New, wet cleaning professional cleaners, Greenovate has launched its flagship store at Sandton Isle. The 100% black women-owned SMME offers an innovative cost effective alternative solution to the very toxic dry cleaning industry, servicing domestic, commercial and industrial clients and is endorsed by Miss Earth.

 “Market research has indicated that consumers are becoming more environmentally conscious, and thus seeking greener alternatives.  As such, Greenovate has partnered with Electrolux Professional Laundry systems, a company with over 100 years of experience. We aim to introduce the South African and African consumer to the Lagoon solution,” explains owner, Nuraan Alli-Jassat.

Located in the centre of Sandton, Greenovate is endorsed by Miss Earth 2013 and aims to provide customers with an effective solution that is not harmful to the environment as it shifts away from using the toxic solvent known as percholorethylene (Perc). Instead a water based solution with bio-degradable solvents is the preferred choice.

 Lagoon™ solution used by Greenovate is the only process endorsed by the Woolmark Company, The World’s leading textile brand, and is the combination and gentleness of hand washing with the efficiency of professional cleaning. The Lagoon™ process treats all types of garments, both those that are resistant to water and those that until now were intended for dry cleaning alone. Additional value -adds are the elimination of stains, proteins, carbohydrates and bacteria. “Woolmark provides consumers with guaranteed fibre content and quality assurance. “Companies that are Woolmark licensed acquire the differentiation of guaranteed fibre content and quality assurances,” says Alli-Jassat.

“In many instances, dry-cleaning is used for want of a better solution. Nevertheless, Perc, hydrocarbons or other solvents only act on greasy stains, the innovative Lagoon works much deeper,” she says.

The application of the lagoon solution can be used for all garments with any kind of stain or dirt. Based on an innovative service-providing ethos, Greenovate urges consumers to look towards business that provide eco-enhancing methods. “Our aim is to provide an end product that is far safer and has superior qualities in terms of brightness, touch and fragrance and this is Greenovate’s differentiating factor in the laundry industry,” concludes Nuraan.

For more information or to request interviews contact Nabila Mayet-Cassim on 082 266 3957.

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