Further background to the news release:
For shareholders who are familiar with Winning Brands’ past activities in the field of professional wetcleaning for garments, the following recap of key points will place the developments described in the news release into context.
- The proposed use of water + specialized cleaning agents instead of traditional dry cleaning solvents was relatively new when we first became involved. It was controversial because non-water-based solvents have been been used for decades in dry cleaning. They work well, but are hazardous. Government concerns have been growing about the health & safety impact, and environmental impact. Dry cleaning solvents are the source of the familiar “dry cleaning smell” we all familiar with. Studies have shown that these solvents even go home with the garments and accumulate in the closet. Accordingly, there were powerful vested interests who opposed advances in alternatives. Their strategy was to deny the harm and to modify equipment to use less of the undesirable solvents, re-use solvent through filters, etc. The atmosphere was similar to the emergence of concern about the health effects of smoking.
- Our progress in the early days was hampered by countervailing publicity of the traditional industry suppliers who opposed phase-out legislation and claimed that professional wet cleaning is not a viable alternative because it could (supposedly) only deal with a small percentage of “Dry Clean Only” garments. Also, our progress was tied to the activities of our first distributor, who had world exclusive distribution rights for our professional wet cleaning solutions. That distributor turns out not to have been able to follow-through as Winning Brands would have liked with opportunities, for a number of practical reasons that were not apparent initially. For this reason, our early ambition in the sector was constrained by contractual/relational factors.
- The retirement of that original distributorship has been completed. This enables Winning Brands to move forward with business development in this sector that no longer requires as much 3rd party consent. It still involves collaboration, new distribution and operating partnerships – however the operating relationships will be with parties who are a better fit in their ambition and capacity to grow the business of professional wetcleaning.
- During this time, we have been continuously updating/refining our product.
- A pilot project location was identified wherein the new elements could be deployed, technically and in relationships. We are proud of the technical accomplishment of providing 3 months of substitution of cleaning agents in this busy facility and also proud of the constructive working relationships that were involved. The purpose of the new name is to clearly represent the next phase of our work in this sector by being clear about the independence of this brand from previous constraints – and to reflect the broadening scope of the professional laundry solutions line. The “OPL” (On Premise Laundry) aspect of the BRILLIANT Professional Laundry Solutions line will be discussed more in the future.
- In summary: What had become a terrific project being blocked by a bottleneck in marketing and distribution is being revitalized with a combination of technical advancement, new operational arrangements, and more ambitious outreach to the sector with higher profile associates in the industry. Every field has competition, including the search for alternative chemistry to traditional dry cleaning. What we have in our favour is that governments and environmental advocates consider professional wet cleaning to be the most desirable solution in terms of simplicity, impact and cost. Winning Brands goal is to earn more placements for its BRILLIANT professional wet cleaning solutions and to become a respected and successful brand amongst its peers in this field. Accomplishing this would a positive contribution to the community and has significant business potential for Winning Brands. www.BRILLIANTWetCleaning.com
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