Company Overview Martinizing Cleaners is one of the most established names in the professional garment care industry, with a history dating back to 1949. Founded by Henry Martin in Buffalo, New York, Martinizing pioneered the concept of providing fast, convenient, on-premises dry cleaning services through smaller, more efficient retail locations. For more than 75 years, Martinizing has built its reputation around professional garment care, customer convenience, quality service, and innovation. Today, the company operates internationally and offers franchise ownership opportunities through several business models, including full-service dry cleaning plants, satellite retail locations, pickup and delivery operations, and the acquisition and conversion of existing independent dry cleaning businesses. In 2021, Martinizing was acquired by Clean Brands, the parent company of several garment care franchise concepts, including Lapels Cleaners, 1-800-DryClean, Pressed4Time, and Dry Cleaning Station. The acquisition brought Martinizing into a larger franchise organization with established operational systems, technology, marketing resources, and industry expertise. Martinizing combines the recognition of a longstanding national brand with modern dry cleaning technology, environmentally conscious cleaning processes, and multiple revenue-generating service offerings. Its franchise system is designed to accommodate entrepreneurs interested in opening a new business, acquiring an established operation, or building a network of locations within a defined market. Franchise Business Models Martinizing offers several franchise ownership models, allowing prospective franchisees to select an operating structure that aligns with their financial resources, desired level of involvement, and long-term expansion objectives. 1. Full-Service Dry Cleaning Plant The Martinizing Dry Cleaning Plant is a full-service retail location that houses the equipment and production capabilities necessary to process garments on-site. Unlike traditional dry cleaning operations that rely on outside processing facilities, a Martinizing plant handles the complete garment care process, including cleaning, pressing, inspection, finishing, assembly, and packaging. These facilities also serve retail customers directly, allowing the owner to generate revenue from walk-in traffic, recurring customers, commercial accounts, and pickup and delivery services. A full-service plant can serve as the operational hub for a larger network of Martinizing satellite stores. As the franchisee expands, additional retail locations can collect garments and transport them to the central plant for processing. This centralized production structure allows franchisees to increase garment volume without necessarily duplicating the equipment, staffing, and production infrastructure at every location. The Martinizing system emphasizes monitoring production efficiency through key performance indicators, including garment piece counts, labor utilization, processing capacity, and operating costs. By increasing the volume processed through an established plant, franchisees may be able to spread fixed production expenses across a larger revenue base. Full-service plants can also generate wholesale revenue by providing garment processing services for independent dry cleaners, satellite locations, and other garment care businesses that do not maintain their own production facilities. 2. Martinizing Satellite Stores Martinizing Satellite Stores are smaller retail locations that provide customer-facing garment care services without maintaining dry cleaning production equipment on-site. Customers drop off their clothing at the satellite store, where garments are collected, organized, and transported to a designated processing facility. After cleaning, pressing, inspection, and packaging, the garments are returned to the satellite location for customer pickup. Because satellite stores do not require expensive dry cleaning equipment or dedicated production staff, they offer a different operating structure from full-service plants. Satellite stores can be owned by franchisees who already operate a Martinizing plant or by independent franchise owners who do not own a production facility. For franchisees without their own plant, Martinizing can help identify an approved local processing partner. Through its relationship with GreenEarth Cleaning, the company has access to a network of professional dry cleaning operators who may be able to provide wholesale garment processing services. This allows franchisees to enter the professional garment care industry through a retail-focused model while outsourcing the technical production component. Satellite stores also create opportunities for expansion within a market. A franchisee operating a central production plant can establish multiple satellite locations in surrounding neighborhoods, increasing market coverage and customer accessibility while leveraging existing production infrastructure. 3. Martinizing Delivers Martinizing Delivers is a pickup and delivery-focused franchise model that allows owners to operate without a traditional retail storefront. Instead of requiring customers to visit a physical location, the business collects garments directly from customers' homes or workplaces and returns them after professional cleaning and finishing. The franchisee focuses primarily on customer acquisition, route development, scheduling, logistics, and customer service. Garment processing is handled through an approved Martinizing plant or wholesale processing partner. This model reduces the need for retail real estate, storefront buildout, and on-site production equipment. Martinizing Delivers can serve residential neighborhoods, professional households, apartment communities, offices, and commercial accounts. The model emphasizes convenience and recurring customer relationships through scheduled garment pickup and delivery. The delivery-only format can also serve as a starting point for franchisees who may eventually expand into additional routes or physical retail locations. 4. Acquisition and Conversion of Existing Dry Cleaners One of Martinizing's principal expansion strategies involves helping franchisees acquire existing independent dry cleaning businesses and convert them into Martinizing-branded locations. Rather than requiring every new franchisee to develop a business from the ground up, Martinizing offers the opportunity to purchase an operating business with an established customer base, existing revenue, equipment, employees, and local market presence. This acquisition strategy is particularly relevant in the dry cleaning industry, where many independent businesses have been owned and operated by the same individuals or families for decades. As longtime owners approach retirement, Martinizing seeks opportunities to facilitate ownership transitions while preserving and modernizing established local businesses. The company's parent organization, Clean Brands, maintains a dedicated franchise redevelopment department that works to identify potential acquisition opportunities in markets where prospective franchisees are interested in operating. The redevelopment team uses market research, direct outreach, letters, and telephone campaigns to identify independent dry cleaning owners who may be considering retirement or the sale of their businesses. Once a potential acquisition is identified, the company evaluates the operation, its market position, existing revenue, growth potential, equipment, and suitability for conversion to the Martinizing system. The conversion process may include updating exterior signage, interior branding, customer service areas, production workflows, equipment, cleaning systems, software, and marketing programs. Depending on the condition of the acquired business, conversion costs may be considerably lower than the costs associated with developing an entirely new dry cleaning plant. Acquiring an existing operation also allows franchisees to begin ownership with an established revenue stream rather than starting with no customers. Martinizing's franchise development team has indicated that approximately 90% of prospective owners exploring Martinizing and Lapels express an interest in acquiring an existing business rather than pursuing a new construction project. The company may evaluate acquisition opportunities and new retail development sites simultaneously, allowing prospective franchisees to compare available options before determining which approach best aligns with their objectives. Clean Brands has also developed its Clean Exit program to facilitate the acquisition, modernization, and rebranding of established garment care businesses. The program has supported transactions such as the acquisition and conversion of four Lindeman's Cleaning locations in the Green Bay, Wisconsin, market. Centralized Production and Multi-Location Expansion A central component of the Martinizing business model is the ability to scale operations through a hub-and-spoke production system. In this structure, a full-service dry cleaning plant serves as the central production facility, while multiple satellite retail locations and pickup and delivery routes generate additional garment volume. Rather than investing in separate production equipment and processing personnel at every location, the franchisee consolidates cleaning operations into one facility. The central plant processes garments collected from its own retail customers, satellite stores, delivery routes, and potentially third-party wholesale accounts. This structure creates opportunities for operational efficiencies as garment volume increases. Production staffing, equipment, utilities, and other fixed expenses can be distributed across a larger number of garments. When the central plant has available processing capacity, additional satellite locations may contribute incremental revenue without requiring proportional increases in production labor. The Martinizing system uses production benchmarks and performance measurements to help franchisees manage these efficiencies. The company emphasizes that successful multi-location operators focus on maximizing plant utilization, maintaining consistent garment quality, and controlling labor costs as they expand. There is no universal requirement for a franchisee to open a specified number of satellite stores. Owners can begin with a full-service plant and expand according to market demand, available capital, operational capacity, and their individual growth plans. Franchisees may also pursue wholesale garment processing relationships with independent dry cleaning businesses that do not have their own production equipment. This provides an additional way to increase plant utilization and diversify revenue beyond traditional retail customers. Comprehensive Garment Care Services Martinizing franchise locations can offer a broad range of professional garment care services, allowing owners to serve customers with different cleaning, clothing maintenance, and specialty garment needs. Services may include: Professional dry cleaning for business attire, suits, dresses, coats, and delicate garments. Shirt laundering, pressing, and professional finishing. Wash, dry, and fold laundry services. Household textile cleaning, including comforters, bedding, and other large fabric items. Tailoring, clothing alterations, and garment repairs. Wedding gown cleaning, preservation, and heirlooming. Leather and suede cleaning. Shoe repair and specialty garment care. Fur cleaning and storage services where available. Residential pickup and delivery. Commercial garment cleaning and wholesale processing. Not every service requires the franchisee to maintain specialized equipment or personnel. Certain services can be outsourced to approved third-party providers, allowing the business to offer a broader selection of garment care solutions while maintaining a more focused internal operation. GreenEarth Environmentally Conscious Cleaning Technology Martinizing incorporates GreenEarth Cleaning technology into its professional dry cleaning operations. GreenEarth is an environmentally conscious dry cleaning process that uses a silicone-based cleaning solution rather than traditional perchloroethylene, commonly known as PERC. The process is designed to clean garments effectively while being gentler on fabrics, dyes, and decorative garment components. GreenEarth's cleaning solution is based on liquid silicone, which breaks down into naturally occurring substances under appropriate environmental conditions. The process offers an alternative to conventional dry cleaning chemicals and supports Martinizing's emphasis on modern garment care practices. Clean Brands acquired GreenEarth Cleaning in 2021, bringing the cleaning technology into the same corporate organization as Martinizing and Lapels. GreenEarth's international licensing network includes thousands of garment care locations across more than 45 countries. This network also plays an important role in the Martinizing satellite store business model. When a franchisee opens a satellite location without owning a processing plant, the company can work to identify a GreenEarth-affiliated processing partner capable of servicing that location. New Martinizing dry cleaning plants incorporate GreenEarth technology as part of their cleaning operations, giving franchisees access to an established garment care process supported by industry-specific expertise and training. Recurring Revenue and Customer Relationships Martinizing operates in an industry where customers regularly require professional garment cleaning and clothing maintenance. Rather than relying exclusively on one-time purchases, the business is structured around developing ongoing customer relationships. Customers who regularly wear professional attire, require shirt laundering, use wash-and-fold services, or prefer outsourced garment care may visit a Martinizing location weekly, biweekly, or monthly. Pickup and delivery services further support repeat business by allowing customers to establish convenient garment care routines without visiting a store. Martinizing also offers customer convenience programs, including express VIP service, designated garment drop-off bags, automated payment options, and customer rewards. These services are designed to simplify the customer experience, encourage repeat visits, and strengthen long-term customer relationships. Technology and Operational Systems Martinizing provides franchisees with access to technology and operational systems designed specifically for professional garment care businesses. The franchise system incorporates point-of-sale software, customer tracking, garment identification, order management, and operational reporting tools. These systems help owners monitor garment volume, customer activity, sales performance, and production efficiency. For full-service plants, operational reporting is particularly important because profitability depends in part on managing the relationship between garment processing volume and production costs. Owners can use production measurements to evaluate staffing requirements, monitor throughput, identify inefficiencies, and manage processing capacity. For multi-location operators, technology helps coordinate the movement of garments between satellite stores, delivery routes, and centralized production facilities. Pickup and delivery operations can also use route management technology to organize customer orders, schedule pickups, coordinate deliveries, and improve logistical efficiency. The company continues to incorporate modern technology into its franchise system to support both the customer experience and day-to-day business management. Franchisee Training and Ongoing Support Martinizing franchisees receive support through Clean Brands, which provides centralized resources for franchise development, operations, marketing, technology, and business expansion. The company maintains a leadership team with experience in dry cleaning operations, franchise development, multi-location management, acquisitions, and business redevelopment. Franchisee support encompasses several important areas. Site Selection and Market Analysis Martinizing uses demographic information, market analytics, and other business intelligence to evaluate potential markets for new franchise locations. The company works with prospective franchisees to identify markets that meet its operating criteria and evaluate opportunities for new construction or the acquisition of existing businesses. Business Acquisition and Redevelopment Clean Brands maintains a dedicated redevelopment team to identify independent dry cleaning businesses that may be available for acquisition. This team conducts outreach to existing operators, evaluates potential acquisition opportunities, and helps franchisees navigate the process of converting acquired businesses into Martinizing locations. Initial Training New franchisees receive training covering the Martinizing operating model, garment care processes, equipment, technology, customer service, business administration, and other aspects of operating their selected franchise format. Operational Support Martinizing provides ongoing operational guidance through its franchise support organization. This includes assistance with production procedures, operational standards, vendor relationships, technology, and business performance. Marketing Support Franchisees have access to established branding, marketing resources, and customer acquisition strategies designed to promote their businesses within their local markets. Expansion Support For franchisees interested in developing multiple locations, Martinizing can assist with evaluating additional retail sites, identifying acquisition opportunities, and developing a centralized production structure capable of supporting additional customer volume. Franchise Investment and Financial Qualifications Martinizing offers different investment levels based on the franchise model selected. Franchise model Initial investment Franchise fee Full-Service Dry Cleaning Plant $535,930–$796,742 $60,000 Satellite Store $113,065–$345,650 $30,000 Martinizing Delivers $40,900–$78,600 $27,000 Acquisition and Conversion Varies by acquisition Depends on transaction
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