P&G Freshens Laundry Business with Tide Dry Cleaners

Procter & Gamble is trying out a new concept for its Tide brand: dry cleaners stores.

The company plans to open Tide Dry Cleaners in Kansas City as part of a test next month. It will build one new store and will operate two other facilities open in partnership with a local dry cleaner, GreenEarth Cleaning, according to news reports.

“This is very much a test,” Gary Coombe, vice president for new business development at P&G, told The Associated Press this week. “We also know the dry cleaning industry is very large and it's here to stay, and we believe we can offer something for unmet needs.”

It’s the first time P&G has extended its brand names to other ventures. The company has also been testing Mr. Clean-branded car washes, offering franchises in Ohio and Kentucky. The car wash includes a waiting area with wireless Internet access, flat-screen TVs and a convenience store area. Mr. Clean car care products are also sold there.

Separately, P&G this month is rolling out a new Tide detergent and Downy fabric softener, “Total Care” line. The company plans to support the effort with a $60 million marketing campaign, which also includes a tie-in with Ann Taylor's Loft stores and print ads in Elle, Vogue and Cosmopolitan magazines, according to news reports.

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