Consultant takes 'green' dry-cleaning plunge

Sunday, April 10, 2011

Unhappy with traditional dry cleaning and eager to run his own company, Dan Miller left McKinsey & Co. to open Mulberrys Garment Care.

Prof. Mark Spriggs, director of the Schulze School of Entrepreneurship at the University of St. Thomas' Opus College of Business, said he believed Miller's McKinsey background and innovative ideas in a relatively staid industry should help him be successful.

One challenge, Spriggs said, will be persuading people to switch from a traditional dry cleaners. Mulberrys will have to offer equal or better service and convenience to do so, he said, because the carbon-dioxide cleaning method alone might not be enough to get consumers to change their habits.

Spriggs said he believed that franchising was the best way to expand to other markets, with potential returns from dry cleaning unlikely to attract venture capital.

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Originally published: 04/10/2011, Star Tribune