"Wet Cleaning" system to help dry cleaners minimize use of perchloroethylene.

DEERFIELD BEACH, Fla.--(BUSINESS WIRE)--Sept. 14, 1995--An environmental technology firm has developed a step-by-step "wet cleaning" system to help dry cleaners minimize the use of perchloroethylene.

"EnviroSafe(tm)" is a manual wet-cleaning procedure that does not require the purchase of any special equipment, according to David Lafer, a third generation dry cleaner and co-founder of Wetcleaning Environmental Technologies (WET), which has offices in Bernardsville, N.J. and Deerfield Beach, Fla.

"The new method is part of a complete environmental marketing package now available to dry cleaners across the country," said Lafer. "It includes a detailed handbook on the `EnviroSafe(tm)' wet cleaning procedure, access to an exclusive line of biodegradable soaps and a comprehensive advertising and promotional kit."

Lafer developed and test-marketed the "EnviroSafe(tm)" process at Linder's French Cleaners, his single-store operation with 41 employees in Bernardsville, N.J.

The "EnviroSafe(tm)" system uses wet cleaning techniques on fabrics that are typically dry cleaned by most cleaners, Lafer said. It's a "multi-process system" requiring specialized care and knowledge of clothing.

Not all garments can be processed through the "EnviroSafe(tm)" system. Wool garments, some silks and other perishable garments must be cleaned through traditional methods.

The second component of the program is the availability of a line of biodegradable soaps that are specially formulated for the "EnviroSafe(tm)" wet cleaning process.

The third part is a complete advertising package designed to promote the "EnviroSafe(tm)" process through multimedia advertisements, public relations releases and collateral material such as hang tags, hanger capes, hanger covers, hanger recycling totes, brochures and posters. The marketing materials were developed by WET co-founder Andrew M. Rose, a seasoned South Florida Marketing executive.

The special introductory price of the "EnviroSafe(tm)" package is $295, "a fraction of the cost of most wet cleaning systems on the market today," said Lafer.

"Special equipment can cost as much as $30,000, which is well beyond the means of most dry cleaners. And these machines do not clean 100 percent of the clothing that comes through the door. Our system gives every cleaner the opportunity to wet clean clothes just as nicely without the costly equipment."

For more information about the "EnviroSafe(tm)" wet cleaning and marketing package, please contact Andrew M. Rose at Wetcleaning Environmental Technologies, 305/428-2678, or by digital beeper at 305/393-9382.

CONTACT: Wetcleaning Environmental Technologies,

Deerfield Beach

Andrew M. Rose, Marketing Director

305/428-2678