Pressto

Considering the major economic crisis in Spain, the dry cleaner chain continues with its strategy of internationalization by Master Franchise Agreement, and in this ocasion it establishes again in an African country, Nigeria. First store has been opened in the capital, Lagos, in the Surulere area, in Adeniran Ogunsanya, 101. This area has been chosen because of its commercial development, centre of main businesses in Lagos.

Pressto is the first dry cleaning chain that comes into Nigeria, and the second Spanish company. For the implementation in this country the usual Master Franchise formula has been used, as it has been very successful in the past. The Master franchise is an architect of renowned prestige in Nigeria, without previous experience in franchising but who saw in the dry cleaning chain a unique opportunity, as it is a sector which has not been operated. Nigeria is one of the highest growing economies in Africa, and pilot center is having very good results.

Surulere shop will serve as the production centre and will service a number of collection points as they open. They plan to open in 2013 2 collection centers (where clothes are collected and pressed) and another shop. The Lagos districts where they will be opened are Ikoyi, Victoria Island or Ikeja. Besides, Surulere shop will be extended so a bigger number of centers can be serviced.

As in other countries, this flagship will service as training center for the future franchisees, where specific ‘know how’ of the chain will be taught

A wide range of services

Pressto Nigeria, as well as the regular cleaning and pressing service, offers customers Press Toke, for repair and alteration of garments. The aim is to provide an added value to dry cleaning, especially in a country like this, where dry cleaning is not a well-known sector.

“Customers are responding successfully. They usually point out quality in cleaning and the personalized assistance they get”, it is commented from Central in Madrid.  With this internationalization strategy, Pressto intends to balance the huge consumption fall that the Spanish market is suffering.