sheldon. After learning about the ben- efits and great versatility Soft- Wash offers over traditional wet cleaning, he decided to try a system.”


Though installation of a system is as easy as install- ing a washer and dryer, the key to success is getting the staff trained and up to speed quickly. Hatt and Marois per- sonally worked with the team to walk them through sorting classifications, stain removal and machine instructions. “The nice thing about the SoftWash system is that it is simple to operate with just a bit of training. Those who select the system also gain access to a special portal that includes installation guide presentations and program- ming guides, along with train- ing on cleaning, spotting and finishing,” Hatt said.


What sets the SoftWash machine apart from others is its ability to control water fill levels below the wheel to cre- ate a charge system of water and detergent before the water touches the garments. The washer also has the ability to extract at varying G forces to minimize stress on garments. On the drying side, tum- blers are sized to complement washer capacity and dry at


low temperatures, using mois- ture-sensing technology to dry to predetermined mois- ture settings for the specific requirements of fabric types. “With SoftWash, a cleaner can easily eliminate dry clean- ing,” said Hatt, “but at a mini- mum it will be another tool in the box for them to provide better results, including wools and silks, which other wet cleaning options cannot clean.”


LIVE AND LEARN The learning curve was not without bumps, as Sheldon will attest. “Not all garments can be cleaned the same way. Not all pants can go in the same process, etc. Pay attention to designer labels and adjust accordingly. This is something that can’t be taught; it has to be learned through experience.


“I regret the clothing mis- haps we had during our learn- ing process, and have apolo- gized whole-heartedly to the customers and taken care of them. I created some litera- ture for all of our Customer Service Representatives to fol- low when there are inquiries. When customers are aware of the change, the feedback is overwhelmingly positive,” he said.


Hatt has been instrumen- tal to Sheldon as he moves forward to publicize the new system. “He and I have some initiatives that we are work- ing on to further differentiate this system as a better clean- ing alternative than solvents,” said Sheldon. “I think he likes the fact that I will take the risk to make it all happen. “I want to thank my team: engineer Kevin Tailleur, gen- eral sales manager Uli Anhor, customer service manager Chemen Navea, route man- ager Dean Degner, and pro- duction assistant Brant Hob- ley. They have stuck with me, even in this tough economic time. Also Kevin Marois – he knows how important he is to me,” Sheldon said.


EDUCATING THE CUSTOMERS


A key component to making a system-wide change is to


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inform the customers whose garments continue to flow through the plant. Fishman’s has an entire campaign in the works. They began with a survey of all customers who have an email address on file, asking if solvent-free gar- ment care was important to them; 98% responded that it was either extremely or very important to them. Fishman’s knew they’d made the right choice.


The Fishman’s website (www.fishmans.ca) has had a facelift, with a lot of per- sonal touches related to being a third-generation business, the services offered, and what makes them different from other cleaners. A new logo, new wraps for the delivery vans and a heightened focus on social media will all draw the new method to the atten- tion of customers and poten- tial customers.


“I wanted a strategy to stay a leader in this marketplace,” said Sheldon. “Although most people may not have an idea of how their clothes are cared for, I want to let them know


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1. The extensively stocked tailoring department is always busy. 2. Tige Short of Integrity Mechanical installing the detergent pumps. 3. Ermeyase Tekele, prepping a load for the new equipment.


we will not use any solvent for garment care. Once they are educated and have a choice at the same price point as every- one else, I feel we have an advantage.”


A GOOD CHOICE FOR THE FUTURE


Another consideration in getting out of solvents – tra- ditional or alternative – is a practical one. “I own the building in which we oper- ate our business,” said Shel- don. “A phase 2 environmen- tal study was performed two years ago and came up clean. If I were ever to sell my prop- erty, I really did not want any environment problems.” Green cleaning means


more to Sheldon than simply switching from one kind of cleaning machine and sol- vent to another. “I am going to further my endeavour to be a true green cleaner, more than recouping and recycling resources, to be one of the pioneers to push the next level of garment care, responsibility and customer experience.” n


2018 March/April FABRICARE CANADA 11


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