HispanicBusiness

Franchise Owner Salomon Mishaan Seeks Rapid U.S. Expansion

Miami, FL--(HISPANIC PR WIRE)--April 21, 2006--In connection with Earth Day 2006, OXXO Care Cleaners(R), the environmentally friendly garment cleaning franchise that was first to use Greenearth(R) solvents while offering 24/7 ATM-style service in a European boutique setting, today announces its rapid expansion in South Florida, where the franchise first launched, and throughout the United States.

Since the opening of the first store in Hollywood, Florida two years ago, Salomón Mishaan OXXO(R) franchise President, decided to enforce the use of a dermatologic and eco-friendly cleaning solvent called “GreenEarth(R),” instead of the commonly used chemical perc (Perclorethelyne) a carcinogenic which is unhealthy for both human skin and garments, and which emits vapors so strong that most dry cleaners have to leave doors open permanently. He also eliminated the traditional system of the industrial boiler and vapor piping which emits heat to warm equipment and minimizes risk of safety hazards, installing instead independently heated equipment which allows for the air-conditioned boutique style concept imported from Europe.

Mishaan’s strategy simultaneously reflects an effort to maintain a high level of social responsibility and better position the OXXO(R) brand. While getting rid of the industrial boiler and using a safe and healthy cleaning solvent, as well as remodeling the look of the traditional dry cleaner and installing a 24/7 Style pick up system, incurred higher initial costs initially, today OXXO is experiencing a fast payback as the franchise is opening doors in shopping malls, which previously held certain resistance to cleaners due to the volatility of the boilers and to strong chemical odors and contamination.

There are two types of franchises: those that unite high quality with notable added value and those that break tradition and revolutionize the market. OXXO(R) Care Cleaners, in just two years, has set new standards in South Florida, and is now seeking rapid expansion throughout the U.S.

When Mishaan decided to enter this sector, he wasn’t all familiar with its details but brought with him all of his experience from the textile industry. From the beginning, he knew that he and his team had to transform the traditional system and generate a distinctive and better offering so, instead of only surrounding himself with experienced persons in the service industry, he also incorporated a team of professionals comprised mostly of technicians with industrial experience. Mishaan and his team had dedicated their entire lives to generating efficiency and convenience. Finally, this formula is what tilted the balance in their favor.

In just two years OXXO(R) has sold twenty-five franchises in South Florida alone, and has accomplished exporting the brand to New York, New Jersey, California and Washington D.C. “In the Miami area, new stores will soon be opening on Brickell, SW 8 street and in The Village of Merrick Park,” explained Mishaan.

The inspiration for this Colombo-Venezuelan entrepreneur came from Europe, where ironing takes place both in front of the customer and can be observed through the store window. In OXXO(R)’s boutiques, this occurs for practical reasons like space limits, but Mishaan has discovered it to be excellent for marketing and promotion purposes.

“From the beginning, I knew this concept would be a hit in the United States,” said Mishaan. However, he also knew that the picturesque scene of hand irons in front of the window couldn’t be his dry cleaners’ only advantage if he wanted to make a difference in the competitive U.S. franchise market. So he and his team dedicated themselves to finding the resources and technical tools that would provide this dry cleaning franchise a necessary advantage over future competitors. Such advantages were found with equipment fabricated exclusively for dry clearing leaving aside conventional equipment.