ServiceMaster Clean, Restore get separated
Apr 19, 2013

ServiceMaster Clean was featured in the April 19 print edition of the Memphis Business Journal. You can view the article online at here.


Rebranding defines ServiceMaster units

Michael Sheffield
Staff writer- Memphis Business Journal

After working in disaster restoration for more than 60 years, The ServiceMaster Co. has decided to rebrand ServiceMaster Clean into ServiceMaster Restore.

The change will separate ServiceMaster Clean’s existing residential, office and industrial cleaning services business from the company’s disaster restoration services, says Eric Eurich, vice president of ServiceMaster Clean.

“We wanted to make it easier for customers to find us,” Eurich says. “They’ll be two sister brands with Clean and Restore. One doesn’t go away. Now we’re putting it under two more focused brand names.”

ServiceMaster Restore will continue to handle cleanup of disasters ranging from house fires or floods to hurricane cleanup. Eurich says the company has slowly been rolling the new brand out this year in the U.S. after rolling it out fully in Canada last year. ServiceMaster Clean has 3,000 franchise locations and approximately 30,000 employees around North America.

Eurich estimates the cleanup industry is worth an estimated $23.5 billion annually. The majority of companies involved in the industry are small, independent businesses. ServiceMaster franchisees are sometimes brought into the company after working independently, but the company also sells franchises.

Ron Veldman, COO of ServiceMaster by VVV, a Downer’s Grove. Ill.-based ServiceMaster Clean franchise, says the disaster recovery arm of ServiceMaster represents a complex business, so the rebranding will clarify what the company offers.

“Having a name that reflects what we do is crucial to our success,” Veldman says. “Our peers know that ServiceMaster does more than just clean, and the rebranding shows just that.”

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