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Over 40 years ago, Paul Burchell was working in a large accounting firm in Sydney when the entrepreneurial spirit took hold and he began a business cleaning hotels. When the family moved to Newcastle, he began one of the first carpet steam cleaning companies in Australia, called Monster Magic.
With local TV advertisements featuring Paul grinding mud into his mother-in-law’s carpets (and it really was his mother-in-law’s carpet) and then cleaning them, Monster Magic became well known in Newcastle and the carpet steam cleaning business took off.
In 1983, Paul sold Monster Magic and set up Electrodry. In pursuit of a carpet ‘super-clean’ that didn’t leave wet carpets and to develop a unique selling proposition for Electrodry, Paul worked with chemists in the USA to develop a dry cleaning process.
This process is exclusive to Electrodry and uses acids, alkalines and heat to neutralize stains. The solvents break down the oils that hold stains in the carpet and totally evaporate once their work is done, leaving no chemical residue.
No wet carpets, no heavy machinery, no nasty chemical residue – it was a carpet cleaning revolution!
Playing on the concept of a ‘super clean’, the marketing of the business took on the colours and shapes of Superman, which is still reflected in the brand today.
Electrodry became one of the first large Australian cleaning franchises with over 140 franchisees across the country. Electrodry technicians and franchisees are all professionally trained by Jena Dyco International's Institute of Inspection Cleaning and Restoration Certification (IICRC).
Electrodry now takes more than 7000 calls per week and has 35 people working the phones. Around seven years ago, the Electrodry jingle was developed and continues to be recognised and utilised in today’s advertising campaigns. Electrodry is a family business, with Paul’s sons working in the company and Head Office still in the Newcastle suburb of Wallsend, despite the service being available all over Australia.
The Burchell family has continued to develop new cleaning processes and now boasts a comprehensive range of services, including air conditioner, mattress, upholstery, mould, leather and tile and grout cleaning. We also provide an emergency carpet restoration service. And all Electrodry services come with a 14-day satisfaction guarantee. Electrodry is extremely proud to be an industry leader and innovator in cleaning technologies and services.
Paul Burchell, Electrodry Managing Director