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Dry-cleaning shops: between challenges and opportunities, what next?

Marzio Nava

Do you remember the survey on active laundries in Italy required by Assosecco to Infocamere (Detergo, October 2023), which we also published in our magazine a few months ago?

We will return to that survey with a few brief considerations. The first striking figure, which frankly was not surprising us, is that there are 15.717 active laundries in Italy, meaning there is one laundry
for every 4.000 inhabitants. Too many compared to other European countries?
Is it surprising that in France and Germany the ratio is one laundry for every 20.000 to 30.000 inhabitants? This is nothing new or unexpected; it corresponds to the "genetic" characteristics of our productive chain, where, regardless the specific sector, there has been a proliferation of small and very small companies since the roaring years of post-war national development.

This is the productive situation of our country. For some observers, it is a potential strength; for others, it is a weak point.

In this situation, there are no specific culprits to put the blame on, and no aggressive behaviour from producers’ side. Everyone is simply trying to do their job as best as possible. Producers have one role, the Associations another.

Did the number of dry-cleaning shops drop in the recent years? The reason lies in the fact that this specific activity is no longer just a crafted activity but must be seen as an entrepreneurial endeavour. Times have definitely changed, and we all need to ask ourselves what the best way is to carry out an economic activity in a productive and profitable manner.

Have industries, especially dry-cleaning, fallen victim of their own actions? The question regarding dry-cleaning over the past two decades is a bit more structured and complex. Dry-cleaning has changed its image, nature and purpose, worldwide. Dry-leaning has undergone a real metamorphosis. Regulatory changes and different way of dressing have played a major role in reshaping an entire production sector in a completely different way. It is by virtue of this that the most forward-thinking entrepreneurs who have followed and promoted new business models are receiving excellent feedback and achieving great success on the market.

Dry-cleaning industry has always been and continues to be an Italian flagship worldwide. In this field, our companies have an international vision, evidenced by the fact that most of their turnover is generated abroad.

Technological innovations in our sector also demonstrate this trend, and in the coming years, the
development of artificial intelligence will be the "next frontier," also for our industry. We will all be involved, without exception. From this perspective, the market is ruthless and selective; only those with the capacity and qualifications will remain as economic entities, whether we like it or not. There were no financial speculations from producers’ side. Manufacturing companies, like any other economic player, act for a specific interest but always within a values framework and social compatibility.

Certainly, the pandemic first, followed by the energy crisis and the inflationary spikes (which have greatly affected interest expenses for loans, mortgages, etc.), have contributed greatly to further selection against weak activities with no possibility or willingness to innovate their business.
Like all businesses, even dry-cleaning shops must increasingly enhance, improve, and diversify their
services. The market is diverse and multifaceted.

Certainly, there are businesses that struggle to open their doors every morning, but is not always so
dramatic. There are businesses, even small ones, that are growing, and there are entrepreneurs who decide every day to believe and invest with great success.

As well-known by the industry Associations, and particularly by Assosecco, there has always been a
spirit of collaboration and cooperation from the side of AIFL – the Association of Italian Laundry Suppliers. This includes our monthly hospitality in the pages of Detergo Magazine, aimed at improving and developing the sector and the market. Everyone must fulfil their part, manufacturers, dry-cleaners, larger laundries, and trade associations, each one according to their responsibilities and competences.

The virtues (and in some cases the limits) of free competition and the market have existed since ancient times, as the renowned medievalist historian Jacques Le Goff said, "cathedrals are almost always located in the cities, as they were competing to boast the largest, highest, and most beautiful cathedral."

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