Making A Clean Sweep

We interview Laundry Dynamics on expanding to one more franchise.

Making A Clean Sweep

The franchise

Laundry Dynamics has achieved excellent growth in its two years of operation. In addition to a comprehensive laundry service, franchisees also offer dry cleaning, garment dyeing, tailoring, shoe repairs, key cutting and contract work. Franchisor Tracey Fawell says that the strength of the training on offer has been crucial to the company’s success. Franchisee Calvin Else opened his first Laundry Dynamics store in October 2012. In February 2013, he opened his second store in a shopping centre, adding on a dry cleaning plant.

Why did you choose to expand to more than one franchise?

I had been talking about owning another store. The opportunity arose when Tracey called to ask if I would be interested in the site. As my first shop runs smoothly, I jumped at the offer. The second store is at a fantastic site which also made the decision easier.

What challenges did you experience when expanding your number of units?


The new store is on a corner, which makes it difficult for clients to find it, so marketing is one of the biggest challenges at the moment as we need to make customers aware that it’s easily accessible.

We are able to differentiate the second laundry business from the competition by emphasising our specialised dry cleaning services. Finding trustworthy, good quality employees is another. I have appointed one manager per store, but it’s sometimes difficult to get staff to listen to their managers.

How did you manage finance and cash flow when expanding?

I financed the second store myself with funds from the sale of a property.

How did your role change from one unit to two?

My role has changed, but not dramatically. I am on the road a lot more, but the managers run the stores while I am out finding more customers.

What assistance did the franchisor provide when you decided to buy the second unit?

My relationship with the franchisor has only improved. I speak to Tracey a lot more, discussing the store and asking for advice. She found the second site for me and set up my store, so she has been a huge help.

How do you maintain work/life balance?


Stay on top of things, and remember your customers are key. Satisfy them and keep them happy. It’s also important to have an understanding spouse. Jokes aside, if I have to work late my wife understands but we try to take a weekend away every six weeks, and a well-deserved holiday every three to four months.

Once a week I have dinner with family and friends. But there is a lot of hard work required. As a franchisee, you have to be enthusiastic and ready to take on whatever comes your way. To grow the business and run multiple stores takes dedication and commitment.You cannot lose focus for one minute.

Vital Stats

Calvin Else

  • Franchise: Laundry dynamics
  • First store: 2012
  • Number of stores: 2
Monique Verduyn
About the Author
Monique Verdyun is a regular contributor to Franchise Zone. Franchise Zone is published by Entrepreneur Media SA. It offers advice and franchising opportunities in South Africa.

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