An Interview with Kenneth Cupitt, Guild of Cleaners and Launderers
The professional textile care (PTC) industry has experienced major changes over the past decades. Technological developments, shifting consumer behavior, and economic pressures have transformed both laundry services and retail dry cleaning businesses. In the United Kingdom, these developments have reshaped the sector in unique ways, particularly with the rise of commercial rental laundry services and the decline of traditional retail dry cleaning.
In this interview, Kenneth Cupitt, Chairman of both the Council and the Examination Board of the Guild of Cleaners and Launderers, shares his perspective on the state of the industry, its challenges, and the opportunities that lie ahead.
1. Can you please share with us your current position/job and profile of the organization you work for?
I currently serve as Chairman of both the Council and the Examination Board of the Guild of Cleaners and Launderers in the United Kingdom. The Guild has long been dedicated to supporting professionals in the textile care industry through education, examinations, and knowledge sharing. Our aim is to maintain and improve professional standards within the industry by ensuring that practitioners have access to training and technical expertise.
Through examinations and certification programs, the Guild helps professionals demonstrate competence in garment care, textile knowledge, and operational best practices. At the same time, we work to keep our members informed about developments within the sector.
2. In which countries and market sectors of Professional Textile Care did you work and did you gain experiences?
My professional experience has primarily been based in the United Kingdom, but during the earlier years of my career I had the opportunity to visit and observe operations in several other countries. These included the Netherlands, Norway, Germany, the United States, Belize, Spain, Italy, Ireland, and Denmark. Visiting these countries allowed me to see different approaches and systems used within the textile care industry. This exposure helped broaden my understanding of how the industry can operate under different economic, regulatory, and cultural conditions.
3. Could you please describe the most important characteristics and trends of the current PTC markets in terms of customer/market demand characteristics and trends?
In the United Kingdom, we have seen significant growth in commercial and rental laundry services. These services provide textiles such as linens, uniforms, and workwear to businesses and institutions, and this segment continues to expand.
However, the retail dry cleaning and wet cleaning sector has been struggling for a number of years. Consumer demand for traditional garment cleaning services has declined. For many retail operators, offering washing services alongside dry cleaning has become something of a lifeline. While this can help maintain business volumes, it is also a labour-intensive service that requires careful management.
4. What do you see as the most important success factors for today’s PTC companies?
The most important success factors today are flexibility and open-mindedness. The textile care industry has changed considerably over time, and companies must remain willing to adapt to new developments. Businesses need to stay informed about technological advances, operational innovations, and changing customer expectations. Those who remain flexible and prepared to evolve their business models are more likely to succeed in an industry that continues to transform.
5. What are your organization objectives and when would you consider your organization to be successful?
The Guild of Cleaners and Launderers has several key objectives. First, we aim to increase membership within the organization, ensuring that more professionals benefit from training, networking, and industry support. Second, we want to increase the number of examinations and assessments that are conducted through the Guild, as these programs help raise professional standards. Third, we strive to keep our members well informed about developments affecting the industry.
We have made good progress in improving communication with members, but we still face challenges in increasing membership numbers and expanding participation in examinations.
6. What do you consider the most important future demands of clients in PTC markets?
Customers will increasingly expect better perceived value for money. Professional textile care services are often viewed as something people use out of necessity rather than desire. In many cases, they are seen as a “grudge purchase”, meaning customers spend money on them because they must, not because they want to. For the industry to grow, businesses must demonstrate the real value of professional textile care and ensure customers understand the benefits of the service.
7. What are the key issues for PTC companies to fulfill future demands of clients and PTC markets?
Companies must focus on reliability and service quality. In commercial laundry operations, it is essential to maintain agreed service times and delivery schedules, while ensuring consistent textile quality. Good communication with customers is also important. In retail operations, success depends on high-quality garment care, service availability, and providing value for money that customers recognize and appreciate.
8. How important is sustainability / circularity for your current business performance and what do you do to improve your performance as an organization?
Sustainability is something the industry is mindful of, although it has not always been a top priority. That said, sustainable practices can offer practical advantages. Improvements in energy efficiency, water use, and chemical management can help reduce operating costs while also benefiting the environment. For many businesses, sustainability will increasingly become part of their operational strategy.
9. Do you see sustainability as an important driver for (new) business or as a factor for saving costs?
At present, sustainability is more likely to be seen as a way to reduce operational costs rather than as a major driver of new business. However, as awareness grows and environmental regulations evolve, sustainability may become more central to business strategies across the industry.
10. Do you see technical innovation as a key factor to enhance your business performance, and what technologies are essential to provide sustainable and profitable PTC services in the future?
Technical innovation has had a profound impact on the textile care industry since the end of the Second World War. In the UK, rental service models have introduced a new dimension to the laundry sector by providing large-scale textile management solutions. At the same time, the retail dry cleaning sector has faced challenges despite adopting new technologies. One reason for this is the widespread use of domestic washing machines, combined with the relatively low cost of many garments today.
11. What do you see as the most important innovations of the (near) future and how do you believe these innovations will change the way the industry operates?
One of the major innovations expected in the future is the use of Artificial Intelligence (AI). AI has the potential to improve service efficiency, logistics, and operational management. However, greater efficiency may also lead to increased price pressure, as customers expect lower costs. For many years, the industry has struggled with pricing structures that do not always reflect the true effort required to deliver services, which can place pressure on profitability.
12. According to many publications, a transformation of the PTC industry towards more customer and IT driven processing is seen as essential to be successful in the future. What is your policy to adapt your business/service model to changing market demands?
Both commercial laundry services and retail operations have improved significantly in their ability to communicate with customers. Digital communication, service tracking, and operational transparency will continue to improve in the future. Supporting this development is also part of the Guild’s ambition, as better communication strengthens relationships between businesses and their customers.
13. We have seen an enormous increase in scale of operation of PTC companies. Do you see there will be attractive opportunities also for the smaller companies and what is needed for small companies to be successful?
There will always be opportunities for small startup businesses within the textile care industry. However, to succeed they must offer something different or better than existing competitors. Innovation, specialization, or improved customer convenience can help smaller companies build a competitive advantage.
14. How do you feel the PTC industry can take more market share compared to domestic washing?
Domestic washing is often seen as cheap and convenient because people rarely calculate the true cost of washing at home, including electricity, water, equipment, and time. However, professional textile care also presents challenges, such as customers needing additional clothing while garments are away for cleaning. Another advantage of home washing is that it can be done overnight while people are asleep. At the same time, modern homes often lack sufficient space for washing and drying equipment, which may create opportunities for professional services in the future.
15. What do you see as major opportunities for the professional laundry and cleaning industry for the longer term future?
As long as there are retail shops and businesses on high streets, opportunities will exist for textile care services. For example, entrepreneurs can provide collection and delivery services for hand towels, glass cloths, and workwear cleaning to local businesses. These specialized services can create new revenue streams for textile care companies.
16. What do you see as major threats for the PTC industry in the coming years?
One emerging concern is the growing awareness of micro and nano fibres, which are increasingly being studied for their potential impact on the environment and public health. If regulations or public perception change significantly in this area, it could create new challenges for the industry.
17. What would you say industry (inter-)national associations should do to support the PTC industry professionally, now and in the future?
Industry associations should focus on monitoring developments that could affect the industry, informing members about important changes, and providing guidance where necessary. By keeping professionals informed and supported, associations can help businesses adapt to new challenges and opportunities.
18. What is your vision on the future perspective of the industry?
In the short term, laundry services will likely continue to grow and become an increasingly important part of the sector. However, the dry cleaning industry must improve its professional standards, particularly in areas such as textile knowledge and stain removal expertise. Improving professionalism will be essential for maintaining credibility and competitiveness.
19. What is your key-message to your professional PTC colleagues for now and in the future?
My key message is that the textile care industry remains one of the most sustainable and recyclable sectors in the service economy, yet its true value has not always been recognized. As professionals, we must continue to highlight the importance of our services and demonstrate the environmental and economic benefits of professional textile care.
