Paul Burchell was working in a large accounting firm in Sydney when he decided he needed a change. He started a business cleaning hotels, but soon moved to the beautiful Newcastle and decided he would fill a gap in the market – carpet cleaning.
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The business, called Monster Magic, was one of the first carpet steam cleaning companies in Australia.
The television advertisements even featured Paul grinding mud into his mother-in-law’s carpets and then cleaning them.
In 1983 in pursuit of a carpet ‘super-clean’ that didn’t leave wet carpets, Paul sold Monster Magic and set up Electrodry. He worked with chemists in the USA to develop the dry cleaning process and the system was a winner.
Electrodry became one of the first large Australian cleaning franchises with over 140 franchisees across the country. Watch the business’ story here.
The series 20/20: Looking Back, Moving Forward has been produced by creative agency Out Of The Square Media in partnership with the Newcastle Herald. The initiative highlights the success of veteran Hunter businesses. Read more here.
