From its small-town beginnings in Napier to helping over 5,500 homes and businesses recover from Auckland’s floods and the devastation left behind by Cyclone Gabrielle in 2023, Chem-Dry New Zealand has become a trusted name in carpet cleaning and restoration. With 26 franchises nationwide and a presence in more than 50 countries, the company has built a reputation for its cleaning technology and commitment to its customers. NZBusiness sits down with General Manager Skye Turner to discuss what drives the success of this franchise business.
Chem-Dry’s journey began in the United States in the 1970s when Robert Harris discovered a new way to clean carpets using carbonation.
Robert developed a proprietary cleaning system that used thousands of tiny, carbonated bubbles to lift dirt to the surface, allowing carpets to dry in hours rather than days.
“It was a game-changer,” says Skye Turner, General Manager of Chem-Dry New Zealand.
“Traditional carpet cleaning methods soak carpets with water, which can take days to dry and lead to issues like mould and bacteria growth. Chem-Dry’s method uses significantly less water, so carpets dry in just a few hours.”
While Chem-Dry’s technology and cleaning effectiveness set it apart from competitors, Skye believes the real reason for the company’s continued growth is its people.
“Our success isn’t just about having the best cleaning system, it’s about the way we care for people. Yes, we’re the experts at cleaning carpets and drying homes after a leak, but it’s the way we guide customers through an often overwhelming process in times of major loss, that is often the defining experience for our customers. Helping them restore not only their homes and businesses but also their sense of normalcy.”
This people-first philosophy has been evident from day one, when New Zealand became the first country outside the US to adopt the Chem-Dry brand.
“Robert was visiting New Zealand and got talking to Peter Snow, who was chauffeuring him to the airport. They started chatting about this amazing cleaning system, and Peter said, ‘Right, I want it for New Zealand.’ That’s how Chem-Dry arrived here – it was all based on a conversation and a belief in helping people through better cleaning.”
Peter launched Chem-Dry New Zealand in Napier, initially running the business out of a family station wagon.
“What started as a one-man operation soon turned into a thriving franchise network. Demand grew, and Peter began franchising the business across the country.”
Franchise owners with skin in the game
As Chem-Dry expanded, its franchise model became a key driver of success. Unlike large corporate-owned cleaning or restoration businesses, Chem-Dry’s franchisees are local owners who are committed to their communities.
“The local ownership of every franchise, and their commitment to providing an above-and-beyond service, is what has really driven our growth,” says Skye.
Syke says that this community focus means Chem-Dry’s team often goes beyond their cleaning duties.
“For example, one of our franchisees responded to a small house fire in Wellington where an elderly homeowner had her kitchen affected by smoke damage. Instead of just cleaning the affected area, they helped organise alternative accommodation for her, took her to the supermarket to ensure she had food, and checked in on her every day. That’s the kind of care that defines Chem-Dry.”
Today, Chem-Dry provides carpet cleaning, upholstery cleaning and disaster response like flood restoration and fire restoration.
Its core cleaning product, known as The Natural, is non-toxic, soap-free, and eco-friendly. Many other cleaners use soaps and detergents that leave behind a residue, which attracts more dirt over time. Skye says that Chem-Dry’s solution prevents this, meaning carpets stay cleaner for longer.
Chem-Dry’s restoration teams are also trained specialists, certified to IICRC International Standards, ensuring that every job meets industry-leading practices.
When the 2023 Auckland floods happened and soon after Cyclone Gabrielle, Chem-Dry received thousands of emergency calls. Technicians from across the country loaded their vans and trucks, drove overnight, and started extracting water from homes.
Beyond drying carpets, Chem-Dry played a crucial role in helping affected families. Skye says that many technicians worked long hours for months on end, staying away from their own families to ensure that homes were restored, and communities could rebuild.
“It wasn’t just about drying carpets, our technicians were helping people who had lost everything, offering reassurance and support in a time of crisis.”
Another major advantage is Chem-Dry’s custom-built IT system. Every job is documented in a real-time portal, allowing insurers and corporate clients to track progress, see drying reports, and review service details instantly.
Skye says that with as important for families and businesses making insurance claims.
Growing the brand
One of the company’s key growth areas is mould remediation.
“With the health and building industries increasing awareness of the harm that mould can have on homes occupants and building structures, it is an important area to be pushing into with service expansions. Mould is fast-growing and tenacious. By the time it’s visible, it’s often thriving in its environment and really difficult to properly contain.
“In delivering these services, we want to ensure customers receive the same thoroughness, efficiency and expertly delivered service, that they do across the rest of our services.”
As Chem-Dry continues to expand, Skye says that its focus remains on quality and people.
“It’s not just about doing the job – it’s about doing it right, every time.
“With all of our expansion plans, one thing remains the same, we will always put people first – our customers, our franchisees, and our communities.”
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