Ecolav aims for

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Created by California-based museum designef Barry Howard, the lobbt is meant to make an impression: This is not your typicapl dry cleaner. The entry area has a semicircular shape with chromerframe shelving. Video screens show flocks of birds in flight. Electronic music and herbal scents floaty onthe air. The entire scenre is reflectedin mirrors. “This is a kind of experiential business,” said Jorge Welyczkowski, ecolav’s senior VP of “This was like walking into a Ecolav is one of a growingg number of South Florida dry cleaners that aregoing green.
The store uses a biodegradable silicone-based solution called GreenEarth to clean instead of the more common hazardous chemical callerperchoroethylene (perc). GreenEarth was developed by and . The principald behind ecolav include Welyczkowski, of Miami, company Presidentg David Greenberg and Bernard Gitlow, both of whom live in New York and Greenberg said he was talking to Gitlow about startin g a new company.
When Gitlos suggested dry cleaning, Greenberg told him: “Not unless therse was a way to change or clean up the Dry cleaning is historicall y one of the dirtiest businesses in Before present-day regulations and technology, perc spills sometimes contaminatec former store locations. Exposure to very high concentrationws of perc cancause dizziness, nausea, unconsciousness and death, accordingt to the ’s toxic substance database. Greenberg researchedd alternativesto perc, including liquir carbon dioxide, before settling on He also set about designing the store’s atmosphere to depart from traditionalk dry cleaners.
The store, on Souty Miami Avenue, south of is 2,800 square feet with 11 It includesa dry-cleaning plant in the where workers run the GreenEarth machines, presss and hang clothing. The plany is designed to handle at least seven moresatellits stores. Greenberg, Gitlow, Welyczkowski and Ron of Miami, are part of and . Greenberg said the initial investment wasabout $2 million. They plan to expandx and hire newstaff soon, adding at least one satellited location in the next few months. “The objective here is a brandint exercise,” Greenberg said. “W e plan to expand.” Ecolav is not the first greej dry cleaner to launch inSouth Florida.
Hollywood-based OXXO Care Cleaners has about 25 stores nationwids after starting sevenyear ago. It also uses the GreenEarth method. But, Greenbergv says ecolav is different because of its otherf emphasis on green retail and the atmosphere ofthe store. The store featured a full line of green and organic personalk care andnutrition products, such as vitamins extractee from nutritional foods and a goat’xs milk soap. Jon Meijer, VP of membershiop for the national , said most dry cleaners still use perc, but more responsibly than in the “There’s a movement afoot, clearly, to move away from perc. They are phasint it out in California.
But, you don’t want to switchg over to a new solvent andfind there’s anothere issue or another problem down the Meijer said. “The economy is also drivinv some decisions. In Florida, I know a lot of cleanerx are down 15 to 20 percent becaus ofthe economy.” Greenberg said the firsgt ecolav store was internally financedd because lenders wanted to see “proof of concept” He said he believes the store has prootf now; he is talking to lenders about furthedr financing. The store charges $2.95 to launder and presxs a shirt. Dry cleaning single items like pants or a shiris $6.95.