FIRST IMPRESSIONS’ LASTING CHARMS
A showpiece development deserves a top class drycleaners. With the opening of First Impressions that’s exactly what the multi- million pound Dickens Heath development in Solihull has got.
As managing director of one of the country’s major drycleaning equipment suppliers, Renzacci UK, Jason Alexander has been involved in a lot of start ups so when he says that the newly-opened First Impressions drycleaners at Dickens Heath in Solihull is something special it’s no throwaway compliment.
“This really is one of the nicest retail units I’ve seen. It’s going to set a benchmark in the area that will be difficult to match and I’d say impossible to beat,” says Alexander.
The location is a rural setting, beside the Stratford-upon-Avon Canal, but only three miles from Solihull town centre. Unlike many new developments Dickens Heath was conceived from the onset as a traditional village environment with full amenities including schools, library, shops and restaurants. Like the best historic villages the residential area radiates out from a retail centre and First Impressions is in the appropriately named Main Street just off from the equally time-honoured Market Square. The retail units continue the theme of village unity with complementary frontages to the shops, but old-fashioned stops here as the overwhelming feel is sophisticated and, dare-one-say-it, almost continental.
Inside First Impressions, the gleaming black granite counters, glass and carefully crafted
lighting are right up there with the best of fashionable modern shop design, but what really sets the business apart is the fact that the workspace in the back of the shop is as clean and pleasant – if a little less fancy! - as the receiving area used by the customers.
Newly opened at the start of 2007, First Impressions has been three years in the making. In fact, when business partners Peter Hensel and Parmbeer Singh invested in the retail units at Dickens Heath they had no idea what kind of business they were going to put on the site. It may sound like madness, but the pair had the advantage of having already set up and run a number of businesses so it was a case of finding the perfect match for the prestige development.
“We looked at what would be the best thing to put in for the Village,” explains Peter Hensel.
“We researched the type of housing and who was buying it and looked at what retail outlets there were and from this we decided that a cleaners would work. The next step was to get the right team involved.
“We went back to the research and talked to lots of different people and it led us to Renzacci UK. Obviously, we took references and but basically we liked the way Jason worked. We were comfortable dealing with him.”
Jason Alexander echoes the feeling of ease that has surrounded the contract.
He comments, “Peter and Parmbeer knew what they wanted in the sense that they were only interested in top quality equipment in order to provide the best levels of service for customers, but they were very willing to listen and take onboard ideas.”
From initial discussions the focus of the business changed from laundry to drycleaning.
Alexander continues, “From our initial conversations, which actually started first by email and then by phone, I came to see the area and could see at once that the idea wasn’t quite right. Peter and Pambeer were thinking of a launderette type operation and I said ‘No way!’. It was sticking my head out a bit because it was our first meeting but I felt strongly and when we worked through the plans it was obvious that in this particular development an upmarket drycleaners was the way to go.”
Renzacci UK was appointed to supply a complete package of equipment with all-inclusive Progress drycleaning machine, Pony finishing equipment including the newly introduced MG405 shirt finishing unit, and ACS conveyor system which links to a EPoS system.
“The unit was a good shape and there was plenty of space,” says Jason Alexander. “It’s nice to work off a blank sheet – especially a rectangle because you don’t have to get creative about where you’re going to place things. We did go through several layouts but you want to get things as perfect as possible before you start rather than rushing and having to live with your mistakes.”
Renzacci UK was also on hand to aid with necessary permits with the local council.
“I think this shop was one of the first done by the council to the new rules and it has really set the standard that other outlets are going to struggle to try and match,” notes Alexander.
The shop interior was designed and fitted was provided by one of the Hensel and Singh’s other companies. Unusually, the counter space is divided into two sides linked by a raised bar from which clothes can hang for collection. This opening does much to add to the free flowing feeling of the space between front and back of shop. In fact, the unguarded appearance hides a full CCTV security system.
“We like to present everything we do professionally. To get the quality we were looking for all the elements had to be in place. We wanted to create distinct image so we came up with a design that is reflected through the logo, on the packaging and in the uniform worn by staff,” says Hensel.
Experienced staff Sarah Brittain, Sandra Redfern and Nuala Mullett run the business on a day to day basis.
“Having the right people in the shop makes all the difference,” says Hensel. “To be greeted at the counter by a friendly smiling face reassures you that your garments are in safe hands.”
Experienced or not, all new equipment, and importantly how to actually process and be skilled in the art of drycleaning itself needs some explanation and training. This was provided by Renzacci UK in the form of expert consultant Roger Cawood who came in for a two week training period.
“Roger was very, very good,” says Hensel.
“What I wanted when we started was for him to be on site to give the staff a bit of confidence. Roger explained everything clearly and the equipment was very easy to use and to programme exactly how we wanted it. The shirt machine has been a particularly pleasurable surprise – it really does live up to its name and do everything needed in terms of finishing. I can already see that shirts are going to be very big for us. We do plan to offer every different type of laundry and cleaning but we’re deliberately taking our time, bedding in, and unrolling the services bit by bit.”
In true Field of Dreams style from the moment First Impressions opened its door the customers started to come. The average is 30 new customers a week according to Hensel – and once they come, they stay. Plans for the near future include leaflet drops, inclusion into local directories and a fully-interactive website that will allow online ordering.
The EPoS data management system is already proving invaluable for business analysis.
“A lot of people see it as a glorified cash register but it can do so much more when it is used as a management tool,” observes Jason Alexander.
The First Impressions team are certainly not guilty of this kind of under-use!
Hensel comments, “I’ve been able to link through to the data and see what’s going on – I can see exactly what my daily average is, how many times people are coming back and how often. Our next step is loyalty cards and we’ll use the system for targeting the marketing.”
Loyalty card holders will receive a re-usable clothes bag and product discounts.
“There is no special service for loyalty card holders because everyone who comes in here gets the same top class service,” says Hensel.
“I am totally focussed on the customer side of things. If you can give that little extra it makes such a difference to final impressions. I’ve got a lot of confidence in the business. I’ve probably gained on the service and marketing side from my experience in other businesses so I know how to do things and not rush them. But at the end of the day it’s down to getting the right staff and giving a quality service.”
Good looks count but it’s inside quality that keeps customers coming back. From the logo’d duvet bags to the smallest unseen washer on the Renzacci Progress drycleaning machine that’s just what First Impressions provides.
