4.24.2006 ET

(CSRwire) Miami, FL - OXXO Care Cleaners®, the environmentally friendly garment cleaning franchise that was first to use Greenearth® 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® franchise President, decided to enforce the use of a dermatologic and eco-friendly cleaning solvent called "GreenEarth®," 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® 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® 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® 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®'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.

"The equipment used by traditional dry cleaners is inherited from the garment industry, using industrial steam presses which tend to damage clothing and burn buttons," explains Mishaan. Manufacturers from Italy created special systems to press shirts which simulate the shape of mannequins and blow hot air from within, molding them perfectly to the garment's original shape. OXXO® employees use these shirt-shapers religiously.

A great franchise, however, is not born solely from using modern high-tech machinery and a novel idea. Between 2000 and 2001, a team of executives and industrialists led by Mishaan reinvigorated the concepts of customer service, marketing and service processing and created OXXO® tailored use, maintenance, and operation manuals for franchisees.

From a functional perspective, each store can clean up to 700 garments in twelve hours with just seven employees, including the manager on duty. The shop's internal system is computerized and automated. This combination of planning and technology leads to savings in space, time and money and drastically reduces the possibility for human error.

With just above average industry prices, clothing is returned by the third day, although OXXO® also can deliver results in six hours upon request. Most stores offer alterations and dry cleaning services. "We are trying to educate the client by teaching them that it is always best to have their shirts delivered on hangers and to use little starch," indicates Mishaan.

Customer service at OXXO® goes beyond a friendly smile and on-time delivery of gently cleaned garments. For the first time in the United States, customers can pick up their clothing at any hour through an innovative ATM-style pick up machine that works 24/7 through an intelligent magnetic card.

The card serves to pick up garments and pay and can be recharged in the store or via the company website. OXXO® care cards contain the client's information and transaction history. As soon as the system recognizes the card, the computer searches for the order which is then delivered through a small window on the machine. "Instead of going to the dry cleaner once a week because it is closed after 7pm, people are getting used to picking up their clothing when it is convenient for them. In addition, customers can leave their clothing to be washed," says Mishaan.

The first store opened in Hollywood, Florida. "When we launched the store had great success, perhaps more than we expected. We established the goal of adding at least 10 storesto our inventory but every time we signed a deal, the store was immediately franchised," said Managing Director Nilma Fernandez. "In Florida, there are 11 stores open and functioning and another 9 have been sold and are under construction. In New Jersey, we opened the first store a few months ago and shortly we will open a second, very soon we will be opening two in Washington DC. This year (2006) we plan to sell 20 more stores between Florida and Georgia, and another 10 in the Northeast, Midwest, and California," added Fernandez.

OXXO® franchises range in price from 350,000 to 420,000 dollars depending on certain variables. Apart from providing franchisees with strict usage and operations manuals, and compulsory and extensive training sessions, Mishaan's team works hard to assure that both location and surrounding characteristics fulfill brand prerequisites and maintain quality standards. The process of opening a 1,500 square foot store takes on average six months.

Notwithstanding, for the Management team, the sale of franchises is not as important as is the care of the brand itself. Store employees are trained to pay meticulous attention to each and every garment and customer and if a potential franchisee doesn't possess the necessary qualities of business leadership, the franchise goes unsold.

Mishaan takes care of every detail which is probably why he has an impeccable and wrinkle-free brand. "Entrepreneur" magazine has just ranked OXXO® among the top five hundred best new franchises in the United States. It should surprise no one that by the end of this year, OXXO® aims to enter into the best 100 franchises in the country. In the meantime, starchy competitors are trying to follow his footsteps, but in just two years of operation, this visionary's brand succeeded in racing so far ahead that it will indeed be hard to catch up.

About OXXO®
OXXO® is an environmentally-responsible dry cleaning franchise in the United States. At OXXO®, customers experience the ultimate in garment care with the use of environmentally safe GreenEarth solvents (no use of Perc (Perclorethelyne) chemicals common at other dry cleaners), the latest 24/7 ATM-style pick up service, the most technologically advanced European manufactured garment care equipment and the traditional method of hand - ironing. Clothing and linen are cleaned right the first time and personally inspected by OXXO® garment care specialists to ensure superior handling and meticulous attention to detail. Visit www.oxxousa.com for more information and the OXXO® nearest you.

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