Matteo Casella is the owner of Casella SaS, a company based in Pomigliano D’Arco, near Naples, and recently also headquartered in Rome. Casella, an authorized laundry equipment dealer, has filled his both warehouses with more than 1500 articles at the disposal of the clients. Over the last years, the business has become a point of reference for laundry in the center and south of Italy
Every time I meet Matteo Casella, not only do I have an impression that I am actually talking to a business owner but I am certain that I am looking at a young entrepreneur who is passionate about his work, full of ideas and new concepts put into practice in order to carry out projects and develop the laundry market. “Our idea of a dry-cleaner’s starts, as always, from wellness because it is possible to conceive and design welfare modelled on the needs of the clients’ considering all the services that make our day better” says Matteo Casella. He then adds, “a laundry should not be just a place where one takes their “dirty clothes” to anymore but it should become a place where the real and proper maintenance of what we really care for happens”. What follows is a rather daring yet, effective comparison: “let us think about gyms and how they have become a synonym of wellness over the last 15 years, places that offer personal care apart from just work out. Similarly, it 
would also be necessary to find a link between wellness and garment treatment at a laundry, which would also be healthy for the “wellbeing” of the business”. Because hygiene is wellness. All this entails a metamorphosis, a revolution of mindset as far as all the sector operators go and in particular, those who are in direct touch with clients, the laundry owners.
“I often meet clients who have given up or those who consider that the sector is going down. Instead, the figures speak for themselves showing a different scenario for those who have believed in this type of business, and invested their money and effort in it. Today, I am conviced when I say that all the laundries that have believed in innovation and renewal, have obtained remarkable economic results from it; in many cases, the return exceeds the investment. All this because the consumer is more and more careful about details that still seem banal for many, unfortunately. Let us take the furniture, for example. It constitutes one of the main factors together with the quality of machines and services offered. For years I have been supplying laundries with all the necessary, starting from modern management systems, suitable printers for every situation, and innovative warehouse 
management systems that contribute saving time and money. I am probably going against my clients trend, but I believe that, for example, having POS (automatic payment terminal for credit and debit cards) is fundamental for a business like a laundry. With the passing of time, the clients will include the “millennials” (me as well), people born between the ‘80s and ‘90s who tend to spend more if they can use a card and not cash (I got to the point where I only use my Smart Watch any time I need to pay for something, just like many other people my age). What is more, running a business with a nice big POS in sight has become a sign of quality, as if in that place it was usual to spend a lot for a great, high quality service. Moreover, modern machines meet clients’ needs and expectations very precisely these days. Natural solvents machines solve many problems 
and they contribute to time saving while treating garments, most of which are made from synthetic fabrics actually. Machines like Nebula by Renzacci that we have been selling for years, as well as Oceano, have become the answer to those who want to take the road of a modern laundry that fully reflects the expectations and necessities of the new generation. I believe that the latest technology, after years of studies and research, has included everything we need today.
Another fundamental point about our idea of wellness and our philosophy of business is eco-sustainability, not only that of the machines but of products themselves. Today, we manage to supply our most ecologically aware clients with completely BIO products that contain less that 1% of surfactants and that only need a simple information sheet. The products by Surf Chimica reflect that same wavelength. Their NAT constitutes an important base of our activity and makes part of our product range. It is the right answer to those 
who look for environmental compatibility at a laundry. All these new entries and more will be exposed during our event scheduled for 18 and 19 April. The event, already with its third edition, has become a fixed, not to be missed occasion in the calendar.
In a preview, we can say that we are going to focus on bio-compatibility and consumption decrease, convinced that the right road to take for the future of dry-cleaning, is that of the natural solvents (the most common one being hydrocarbon). We are going to demonstrate how everything we expose is a step forward to configure and design a modern laundry. Also, we are going to give room to marketing experts who will explain how to best manage and develop a business through small commercial and management practices, and adverts. It will also be possible to carry out costs and profit analysis, including all that to our belief, is necessary to increase the business and revenues.
CASELLA S.a.s.
Via Giuseppe Luraghi – C/O Consorzio Il Sole – Z.I.
80038 Pomigliano D’Arco NA
Tel./Ph: + 39 0810603698 – 08119660560 (r.a.) Fax: 08118658080
E-mail: info@casellasas.it – www.casellasas.it
edited by Marzio Nava
Detergo
February 2020
