New P&G product aims to kill off the dry cleaning business

Procter & Gamble (PG +0.4%) has a new product designed to clean and smooth suits, slacks, and blouses.

The $499 Swash machine is aimed at customers who want to re-wear an outfit without making an expensive trip to the dry cleaner.

The Swash process of cleaning, removing wrinlkes, and drying takes about 10 to 15 minutes.

P&G has introduced Swash at Bloomingdales stores with a broader roll-out scheduled for next month.

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Comments (11)
  • LaChic
    , contributor
    Comments (604) | Send Message
    I think it is too much money, IMHO.
    13 Aug 2014, 11:27 AM Reply Like
  • mike8599
    , contributor
    Comments (589) | Send Message
    That is a pretty expensive appliance for what looks like does very little. I suppose a few business people will buy it, but most folks I see wear more casual clothes nowadays. Looks like P&G is turning into Sharper Image.
    13 Aug 2014, 11:30 AM Reply Like
  • xbureaurat
    , contributor
    Comments (351) | Send Message
    "New P&G product aims to kill off the dry cleaning business"


    Since P&G has dry cleaning franchises I doubt they are trying to kill off the dry cleaning business.
    13 Aug 2014, 11:41 AM Reply Like
  • JD in NJ
    , contributor
    Comments (1635) | Send Message
    I don't think I see the appeal in this. First of all, it's not like suits need to be or even SHOULD be dry cleaned after each wearing. Dry cleaning is tough on the fabric and it should be reserved for when the suit really needs it. After an ordinary day of wear indoors an inexpensive fabric brush and a night hanging outside the closet is mostly what they need.


    When I do take my suits to the cleaner, one of the things I expect is a good pressing, which I'm sure this rather large machine won't really do.


    I am long PG, wear suits four days a week, and this does not feel like a great move to me.
    13 Aug 2014, 12:10 PM Reply Like
  • lotsalucre
    , contributor
    Comments (8) | Send Message
    Not meant to take the place of dry cleaning, or washing - just lengthens the times in between when items are really not soiled but perhaps not just as fresh as they could be. However, I do think people are just getting lazier and lazier and willing to go for anything that sounds like an easy fix, no matter the cost.
    13 Aug 2014, 12:49 PM Reply Like
  • rossjsr
    , contributor
    Comment (1) | Send Message
    Like always, P&G continues to raise the bar on what ordinary people are willing to spend on "premium" products and gadgets. Unfortunately, in today's market, I see limited appeal for this.
    13 Aug 2014, 01:28 PM Reply Like
  • rmood00
    , contributor
    Comments (6) | Send Message
    The LAST thing my wife and/or I want to do is MORE LAUNDRY. Taking clothes to the launderers/cleaners saves us time and hassel of doing it ourselves; PLUS SOMEONE ELSE DOES THE IRONING.


    Sorry P&G, I think you missed the boat on this one.
    13 Aug 2014, 01:34 PM Reply Like
  • crazty4tennis
    , contributor
    Comments (1273) | Send Message
    PG isn't interested in killing off anyone's cleaning business nor getting into franchising a cleaning business.
    13 Aug 2014, 04:57 PM Reply Like
  • seIII
    , contributor
    Comments (220) | Send Message
    Doubtful this will close down tide dry cleaners
    13 Aug 2014, 11:32 PM Reply Like
  • Robert Church
    , contributor
    Comments (19) | Send Message
    If it is mildly effective it will be a fixture in the closets of high end custom homes. I see this happening at construction.
    27 Aug 2014, 11:20 AM Reply Like
  • mike8599
    , contributor
    Comments (589) | Send Message
    so at the most very few high end custom homes, and at the least it's gone in 2 years. The only way this will pan out for PG is if they sell it in Walmart.... else its a patent / product they can sell - to boost stock
    28 Aug 2014, 02:28 PM Reply Like
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