The history of laundries founded by Antonio D’Acunto inside the Esselunga shopping centres in Florence is a quarter of a century long. Nevertheless, the “artisan workshop” challenge has never been given up, which translates to the cleaning of the Italian army uniforms and 150 ready to wear Venice Carnival costumes
“When I was a child, I used to sleep under the ironing board” starts Antonio D’Acunto in his fluent Florentine accent. This phrase is already telling you that, should you feel like exchanging some ideas on the present, past and the future of laundries, he is the right person to talk to, brought up among tumble driers and ironers of the family business.
Back in 1992, just when the market started indicating the way to go, Antonio D’Acunto started his adventure with Lind’Ora. He opened his first business inside the Esselunga shopping centre in Canova Street in Florence. A simple and a vital starting point for a business that, still today, is based on such solid bases that it can meet any challenge in the name of the quality – “Just like the parade uniforms that we regularly wash for the Ministry of Defence – the owner says – or 150 beautiful costumes delivered for the last Venice Carnival parade. Cleaning Casanova’s costume, in particular, required to demonstrate all our art, our skills of the cleaning artisans”.
These examples are telling us how, since 1992 until today, with an ocean of water in the Arno river having flown under the Ponte Vecchio, Lind’Ora is not only still there but it has doubled, too. The second business has been opened at Esselunga in Gramsci Street, in Sesto Fiorentino. “Collection points apart – explains Antonio D’Acunto – the story has been full of continuous conquers kept alive by the passion in my DNA. If I founded Lind’Ora, it is because, through this business, I could continue my journey that started in Ischia in the ’50s, where my family’s laundry serviced Queen Isabella Hotel”. The magnificent hotel constituted the basis for Angelo Rizzoli, the publisher and producer who created and contributed to the touristic boom on the island, which was also largely linked to his leading character role. Therefore, when in the ’70s Luigi D’Acunto moved his activity to Florence, his son Antonio had already had several precious elements in his hands, the basis on which he could set his future.
Everything in Florence reflects deep relations with the territory: the acquisition of two traditional shops in the Old Town, leather treatment know how made perfect thanks to the collaboration with the stylist Roberto Cavalli, and last but not least, a house delivery service that has been growing steadily. “In 1992, when I decided that the moment of trying to do things by myself had come, – reveals Luigi D’Acunto – I knew that the clients were changing radically as they were facing brand new needs: yes to the quality but also to fast work rhythm, flexibility and the growing awareness of environmental issues”.
“With Lind’Ora – he continues – whose name stands for fast cleaning, we already turned the page if compared to a shop on the corner. We replaced the delivery points by realising them within great distribution channels but without giving up on the existing relations with our clients that we inherited and kept due to our artisan tradition. This is why we keep offering a continuous and thorough house delivery service”.
Making part of a great distribution structure makes the service prices decrease, e.g. five shirts for 10 euros special offer, which is guaranteed, however by the personnel that Antonio D’Acunto relies on as far as PERC or hydrocarbon washing goes, depending on the need. Remembering the great lesson learned not only from his dad, Luigi, but also from his mom, Mara D’Ambra.
A “coach” not only inside the shop but also outside, always to the disposal of the clients who can watch Antonio’s videos on the Lind’Ora website where he gives some advice on how to manage house wardrobe, set the curtains or other interesting topics.
The attention is also often paid to perfumes and deodorants. Who grew up falling asleep under the ironing board at times, knows that the nose has its role in recognizing whether the garment has been well washed.
by Stefano Ferrio
Detergo Magazine June 2017
